Confused about target market

[ferrero]

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.

Regards,
Jasmin

[deepblue]

Hi Jasmin

Interesting post. it looks like it is getting the classical act of arror where brand communication and brand positioning differs !!! Further i see another conflict that is in campus it is perceived as a Kid brand while tweens are buying it ??/ have you got any study done for attribute testing ???

DB

[ferrero]

HI deep blue,

thanks for your response. Our company right now is not yet very open to market testing and / or market research. That is why, I really find it hard to decide..I have no scientific basis as to the strategies I will be taking. Most of our directions are based on experience and "assumptions"

Also, here in the Philippines, "kids" are the "tweens". They are the types that are still very dependent to their parents, but wishes to grow up fast -- like their sisters or brothers...The kids or tweens here differ greatly with the kids or tweens in other markets...The pace of "growing up" or maturity is rather slow :-)

Thanks.

[Abhi]

Originally Posted by ferrero

HI deep blue,

thanks for your response. Our company right now is not yet very open to market testing and / or market research. That is why, I really find it hard to decide..I have no scientific basis as to the strategies I will be taking. Most of our directions are based on experience and "assumptions"

Also, here in the Philippines, "kids" are the "tweens". They are the types that are still very dependent to their parents, but wishes to grow up fast -- like their sisters or brothers...The kids or tweens here differ greatly with the kids or tweens in other markets...The pace of "growing up" or maturity is rather slow :-)

Thanks.

I agree to deepblue over the fact that u need to test market the image makeover(or repositioning as we call it in marketing) that u want for ur brand... U dont have such practices in ur organization, so we can safely assume that ur target market is very small in the country u r operating in. So u can change the positioning and target the tween market.... This is mu suggestion based on the inputs u have given..... For a detailed discussion u need to provide more information like the size of the target market at present, the potential of the market u wnat to shift, marginal profit for ur brand and expected cash outflow on the image makeover etc( all in rough quantitative terms). I reiterate my point here that whenever we want a discussion on some issue, we should provide at least the bare essential information for that(sorry if i sound harsh).

Abhi