Sanrio is one of the good example for the market segmenting. Deeply focus on its consumers, all the products that Sanrio created are made to serve its purpose, "small gift, big smile". As we well know, Hello Kitty and other character brands are "girly things" - means that women are its basic customer. Depends on each product line, they will follow a different segmentation. Dolls, stationary, school supplies, clothing etc target to girls from 4-10. Cosmetics, accessories, jewelry target to teens. Household tools, luxury products, fashion clothing designs target to girls who are Y generation, loyal to Hello Kitty before and willing to buy its products again to entertain themselves and sooner turn to be a Hello Kitty gift giver to their friend to make them happy. In psychology, the brand that Sanrio made for Hello Kitty is extremely successful. The cat's face are seen everywhere and it satisfied a customer's need, to be recognized. They created a new trend, another lifestyle, in Japan and it is spreading around the world, you can be pretty and cute in the same time, just like Hello Kitty. All the successes came from their smart marketing research to recognize the target consumer,
what they need and what they want and characteristics of each target market, from here every Sanrio's products was made to bring the smile for everyone.
Sanrio is one of the good example for the market segmenting. Deeply focus on its consumers, all the products that Sanrio created are made to serve its purpose, "small gift, big smile". As we well know, Hello Kitty and other character brands are "girly things" - means that women are its basic customer. Depends on each product line, they will follow a different segmentation. Dolls, stationary, school supplies, clothing etc target to girls from 4-10. Cosmetics, accessories, jewelry target to teens. Household tools, luxury products, fashion clothing designs target to girls who are Y generation, loyal to Hello Kitty before and willing to buy its products again to entertain themselves and sooner turn to be a Hello Kitty gift giver to their friend to make them happy. In psychology, the brand that Sanrio made for Hello Kitty is extremely successful. The cat's face are seen everywhere and it satisfied a customer's need, to be recognized. They created a new trend, another lifestyle, in Japan and it is spreading around the world, you can be pretty and cute in the same time, just like Hello Kitty. All the successes came from their smart marketing research to recognize the target consumer,
what they need and what they want and characteristics of each target market, from here every Sanrio's products was made to bring the smile for everyone.
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