With all of this information in mind, Charmin was able to craft strategic messaging for both segments that spoke to their unique wants/needs.
Why did they do that? Because the Forever Roll can last a single-person household up to three months and it requires less storage than those bulky, multi-roll packages which solves a common problem for their two target markets. They realized that both of these target markets shared a common need for toilet paper as well as a problem… limited storage.įrom there, based on their marketing intel, they developed a roll of toilet paper that’s three times the size of the average variety. Charmin & Marketing Segmentationįirst and foremost, Charmin identified two overarching segments – urban millennials and aging consumers who live alone. Instead, they understood their customer opportunity and used segmentation to help them identify their key target markets and to tweak their Big Idea and create effective messaging for each segment. When it comes to this product, Charmin didn’t simply promote it as “just another toilet paper.” Odds are, you answered with a resounding NO!īut, for me, when I learned about Charmin’s latest product, the Forever Roll, marketing segmentation was the first thing that popped into my head.īefore I dive into the why, I do realize that this seems like the perfect product for an April Fool’s campaign.īut all joking aside, the Forever Roll proves to be a great example of product development being part of marketing. When you think of Charmin toilet paper, would marketing segmentation ever come to mind?
0 kommentar(er)
