A recent reading on the utilization of segmentation, targeting, differentiation, and positioning led me into analyzing whether or not many of the popular companies of today are employing this device. A company with a large emphasis on using the STDP strategy is Vicotria's Secret. Victoria has spent a great deal of resources to uncover the exact segment most appropriate to help generate profits, women with the desire to feel more impressive about the way they look.
Inside the segment market, the Pink line by Victoria's Secret is an obvious use of targeting those with quickly growing trends, younger females in the age group from 16-32. Victoria recognized that there is a fad that females are growing up faster and faster, and thus require the ensemble and status that comes with it. The Pink line position's itself as an acceptable method of offering female children the opportunity to purchase items where not many other apparel brands will, an attire that can make the high school sweat heart seem all grown up. This simultaneously differentiates the product from other store's offering similar products in that the reputation of Victoria's Secret as "classy and sophisticated" has a cross-over effect onto these items, which I believe would be typically perceived negatively.
This line upholds the flawless beauty appeal of the renowned brand, while reaching to a very new and growing demographic trend in the current population. The Pink clothing line meets this desire with very youthful and colorful items. Also, the line appeals to consumer's of a younger age's lower income by offering sales of "buy one get four free." All in all Victoria's Secret has successfully broken down a relatively mature market to maximize the profit potential available and has used the STDP model to do so effectively.
A recent reading on the utilization of segmentation, targeting, differentiation, and positioning led me into analyzing whether or not many of the popular companies of today are employing this device. A company with a large emphasis on using the STDP strategy is Vicotria's Secret. Victoria has spent a great deal of resources to uncover the exact segment most appropriate to help generate profits, women with the desire to feel more impressive about the way they look. Inside the segment market, the Pink line by Victoria's Secret is an obvious use of targeting those with quickly growing trends, younger females in the age group from 16-32. Victoria recognized that there is a fad that females are growing up faster and faster, and thus require the ensemble and status that comes with it. The Pink line position's itself as an acceptable method of offering female children the opportunity to purchase items where not many other apparel brands will, an attire that can make the high school sweat heart seem all grown up. This simultaneously differentiates the product from other store's offering similar products in that the reputation of Victoria's Secret as "classy and sophisticated" has a cross-over effect onto these items, which I believe would be typically perceived negatively.This line upholds the flawless beauty appeal of the renowned brand, while reaching to a very new and growing demographic trend in the current population. The Pink clothing line meets this desire with very youthful and colorful items. Also, the line appeals to consumer's of a younger age's lower income by offering sales of "buy one get four free." All in all Victoria's Secret has successfully broken down a relatively mature market to maximize the profit potential available and has used the STDP model to do so effectively.
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