Downy's traditional target market is the average woman shopper, upper, middle class. Generally they will have a family. They tend to live in subburbs, drive minivans and go on family vacations. They shop at super stores such as Costco, Target, Sams Club, and chain grocerie stores. To diverse their target segments we were instructed to target to men. The man that Downy is after consists of the average male 18-50 years old. College student or graduate. Possible single father. Upper, middleclass. Drives sports cars. Shop at Walmart, Target, and their local grocery market.
"Target Market, a set of buyers sharing common needs or characteristics that the company decides to serve" (Armstrong and Kotler, Marketing an Introduction Pg. 24)
It is important to build a variety of markets and creat e market segmentation to allow full throttle sales in every avenue. This helps distinguish your customers needs and wants for each target market.
"The company must first decide whom it will serve."" The company must also decide how it will serve its target markets as well."
Target market and segmentation are two of the most important parts of marketing. If you cant get this part right you will not be succesful in marketing and getting to the customers that you want to buy your product and the marketing will not make sense to its audience if you do not know who your target market is.
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