Market Segmentation - Research Paper Example

Assignment Byline Market Segmentation There is a lot more to marketing and advertising than might initially meet the eye. Even though the overall goal for companies is to get customers to buy or use their product, there are many different elements that go into attracting these very same consumers. The research that goes into the marketing of each product is rather extensive as companies try to figure out who to sell their product to, how much to sell their product for, and how to go about pushing their product into the forefront of the public’s increasingly short attention span.

One of the most important aspects of successfully promoting and advertising a product is the process of segmenting the market and ultimately choosing the target market that the product will be primarily sold to. The outcome of this research can be studied and analyzed in common public advertisements such as the online weekly ad for Sears. According to the book entitled Principles of Marketing, market segmentation is defined as “dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes”(Kotler and Armstrong, 2010, p. 191). There are many different ways to segment a market including geographically, demographically, psychographically, and behaviorally (Kotler and Armstrong, 2010, p. 193). Once the marketers have determined the different segments, they will typically choose a specific segment that they believe will be attracted to their product.

Ultimately, this specific segment is known as a target market(Kotler and Armstrong, 2010). In looking at the weekly ad for Sears, it becomes clear that the company is seeking to reach a specific market. The front page of the ad states “Amazing back to school looks for Juniors”(Sears.com, 2011). In conjunction with these words, the ad features Audrina Patridge who is a young reality star who tends to be well known with younger crowds (Sears.com, 2011). The front page of this ad is trying to reach high school students who are about to go back to school and are likely going to buy new clothes.

In presenting their advertisement, Sears has to compete against the many other clothing stores that are trying to reach the same market of young high school kids. At the same time, the store must try to reach the parents of these kids who typically are buying the clothes for their kids. In studying this ad, it would appear that this ad would be successful in reaching their audience. In gearing toward the parents, the ad includes a coupon that states that the customer will receive 20% off their purchase with a Sears credit card or 15% off with any other credit card(Sears.com, 2011).

This is important in reaching the part of the target market that will be paying for the clothes. For the high school kids that are the main part of the target market, the ad takes a casual approach and does not attempt to be overtly flashy or colorful. It seeks to reach the market with a beautiful celebrity and simple, stylish clothes which will attract a variety of different cosumers within this particular target market. In this economy, it is probable that department stores like Sears will not experience an extreme increase in profits.

However, back to school time is a popular time for consumers to buy products such as clothes and school supplies. The advertisement that Sears put together in order to reach their target market of high school consumers or their parents will be successful due to the coupon and the style of clothes presented on the ad. Additionally, adding in a celebrity tends to be a good way to draw a consumer’s attention, particularly in a celebrity obsessed culture. Perhaps the ad might be a bit limiting due to the fact that Bongo is the only brand being promoted in this ad specifically.

References Kotler, P., & Armstrong, G. (2010). Principles of marketing (13th ed.). Englewood Cliffs, N.J.: Prentice Hall.Sears.com. (2011). Sears.com Weekly Ad. Retrieved August 7, 2011, from http://sears.shoplocal.com/sears/Default.aspx?action=entry&storeid=2156785Offers Valid Aug 7th - Aug 13th