Identify possible target markets for the following products:
A. Kellogg’s Corn Flakes C. Disney World
B. Wilsons Tennis Rackets D. Diet Pepsi
A. Kellogg’s Corn Flakes:
When I think about Kellogg’s target market for their classic corn flakes to me the marketing is simple. A wholesome product for your family, a breakfast staple for many homes for many years. In recent years Kellogg has marketed corn flakes to the average American family of 4 or more with middle and upper middle class income, and a busy lifestyle. A big opportunity for them has been the fact that this generation of US consumers are concerned more than ever about healthy food, we also have very hectic lives. So touting corn flakes as a healthy breakfast that is quick is a perfect way to appeal to a variety of families. In 2012 they launched a campaign geared towards reminding consumers about the simplicity of the ingredients in their oldest brands, one of them corn flakes with only 4 ingredients. Jogging the memories of consumers that they have always been a healthy, easy delicious choice for breakfast. Reiterating that this is not a new concept for Kellogg’s, but one they have been valuing for 100 years. Communicating to families that they know the modern family has a busy life and not much time for a healthy breakfast, corn flakes satisfies that need. The colors they use on their corn flakes box even accentuate this idea. The three colors green, red and yellow all represent different things to consumers. Green represents the environment, nature and organics. Red indicates energy, and a sense of urgency. Lastly, yellow signifies sunshine energy and happiness (Coffin, 2011). They also subtly target children with these three bright colors in a simple almost cartoon like box cover design that has always featured “Cornelius” the iconic rooster logo, and product placement like all breakfast cereals on the middle and lower shelves of supermarkets.
B. Wilsons Tennis Rackets:
Wilson’s tennis rackets is marketed to the athlete. Not just any athlete but the best. Wilsons really does not have to do much advertising due to an almost monopolizing hold on the market, but they do make themselves known in sporting goods and athletic stores. Besides targeting the college or professional athlete, their customer is either male or female, twenties to thirties. The consumer can be married or single, but has no children and is very competitive in all aspects of his or her life. Wilson’s sponsors more than 50 professional tennis player all over the world and is the key sponsor for many tennis tournaments. They are known the world over as the best tennis rackets you can buy and many people likely couldn’t name another brand of racket. Wilson’s is synonymous with tennis. That being said I see the Wilson’s tennis racket customer as the single athlete who knows Wilson’s as the best and has likely used their rackets for many years. They make good money and have professional jobs and college degrees....