Certain strategies focus on targeting large customer bases in order to increase the chances of selling the product. Other strategies focus on addressing niche segments that are considered more likely to purchase these products.
In the case of the Free deodorant, the targeted customer segment is represented by teenage females. This is a niche customer segment. The company that produces Free develops a different segmentation strategy in comparison with competitors' strategies that address large customer segments. This is because the needs and preferences of teenage females require for this approach.
Teenagers are well-known for their rebellious style, for the fact that they feel different than other categories of individuals, and they want to be acknowledged as different. Therefore, it would not be a good idea to address female teenagers together with other customer segments, because this would let them think that their individuality is not observed and important. But by addressing...
The name of the product also represents the company's interest in teenage females' need of freedom.
It is difficult to select the right customer segment and to send the right message. There are numerous companies that communicate certain messages of understanding their targeted customer segments, but their actions are not in accordance with the messages they are trying to communicate. It is important to develop strategies that can communicate the benefits of the product.
Reference list:
1. Product Positioning (2012). Inc. Retrieved February 14, 2013 from http://www.inc.com/encyclopedia/product-positioning.html.
2. Customer Segmentation (2012). StatSoft. Retrieved February 14, 2013 from http://www.statsoft.com/textbook/customer-segmentation/.
