Demographic Target Marketing: Procter & Gamble’s
Approach
Target marketing is the key to attracting new business,
increasing sales, and making your business a success. It involves breaking
a market into segments and then concentrating your marketing efforts on one or
a few key segments consisting of the customers whose needs and desires most
closely match your product or service offerings. The reason target
marketing is so wonderful is that by aiming your marketing efforts at specific
groups of consumers makes the promotion, pricing, and distribution of your
products and/or services easier and more cost effective and provides a focus to
all of your marketing activities.
There are many ways to approach market segmentation,
but the three of the most common types are demographic segmentation, geographic
segmentation, and psychographic segmentation. Demographic segmentation is usually
the most important criteria for a target market. Demographic grouping is based
on measurable statistics like gender, age, marital status, income, and religion.
One company that focuses on a demographic target market is Procter &
Gamble.
Procter & Gamble is a company that produces all sorts of
household products. So naturally, one of their target markets is the person in
charge of buying these items. When trying to specify the demographic even further,
it goes from parent to particularly the mother. Procter & Gamble is trying
to reach all mothers with their marketing. One of the best examples of this is
their 2012 Olympics campaign. In their “Raising an Olympian” campaign, they
take a look at a mother’s role in an Olympian’s life. Focusing on the mother’s
role in their child’s success, tugs on people’s heartstrings. The video ends
with “P&G: A proud sponsor of mothers” which keeps the ad focused on their
target market.
https://www.thebalancesmb.com/target-marketing-2948355
https://blog.hubspot.com/blog/tabid/6307/bid/33749/7-companies-that-totally-get-their-buyer-personas.aspx
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