Target Marketing

Target Marketing is crucial to the success of advertising. The sole purpose of it is to spend money in a demographic that you know are interested in the product. Instead of wasting resources and creating a product that appeals to everyone you focus your efforts in a product segment in which you know you can be successful. I think a great example of this is the product Axe. Axe advertises to the teenager and young adult males who want to smell good and obviously attract girls. The entire marketing scheme is based off of this assumption including stylish packaging and commercials showing guys that used axe being chased by beautiful women. It is a genius marketing plan because it solely appeals to a strict demographic, but has the potential to do extremely well within its segment. Axe is marketed to 'Generation Y' and no one else, and this is a sound plan. Axe is a relatively new product, and once established in this market segment they may be able to branch out and expand their product. Market fragmentation is when a company has products in different market segments that appeal to different demographics. When Axe grows they can begin to partake in market fragmentation, but for now it is in their best interest to remain with their target market of 'Generation Y'. The following is a commercial that obviously advertises to their select demographic.

Business to Business Marketing

One of the first companies that popped to my mind when thinking about business to business marketing was IBM. This company is founded on the ability to make solutions and ideas that other companies can use to make life easier. It is one of the most recognizable companies in the world, and its sole purpose is to create products and services for other companies to use. This ad I am about to show you is an ad that promotes the use of a certain server that can hold more, and will make life easier for companies.



I think IBM is the perfect example for B2B marketing, although I do not personally think that their ads are very effective we can definitely see the B2B aspect.

Chapter 4 - Consumer Behavior

This ad is a great example of how companies use consumer behavior to market a product. Consumer behavior is how people express who they are, and is determined by their purchasing patterns because it talks about how they chose to run their lives. This victoria secret ad speaks to women who want to be sexy, and appear beautiful for their men. Victoria Secret can use this ad to determine how their consumers (women) react to the thought of sexuality. They can use this commercial to determine whether or not women buy their products as a neccesity or because it will help them feel better, feel sexier and feel more successful. It is a crafty marketing plan that goes unnoticed but is effective for the company research.

Market Research

Market Research is crucial in the success of a marketing plan. A company must be completely aware of who they are marketing to, why they are marketing to them, and how to successfully accomplish that. Most of us have been approached to participate in different forms of market research, whether it is a telephone survey, mail survey, or focus group study. The focus group offers most companies the best insight into a successful marketing plan. The following video is a good example of how companies use a focus group to improve products...



We can see that Nike is using these soccer players to decide which products best suite them, and most likely how they best suite similar soccer players across the country. It is an easy effective way of deciding how to market a product.

Week 2 - The Strategic Plan/Mission Statement

We watched this Domino's ad in class and I think that it is a perfect example of a strategic marketing plan. When the pizza chain first began their mission statement was probably along the lines of "offering customers the best pizza possible with the best customer service in town". As the company grew and expanded they obviously digressed from their original strategic plan. When they began did they see themselves offering bad pizza, poor service and an unpleasant experience? No, and that is why they recently re-vamped their entire mission statement and strategic plan. They presumably have returned to the ideals of their original marketing plan and are using this new marketing scheme as a way to inform distanced customers.

Week 1 - Intro to Marketing

This ad was from a year or two ago and was aimed at young emerging athletes across America. This ad is a great example of New Era Marketing because it is not advertising a product but is promoting an idea. This idea is that unless you use Nike products, you will not be able to compete, and by purchasing Nike products you will be more successful, intimidate your opposition and make you feel like a more competitive athlete. Are any of these things true? I don't think so, I'm sure Nike is no better or worse than Adidas, but by making consumers believe they need their product to be stylish and fit in Nike successfully exemplifies the New Era Marketing.