Discovering Marketing

Subject Code: DIMA1100

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Print Ads

1. FedEx-China-Australia Ad: In this busy world everyone is looking for quick ways

to accomplish their tasks, deliver their gifts and wants to get things as soon as

possible. Ad of FedEx (Show & Tell 2013) is addressing the same need of customer

of China and Australia for promoting merchandise and goods transport between these

two countries.

Demographics

 Nationality: This ad is aimed to target customers of two countries for courier service

so individuals of two nationalities are targeted.

 Gender: in this ad both genders are presented to show the segmentation of target

market is for both male and female.

 Young: individuals shown in this ad are young as most of the time young people shop

online for friends, family and love once to send it across the border.

Psychographics

 Attitude: looking for a quick service either its online shopping or courier service for

sending gifts is an attitude of today’ generation. And this ad presents their attitude.

 No room for delays: It is the psychology of young adults that they have a lot of

options to choose one best service so they do not want any delay.

 Online Shoppers: this ad presents a virtual phenomenon that two individuals are

exchanging a bag through a window so it targets the online shoppers as well.

2. Australian Lamb Ad: Australians love the lamb meat so this ad was loved by

customers because this is the dish that they always want to share with other including

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 family, friends. It is especially for all foods as this ad shows a burger meal (Show &

Tell 2013).

Demographics

 Restaurants: this ad is B2B category business marketing for restaurants of Australia.

 For all age: targeted business those segment all age groups of the food market.

 Nationality: as lamb meat meal is loved food of Australians.

Psychographics

 Health conscious: this ad targeted the customers with health conscious food choice.

 Reliability: product reliability is shown with description of long shelf-life.

 Education: this shows a phenomenon of green products and education sector is

putting much concentration to aware people about it.

3. IPhone Ad: this ad shows different features of well recognized products of iPhone

(Thomas 2015). Cell phone market is of dynamic, where products preferences

changes over time that differentiates segmentation as well.

Demographics

 Young Adults: this ad targets the young individuals those are looking for a lot

features in single brand.

 High Income: the logo of Apple Inc. shows the brand worth and pricing of product

that is already in consumer mind.

 Education: this print ad is showing educational features of phone like calculator.

Psychographics:

 Fun attitude: features of product in this ad like camera, social media apps and music

targets the customers with fun attitude.

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  Motive to Interact: cell phone itself is a medium for interaction and other features

supported by internet like video calls, social media apps and some other.

 Luxury Spending Personality: products of Apple Inc. are of high price consumers of

luxury brands spending prefer to buy.

4. McDonald’s Free Wi-Fi Ad: McDonald’s has rolled out for free Wi-Fi in their all

restaurants (Borepanda 2015). This is presented with an idea of iconic fries.

Demographics

 Young: they have used the word love for Wi-Fi as this generation is internet lover.

 Income: students are looking for means to cut cost as they have low income so free

internet is an opportunity for them

 Education: internet is most important thing in this age for education and a kind of

compulsory and complementary product so students are most attracted.

Psychographics

 Internet users: this era is of internet and everyone is an internet user

 Fast Food Lover: young adults are fast food lovers as well they are in love with fast

internet.

 Lower Income: all those who are looking for means to reduce their living cost would

always

Market Segmentation

Market dividing process that includes the relatively similar, meaningful and identifiable

groups of customer is market segmentation (Lamb, Hair and McDaniel 2015). Segmentation

selection is crucial because it targeting an irrelevant or segments of customer those were not

containing potential prospects to convert in final consumers. This kind of segmentation

selection would lead to inappropriate segmentation strategy and loss of sales that will lose

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profit. Market segmentation is a key to identify bases for business strategies including

marketing and sales to boost profit margins. It provides opportunity to set standards for

evaluation of developed strategies. And also provides opportunity to measurable, accessible

and substantial segment that shows different patterns of response to marketing mix.

Consumers’ markets are commonly are mostly segmented on characteristics of three

categories including demographics, psychographics and behavioural that includes benefits

sought and usage rate.

Benefits of Market Segmentation

Almost all successful and leading organizations go through a proper segmentation process

that plays a key role for developing marketing strategy (Lamb, Hair and McDaniel 2015).

1. It is a powerful tool for marketers to target the potential segment of the market. As

this process requires finding the customer needs that explores more about the product

specifications and customers preferences that company can deliver in a better way.

2. Market segmentation helps to more precisely define the needs and wants of customers

as segments of market are different in size and on the bases of potential. It helps

strategic decision makers to go for more accurate and rational decisions with high

return and minimum risk in results of marketing strategies and other allocated

resources.

3. All information gathered during the process of market segmentation helps to set

standards for final evaluation of performance of developed strategies at the end of a

business period.

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References

Borepanda. McDonald’s: Free Wi-Fi. 15 June 2015. http://www.boredpanda.com/creative-

Lamb, Charles W, Joe F. Hair, and Carl McDaniel. MKTG. Boston : Cengage Learning,
2015.

Show & Tell. Australian Lamb ads score high with readers. 10 February 2013.
http://blog.levinedc.com/2013/02/ (accessed November 11, 2016).

Thomas, Dora. 18 Creative iPhone Advertisements. 1 August 2015.

Yarow, Jay. Why Apple wants you to believe it is a luxury-goods company. 2 June 2015.
http://www.businessinsider.com/why-apple-wants-you-to-believe-it-is-a-luxury-
goods-company-2015-3 (accessed September 1, 2016).