Shayna's Segmentation
According to Armstrong (2017), Shayna has four different bases of segmentation that she can utilize. Shayna should use the demographic segment for the teenagers (age) and the UNA students (occupation). She should use the behavioristic segment (purchase occasion) for the sororities, and the demographic segment (family-life cycle) for single and married females in the age range of 24-35. In designing a matrix for Shayna, I would start by grouping the market segmentations; teenagers, UNA students, sororities, and married and single females ages 24-35. I would then create another group that includes sales, clothing type, buying power, and production potential (one off pieces, mass production pieces, etc.). See example below.
In order …show more content…
Once Shayna compares the target markets, she will find that this age group will be the most profitable compared to the buying habits of the other profiles. The sororities are only purchasing items for special occasions (formals), and the teenagers are spending less than the University students, while the University students are more likely to purchases more mass produce items, they spend less than the females age 24-35.
In designing a marketing mix for single and married females age 24-35, I would advise Shayna to focus on product, promotion, price, and distribution. I believe she should select product designs that best fit this profile, professional/work oriented and more contemporary designs. According to Kamakura and Wedel (2000), with the emergence and increasing sophistication of direct marketing techniques, individual customers can be targeted in many markets. Based on my external research, I feel Shayna should focus on TV ads, magazines, and maintain a social media presence. For price, she should adjust her prices to compete with other stores that market to this segment (Gap, Banana Republic, H&M…). Distribution wise, she should locate her store in an area that is visited or populated by this particular segment, if possible. She should also adjust her displays in her store and ads to reflect professional/contemporary clothing to attract single and married females age
In order …show more content…
Once Shayna compares the target markets, she will find that this age group will be the most profitable compared to the buying habits of the other profiles. The sororities are only purchasing items for special occasions (formals), and the teenagers are spending less than the University students, while the University students are more likely to purchases more mass produce items, they spend less than the females age 24-35.
In designing a marketing mix for single and married females age 24-35, I would advise Shayna to focus on product, promotion, price, and distribution. I believe she should select product designs that best fit this profile, professional/work oriented and more contemporary designs. According to Kamakura and Wedel (2000), with the emergence and increasing sophistication of direct marketing techniques, individual customers can be targeted in many markets. Based on my external research, I feel Shayna should focus on TV ads, magazines, and maintain a social media presence. For price, she should adjust her prices to compete with other stores that market to this segment (Gap, Banana Republic, H&M…). Distribution wise, she should locate her store in an area that is visited or populated by this particular segment, if possible. She should also adjust her displays in her store and ads to reflect professional/contemporary clothing to attract single and married females age