Marketing Case Study Thermacare What Are Possible Term Paper

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Marketing Case Study ThermaCare

What are possible target audiences for ThermaCare? In what buyer-readiness stages will these target audiences be.

The potential target audience for ThermaCare would include several segments of the buying population. One would be women who experience menstrual pain and back pain that accompanies menstruation. Another would be athletes who normally suffer muscle pain. Another segment would be the population of seniors who have trouble with aching joints, such as people suffering from arthritis.

Because the product is innovative with no competitors, the target audience is in the awareness stage of buyer-readiness. The advertising agency will have to make the target market aware that the product exists and educate the audience as to the benefits of using ThermaCare.

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What issues will the advertising agency face in designing messages for the selected target audiences. What message "theme" or "headline" summarizes the positioning that you'd recommend for ThermaCare?

The most obvious issue facing the advertising agency will be the differences in demographics among the target markets. For instance, athletes are typically younger people and arthritic patients are generally older. In order to position the product in a marketplace that includes a wide demographic range, I would downplay age and tout the product as an innovative, proven effective solution for chronic or occasional muscle pain.

In choosing a theme or headline, I would summarize the product as "therapy for pain, without the therapist."

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