An advertisement of skin-care product, SKII, republished in Metro Pop Issue 375 10 OCT 2013.
Companies used to invest millions of dollars in mass-media advertising to reach mass market. Nowadays companies recognize that they can’t appeal to all buyers in the market. Thus, the advertisement creators should think about who the target audience is and how to present and promote their product to them. The Target Audience Profile
Gender segmentation has long been used in cosmetics. And so does SKII, from our understanding about SKII, it is mainly focus on ladies’ market. They are middle-aged, comparatively mature. By this age group of consumer, they have been working for awhile and supposed to be well-off for their income. For educational level, we can say SKII would like to attract the group which has been educated or even given high level of education as SKII used to state many technical and scientific terms in their advertisement. However, SKII does not make clear segment on occupation.
Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics. People in the same demographic group can have very different psychographic characteristics. (Kotler P. and Armstrong G. (2010) Principles of marketing (14th ed.), Pearson Education, Inc., New Jersey, Chapter 7) Target market of SKII, the middle-aged ladies, is supposed to be affluent consumers. Consumers at this level of income, they don’t work for living, they work for better quality of life. Also, since they are well educated, they would like to seek for greater value from their purchases. They have intention to find out more information about product they are going to buy and what the benefit it is.
Segments based on Psychographics emerge from patterns of responses
Many companies target
affluent consumers with luxury goods and convenience services.
because of the rapidly changing market,
marketing communications become the...
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