Market Segmentation and Target Marketing Essay

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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 products that precisely align to the unmet needs, preferences and wants of the organization.

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The greatest challenge in all of these processes is their synchronization as consumers' needs, preferences, and wants are changing. The delicate balance between investing in new product development while also striving to keep segmentation and audience definitions in balance is one of the most difficult aspects of the marketing equation in many organizations. For consumer products companies the need for speed of execution and accuracy just makes this more difficult. The concepts of market segmentation and target markets comprised of consumers sharing comparable interests in addition to common demographics is the basis of nearly every consumer product good produced globally today. Alignment to these groups is crucial for the success of any product or service as well......

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"Market Segmentation And Target Marketing" (2008, July 31) Retrieved July 4, 2025, from
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