Market Segmentation
The Baby R Us brand is a store concept of Toys R Us, which is the largest retailer of toys. Baby R Us is a brand extension that specially focuses on supplies and toys for babies, so the under 2 crowd. The target market is different for this concept compared with the target market for Toys R Us. This paper will explain Baby R Us in terms of market segmentation and target marketing.
Target Market
The main Toys R Us concept is a toy store that appeals to a large target market. The toys sold appeal mainly to children under 14, but there is plenty appeal with some of these products to older buyers as well. The company segments its customers in terms of the end users (usually a child) and the buyer (usually a parent or grandparent). The average age of a Toys R Us customer is 43.1 years, which is in line with other major toy retailer (Target and Wal-Mart), and indicates that adults are the ones buying things, no matter who the end user is (Bickle, 2011). The median age is maybe older than expected, but reflects the role that grandparents play in buying toys. Geographically, Toys R Us is a big box store with an emphasis on suburban locations. These are a mix between anchor stores at shopping plazas and standalone stores. The company targets at almost all U.S. markets, and earns around 1/3 of its revenue overseas as well, with Japan being the largest international market (2015 Toys R Us Form 10K). The Baby brand is 38% of U.S. revenues and 20.2% of international revenues (Ibid.)
Baby R Us takes this idea to a more refined niche market. In terms of the end user, the end user is either a baby under the age of two, or the parent of a baby under the age of 2. There are some differences from regular Toys R Us with respect to the product. Baby products sold are not just toys, but...
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