Week 5A: Defining A Target Market

The two websites that I decided to observe where Econobum and Cheap Diapers! Both of there target markets are adults between 18-45 both male and female who have children. These brands both are very similar. They are both diaper companies and both targeting parents. However, they are both different. Econobum is clearly marketing to the more educated adult, probably older in age, and is middle to high class. The reason why I say that is because someone with a higher educational background would understand that diapers are a huge part of the waste in our landfills and that a cloth diapers are more natural. Adults with a higher education usually have children when they are older in age (around 30-45 years old) and are within the middle to high social class because they make more money due to their educational background. Cheap Diapers is targeting the younger parent, with high school education or lower, who makes a lower wage. The reason why I say this is because Cheap Diapers is obviously selling just that low cost diapers. It is only someone who is more budget conscious that has to worry about the price of diapers. I think that, while both companies sell diapers, their target markets are very different and probably would not crossover.

The website design, call to action, overall tone, and messages throughout both websites tell the audience what the product is, what kind of person would need the product, and how the product benefits them. Cheap Diapers is very childish, the website has primary colors much like daycare centers, toys and cartoons, and the message is that everything is "CHEAP"! Econobum is completely opposite. The website is informative, calming, and really embraces the natural aspect of the product.

Defining the target market of a product or service is important. We must look into both the Demographics (age, education, ethnicity, gender, and income) and Psychographics (personality, values, attitude, interests, and lifestyles) in order to understand how our product or service can benefit them. We have to remember we are solving a problem in people's lives. In order to be of service, however, we must know the problem.