The article discusses Coppertone ands Dove, yet if one considers the nearly two dozen brands that comprise P&G, there are multitudes of opportunity to see how market segmentation and the concept of target markets are used as essential parts of a broader marketing strategy. The commercially successful Swiffer product line illustrates how market segmentation has successfully been executed to make the home cleaning product appeal to busy, young singles on their own, with another campaign aimed at working moms and still a third aimed at retirees who have physical limitations and find cleaning difficult. Defining target audiences within P&G is managed as part of their market research function, which is given the task of first ascertaining and discovering unmet needs, then creating knowledge the marketers and product developers in P&G can use in creating...
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