Profile a primary target group for the article in appendix 1. (weighting 20 %)
Burberry has a multisegmented target market strategy. They have throught the years expanded their veriety of products to suit fashionable women, men, kids and beauty lovers with a general theme of standing out-functional luxury. Their products are high end and the focus is on people with the disposable income to buy a bag for over 10.000 DKK.
The typical consumer will have an Extensive dicision making product with high levels of involvement to evaluate multiple brands and extensive deciding period. The products have a high cost and Burberry needs to minimize the possible cognitive dissonance, by providing all the information the consumer needs.
To evaluate the target groups and the main target group I am going to use a model my teaher from Canada gave us, it evaluates the chosen segments and gives indicators to further conduct a consumer behaviour analasis.
Segmentation Categories
Segment #1
Women
Segment #2
Men
Segment #3
Parents with kids
Demographic
(Socio-Economic)
Age: 25-65
Above average disposable income
All ethnic groups
Age: 25-65
Above average disposable income
All ethnic groups
Age: 25-50
Above average disposable income
All ethnic groups
Geographic
Worldwide, but mainly in wealthier areas such as eaurope, China and the coasts of America.
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