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Market Segmentation | Assessment

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Added on  2020-03-16

Market Segmentation | Assessment

   Added on 2020-03-16

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RUNNING HEAD: Market SegmentationMarket segmentationMattel Inc.
Market Segmentation | Assessment_1
Market Segmentation 1Mattel Inc. market segmentation:DemographicDemographicPsychographicsPsychographicsGeographicGeographicBehavioral characteristicsBehavioral characteristicsMarket segmentationMarket segmentation
Market Segmentation | Assessment_2
Market Segmentation 2Demographic: This segment of Mattel consists of gender, nationality and household size. The Mattel should target and advertise for both the group of genders and should consider the age till 14 years, as to introduce more new toys for this age group. The first age group of 0-3 years comprising of infants and toddlers, next is of age group 4-6 years comprising of pre-school children and last is age group of 7-13 comprising of school going kids (Wedel Kamakura, 2012). The primary school going kids segment can be targeted by introducing innovative toys. Moreover the company can also target other segment by developing learning toys to make them learn as well while playing. Potential of current target market: Mattel can find significant sales revenue targeting boys of age 6-11. It is a segment which is fascinated by world of television like fascination for superheroes toys. In this segment boys like watching video, novels related to superheroes, video games of superheroes and many more. So this segment can easily be targeted with current trend analysis and applying those trends in Mattel. For targeting youngster girls Mattel created products of unconventional looking dolls, monster doll and many more. The girls of this age can be attracted by creating new types of monster doll, as Barbie has become very old. The monster doll instead proves very appealing to this age group and can easily be influenced by proper strategy and marketing (Patino, et al., 2012). Psychographics: This segment will help Mattel to find out the lifestyle, personality traits and values of people. The above factors will be enabling Mattel to find out the needs and demands of family, trends in toy sector and many more. For instance if the families are activeand keeps on going for outdoor activities will be targeted by Mattel preferably more than
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