Online Arts & Crafts E-Business: Target Market and IMC Strategy
This paper outlines the target market analysis, competitive landscape, and integrated marketing communications (IMC) strategy for an online arts and crafts supplies e-business. It identifies three consumer segments within the hobby crafts industry — dedicated hobbyists, cost-motivated DIYers, and craft entrepreneurs — and examines how demographic shifts and economic conditions have expanded this market. The paper then analyzes major competitors, including Michaels, Joann Fabrics, and Hobby Lobby, before proposing a differentiation-focused IMC approach designed to capture dedicated hobbyists who are underserved by large retail superstores.
- Introduction: The Hobby Crafts Online Market: Defines the DIY hobby crafts e-business target industry
- Target Market Psychology and Segmentation: Three consumer segments and their distinct motivations
- Identifying the Competition: Names three major brick-and-mortar and online competitors
- Competitor Psychology and Market Positioning: Superstore brand strategy, history, and differentiation attempts
- IMC Strategy: Brand Foundation and Approach: Brand image, hobbyist targeting, and promotional channels
- Messaging Strategy and Rationale: Ad messaging focused on individualism and craft depth
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What makes this paper effective
- The paper segments the target market into three psychographically distinct groups — dedicated hobbyists, economy-driven DIYers, and craft entrepreneurs — giving the IMC strategy a clear, grounded audience foundation.
- It connects macro-level trends (economic downturn, sustainability movements, pop culture) directly to shifts in consumer behavior, demonstrating applied market analysis rather than abstract description.
- The competitive analysis draws on SEC filings as primary sources, lending credibility to claims about competitor history and positioning.
Key academic technique demonstrated
The paper demonstrates psychographic segmentation as a foundation for IMC planning. Rather than defining the target market solely by demographics, it identifies motivational differences between consumer groups — joy of creation, cost-consciousness, and entrepreneurial intent — and maps the marketing message directly to those psychological drivers. This technique shows how buyer behavior analysis should precede and shape communications strategy.
Structure breakdown
The paper follows a logical business-planning sequence: target market identification → consumer psychology analysis → competitor identification → competitor positioning analysis → IMC foundation → message strategy. Each section builds on the last, moving from market research to strategic application. This structure mirrors a standard marketing plan format, making it a useful model for undergraduate business writing assignments.
Introduction: The Hobby Crafts Online Market
The target market for this online business is the Do-It-Yourself arts and crafts supplies industry, commonly known as the Hobby Craft Industry. This sector encompasses a wide range of creative pursuits — from knitting and sewing to jewelry-making and floral arrangement — and serves consumers whose motivations range from personal passion to economic necessity.
References
SEC Form 10-K 2011, Jo-Ann Stores, Inc. Available at:
SEC Form S-1, Michaels Stores, Inc. Available at: http://sec.gov/Archives/edgar/data/740670/000104746912003646/a2208573zs-1.htm
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