Advertising and segmentation brief analysis Name University Chose a household product and attach pictures of this item The household product that has been chosen is Windex, a glass cleaner. This is cleaner that exists in the market since 1933. …
It has become a household brand and a generic name that always signifies the product as a window or glass cleaner. Recently it has also widened its range by even being used for other surface cleaners like the counter tops. 2) Create a detailed profile of the consumers that would likely purchase this item Windex range offers four products, a powdered or crystal form of Windex that can be used to clean bathtubs, wash basins, and kitchen sinks, a multi surface cleaner in the spray bottle that can be used to clean any smooth surface specially kitchen counters, marble tops, patios, stoves, Windex original is used to clean glass surfaces of windows and other glass tops as well in fact Windex is used as glass cleaner in general. The most innovative and the market leading product is the Windex outdoor, it has mop like cloth piece that can be attached to a rod that can be used to clean lawn’s glass doors. The product is like a gift from heaven for everyone. The most targeted customers are the housewives; they are the ones who are the main customers when households are concerned. They are usually responsible for the purchasing of grocery and other such house maintenance goods. The other users for Windex are bar owner and hoteliers; they purchase Windex in larger quantities for the mirrors in the lobbies, washrooms and bedrooms. Every person who is willing to have their glass surfaces cleaned is the target market for Windex. It’s a medium priced product and therefore, there are no affordability issues. It is a generic brand but not a premium brand and therefore, an affordable one(Muniz &O’Guinn, 2001). 3) Clearly identify which segment the attached advertisements are targeting and the bases for the segmentation. The segment that Windex targets are household and it also targets the whole of the window cleaning industry. But majorly they are targeting only glass users. They have been around in the industry for so long that despite people trying to make their own place in the industry they have practically failed to get hold of the market share of Windex. Windex came forward and introduced the all surface cleaner, this helped people again go for the Windex brand as it had already an established and trusted image in the cleaning sector. People went for the one brand that is already trusted. Their basic target markets are families and the offices at a lower level, at a major level their major target market is the window cleaning businesses. They had recently launched a pouch refill as well. This helped them make their own product more economical, this was specifically done to target the households. Mothers/wives found it better to purchase the bottled Windex once only then later use pouches to refill them. This way they also project a more environmental friendly image as they reduced the usage of bottles. 4) Identify the details in the advertisements that suggest the common needs of the consumers. The most conveyed message through the ads of Windex is the importance of clear glass. They have conveyed this ad through a few demonstrations that they did in the middle of the city and which surprised the citizens. The technique that they have used here is a very unique one, it is guerilla marketing that is being used to target the customers. Similarly the recent ad about the cleaning of the window which uses two birds who decide to annoy the person at home spending his time leisurely, so that he spends rest of his time cleaning the glass, the person has Windex he sprays it on the glass and the spot disappears in seconds and the birds are disappointed. This type of portrayal of the product emphasizes the fact that the product cleans the spots or smudges very swiftly and without much effort. 5) Identify any cues and why they may used. In ...
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