“Analyzing Target Markets and Influence Factors in Diaper Product Advertisements”

QUESTION

1) Select two diaper products and their CURRENT (within the last 12 months) commercials — one for each product. Please provide BOTH links so all students can access the commercials. Be sure these are OFFICIAL commercials from the manufacturer — not someone’s creative or a recording of a commercial shown on television and place in YouTube. 2) Using these commercials (and any other legitimate articles/information found and sourced) please identify the target markets for these products. . Demographic AND psychographic information about the target audience. Is any of the target segmentation based on the where the target audience lives (geographic location), how they use the product or what benefits the audience expect the diapers to provide? How does the positioning of the product (see chapter for definition) reflect and support the target audience who buys this diaper product? 3) In your personal experience, since diapers aren’t something that typically is bought throughout a family’s lifetime, does any influence to buy come from a subculture, a social class or a reference group (see text) that is evident in the ad, that is, is there an influence that the target audience

ANSWER

Identifying Target Markets

To determine the target markets for two diaper products, we need to consider both demographic and psychographic factors:

Demographic Information: Demographics include age, gender, income, education, and family size. Diaper commercials often target parents of infants and toddlers. For example, Pampers may target parents of newborns and young children, while Huggies might focus on a slightly older age range.

Psychographic Information: Psychographics delve into the lifestyle, values, interests, and attitudes of the target audience. Diaper commercials may target busy parents who value convenience and quality, or eco-conscious parents who prioritize environmentally-friendly options.

Geographic Segmentation: Geographic location can also be a factor. Diaper brands might consider the climate of a region (e.g., warm vs. cold) when promoting different diaper features like breathability or warmth.

Product Usage and Benefits: Diaper ads often highlight specific product benefits, such as long-lasting dryness, softness, or ease of use. These features may appeal to parents who seek particular advantages.

Positioning: Diaper commercials position their products based on attributes like affordability, quality, or innovation. Pampers might position itself as a premium, high-quality brand, while Luvs may position itself as an affordable option.

Positioning and Target Audience

The positioning of a diaper product in a commercial should align with the identified target audience. For instance:

If the target audience is eco-conscious parents, the commercial might emphasize eco-friendly materials, sustainability, and responsible manufacturing practices.

If the target audience is busy, working parents, the commercial may highlight convenience, long-lasting absorbency, and time-saving features.

If the target audience is price-sensitive consumers, the commercial might focus on affordability and cost savings.

The language, imagery, and messaging in the commercials should reflect and support the needs and preferences of the target audience. For example, a Pampers commercial targeting affluent parents might showcase luxurious, soft materials and emphasize the brand’s premium quality.

Influence from Subculture, Social Class, or Reference Group:

Diaper commercials often aim to create a sense of belonging or aspiration within a particular subculture or social class. They may depict idealized versions of parenthood to which the target audience can relate or aspire. Reference groups, such as celebrity endorsements or testimonials from other parents, can also influence purchasing decisions.

For instance, a diaper commercial featuring a well-known celebrity parent can influence consumers who admire that celebrity. Similarly, a commercial that portrays a diverse range of parents in various life situations may appeal to a broader audience and encourage a sense of inclusion.

In conclusion, diaper commercials use a combination of demographic, psychographic, geographic, and benefit-based segmentation to target specific audiences. The positioning of the product in these commercials is tailored to meet the needs and preferences of the identified target markets. Additionally, subcultures, social class, and reference groups play a role in influencing the purchasing decisions of the target audience.