Target Market Identification and Marketing Mix Strategies for Jute Bag

This report provides an analysis of Sydney Jute Bag's target market using geographic, demographic, psychographic, and behavioral segmentation. It identifies the company's strengths, weaknesses, opportunities, and threats (SWOT analysis) and recommends a new customer-centric product/service design, emphasizing the value it provides. Furthermore, it devises strategies for the marketing mix variables (4Ps: Product, Price, Place, People) to enhance brand loyalty, affordability, customer satisfaction, and market presence, both online and offline. The report stresses the importance of a good R&D team for clear understanding of the target audience.

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

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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.

4INTRODUCTION TO MARKETING
Weakness-One of their weakness can be the latest designs and technologies that might be used
by some of their competitors. There can be the entry of many new firms who might develop a
very strong position in the market and can provide the customers with more advanced products.
Opportunities-They must utilize the new skills and the manufacturing methods available in the
market. In order to survive in the tough competitive market, they have to meet with the changing
need and requirements of the customers.
Threats- One of the major threat is the entry of new firms in the market. Apart from this then
other threat can be that of receiving a very tough competition from the already existing firms
who might market use of more advanced kind of technologies.
Recommend new product or new services design for the identified target market (point
It is important to develop a customer-centric approach. So the company must create some
feedback sessions where they will take feedback from the customers and make sure that they are
being able to involve the customers in decision-making processes. They have to create a
customer or consumer forum where the customers can share their experiences after using a
particular kind of product. They have to design bags of different sizes like clutches, party bags,
party sling bags so as to suit the different tastes of different women who belong to the target
market.
And explain the customer value provided by this new product/new services.
The customers might favor this brand over the other brand because they are receiving
many different kinds of products from one store itself. They can shop the jute products, lamps,
garden stakes and also many different kinds of materials. So, this makes the customer experience

5INTRODUCTION TO MARKETING
much more refined and easy. They might use the Sydney jute bag as a one-stop store where they
get a large number of products. It saves a huge amount of time for them.
Briefly, devise the strategies of the relevant marketing mix variables (the 4ps for new
product)
Product-They have to design many new and diversified products that will help the customers to
develop a kind of brand loyalty. The company has to focus more on the quality of the products.
The product quality has to be up to the mark and has to keep the customers satisfied.
Price- They have to keep a moderate price for their customers so that it can be afforded by all.
They have to be the cheapest brand and neither the costliest brand. They have to make
themselves available to the customers belonging from high, low and medium income groups as
well.
People- Sydney jute bag has to develop a good R&D team that will help them in getting a clear
idea about the lifestyles and the behavior patterns of their target audiences. This will help them
to develop their products in a more strategic manner.
Place- They have to develop a good online presence and try to develop facilities like same day
delivery, discounted products, and many other such additional facilities as well. Apart from this,
they must also concentrate on opening up new physical stores so that it becomes feasible for all
the customers. Customers might often like to visit some physical stores and check all the
products themselves rather than shopping online.

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References
Bag, S. (2018). Sydney Jute Bag. A HOUSE DIVIDED.
https://www.shopahousedivided.com/sydney-jute-bag/
Davari Farid, R., Azizi, J., Allahyari, M. S., Damalas, C. A., & Sadeghpour, H. (2018).
Marketing mix for the promotion of biological control among small-scale paddy farmers.
International Journal of Pest Management, 1-7.