Question

One of my favorite brands is Carhartt. Living in Northern Minnesota, it is important to stay bundled up in the cold weather. This brand is a canvas feeling material for its jackets and they are designed to keep you warm through the rough winters.

In my VALS results, I got experiencers and strivers. As an experiencer, the characteristics typically consist of wanting everything, are first in and first out of trend adoption, are up on the latest fashions, love physical activity, see themselves as socialable, are spontaneous, and believe that friends are extremely important. Striver characteristics involve being fun loving, having revolving employment with high temporary unemployment, are imitative, rely heavily on public transportation, desire to better their lives but have difficulty in realizing their desire, and wear their wealth.

In the PRIZM results, it looks like household composition has mostly no children. There are mostly elderly people in this area and less young people. It is mostly made up of white, non-Hispanics. As I view some of the results of lifestyle and media traits, it looks like a lot of people like to visit Alaska (which I definitely do), go hunting and fishing, own somewhat expensive vehicles, likes country music, and shops at outdoors stores.

The product I picked was Carhartt. I think this suits both my PRIZM and VALS results because being from this area; it is more of an outdoor wear that is very popular. I apparently like to keep up on the latest fashion and where I live, it is definitely considered that. I like to hunt and when I am hunting, I usually like to go to outdoor stores that sell Carhartt so I can find the jacket that will keep me warm and also look good as well. I feel as though this brand tries to target people who like being outdoors in colder areas. I can’t imagine that they would sell many of their products in the desert. So geographically, this makes sense. And because of the activities that people do in this area, which is basically anything outside, they should market those kinds of people as well.

Carhartt’s website says their product should take your mind off of old man winter. So you can automatically assume that their goal is to keep you warm. I would say that this brand uses the Positioning by Product User strategy. Since most of their users live in the cold, they would target the users that live in a place with harsh winters.

As far as the websites go for the kind of information they provide, I found them super helpful and interesting. I like how they are able to tell you the demographics of the area as well as the kind of characteristics the people have. I found them very fitting for the lifestyle I live. I cant think of any other websites that would be helpful at the moment but I would be interested to see what other ones are out there that can relay the same kind of information.

Would like a response to this?

Answer 1

Positioning by Product User Strategy is one of the basic strategies of business economics, whereby a firm would use the demographics of the area to figure out which product would be desired the maximum by the people living in a particular area and produce products according to the desire of the people of the area. The marketing and advertising of the products is the next step, where attractive advertisements can be carried out to lure the people showing them how the product in helpful them as per the area, they live in.

                                     There are many websites that would propagate only those products which are relevant geologically and demographically. If we take a few examples like, we will not find website which sell cold drinks to operate in demographically very cold areas, as their product would have no significance in colder areas. Similarly, big woolen jackets and their websites would have very little significance in the desert nations where warm weather rules the demography almost throughout the year.

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