TARGET MARKET ANALYSIS
(Biozet Attack Laundry Powder)
The Kao Corporation is originated by Mr. Tomiro Nagase and founded in June 1887. High quality toiletry soap becomes first manufactured goods that are launched. This corporation started to develop and expand their business to other field of business such as the beauty care business wherein the company recommend prestige cosmetics, and premium skin care and hair care products, and the fabric and home care business, which contain laundry detergents and household cleaners. In addition, in the chemical business this company develop chemical products that meet the various needs of industry (Kao Group Site, 2011). The mission of this company is to make every effort for the wholehearted satisfaction. The member of staff in the Kao Corporation has made an obligation that as their working mutually with passion and share joy with their consumers (Kao Group Site, 2011). The aim of the company is to gaining the respect and trust from the entire customer, consumers and also the stakeholders. In 1987, the Kao Corporation launching laundry detergent called Biozet attack. Biozet attack is one of the well known laundry powder in Australia. This product has superiority four times faster dissolving which means when the powders touch the water, it breaks open and dissolving the powder four times faster than other products (Biozet attack, 2009). The target market of this product is to fulfil customer expectations that wanted to clean their clothes, dress, or shirts from a stain. The 4 P’s analysis are use to discuss more deeply about this product but before applying the 4P’s analysis, there are three things need to be explained such as segmentation , target market , and positioning. .
Segmentation and Target Market
Segmentation can fall into four different categories such as geographic segmentation, demographic segmentation, psychographic segmentation, and behavioural segmentation. The biozet attack is categorised in demographic segmentation. Demographic segmentation is based on the feature of population such as age, education, gender, occupation, and income. The range of age and gender who buys the biozet attack product is between 21 years old to 57 years old and both male and female can be the purchaser of this product. The occupation and income variable of purchaser of this product are no boundaries because even student able to buy this product and also people with low-income can purchase this product. The target market of this product is mass marketing, indicates that the purchaser have the frequent wants and needs. In a simple way, mass marketing is manufacture one product and satisfy the entire consumer. The advantage of mass marketing for this product is producing a large number of products with a low cost per unit (Helium, 2011).
The positioning of this product is fall into four different types such as market positioning, brand positioning, company positioning, and competitive positioning. The market positioning of this product is by putting advertising through internet and television advertisement, which can be assumed to be a good way of marketing a product. The company manufactured biozet attack is called the Kao Corporation, not a really famous company in Australia but quite a well known company in Japan. The brand positioning is a necessary aspect in positioning a company, a biozet attack is a famous brand in Australia and many other countries such as Japan, Indonesia, China, and Singapore. Finally, the competitive positioning is how a company is distinguish their offering and create value to the global market (Marketing [M.O], 2010). The competitive positioning can be illustrated by using the strength, weakness, opportunities, and threats analysis for example the strengths of the company are professional technological skills and leading brands in the global market.
A product is something that a company want to offer to the global market. A...
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