Professional Documents
Culture Documents
Wen Li
Xiao Ying Wang
Bouy Lim
Ray Uamang
Table of Contents
1. Laundry Detergents............................................................................................................................ 3
1.1 BIOZET Attack Laundry Powder (The Sex and the City Shopper) ............................................... 4
1.2 Cold Power Advanced Laundry Powder (Golden Oldies) ........................................................... 4
1.3 Dynamo Laundry Powder with SARD (The Bachelor Pad Shopper) ........................................... 5
1.4 DUO Ultra Concentrate Laundry Powder (The Shared Household Shopper) ............................ 6
1.5 Omo Laundry Powder (Double Income No Kids) ....................................................................... 6
1.6 Woolworths Select Laundry Powder (Soccer Mums) ................................................................ 7
1.7 Aware Eco Choice Laundry Powder (Empty Nesters) ................................................................ 7
1.8 Radiant MicroVAX Laundry powder (Super Dad)....................................................................... 8
2. Female Cosmetics .............................................................................................................................. 9
2.1 Elizabeth Arden (Double Income No Kids) ............................................................................... 10
2.2 REVLON (Soccer Mum)............................................................................................................. 10
2.3 ESTEE LAUDER (Golden Oldies) ................................................................................................ 11
2.4 L’OREAL PARIS (Empty Nesters) ............................................................................................... 12
2.5 Christian Dior (The Sex and the City Shopper) ......................................................................... 12
2.6 THE BODY SHOP (The Shared Household Shopper) ................................................................. 13
3. Men’s Colognes ................................................................................................................................ 14
3.1 RALPH LAUREN SAFARI (Empty Nesters) ................................................................................. 15
3.2 ARAMIS LIFE (Golden Oldies) ................................................................................................... 15
3.3 Intimately BECKHAM (The Bachelor Pad Shopper) .................................................................. 16
3.4 Calvin Klein One (The Shared Household Shopper) ................................................................. 16
3.5 GUCCI (Double Income No Kids) .............................................................................................. 17
3.6 Tommy Hilfiger (Super Dad)..................................................................................................... 17
4. Magazine Advertisements ............................................................................................................... 18
4.1 Murray’s list of human needs .................................................................................................. 18
4.1.1 The Bachelor Pad Shopper ............................................................................................... 19
4.1.2 The Sex and the City Shopper .......................................................................................... 20
4.1.3 The Double Income No Kids Shopper (DINKS) ................................................................. 20
4.2 Maslow’s hierarchy of needs ................................................................................................... 20
4.2.1 The Bachelor Pad Shopper ...................................................................................................... 21
4.2.2 Double Income No Kids (DINKS).............................................................................................. 21
4.2.3 The Sex and the City Shopper ................................................................................................. 21
References ............................................................................................................................................... 23
1. Laundry Detergents
Product Description Target Audience
$10.89
$7.07
$8.06
The price and the flashy packaging design of the BIOZET Attack are used to target a distinct market
segment group, like the ‘Sex and the City’ shoppers. The consumers within this particular segment are
all usually trend setters and follow the latest fads; they love to purchase and use the ‘latest, greatest
and sexiest’ products, and would want to be the first to try a new product in the market.
BIOZET Attack is the first laundry powder in Australia, to proclaim the uses of ‘micro capsule
technology’ and ‘bioenzyme’ in laundry powder, which are used to attract ‘technology savvy’ and
‘trend setting’ consumers. The BIOZET Attack packaging also states that it is ‘4x faster dissolving’, to
reassure the potential customers that there would be no powder residues left behind on washed
laundry when using this product. The combined ‘Softener’ ingredients within the BIOZET Attack
laundry powder, further reinforces the benefits of ‘convenience’ to its potential customers.
Therefore, BIOZET Attack clearly appeals to ‘the Sex and the City’ shoppers, whom seek the benefits of
‘prestige’, ‘convenience’, and ‘social acceptance’, of been the ‘trend setter’ in everything they buy and
use, even laundry powder.
Therefore, for most ‘Golden Oldies’, the Cold Power is a ‘tried and true’ brand of laundry product that
they are ‘brand loyal’ to, as they know it works and there is no gimmick or faddish marketing involved
with it. Furthermore, Cold Power packaging design has largely remain unchanged over the years,
which further reinforces the notion of trustworthiness with the ‘Golden Oldies’ consumers.
1.3 Dynamo Laundry Powder with SARD (The Bachelor Pad Shopper)
The target market of the Dynamo laundry powder is mostly people whom have grown up using the
traditional first tier laundry powders like Omo and Cold Power. These consumers usually want more
sophistication and technology in their laundry powder, in order to improve the washing efficiency. The
use of light and dark blue color with a touch of white on the side in the product packaging design,
elicits an image of high tech sophistication associated with the Dynamo brand laundry powder.
Dynamo is promoted using the ‘solution based marketing method’, which ideally targets the ‘Bachelor
Pad’ shopper’s whom tends to be attracted to leading brand name products that provides a
‘convenient and effective’ washing solution. The ‘Excellent Results First Time’ printed on the product
packaging, communicates the benefit of Dynamo washing powder, which is perfectly washed laundry
first time and every time, no repeated washing is necessary. The addition of SARD Oxy Plus (a laundry
pre wash soaker) within the laundry powder, further adds to the perception of convenience and
1.4 DUO Ultra Concentrate Laundry Powder (The Shared Household Shopper)
The DUO family pack laundry powder is therefore very attractive to the ‘Shared Household Shopper’,
since this pack size are both economical/value-for-money and ‘green’, due to less total packaging used
as compared to the 500 grams or 1 kg pack sizes. These two aforementioned benefits are what most
‘shared household shoppers’ primarily look at in their product. The larger family pack size also means
that these consumers would have to shop less for the same product, which also gives them the
convenience factor.
The Omo brand like other tier one products are not targeted at
value seeking consumers, as they tend to more expensive than the tier two products such as Fab and
DUO, etc. They are marketed as a ‘tried and true’ convenient washing solution by P&G, and Omo
advertisements are usually ubiquitous in most shopping centers parking lots. All of these benefits and
Aware Eco Choice is the only major leading brand laundry powder that
is fully positioned as an eco-friendly laundry powder. This brand of
laundry product is marketed by Planet Ark, which is a well known
Australian NGO that deals with environmental sustainable practices, like
the recycling of many consumer electronic products.
Aware Eco Choice laundry powder packaging clearly states the following
sustainability phrases, such as, ‘Garden friendly’, ‘No petrochemicals’,
‘No phosphates’, ‘Fully biodegradable’ and ‘Renewable ingredients’, etc. These words are all
important to reaffirm the notions that Aware Eco Choice laundry powder is the most ecologically
friendly washing powder on the market. The product packaging fully annotates the fact that this
product is made from renewable and environmentally friendly resources.
Given that the ‘Empty Nesters’ are highly value and environmentally conscious, they would love
product packaging that directly communicates these essential benefits to them, in a straight forward
manner. In addition, the ‘Empty Nesters’ love their gardens, and most likely would use effluents from
the washing machine on their beloved gardens, therefore would want a washing powder that is
garden friendly. The fact that Aware laundry powder is both owned and manufactured by Australian
companies, further increases the appeal to the ‘Empty Nesters’, since they love buying local products.
The use of bright yellow band on top of the packaging, proclaiming that there is ‘20% Extra Free’,
clearly communicates the idea that this product is value-for-money. While, phrases such as
‘microMax’, ‘Colour Safe’, ‘2X Ultra’, ‘Our Best Ever’ and ‘Tough on Stains Guaranteed’, gives an
impression that this product has a lot of performances, and would provide quality washing results. All
of which are attractive to ‘Super Dad’, whom seeks both value and performance in their products.
2. Female Cosmetics
Double Income
Elizabeth Arden No Kids
(DINKS)
The Shared
THE BODY SHOP Household
Shopper
The Elizabeth Arden range of cosmetics are mostly targeted at female consumers within the age of 25
to 49, whom are well educated, married, employed in a professional/manager possession, have a
personal income of more than $50,000 per annum, and is a current home owner or in the process of
paying it off. The female customers of Elizabeth Arden also likely to aspire to famous female movie or
TV celebrities (i.e. Nigella Lawson) that is successful in both their careers and private lives. It is evident
that Elizabeth Arden targets this group of female consumers, through the use of Catherine Zeta Jones
as their current advertising spokeswoman for their range of cosmetics product. Many DINKS see
themselves as Catherine Zeta Jones type of woman, whom embodies personal virtues (married once
and has kids with only one partner), life successes (wealthy, steady private and public life) and
beauty/grace. Elizabeth Arden’s maintain a large core range of classic products like Red Door Perfume,
5th Avenue, coordinated make up set, for consumers whom want ‘tried and true products’. But the
company also constantly release new products or re-formulated classic products, for consumers
whom want to be a bit more adventurous.
Currently, Revlon is only a fraction of what it was at the peak of its corporate success. While, Revlon
Inc wants to make the Revlon brand name more up market, and more attractive to the younger
demographics, in actuality it is still seen as a product that mostly middle age woman would want to
purchase and use. Currently, Revlon targets consumers aged between 18 to 65+ years old, but in
reality most people whom would be interested in this product are in the age bracket of 25 to 54 years
old. These people usually have kids, married, left school early or just completed year 12, working full
time/part time as blue collar workers or stay home mum, have an income of below $40,000 per
annum, and is currently renting or paying off mortgage. Due to the kids, work, limited income and
large personal debt, the Revlon customers tend to be extremely value conscience, but at the same
time these people also want and demand quality from the product. ‘Soccer Mums’ tends to fit the
Revlon target consumer profile pretty well and Revlon appeals to them, as they are cheap, readily
available, and is an established brand, which means it would have the requisite product quality that
they seek.
The Estee Lauder (EL) brand has a long heritage in the cosmetics industry,
which produces and markets skin care, cosmetics, and perfume and hair care
products. Since the company started in 1946, the business rapidly expanded
over the next 15 years, by creating more brands like Aramis and Clinique, etc.
Estee Lauder also successfully moved their brand up market, by transferring the core product sale
location from drug stores to more up market department stores.
Estee Lauder offers several products that cater to the different demographics/psychographics
consumer segments. Its main line products are priced competitively and have been around since the
70s, which many older demographics consumer still uses. Estee Launder cosmetics products are
targeted at people aged between 25 to 65+ years old, whom are either working or retired, mostly are
well educated or enjoy high quality products at affordable prices. Most of the EL cosmetics products
are well priced against other tier one competitors, and there are always sale promotion going on,
The L’Oreal cosmetic brand targets a mass market as the product it sells are suitable for any aged
between 15 to 65+ years old, either man or woman, usually these people are moderately educated,
employed or retired with an annual income below $50,000, and could be owning, renting or paying off
mortgages on their home. L’Oreal is essentially a tier two cosmetic brand, which lends itself quite well
to people with limited income, as most of its products are cheap and effective. Therefore, ‘Empty
Nesters’ fall under the category of consumers that is targeted by L’Oreal through its sharp pricing
(value for money), seasonal discounting (elicits impulsive buying), ubiquity (you can purchase L’Oreal
products almost anywhere) and general product quality.
Christian Dior’s main target demographics are people between the ages of 25 to 55 years of age, well
educated, and full time employed in professional/managerial position, annual income above $50,000,
own their own home or paying it off. These target consumers (The Sex and the City Shopper) would
Dior maintains several product line for people of different ages, there is a core line of cosmetics
suitable for people aged between 18 to 35 (i.e. Hydro Action), and there is a also special product line
for people above the age of 35 years old (Capture Totale). For older people whom want more luxury in
their skincare, Dior also has the Dior Prestige line, which offers comparable products to ultra-luxury
cosmetic brands such as La Prairie, Vichy, etc. Dior under the direction of John Galliano, decided to tie
its popular fashion business with the cosmetics brand, by releasing a category of product called Dior
Show, which has a constantly changing range of products with exquisite casing design (i.e. Crystal rings,
pendants, etc). The Dior Show was an instant hit with many consumers, whom avidly collects the
limited run Dior Show cosmetics, and uses them as a fashion accessory. Therefore, Christian Dior
cosmetic brand’s main consumers, ties in quite well ‘The Sex and The City’ shopper, whom love to
seek the ‘latest, greatest, sexiest’ products to make them look stylish and get noticed. Dior range of
cosmetics products elicits the ‘look at me’, ‘must have’ and ‘got to be first’ mentalities that many ‘The
Sex and the City’ shoppers have.
THE BODY SHOP brand owned by L’Oreal is currently the second largest
cosmetic franchise in the world, and this brand is synonymous with innovation,
integrity, social responsibility and the environmental sustainability. Since 1997,
this brand has increasingly attached itself to a variety of social and
environmental campaigns, as a way to promote its business around the globe.
While, THE BODY SHOP products are not 100% organic, it is however considered natural and according
to the company, none of its products are tested on animals. Most of THE BODY SHOP products are
cheap, since there is not much overhead, and the ingredients used in the products are cheap to
procure; all of which translates to low products prices, which moves more product more quickly.
The range of cosmetics product sold under THE BODY SHOP brand name, are mostly targeted at
people between the age of 15 to 49, male or female, having higher education (i.e. degrees), working
or studying, renting and have an income of below $50,000 per annum. These customers also place
ethics very high on the list of their behaviors, and would mostly purchase products that neither harm
the environment nor societies at large, which is what many ‘Shared Household Shopper’ tries to do in
their lives.
3. Men’s Colognes
The Safari Cologne by Ralph Lauren is for men (i.e. Empty Nesters) above 55 years old, usually retired
or near retiring, has at least completed year 12 and an annual income of between $20,000 to $40,000,
owns their own homes or nearly finished paying off their mortgage. These target consumers (i.e.
Empty Nesters) would also pay attention to their appearance, are both environmentally aware and
price conscious, but would buy well priced brand name products.
Currently, Aramis products only targets people who are above the age of 30 years old, with core
market audience ranging from 35 to 65+ years of age, with many whom may already have retired. The
strong smell of some Aramis cologne dissuades many younger consumers, whom like lighter and
sweeter smelling perfume/cologne products. Currently, Estee Lauder still manufactures and markets
many of the classic Aramis Cologne, making it appealing to consumers whom does not like to change
their product and is unaffected by latest fads. ‘Golden Oldies’ may prefer the Aramis brand of cologne,
The IB target consumers also pay a lot of attention to their styles and looks, likes to stand out from
the crowd and would expect people to take their opinions seriously, as they considers themselves to
be an intellectual. These people also believe that hard works are rewarded (much like Beckham) and
wants to be perfectly groomed without too much fuss. Bachelor Pad Shopper fits the demographics
and psychographic profiles that are targeted by the Intimately Beckham cologne range, since the
product offers convenience, brand power, styles and advertised in a way that appeals to them.
The CK brand is famous for its ‘minimalist’ design in both men and female
wears and perfumes range, this is quite evident in their perfume bottle packaging. From very early on,
CK has marketed its product to the younger demographics, as many of the models on its
advertisements, were ‘muscular’ adolescents and male below 30 years of age. This specific targeting
of younger demographics, worked quite perfectly as many youth flocked to its perfume and
underwear range. It is considered fashionable to show part of the CK underpants, with that famous
‘Calvin Klein’ tagged elastic band sticking out of the pants.
CK perfumes are both cheaper and larger in size than its competing products, which all targets a youth
audience whom loves the fashion brand, but have limited income like many ‘Shared Household’
Gucci’s core consumer demographics are between the ages of 25 to 39 years old, with personal yearly
income of above $70,000, well educated (i.e. degrees), works full time in professional or manager
roles, married or have a stable relationship, and owns home or paying off the mortgage. To these
people, image and success are all very important, therefore they love buying designer label products
and keeps up with the latest fashions. The Gucci consumer demographics are prepared to pay more
money for the quality designer branded products. Therefore, the DINKS men forms a part of the core
demographic and psychographic groups that Gucci actively targets for their cologne range.
Tommy Hilfiger Corporation which owns the Tommy Hilfiger brand, is itself
owned by the PPR, whom also owns Gucci. This brand of fashion goods and
perfume are in the same class as Calvin Klein and Ralph Lauren, which is both
fashionable and good value, compared to more expensive luxury goods brand,
such as, Gucci, YSL, etc.
Tommy Hilfiger’s cologne core consumer demographics would be between the ages of between 25 to
50 years old, married, annual income of above $40,000, well educated, working full time and owns
home or paying off mortgage. These male customers would also be career focuses, well groomed,
financially savvy, and is willing to pay more for brand name but still seeks value. The ‘Super Dad’
shoppers would one of the consumer segments that is targeted by the Tommy Hilfiger Colognes, since
they are big on value and is a well known brand label.
4. Magazine Advertisements
Murray’s list of human needs was compiled by the American psychologist Henry Murray, whom
developed a theory of personality that was organized in terms of motives, presses, and needs. He
described the needs as a, “potentiality or readiness to respond in a certain way under certain given
circumstances’. Theories of personality are based upon needs and motives suggest that our
personalities are a reflection of behaviours controlled by needs. While some needs are temporary and
changing, other needs are more seated in our nature. According to Murray, these psychogenic needs
function mostly on the unconscious level, but can play a major role in our personality.
There are two types of needs, the primary needs and secondary needs. The primary needs are
based upon biological demands, such as the need for oxygen, food and water, while the secondary
needs are generally psychological, such as the need for nurturing, independence, and achievement.
Murray’s lists of human needs are basically lists of psychogenic needs that can make human feels
satisfied and fulfilled psychologically. According to Murray’s lists of human needs, there are 6 types of
The Mercedes-Benz car advertisement appeals most to the ‘bachelor pad shopper’, ‘the sex
and the city shopper’, and the ‘double income no kids shopper (DINKS)’ shopper profiles.
The bachelor pad shoppers are men mainly aged between 18-54 (core 25-39) years old. They are a mix
of career focused professionals, para-professionals and tradies, whom like to stand out from the
crowd and like to think hard work is rewarded. The Mercedes-Benz car advertisement would appeal to
them, because the possession and usage of this product appeal to the domains of ambition and
defense of status. Mercedes-Benz is a prestigious luxury car that stands out from the rest of the crowd;
therefore it satisfies their needs for power, accomplishment, prestige and counteraction.
The ‘sex and the city shoppers’ are females whom are aged between 18-39 (core 25-39) years old,
whom like brands, quality and the ‘latest, greatest, sexiest’ products. They go for the finer things in life
and are very outgoing with very active social lives. The Mercedes-Benz advertisement appeals to the
‘sex and the city’ shopper, because Mercedes are very stylish and prestigious motor vehicles. The car
advertisement would appeal to the domains of ambition, inanimate objects, defense of status, and
affection between people. More specifically, the Mercedes Benz car advertisement would more
specifically appeal to the needs for recognition, exhibition, acquisition, Infavoidance, affiliation and
play.
The Double income no kids shopper (DINKS) are male and female couples aged between 25-39 years
old. The household income is usually more than $140k + (8% over $200K). Personal image and career
success are both very important to the DINKS, and their car appearance is a way to display these
personal desires and accomplishments. The Mercedes-Benz advertisement appeals to DINKS’ domain
of ambition and affection between people. More specifically the ad appeals to the need for
achievement, recognition, exhibition, Infavoidance and affiliation.
Maslow’s hierarchy of needs is a well-known theory of human motivation that was developed by
Abraham Maslow. The hierarchy of needs is separated into 5 hierarchy steps; at the bottom of the
hierarchy is a psychological need, which is the first and most basic level. Once you have satisfied the
psychological needs, such as food, water air, shelter, clothing and sex. You move to the second stage
of the hierarchy, which is safety and security needs. These needs consist of things such as protection,
order and stability. The next step (the third step) on the hierarchy of needs are social needs, and they
are affiliated with affection, friendship and belonging. The fourth steps are your ego needs, which are
consisted of prestige, status and self-respect, and the final fifth step of the hierarchy list is self
actualization, which is at the top of the hierarchy. Not many people reach the fifth stage of the needs
hierarchy, because self actualization is the feeling of self fulfillment, where you feel that you have
accomplished all the things that you wanted to achieve. Simply put, not many people could ever
satisfy their ego needs.
From our analysis, the Mercedes-Benz car advertisement would appeal most to ‘the bachelor
pad shopper’, ‘the sex and the city shopper’, and the ‘double income no kids shopper (DINKS)’ profiles.
The Mercedes car advertisement, appeals to both the ego and the social need of the DINKS profile
shoppers. These people are usually employed in high position jobs, such as managerial, marketing,
banking finance and law, etc, where image and success are very important to them. The DINKS likes
home renovation, designer labels and keeping up with latest fashions, and having prestigious motor
vehicles to keep up with their appearance is also very important, as this is used to communicate to
others their successes and social status. The Mercedes car advertisement communicates to both the
inward and outward orientation of the ego needs, where inward needs are concerned with the
success, self-esteem, independence and personal satisfaction. While, the outward needs are
concerned with the need for prestige, reputation, status and recognition from others, as these people
have a desire to ‘show off’ one’s success and achievements through material possessions.
‘The Sex and the City Shopper’ love brands, quality and the ‘latest, greatest, sexiest’ fashion/brands,
they want the finer things in life and try to look ‘good’ and stylish at all times. They have very active
social lives, love going out and stand out from the crowd; they are proud to live up the responsibilities
of life, and believe that hard work is rewarded. They love to be the first to try any new products, and
would purchase products that have quality, style and the ‘must have’ factor.
The Mercedes-Benz advertisement is presumed to appeal to the ego and social needs of the
‘sex and the city shopper’, since they want to feel the sense of belonging and acceptance within a
specific social group through the use of certain product brand. From the ego needs point of view, the
car advertisement appeals to both the inward and outward orientation. Inward directed ego reflects
the need for self-acceptance, self-esteem, success, independence and personal satisfaction, while the
Diploma of International Business | Box Hill TAFE 21
Marketing Segmentation and Consumer Needs 2010
outwardly directed ego needs, include the need for prestige, reputation, status and recognition from
others. The ‘sex and the city’ shopper have the high tendency to show off one’s success and
achievement through material possessions, and the desire to purchase Mercedes car is due to the
need to feel important and influential in her social group.
References
1. http://www.fragrancex.com/products/_cid_perfume-am-lid_R-am-pid_1099W__products.html
2. http://en.wikipedia.org/wiki/Estée_Lauder_Companies
3. http://en.wikipedia.org/wiki/Revlon
4. http://en.wikipedia.org/wiki/The_Body_Shop
5. http://www.loreal-finance.com/site/us/contenu/rapport/rapport2005/Active_Cosmetics.pdf
6. http://www.loreal.com/en/ww/brands-l-oreal.aspx
7. http://en.wikipedia.org/wiki/L'Oréal
8. http://en.wikipedia.org/wiki/LVMH
9. https://www.fragranceglobe.com/brandPerfume-65.html
10. http://en.wikipedia.org/wiki/Calvin_klein
11. http://en.wikipedia.org/wiki/Gucci
12. http://en.wikipedia.org/wiki/Murray's_system_of_needs
13. http://psychology.about.com/od/theoriesofpersonality/a/psychogenic.htm
14. Schiffman, L et al. (2008), Consumer Behaviour 4th Edition, Pearson Education Australia.