Burberry marketing case: promotion mix og målgruppe

1. profile briefly a primary target group for the article in appendix 1:

From the sources given in the assignment it is possible briefly profile the Burberry’s primary target group. The article shows screenshot taken from Burberry’s own Pinterest page. Here Burberry has created a personalized experience for potential customers, where people answer a few questions and are then presented a personalized Pinterest page with products to look at. The products shown are all in the makeup category. From this you can conclude that the intended target group for Burberry’s Pinterest page is women who are quite young. This is because it is typically younger people who use social media a lot. The main gender is also women. Of course, some men also wear makeup but given that it is mostly women, you can safely assume that the intended audience is women. My assessment of the primary target group from appendix 1 is young fashion-oriented women around the age 25-45. When looking at the American lifestyle segmentation system Mosaic USA, the target audience for the Pinterest page from Burberry is probably the people who belong to group A and B in Mosaic USA. These two groups of people are high income earners who have a large consumption online.