Target Market & Purchase Behavior
Emphasis is placed upon psychographic data in this marketing campaign, with various key segments being identified. TOP will target households with a reasonable amount of laundry. Primarily, detergent has been related to housewives since it is purchased and plays important role in the decision making unit of a family.
• Gatekeepers with children – while parents are the focus of this group, it also include other family members such as housewives. This group is concerned about price and key benefits of the detergent they used
• Green consumers – people who are concerned over the well-being of the environment and they use products which are eco-friendly
They are the ones who are concerned about cost benefits and features that can satisfy their needs. They are the ones who desire detergents that can solve their problems in laundry. They want detergent that can remove stubborn stains in the most effective and efficient manner.
In fabric care, consumers are also increasingly focused on the fragrances of detergents, not only they want the detergent to clean their laundry; they also want their clothing to smell good after washing. As the consumers are becoming more knowledgeable and possess increased bargaining power, they demand for more varieties of detergents, which each specialize in fulfilling each need. Examples are like white and coloured clothing.
LION is working to provide products that foster clean, comfortable, healthy lifestyles and make housework more enjoyable. Another segment of TOP’s interest is the “green consumer” group; they are the ones who are concerned about the well-being of the environment they are living in. They use eco-friendly products that are bio-degradable and not harmful to the environment in any way, from production to usage and to disposal.
Secondarily, children will be targeted. It was previously determined that brand loyalty can be passed from...