Tuesday, January 26, 2010

Market Segmentation & Targeting

Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Market Targeting consists of evaluating each market segment's attractiveness and selecting one or more market segments to enter. (p. 167)

As I was watching the Conference Championships this weekend, the Dodge Charger commercial came on the air. As the commercial wrapped up, I couldn't help but think about who Dodge is trying to market to, as well as how this relates to our class. The commercial simply begins to slowly focus in on a stationary Dodge Charger . As the camera does this, a voice over describes things that do not relate to what a Dodge Charger encompasses, which all turn out to be "Feminine" qualities/actions.

The commercial clearly defines the Charger as a very masculine sports car, which is exactly one of the segments that I believe they came up with. I would call this segment, the "Ultra masculine adrenaline junkie". This segment is the type of consumer that desires speed...power...attitude. One that can't wait to get in the car and break every speed limit to show off the new ride. Although there are many different types of consumers that could end up purchasing a Dodge Charger, this segment is very distinct in that it embodies very much of what the Charger is specifically designed for.

I believe that Dodge chose to explicitly target the "Ultra masculine adrenaline junkie" because these are the consumers that will most likely purchase a Charger. Families will most definitely not put the charger on the top of their list, the environmentally friendly consumer won't since sports cars are notorious for bad gas mileage, and the everyday driver will go after a more affordable, comfortable ride. There is a specific targeted consumer that will fork out the bucks to purchase one of these high flying vehicles, and Dodge is going straight for them.

Tyler Stinde, Section E

1 comment:

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