How and why customer groups are targeted The six products I will be using I will be using 4 consumer products and 2 business to business products. 1. Gillette mach 3 turbo razor 2. Microsoft Oxbow one 3. Apple Phone 6 4. Fender standard Telecaster 5. Big pall point pens 6. JOB large Excavators The target group each product Is aimed at Consumer products Gillette mach 3 turbo razor The Gillette mach 3 turbo razor is aimed at men age between around 17 upwards. The mach 3 turbo razor is essentially a razor for shaving hair off men’s faces, so any man who wants a clean shaven face is targeted by Gillette.
Oxbow one Microsoft have marketed the Oxbow one as more than Just a game console but a multi-medal centre to attract a bigger target audience than Just gamers. They targeted anyone between mid teens to late twenties or even higher. However Gamers will take up most of the target group. Apple phone 6 The phone 6 can be marketed at pretty much anyone with the wide range of functions it has for example: internet access, high definitions camera and video recorder, easy music access, games, texts and calls and face time. The target audience Is anyone from rand teens and upwards.
Fender standard telecaster The fender standard telecaster is an instrument that will be aimed at anyone who plays electric guitars. It can be aimed at young children or elderly people and all guitarists In between, but also because of It versatility it can be aimed at many different genres of music for example: Blues, Rock, country etc… Business to business products Big ball point pens These types of pens are one of the most famous pen brands in the world, Because of this many business have used their products. Big ball point pens are aimed at all genuineness which may have offices or any sort of reception or desk work to be done.
For example: Accountants or law firms. JOB Large Excavator JOB will alma their large excavator (Digger) at any sort of contracting/sub- contracting firms that are involved in the construction industry. For example: Joinery firms. The main characteristics/features of each group for each product Gillette mach 3 turbo razor Because the target audience of the Mach 3 razor is so big it is hard to specify specific characteristics apart from the fact they are men who want a very good close and live globally all over the world.
Microsoft Oxbow one The most of the target audience will most likely be people who like playing video games and probably have done before the Oxbow one was released; these people are aged between early – mid teens to mid – late twenties. Also because of the Iceboxes marketing as a multi-media centre many people have who like movies may have bought one also. The people who own an Oxbow are from all over the world have a big range in age. Apple phone 6 Most likely because of the phone sixes recent release the people who bought one had an phone prior to this one releasing.
Also because the phone 6 is so expensive the people who did buy one are financially well off or bought it although they know they can’t afford it or Teenagers asked their parents/ guardians to buy them one. These people are global however the majority are in the U. K and U. S. A. Fender standard telecaster The people buying standard telecaster are for the majority of the time musicians and have an interest in music probably because of their choice in guitars blues, rock, country, rock and roll etc… However because of Christmas telecasters may have been bought as presents to children or siblings.
Also in recent years old electric guitars have become collectible some reaching prices of $400,000 and above in some cases, so collectors may have purchased a standard telecaster to keep for 40 years until it is collectible. Big ball point pens The business that buy Big pens are mostly office based for example accountants or law firms, Also it could be construction firms with offices. Pretty much any business with an office that needs pens probably buy Big pens. Because Big is a global company they have customers all over the world and these companies may vary in their trades.
ACORN is a ego-demographic tool that businesses use to identify and understand the UK population and local demand for products and services, The ACORN system categories I-J postcodes using demographic statistics and lifestyle variables to give businesses a guide to the difference between geographical regions. 52 sub groups called Mosaic types. These groups and types are formed on the basis that the households comprising them share certain characteristics. Their core customer segments by cross-referencing their customer database with the profile.
This helps them to make marketing decisions based on the kind of customer they attract. Business to business products All the individuals and groups who participate in the purchasing decision process in a business are known as a Decision-Making Unit or DIM. A DIM could include the following groups: Influence’s: these are individuals whose opinion may be sought about a product or organization. They will probably be influenced by brands, company reputation and ongoing relationships. Users: Users will be interested in the benefits the product offers, such as increased production rates or reduced waste.
Buyers: Buyers or purchasing officers will be concerned about easy purchasing arrangements, delivery dates and security of supply. This can mean that a business can differentiate itself from the competition by stressing its success rate and how long it will last. Deciders: Deciders such as managing directors will probably be most concerned with the overall cost of the product and whether the organization can afford it. The cost benefit of purchasing the product or service is a key issue as it is obviously not worth the purchase if the benefits that may result do not warrant the initial investment.
Specifies: Specifies decide on the detailed specification of the product to be purchased. They may well want technical information about such things as component performance and material characteristics. Gatekeepers: Gatekeepers may deny potential users information for a variety of reasons, for example, quality managers may have safety concerns or finance managers may have financial reservations. They can prevent sellers reaching the key decision makers. Bibliography Beet Level 3 National Business Student Book 1