Marketing Strategies for Sydney Jute Bag

Running head: INTRODUCTION TO MARKETING
MARKETING
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2INTRODUCTION TO MARKETING
Target Market: identify and describe the company target markets based on the four
segmentation bases
Geographic Segmentation
The consumers of the jute bag in the market are increasing at a rapid rate. This is because
of the improved environmental policy that is being imposed by the Government. This is creating
a huge amount of awareness among the people of the country. They are trying to avoid the usage
of the plastic bags and are switching over to the use of other alternatives like the bags made from
clothes or jute. The target market is mainly done based on two different kinds or categories of
consumers. The one is the direct consumers and the other is the importer (Davari Farid et al.,
2018). The consumer is mainly the Diasporas or the Bangladeshi customers. The Diasporas have
a good taste for the jute bags so they will be interested in these items and the immigrants will
also have an affinity towards purchasing these materials. As the Indians and the other South
Asian people are familiar with these products in their own countries, they will naturally like to
consume the same even in Sydney. So, Sydney Jute Bag tries their level best to design their bags
in a unique way that would match up the preference of this market segment.
Demographic Segmentation
Age is one of the important factors in the target marketing. They must be directed at the
age group of 16 to 50 years of women. Women and girls are mainly fond of bags. They are also
in search of the modern trendy designs. The Sydney jute bag targets the teenage girls who might
need the jute bags to carry their books and other materials while going to their colleges or for any
shopping. Same is the case with the women who often go to the markets for grocery shopping or

3INTRODUCTION TO MARKETING
any other kinds of shopping. The income and the family size are also some of the very important
aspects.
Psychographic Segmentation:
The lifestyle and personality traits of the consumers also play a major role in determining
the kinds of products that they purchase. Many consumers have a very artistic lifestyle and they
believe in making good purchases that would add value to their houses or gardens. It is for this
reason that the Sydney jute bag company produces many garden decor items, bedding items,
lamps, and the home décor items as well (Bag, 2018).
Behavioral Segmentation:
The company makes sure to launch their new products during the festive seasons and
during the times of any occasion. This helps the company in promoting their new products as the
Sydney jute bag company has many home decor items as well. This will make the customers
purchase more of the décor items like mats, everything mason jars and many other such things.
One of the most important items is the Christmas home decor. They can launch the Christmas
stockings, Christmas jute home decor items, and many other such materials. There are many
buyers who make bulk purchases during some particular events or festivals.
New product/new services description: based on the result of SWOT analysis,
Strength-one of the major strength is that they have a large number of products that can suit the
needs and preferences of the customers. The major strength is their product diversification.