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Selection of target segment - Coggle Diagram
Selection of target segment
Retiree
No longer works
More time on hands
Possibly bored by not working anymore
Has more opportunity to focus on health
Desires to enjoy the rest of their lives
Women
May have specific health issues
More susceptible to specific health problems or illnesses
Specific ingredients to products may help improve specific needs and wants of this gender
Older - most likely attracted to mature items, health products, lifestyle, wellbeing, products which will better their health.
Less focus on aesthetics
Less activity on technology compared to younger generations.
More susceptible to disease, illness and health issues/conditions due to age.
More likely to be brand loyal due to their age. Living and being around longer would have them had opportunities to try and buy multiple brands and products. Creating strengthened brand loyalty.
To addition, brand loyalty maybe generational. E.g., Mothers brought it for target persona, then out of habit Juley continues to purchase brand items/products for her children, grandchildren and herself.
A compelling target segment in which drove selection was women retirees. This is quite a large and specific market that has not got many or any major players targeting them specifically. Individuals who are older may have specific needs and wants that influence purchase goods.
Bulla although not specifically targeting this segment previously - can align with this niche market.
Possibly has more disposable income or more money - due to working for longer. They may want to invest in health or products that could help with their health. Even if there is no proof.
Australian women
Ideally already a costumer or consumer of Bulla products.