Table of Content
Introduction ................................................................................................................................ 3
Discussion .................................................................................................................................. 3
Target Segments ..................................................................................................................... 3
Potential Ethical Issues with Coty’s Advertisement Description........................................... 4
Gender Dynamics ............................................................................................................... 5
Truth ................................................................................................................................... 5
Social Equality.................................................................................................................... 6
Health Claims and Benefits ................................................................................................ 6
Conclusion ................................................................................................................................. 6
References .................................................................................................................................. 7
Appendices ................................................................................................................................. 8
Appendix 1:- Advertising Samples ........................................................................................ 8
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Introduction
Due to the developments in various sectors, the trends of the market have also been
influenced at a higher rate. Different industries try new and attracting strategies to attract
customers around the globe. However, the adoption of these strategies has also affected
marketing industry and life of common people as well. To highlight the role of target market
advertisement. And its products are sold at a larger scale not even in America but also in
some other areas of the world. Moreover, some potential ethical issues are also highlighted in
Discussion
Target Segments
To know the importance of target marketing and segmentation one should know the
comprised of both analysis and tactics. The market segmentation, target segment selection,
branding, market sizing, and advertising and many more is included in marketing. Thus, it
can be added that marketing involves multiple numbers of activities (Bruner and Opitz,
2017).
beauty company manufactures a range of cosmetics and fragrances that are demanded by
people across the world (Bruner and Opitz, 2017). It is also because of their unique
fragrances and quality but the advertisement strategy adopted by the company is also
TARGET MARKET 4
appreciable. In this paper, the role of market segmentation and target marketing is discussed
The term target market can be defined as it is a set of customers who have similar
choices and needs, and specific characteristics offered by the company (Figueiredo, 2016).
To meet the demand of customers and market the managers propose strategies that can satisfy
the demands of customers. To reach potential customers on time the advertisement tools can
be designed accordingly.
The concept of four 4Ps of marketing helps in the selection of price, product, place,
promotion, and planning, which can promote ideas and services better for the company and
al.,2018). Consequently, the Coty has analyzed the customers buying patterns, demands,
choices and behavior towards cosmetics and fragrances and it help the company to stand firm
and foster. The segmentation of the market of Coty is also done by customer's behavior,
To value the needs of customers, ethical advertising is one of the sure ways to
develop. While advertising any product the moral stance can be added that can enable the
customers to realize the sincerity of the company as they are providing valuable products that
The same scenario goes for Coty's products are services. While advertising they keep
care of every single aspect that can affect their customers such as skin care products with no
side effects and long-lasting fragrances that are demandable by customers (Dat et al., 2015).
The advertisements are designed to attract customers and also convey a specific message.
While advertising any product various ethical issues can occur, it is better to avoid negative
TARGET MARKET 5
issues that can create any reputation loss for the company (Dolnicar et al.,2018). As Coty
provides many products and the customers should keep themselves aware of health and skin
hazards.
Gender Dynamics
While advertising of any new product the company can keep gender discrimination
aside (Cross et al., 2015). As the Coty produces amazing fragrances for both male and female
on the base of their choices and selection. Both of the products promoted in advertisements
by both genders. Like any famous makeup, artists can refer to Coty's perfume for females and
a male player can refer to use Coty's men fragrance. Likewise, the advertisements can convey
a message about the latest fragrances more than promoting celebrities with an equal amount
Truth
It is also known that sometimes truth seems like an oxymoron in advertising (Cross et
al., 2015). Because the companies who want the attraction of the customers never explores
the negative aspects of the product. The companies should not mislead the customers. Such as
any cosmetic product if contains fruit extracts then the company can advertise accordingly to
ensure customers that the product is skin caring and natural (Dolnicar et al.,2018). In addition
to this, the advertisements proposed by Coty is of two categories such as Fragrance with
alcohol ratio and fragrance which is purely alcohol-free. So, in this way, it reveals the truth
Social Equality
The advertisements proposed by Coty reveals that they manufacture a large variety of
products that are best fit for everyone around because of multiple shades of cosmetics
products, that can be applied to every skin color like black, white and brown men and women
can use them (Dolnicar et al.,2018). A large variety of fragrances are manufactured that can
suitable for any professional and any community. Thus, the advertisements proposed by Coty
Several advertisements can affect the consumer’s health including beverages, food,
and cosmetics (Lawrance et al., 2018). Companies should follow the legal, moral and ethical
obligations to ensure that their product is not health hazardous. Unethical claims can cause
severe skin allergies through the use of cosmetics and fragrances manufactured by Coty. So,
inorder to save customers exact ingredents used, are mentioned on the products of Coty.
Conclusion
It can be concluded from the theoretical study of target marketing that to uplift the
services and products proposed by any company the market segmentation and targeting play
a vital role. As the practical practices of these strategies in the multinational company Coty
had developed the market and attention of its customers because the consumer's needs while
advertisements follow all ethical practices and do not claim fake products. As the truth,
equality and health of their customers are also valuable to the management of Coty. Strong
strategy practices implement successful marketing along with justice, truth and equality, this
References
Bruner, R. F., & Opitz, C. S. (2017). Alfin Fragrances, Inc. Darden Business Publishing
Cases, 1-17.
Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market
Dat, L. Q., Phuong, T. T., Kao, H. P., Chou, S. Y., & Van Nghia, P. (2015). A new integrated
fuzzy QFD approach for market segments evaluation and selection. Applied
Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation Analysis. In Market
Lawrance, S., Bond, E., & Hunt, M. (2018). AKKA/LAA, Coty, Hoffmann La Roche II and
Others: A Survey of Cases at the Intersection between Competition Law and IP Law
in the Past Year. Journal of European Competition Law & Practice, 9(8), 537-550.
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Appendices
Source: (www.cdn.shopify.com)
TARGET MARKET 9
Source: (www.cdn.shopify.com)