“Charmin” is an American toilet paper brand manufactured by Procter & Gamble. It has a wide range of products, business strategy, and active promotion, which creates a competitive advantage, allowing it to occupy a leading position in the sales market. A variety of choices makes it possible to attract different market segments; however, the analysis can highlight the most important key demographic characteristics such as age, income, and social status.
Considering the consumer’s age, it is possible to note young people aged 23, mature people up to 45, and older people ones potentially interested in the product; the consumers’ income can be medium or high. With regard to the audience’s education, it can also assumed that these are people who have already received secondary or higher education and are working. The brand’s consumers are people working in the office, managers of different levels, officials, pensioners. According to the database, these are married people with children or couples without children who have household income (Mintel Store, 2021). The characteristics determine the purchasing power of consumers, their potential behavior associated with future acquisitions.
Identifying the capabilities of its customers and using segmentation, the company developed the Forever Roll. By narrowing down the possible target audience, aging consumers and urban millennials who live alone can be distinguished. Both of the segments have a common need for the product and the problem of limited storage. Based on marketing data, a roll of toilet paper was launched, which is three times larger than a regular one. Such a product can last up to several months for a one-person household and requires less space for storage, which solves a problem for two different target audiences. This move shows how effectively the company could develop strategic messages for both segments that met their unique needs.
Considering the standard lineup, the audience can be divided into singles and families with children. Loners use the product for personal use, and when choosing, they pay great attention to price, appearance, packaging, and utility. People in the analyzed segment may be interested in ways to achieve success and well-being in life. In this regard, they may take an active interest in the views of those who have already succeeded in this and have corresponding beliefs.
Such a person is often busy, spends a lot of time either in his car or on public transport. In families, it is mainly a man who can purchase various household items. Important consumer characteristics here are price, brand awareness, functionality. Those who have children are probably interested in raising them, taking care, and giving them a good upbringing. Family people often play with children, spend a lot of time at home, and communicate with family members daily (Claritas, 2021). This information can assist in identifying points of contact between the product and the audience.
What is more, it might be a good idea to advertise the brand “Charmin” in print media like People, Cosmopolitan, Women’s health, Yoga Journal, and Good Housekeeping magazine because the target audience of the magazines coincides with the consumers of the analyzed product. Unobtrusive advertising as an advantage and a non-aggressive influence can make a person later choose “Charmin.” The titles of the magazines do not fully correspond to the audience of the product, meaning that by advertising in the editorial offices of such magazines, the company may miss part of its target audience. Comparing the consumers of the magazines mentioned above, we can conclude that mainly women will be interested in reading such topics. Accordingly, some advertising will not reach the user and may negatively affect the sales results.
References
Claritas. (2021). Segment details. Web.
Mintel Store. (2021). US Household Paper Products Industry Report 2020. Web.