TARGET MARKET. A. Demographic Segmentation: i. Age: By Ceren Yetener& Damla Üstünes

Transcription

1 TARGET MARKET By Ceren Yetener& Damla Üstünes In order to determine the target market of Drops, firstly by using Demographic Segmentation, Cultural Segmentation, Personal Segmentation, and Psychological Segmentation, and Social Segmentation the customer was segmented properly. A. Demographic Segmentation: i. Age: Opportunities: Turkey s young population being consume lover and being open to new experiences in shopping is a huge opportunity since concentrated hair shampoo is a new product in the market. Threats: Some portion of the elderly people might have conservative attitudes and might be close to newly products because of their past experiences. ii. Gender: Opportunities: Female generation are more interested and curious than the men generation and by the way, our product s different design and natural consciousness affect female s attention. Female s usages are affected males directly. For example in a family, just because female do the shopping in general, male use the product that she had already chosen and bought. A single male tends to do shopping rarely in his daily life and also male tend to take shower frequently due to their short hairs and want the shower to be quick as possible. So,

2 a long lasting bottle of shampoo and quick shower idea may attract them much more. A big ratio of female in 21 st century dyes their hair and have long hair. Therefore, decreasing the water and shampoo usage would give them to protect their hair health and quality from excessive usage of both shampoo and water. Threats: Females tend to have high brand awareness especially when it comes to cosmetics products. Forcing females to change their shampoo would be a hard goal to be reached. iii. Occupation: Opportunities: Educated people more and more constitute the workforce and job growth is moving towards to professionals in the workforce. In today s conditions, a big percentage of the employed population spend approximately 9 hours at their offices and work during one third of the day. Additionally, many of the employees have to take work home and the leisure time they should take tend to decline each year. By this force of business life, our product would attract the working consumers. People who have to travel a lot because of their business, they have limited luggage and capacity in their luggage and they need to shampoo for the long period of time. They need this product with the same way. Threat: The remaining manufacturing workers can create a threat but when their numbers compared to professional workers number, in other words white-collars, the opportunity undertakes threats.

3 B. Cultural Segmentation i. Geographic & Historical Culture In Turkey s geographic circumstances hot weather penetrates almost every region of the country in a long period of the year. Since Turkey is a peninsula, the whole population spends their holidays in seaside. The need for bathing emerges inevitably due to these effects. It is so hard to maintain civil life without taking shower especially in summer time. Also bathing is a very important concept and a daily habit for Turkish people that there is a concept for Turkish bath, which comes from our ancestors. Therefore, shampoo is a highly essential product for Turkish culture and the people are extremely open to the new ideas on hygiene products in Turkey. ii. Rural Region Subculture VS Urban Area Region Subculture Like every country the culture of people diversifies by the region they live in. Urban area people and rural area people differ in many different styles of living habits, values, beliefs etc. For instance, the ones who live in cities like İstanbul, Ankara have a very busy life style and have less time to allocate for bathing and shower processes and concentrated shampoo will attract them in that matter. For rural area people who has smaller budget relatively, will be attracted by concentrated shampoo s lower prices than the ordinary shampoos. iii. Educated Social Class Educated part of the society generally feels responsible to all parts of the society and the earth. Concentrated shampoo s environmentally friendly structure and production would attract the social classes that have Green Product, Environment Friendly Production, Global Warming, and Limited Amount of Resources awareness.

4 C. Personal Segmentation i. Age & Life Cycle Stage In getting stage, which includes 18 to 35 years, generation regard and focus on new technological devices, especially new produces. In builders stage, which includes 35 to 50 years, young singles wants to prefer to save their limited money. They live alone and they must struggle to overcome by themselves. In builders stage, married couples with children, they have lots of expenses rather than singles. They should save their money in their expenses. Moreover, in 50 to 60 years, because of the retirement they worry about to save their money. By the way this concentrate shampoo is interested by the all of these stages. ii. Occupation Businessmen/women, teachers who don t have spread time after their works in home because of their homework, exam or assignment they need to save on their limited time. Herewith, they need this concentrate shampoo. Moreover, people who have to travel a lot because of their business, they have limited luggage and capacity in their luggage and they need to shampoo for the long period of time. They need this product with the same way. iii. Lifestyle People who have hobbies/social events such as sports, they need take a shower frequently by the way they consume lots of shampoo. Through this concentrate shampoo facilitates their social life. iv. Personality & Self-Concept Some people have a brand personality, which are the focusing luxury products or the same brand names in their daily life. Through the agreement of this way, concentrate shampoo is drawn some kind of attention away.

5 On the other hand, some people want to buy newest products like egoism. This process, they need to have the best and newest one before others buying, Herewith concentrate shampoo facilitate their egos to grow. And also, people who have a social responsibility know the importance of the concentrate shampoo and want to buy. D. Psychological Segmentation i. Motivation People have a lot of needs that are biological and psychological. Psychological need comes from recognition, esteem, or belonging issues. If these kinds of needs are met, a person probably has high motivation. According to the theory of Abraham Maslow about motivation, human needs are arranged in a hierarchy. He gave importance on the selfactualization in this theory. By using concentrated shampoo, people can easily help the environment since it has more shampoo context in a same bottle, so the factory does not have to produce one more bottle. Namely, by buying and using this shampoo, people can feel that they do not harm the world as they did before this shampoo. So, people can meet these selfactualization needs in a very easy way, which help them to increase their motivation. ii. Beliefs & Attitudes Generally people believe that the more shampoo they use, the more clean they can be. This belief is likely to come from past experiences since in the ancient time; people did not have enough resource to clean themselves. Now, people try to consume the big amount of shampoo in order to feel clean, but they just harm their skin and hair by consuming chemical a lot. If they can change their mind with the concentrated shampoo, they would protect their health since they do not have to consume a big amount of shampoo to clean their hair. So, this shampoo can have a power to change people believes and attitudes.

6 E. Social Segmentation Consumer behavior is also influenced by some social factors, which related to gender, family, roles and status in society, groups and social networks. One of the most influential factors is the gender factor because men take shower more frequent rather woman due to their short hairs. So, A long lasting concentrated shampoo may attract them much more. The other thing that may take attract consumers to buy our product is the demographic structure in Turkey. Since Turkey is a young population and loves to consume, our product will offer a different type of shampoos for different type of hair and in the meanwhile they will contribute to the recent trend of going green. Roles and status in society also affects consumer choices, because roles and status pushes people to make choices that reflect her/his roles and status. Environmentalists may be fascinating with the idea of our product because they consider their actions have to be friendly to the environment. Focusing on certain groups, as I have mentioned like environmentalists, will help us place in the market. For example, reaching campuses and college students via brand ambassadors aims to impose our brand as a green lifestyle and influence their attitudes and behaviors toward consuming concept. As a result, our product is expected to find its place in the market because of the reasons we have mentioned so far. After segmenting the customers, target market was set accordingly. When it was taken into the already applied segmentation criteria will target a newly launched product in market Innovators and Early Adopters. Those segments provided information on many unanswered problem and many beneficial and attribute characteristics of Drops was designed according to those segments. Therefore, Drops will use Differentiated (Segmented) Marketing.