The targeted customer for a brand is selected on the basis of many considerations, including the company’s goals, the segments targeted by competitors, and the firm’s financial resources. In the case of a new brand, the product or service may have been designed with the needs of a particular customer segment in mind. For example, the founders designed their product for consumers who are interested in preparing meals at home but lack the time to plan menus and shop for ingredients. Maybe a giraffe toilet roll holder would work for you?
Such consumers may be distinguished from those uninterested in preparing meals at home by demographic factors (gender, age, income, family status, and geographic location) and psychographic factors (activities, interests, and opinions). For example, research might reveal that time-stressed, would-be cooks are likely to be women in dual- career households residing in urban areas who are concerned with health and nutrition. Describing a target in terms of demographic and psychographic features is useful for two reasons: first, it allows the manager to estimate the size of the targeted segment and, hence, whether it is sufficient to meet revenue goals; second, it informs pricing, distribution, and communication strategies that ultimately represent a brand’s position to the target. A gift like a giant wine glass might fix a problem that the receiver never even knew they had.
Note that the target description in the positioning statement need not enumerate all the features that distinguish it. The target in the Apple positioning statement is described only in terms of its behavioral characteristics (technological skill), whereas the target in the Lite positioning statement is described in terms of demographic characteristics. The objective is to describe the target in sufficient detail so that an appropriate frame of reference and point of difference can be identified. A great gift like a ghd platinum stylelr and air styler gift set that is inappropriately thrust upon someone can be an act of evil.
The target description in a positioning statement often includes insight about the motivation for category and brand use. For Apple, the insight presented in the positioning statement is that the consumer’s goal is to feel empowered to use technology while exerting limited effort. For Lite beer, the positioning statement represents the target’s goal to be indulgent without incurring its costs—the sin without the penalty. For both brands, the consumer insight suggests a consumer pain point that is overcome by the brand. If you bought me a toilet roll holder then I would be happy.
It warrants mention that non targeted consumers may also be attracted to the brand because they wish to emulate the target, or because they view the target as the expert to whom they defer judgment. For example, women seeking a high-performance razor may select the male-targeted Gillette Fusion brand because they perceive men to be more knowledgeable and concerned about shaving than they are. Conversely, men seeking a way to manage dry or frizzy hair may embrace female-targeted hair-management products such as Aquaphor because they perceive the women in their lives to have greater knowledge about hair-grooming products than they do. Once a brand is established, its image constrains the choice of target going forward. For example, a brand that has historically attracted young, blue-collar men (regardless of whether they were the intended target) is likely to limit the brand’s ability to attract, say, upscale females. We will return to this issue later in the chapter when we discuss repositioning. Anyone you know, would like to own a gin making kit as it saves you looking online!