1.0 Target market and advertisement
message
1.1 Introduction and analysis of Hilly
Clothing’s marketing message
Hilly Clothing is a producer and
distributor of special sportswear aimed at improving the level of comfort among
runners. The company produces one of the most technical socks in the world with
the range being in two categories: Mono Skin (Marathon Fresh, Off Road and
Super Racer Plus) and Twin Skin (Hill Clothing, 2012). The company markets
itself as a producer of premium socks whose main aim is to secure comfort for
athletes and which prevents them from suffering from blisters while exercising
or racing. The company’s marketing messages are dominated by experiences of
long distance runners who cite blisters as the greatest enemy for athletes: a
problem that is easily solved by using Hilly socks (Hilly Clothing, 2012). This
message resonates well with the consumer decision making theories where
consumers are known to make decisions in response to needs. Here, the need
would be to prevent blisters that would inhibit an athlete’s performance and
the solution would be the use of Hilly Socks. The company also makes an effort
to educate consumers on the functionality of their socks hence creating a level
of understanding that ensures that the information search stage of the decision
making process is predominantly conducted using memory (Hilly Clothing, 2012).
The consumer decision
making process is divided into five stages: the problem recognition stage,
information search, evaluation of alternatives, purchase decision, and post
purchase evaluation (Kotler, 2006). The recognition of the problem would
involve the athlete recognising the need to use sportswear that was comfortable
and one that could be used repetitively with less risk of acquiring blisters.
The second stage or the information search can be divided into two: internal
search and external search (Kotler, 2006). Internal search is mainly about
memory. Advertisements are useful in getting consumers to recall the
information when need arises. It is only after internal search is exhausted
with no tangible results that a consumer would embark on an external search
(Homburg, 2009). The advertising message at Hill Clothing is aimed at securing
attention in both stages of information search. Advertisements are carried out
in a manner that makes it easy for customers to remember the brands. The
company also participates through sponsorships in some of the famous marathons
and sporting activities and this makes it easier for customers to remember
their brand (Hill Clothing, 2012). In addition to this, the company maintains
an elaborate website where customers can search for any information they wish
to obtain should the need for external information search arise (Hill Clothing,
2012). Clear information on the product features and their benefits is provided
to help create deeper understanding of the product features. The third stage
involves the evaluation of alternatives and it is in this stage that pricing
and product features make a difference (Daft and Lengel, 1986). Also
influential is the brand image. Although consumers like to presume that they
are rational, the rarely are and are likely to be influenced by sentimental
rhetoric about a product (Blythe, 2010). The marketing message of Hill Clothing
concentrates more on the product attributes and therefore lacks the edge needed
to sway customer decisions on emotional grounds. This edge would only arise if
the customer had the patience to examine the company history which is dominated
by the experiences and achievements of its founder (Hill Clothing, 2012). The
purchasing decision is then made after which the customer goes through the post
purchase experience.
1.2 Existing and potential target
markets
The Hilly Clothing brand has been
projected as a solution designed to provide solutions for the mainstream
athletes (Hill Clothing, 2012). Runners running in big races and athletes
taking part in rigorous exercises such as mountain climbing, and cyclers among
others form the primary target market for Hilly Clothing. These consumers are
bound to experience some levels of discomfort while in the course of training
with poor attires expected to pose the greatest challenge. Blisters have
repeatedly been cited as one of the conditions that make athletes very uncomfortable
(Chadwick and Walters, 2008). The search for appropriate sportswear is
therefore dominated by considerations on the ability of the athlete to use them
repetitively without getting uncomfortable. One outstanding characteristic of
these customers is that they are preoccupied with the idea of optimising their
potential in the track and in whatever other fields they are engaged in
(Chadwick and Walters, 2008). They are individuals who are fully aware of the
level of damage that discomfort can cause their sporting goals if they were to
incur injuries or suffer discomforts of any kind. They therefore look out for
what they can consider as the best outfits with product features and reputation
for quality being the main features considered.
Theories of consumer
segmentation describe the segmentation process as the classification of
customers into groups with a set of similar characteristics and this makes it
easier for them to be targeted (Blythe, 2010). A segment is therefore likely to
comprise of people with homogenous characteristics. Characteristics could vary
from the levels of income, gender, occupation, marital status, lifestyles and
others (Blythe, 2010; Dennis, Fuller and Valacich, 2008). Segmenting should
therefore be informed by the level of understanding of the characteristics of
the segment in question. It is impossible to achieve any level of success with
segmentation without a good understanding of such as segment. Intensive market
research should therefore be conducted. The use of market research consultant
to conduct such researches is highly recommended. This is due to the fact many
of such consultants tend to have superior knowledge of the market and
researching techniques that help bring out the information that is sought
(Blythe, 2010). For segmentation to be truly effective there must be a match
between the product or brand attributes and the characteristics of the market.
For instance, where a segment’s main preoccupation is image, the product and
brand attributes should have some image enhancement characteristics. Where a
company determines that it cannot adequately meet the needs of the segment in
question, it should consider pursuing different segments (Clow, 2007). In this
case, the product in question offers great comfort for runners and people
engaging in physical exercises and helps them avoid blisters. This is a need
within the company’s ability to satisfy.
Good segmentation
should also consider the practicalities of marketing with the companies
required to come up with segments that can be reached economically (Clow, 2007;
Garling, 2000). This means that the cost of marketing and delivering the
products to the market should not exceed the value derived from such an
exercise. A market that has similar characteristics but is sparsely distributed
should therefore not be considered due to the fact that it may be uneconomical
to reach out to them. The logistical reality should inform the segmentation. At
the end of the day, businesses operate to make profits and the satisfaction of
the market needs would make little sense if no financial value is realised
(Lengel and Daft, 1988).
Given that the company
specialises in the production of sportswear, the potential market would have to
comprise of individuals that are physically active and those that engage in
physical exercises frequently. These would be persons engaged in weight loss
programs and members of recreation centres whose interest in physical activity
has been well established. Physical exercise becomes a lifestyle after one is
accustomed to it (Hilly Clothing, 2012). It therefore becomes necessary for
them to find attires that they can use frequently without suffering discomfort.
The Hilly Clothing attires would therefore come in handy.
Targeting should be
done in a manner that singles out groups that can be accessed effectively with
an elaborate marketing strategy (Clow, 2007). Members of sports clubs, fitness
centres and recreation centres should be targeted. Frequent exercises yields
concerns on the safety of the sportswear: with time, cases of discomfort arise
and the wearers begin to look out for more comfortable alternatives (Clean
Clothes, 2004). This results in a cycle of continuous information search until
the most comfortable wear is found. It is therefore expected that the new
target market would be willing to test the products. For persons intending to
lose weight or maintain it at a certain point, comfort is a priority. They do
not want to incur injuries or suffer too much discomfort in the process of
pursuing their goals.
Apart from being
accustomed to frequent physical activity, this market segment comprises of
individuals that can be said to be socially active (Chadwick and Walters, 2008).
They have a sense of belonging to their centres of practice and are therefore
likely to be influenced by the purchasing decisions of their colleagues. They
would want to settle for the most comfortable products available and the
information search would begin with enquiries on the products used by their
colleagues in the fitness and recreation centres. They also tend to be affluent
users of the internet and this makes them easy targets for internet marketing.
This lowers the cost of marketing and makes them a realistic market segment to
go after. These distinct characteristics would make this segment more
accessible to the company.
1.3 Appropriate marketing message for
the target market
Effective marketing messages are those
that resonate well with the needs of the target market. Marketers should be
able to understand customer characteristics before coming up with the
advertisement message. It needs to capture their aspirations and be consistent
with their character (Mullins, 2010). For instance, a market segment whose main
motivation is to feel good about themselves would not be moved by marketing
messages that predominantly highlight the product tangible attributes of a
product or service (Mullins, 2010). This calls for the evaluation of the target
market characteristics that would be relevant to the new marketing message.
To begin with, these
are people who practice regularly with most of them practising more than thrice
a week. One of the problems faced by people for exercise regularly is chronic
soreness caused by shoes and other attires (Clean Clothes, 2004). They are
therefore likely to be receptive to sportswear designed to solve this problem. The
prospect of achieving one’s fitness goals while suffering little or no
discomfort is one that would attract the attention of any consumer (Clean
Clothes, 2004). This market segment has one other peculiar characteristic. It
mainly comprises of individuals who are either out to lose weight or out to
maintain their body weight and figure. In order to understand the implication
of this for marketing, it is important to understand why they would need to
check their body weights. The society frowns upon overweight individuals. The
lean and shapely are often seen as the image of beauty, intelligence and
discipline. This market segment can therefore be said to be very attentive to
what the society thinks of them and are also keen on boosting their self image.
Even though many of them tend to check their weight for health reasons; many
more do so for the sake of fitting in the society. This social consciousness
also propels their integration as members of the fitness centres and sports
clubs (Chadwick and Walters, 2008). It therefore makes them more attentive to
the group preferences with their decisions on what products to consume likely
to be influenced by their peers in those centres. This characteristic has an
implication for marketing. The brand in question should be sold in a manner
that projects it as a symbol of identity: one that fulfils the confidence and
identity needs of these target consumers.
The marketing message
should therefore have two components: product tangible attributes and product
intangible attributes (Homburg, 2009). Product tangible attributes are features
that are directly linked to the product (Blythe, 2010). For instance, the
texture of the socks, the thickness and the functioning of the double layer
feature in a manner that delivers comfort can be considered as product tangible
attributes. The message on the product tangible aspects should emphasise the
technical aspect of the sportswear, their durability and ability to protect
wearers from blisters and other elements of discomfort. Product intangible attributes
on the other hand cannot be directly linked to the product and usually
concentrate on bringing out the feeling that one gets while consuming it
(Stokes, 2008). For instance, comfort while exercising can increase the level
of happiness for the person practising.
Product intangible
attributes help in building the brand image and gives the brand the human
personality that people would need in order to have a relationship with it. It
is abstract and its main purpose is to create a loyal market base which derives
psychological satisfaction from the products in addition to physical
satisfaction (Clow, 2010). The product intangible element should highlight the
product as a lifestyle product (Homburg, 2009). One that helps people improves
their appearance and fit in the society: a product that helps in making life
less stressful and a source of happiness to the users. A message to project
emotions is best brought out using pictures. The face of a person with a
credible smile while jogging would be sufficient to create the desired image.
As has been analysed,
the new target market can be reached effectively by selling the products as
comfortable and also as emblems of a happy and fulfilled lifestyle.
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