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.