Mother Nature Product: \" Sun-Cream \" Each

¶ … Mother Nature

Product: " SUN-CREAM " Each student working established Health wellness company sells products Australia the product a consumer product (B2C) existing health wellness market Australia ( confirm proper research, health area fact a viable Australian market).

Sun Cream Analysis

Segmentation variables

The segmentation step in the marketing strategy refers to determining which variables must be used in addressing the market of the product in case. The most important variables addressed in the case of the sun cream produced by Mother Nature are represented by demographics, like age groups, gender, educational level, income, and social class (NetMBA, 2010). Other variables used in this case are represented by geographics, like location and climate.

Profile market segments

The most important customer segment addressed by the sun cream is represented by women aged 18-25. These customers have medium incomes, medium to high education, and like to spend much time at the beach where they need sun protection. Another important segment of customers is represented by women aged 26-35 that have medium to high incomes, are married, have children, and want to protect them when going at the beach. The company must also address the customer segment represented by women aged 36-45 that are oriented towards healthy lifestyles, and require sun protection when going at the beach. Other customer segments that must be addressed by the company are represented by young people between 14-18, and by individuals aged 46+.

Customer segments evaluation

1. women aged 18-25

2. women aged 26-35

3. women aged 36-45

4. young people aged 14-18

5. individuals aged 46+

Target market

It is recommended that the company focuses on the customer segment represented by women aged 18-25. These customers have medium to high education, and medium incomes. They like to travel, and spend a lot of time at the beach. In addition to this, they are interested in having healthy lifestyles. These customers are also interested in purchasing organic products. Therefore, they are likely to be interested in sun protection creams like the sun cream produced by the Mother Nature company.

The targeting strategy must be focused on the benefits of the sun cream. This is because the customers in this segment are interested in the quality and characteristics of the product in comparison with its price. The characteristics of the product must be presented in a series of advertising campaigns that address the communication channels preferred by the customers in this segment.

Potential market

The demographics information provided by the Australian government reveal the fact that the market that must be addressed by the company is of 3 million customers (ABS, 2012). However, this does not mean that these people intend to purchase the sun cream. But the company can address these individuals in order to increase its number of customers. Some of these people are already the company's customers, which makes it easier to address them.

Target segments positioning