Targeting(also reffered to as market targeting) is the process of evaluating and selecting the most viable market segment to enter.

Overall cost to meet customer requirements

Potential profitability of serving different customer groups

Ability to meet requirements of the customers

Who are those customers who are most interested in my brand?

Where can my brand approach the interested customers?

What kind of marketing offer would be most desired by interested customers?

How to create my brand’s images in customers’ mind?

Hermes has been a unique luxury brand known around the world by creating the best leather goods and durable fashion forward items. Hermes built its brand as inaccessible values which mean that not everyone can own its. => The reputation of its brand also increases a social status in an exclusive group.

Age group: Most customers are mature (25+)

Gender: Female (Mostly)

Characteristics: Customers who are fashionable and stylish and also attract a designer brand. The customers are always aware of good looking, trends of fashion and public eyes.

Target customers

Socio-economic background:

High profile financial background status and rich people.

Famous person, dignitaries and celebrities such as Queen Elizabeth II, Madonna and Victoria Beckham who are great loyalists of its brand and can patient its long waiting list.

Although, Hermes has been sale low volume, but it has created high margin thereby causing its inaccessible price from the particular customers who can afford it.

Positioning the placement of a product or service offering in the minds of consumer target.

Functional positioning

Symbolic positioning

Experiential positioning

Beauty - Creativity - Uniqueness -Truth - Bravery -Responsibility - Attention to detail -Simplicity

•

brand personality

elegant

inaccessible

durable and ever lasting

artisan skills

awareness in a high social status

Iconic symbols of classic style forever and luxury goods in

customer minds around the world.

The best quality of leather goods which can provide unique

benefits in customer minds.

Strong brand position enables Hermes to gain the greatest advantage, customer loyalty & to dominate over its rivals.

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