Hi guys. I'm Jasmin and I just joined the forum today. I've been reading your posts and I'm glad that I finally found a good forum to raise my concerns as a brand person. I'm currently handling a cologne brand in the Philippine market. The brand is Juicy Cologne.
As a backgrounder, I joined my current company after the brand has been conceptualized, thus my role is to continue marketing the brand. Primarily, the previous marketing people of the company chose the teens as Juicy Cologne's target market. However, after series of promos and mall events, we observed that the buyres of the brand/product are tweens or to be exact, the parents with kids between 7-12 years old. I also observed that during our campus tours in high schools, the brand is being perceived as a "kid brand"..
Is it right then to switch the target market to "tweens" from "teens"...ad silently target the parents of these tweens???
Thanks a lot..hope to hear from you all.