MKT 511 Marketing Management Assignment - Abu Dhabi University, UAE
Assume you work at Mother Care UK whose traditional target market, babies within your region, is shrinking. This segment is projected to decrease over the next ten years.
Recommend other potential market segments and discuss the criteria you should consider to ensure that the identified segments are useful.
Explain in details and give full examples to illustrate your thoughts.
Each potential target segment must have a name that reflects the content of the target segment.
Each potential target segment has to be profiled in terms of demographic, geographic, psychographic, and behavioral characteristics.
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Answer - The Potential Market Segments for the Mother Care Company
Introduction
In this assignment I will discuss the possible potential market segments for the Mother care UK company. I will try to discuss the possible potential market segments that can be considered if the usual target market newly born kids in the UK is decreasing. I will also investigate different ages, countries and peoples purchasing behaviors that may help the company to take decision of entering these new markets. The positional available market segments will be GCC countries kids, UK single mothers and GCC ladies. All these market segments are potentially capable and would likely do so if given the right environment and criteria.
GCG Countries' Kids:
Segment Profiling
a) Geographic- The Mother care UK company new segment will contain UAE, Saudi Arabia, Kuwait, Qatar, Bahrain, and Oman kids.
b) Demographic - Kids of age group 0 - 4 years will be included. Both boy and girl child will be included in this segment. These countries are famous of having large family size with great purchasing power as compared to other countries.
c) Psychographic - Lifestyle of people of these countries has changed over a period of time. They have high end living style. Consumers have started doing online shopping too apart from shopping from malls and other retail outlets.
d) Behavioral - These people are very quality conscious when it comes to the safety of their children. For example they will always buy quality feeding bottles, nipples, rash free cream etc for their child.
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Segment Attractiveness
As the statistic shows, the number of the kids between the age of one month to 4 years is growing in these countries. Also these Studies shows that the number of new born babies and kids in the middle east countries is increasing rapidly. One of the main reasons of this increase in the number of kids is the good healthcare provided by the government and also the high number of new expatriates in these countries (Gulf Research Center, 2010-2017). But as any other industry, Mother care UK will find a strong conpetition as there is many other large companies of the industry for example: baby shop, H&M, and Mama & Papas in this new market. This means our programs will serve both new born babies and kids and the company objectives and resources will remain the same for this segment.
Single Mothers:
Mother Care can define ladies as their segment in UK where there is a great number of working single mothers.
Segment Profiling
a) Geographic - Single mother concept is growing in UK nowadays as compared to what it was in 1980s. This include all the single mothers of UK.
b) Demographic - These will be ladies and single mothers of the age between 25 to 35 years. This segment is only focussed on females. In UK, it is noticed that women prefer to have kids in late 30s till 40s as when they can independently handle a child. Family size will be a single mother with one or two kid. Income will be medium and from that single mother only.
c) Psychographic & Behavioral - They always want to have convenient shopping experience. So they will always opt for one stop shop wherein they can get all the required things under one roof. Their lifestyle is quite busy as they have to handle work and child single handedly. This segment will satisfy the need of the working mothers and their kids in only one shop.
Segment Attractiveness
According to the statistics, the proportion of single mothers with one or two kids in work increased from 55.8 per cent to 64.4 per cent over the past decade(Gingerbread, 2017)
But comparing this segment to the other segments of the company, this segment is small in size and would only grow depending on the population's growth. The company should consider that the competition will be very strong, but looking to their experience in the UK market we can say that the company will be able to maintain the resources and get a bigger share of the UK market.
Ladies Of GCG Countries:
The next best segment for the Mother care UK company is the Gulf countries ladies. This is because the studies shows that it is growing in average 3% each year(Al Masah Capital , 2015).
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Segment Profiling
a) Geographic - The list of these countries contain UAE, KSA, Qatar, Kuwait, Oman and Bahrain.
b) Demographic - This segment will focus only on females. Ladies in these countries are working and having good purchasing power. Also, most of this segment will be young and professional ladies between the age of 20 to 35 years.
c) Psychographci and behavioral - The ethinicity and lifestyle of Islamic countries are little different than to other western countries. So that difference should be kept in mind when working for Gulf Countries.
Segment Attractiveness
As the statistics shows, the age of marriage in these countries is low. People are generally married in early age as compared to other countries. That means they start their family by early 20s. This will help the company to gain and have a great positional market by getting the loyalty of these ladies and their kids in the future.
Conclusions & Recommendations:
To conclude, in the previous case I tried to show the possible markets and segments for the Mother Care UK company. In the GCC, we expect that ladies and kids of these countries will be a great potential market for the Mother Care company according to their growing rate and purchasing power. All in all, the best potential market segments in the GCC countries are the middle age people who are likely employees.
All in all, all the three segments are measurable, bigger enough, accessible, and actionable. These potential markets and segments are with good purchasing power and large number of the potential customers.
I would like to recommend that marketing communication in Gulf countries are different from other countries. This is basically because of the differences between the gender and ethnicity of these countries. So before targeting and positioning Mother Care brand to them, the company should study the traditional and cultural aspects of these countries thoroughly. Also it is seen that apart from parents, there are untraditional consumers too who purchase baby related products. These can be grandparents, relatives or friends who might gift baby products to the parents or baby on special occasions like baby showers, birthday, or naming ceremony etc. So Mother Care should target the broader audience rather than just focusing on the parents.
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