From part A we can see that Calvin Klein’s former ads are problematic for overusing “Physically sexy”, however, it is still attracting consumers by making controversial ads about sex. Although most of the consumers are late majorities, it is still working now. However, it is time for CK to find a better and more positive way to present their unique selling point, or the whole brand will not be as competitive as it used to be, also the brand image and promoting strategy should although be adjusted based on the change of the unique selling point so that finally we can have a brand new Calvin Klein campaign with positive and fresh topic that can. In the other words, CK, especially Calvin Klein Underwear needs to differentiate itself from other
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CK’s main consumers are upper class youth who lived in urban area, based on demographic, psychographic and behavioral conditions, I segment CK’s potential consumers into four different types: student, college student, office lady, and business executive. Students are males from 14-18 years old, they are trend-chasers, they choose CK basically because they think CK’s models are cool. They have zero income but they were born in upper class families, which means that they can easily afford CK’s products. College students are males from 18-22, they have medium incomes but they are also from upper class families, they are controversial-watcher which means that they are sensitive about hot controversial issues that exist in the society nowadays, so the main reasons that they would choose CK is that they think it is a hot and fashion brand. Office ladies are females from 23-28, they have a medium high income so that they can easily afford CK’s products, they prefer good quality products, also, they are dream-followers, they want to be as sexy as CK’s representatives in the ads, and that is why they choose CK. Last but not the least, Business executives are males from …show more content…
Because CK is a large international corporation, it has enough resources and money to focus on more than just one segment, and CK’s consumers’ needs are largely different, I would like to choose differentiate targeting strategy. Also, I need to analyze the opportunity values about each segment because “Opportunity Value is essential because it is the only way to understand the interacting effects of decisions and actions.” (Goldstein, 2011), students are mostly first-time users, it is relatively hard for CK to build customer loyalty upon them, which means that their reachability is low, so this is not a good segment to target at. Also, business executives are strict, they will not come to buy underwear often, they will only purchase when they need a new one, which means that it is not that worth to target at them. Because through STP, we need to “determine which ones have enough customers to meet your sales goals” (Wagner, 2016). Finally, I will target at college students and office ladies, they are regular users and they are not price sensitive at all. More importantly, in opportunity analysis in part A, I have mentioned that with the development of technology and the coming of web 2.0, different social media platforms can help CK promoting their controversial ads even if
CK’s main consumers are upper class youth who lived in urban area, based on demographic, psychographic and behavioral conditions, I segment CK’s potential consumers into four different types: student, college student, office lady, and business executive. Students are males from 14-18 years old, they are trend-chasers, they choose CK basically because they think CK’s models are cool. They have zero income but they were born in upper class families, which means that they can easily afford CK’s products. College students are males from 18-22, they have medium incomes but they are also from upper class families, they are controversial-watcher which means that they are sensitive about hot controversial issues that exist in the society nowadays, so the main reasons that they would choose CK is that they think it is a hot and fashion brand. Office ladies are females from 23-28, they have a medium high income so that they can easily afford CK’s products, they prefer good quality products, also, they are dream-followers, they want to be as sexy as CK’s representatives in the ads, and that is why they choose CK. Last but not the least, Business executives are males from …show more content…
Because CK is a large international corporation, it has enough resources and money to focus on more than just one segment, and CK’s consumers’ needs are largely different, I would like to choose differentiate targeting strategy. Also, I need to analyze the opportunity values about each segment because “Opportunity Value is essential because it is the only way to understand the interacting effects of decisions and actions.” (Goldstein, 2011), students are mostly first-time users, it is relatively hard for CK to build customer loyalty upon them, which means that their reachability is low, so this is not a good segment to target at. Also, business executives are strict, they will not come to buy underwear often, they will only purchase when they need a new one, which means that it is not that worth to target at them. Because through STP, we need to “determine which ones have enough customers to meet your sales goals” (Wagner, 2016). Finally, I will target at college students and office ladies, they are regular users and they are not price sensitive at all. More importantly, in opportunity analysis in part A, I have mentioned that with the development of technology and the coming of web 2.0, different social media platforms can help CK promoting their controversial ads even if