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When a man and a woman have a child, they have a little human being. Your gene dictates whether that human being is a man or a woman. In other words, they are represented as “X” or “Y”.
In the same way, brands are born with the end user in mind. Therefore, they are male or female. For example, AX, are aimed at men and DOVE, are aimed at women. Most of the marketing concepts explain that Marketing Mix consists of four P’s. However, the four P’s of Marketing Mix ie; The product, the price, the location and the promotion totally depend on the 5th P, which is the PEOPLE.
Your business strategies should also be focused on people. You need to ask yourself this question if your product/service is masculine or feminine and who will be the end user. It is vital for your business that you have a clear understanding of who your customer is and who your consumer is. By this I mean that a customer is the one who sometimes buys a product/service and does not use it himself and a consumer is the one who actually uses that product. For example, dad buying a laptop for his son or daughter.
If you can understand who your target market is and how to position your product for them, then you have won the battle. Try to attach a “very emotional point” to the preposition that you offer to your customers. When you can change a “want” into a “need”, you get a sale. Put on your consumer behavior glasses and you’ll see what your competitors might not have identified. To establish your target audience, you need to study the demographics and psychographics of your customers. The following will elaborate what to look for in each;
Demographics, Psychographics
Age, Values
career, clothes
Gender, Interests
income, attitude
Educational level, Personality
Employment status, Preferences
Rent (Personal and Commercial)
It’s time to do some exercise. Take a piece of paper and write the name of your product/service. Then, on the next line, write down all the attributes that your product/service has. And then, on the next line, write all the benefits that your product/service can offer. Wait, you’re done here. Now create a table like the one above and on the right the age, sex, race…etc of your customers and do the same writing what values these people have and so on… Now create two people, a Mr. X and the second as Mrs. Y and define how your product/service attributes can benefit them by taking demographics and psychographics into account. You will see that it will give you a clear image of why people are the most important thing when it comes to positioning your product/service.
Trust me, it doesn’t matter if you are selling any product or service.