Question

Explore the following Brands ?

Lefty's the Left Hand Store

Tejas Cowboy Boots

Condé Nast

For each of these Brands, discuss:

a) Which targeting strategy is each brand using? (undifferentiated, differentiated, concentrated , micromarketing) For each brand explain your choice.

b) Describe the segment(s) each Brand is targeting. Please include the following in your description: ?demographics?psychographics?benefits sought?

c) How is each brand positioned? What is the value proposition of each brand? (Consider that positioning answers the question: "Why should I buy your brand?" It differentiates the Brand - how is this brand different? It creates a mental image in the mind of the consumer.)

d) Describe the personality of each of these brands.

Answer 1

1. Lefty's is having a concentrated targeting strategy , by identifying the niche target market for its product line. The cowboy boots are highly custom made, and hence the differentiated product strategy is visible and for the Conde Nast, it is the mass market targetting that is being adopted.

2.Lefty's targets all age groups by offering a wide product variety, however it is limited only to the left handers. The benefit is that it is a highly focussed strategy . Cowboy Boots targets majorly young people with interest in horse riding or having a unique style statement. This enables the brand to offer unique products and maintain its differentiated position in the market. The Conde Nest has a mass market strategy with focus on readers of different age groups, it has a lot of product lines under different genre. This enables to reach to a wider market for revenue realisation.

3.Lefty's is positioned as a unique product line for a dedicted niche' customer segment. The proposition is the useable product offering specially designed for left handers.

For cowboy boots, the offering is " Offering customised high quality fashionable boots for rough use and making the consumer look stylish".

For the Corte Nard: offering high quality news from around the world and across subjects.

4. The brand positioning and the statement talks a lot aout the brand personality. the usage and the personality of the brand is what is mentioned in the positioning statement.