Market Segmenting and Targeting: Martha

Market Segmenting and Targeting: Martha Stewart Omnimedia

Who are they?

According to the "Investor Relations" section of the Martha Stewart Living Omnimedia, Inc. website, the company "is a leading provider of original 'how-to' information, inspiring and engaging consumers with unique lifestyle content and high-quality products" ("Investor Relations," Martha Stewart Living Omnimedia, Inc., 2007). This provides a clue as to the main, target demographic of the company, that of women. The stress upon lifestyle and the media and entertainment aspects of lifestyle products suggests that the demographic of the company is primarily, if not exclusively female. The website itself has sections devoted to food, crafts, home decorating, wedding, and other traditionally female concerns. The subject areas suggest that most of the target audience has school age children, probably more than one, given that most of the meals serve 4 or more, and either owns or rents a home, since most of the home advice is targeted to residential rather than apartment dwellings. The wedding advice also tends to be more 'planning' advice that would be applicable to a mother of the bride, as well as a prospective bride, suggesting a slightly older female demographic.

Their demographics

Some sections of the company target a slightly younger audience, such as "Body and Soul" magazine, which stresses spirituality and physical health, in addition to food and how-to products, and this publication has advice on nutrition and decorating smaller domiciles. Also, other "Everyday Food" specifically targets working women who must prepare food quickly after work. Some foods are targeted at weight-conscious consumers, while others stress entertaining and more traditional recipes. Regardless, the stress of the company is on self and home improvement and family issues, which tend to place the target demographic in the range of a late 20s to early 40s consumer with children, who is married, is a homeowner in a non-urban location, and probably has a career.

Key Opinion Formers

The company shapes opinion through the dissemination of information through the website, through Martha Stewart's magazines and books, and also through her television show. On a more grassroots level, opinion shapers might be what other women and mothers are doing in terms of their entertainment, decorating, and feeding and socializing of their children. Creating a homey, comfortable, and beautiful environment is likely to be important for the consumer, as much of the products of the company stress simplicity and elegance, yet adding something a bit extra to everyday life, through the use of homemade crafts, making food from scratch, or added amenities to the home. These are women who are concerned as to what other women think of them, and think of their childrearing and homemaking skills.

What segments are the ideal targets of the market?