The Consumer!

The first thing my group and I had to decide was who was our consumer going to be? We wanted to find a niche market, people that are usually forgotten about in fragrance. We knew we were going to aim our brand towards women just because we are all females so feel more confident with that, we then started to think about an older generation and then someone suggested Mothers. We thought they would be a perfect consumer as they are often overlooked. A Mum could buy the perfume for herself or it could be bought for them as a luxury gift from their child or partner. We did some secondary research to help decide what sort of age to aim at and we found that more than half of births in 2015 were to women aged 30 and over. We also found that teenage births are falling dramatically so this helped us decide that we would marker the brand to mothers aged 30+.

We have created multiple consumer profiles and we have made sure we are all clear on exactly who our consumer is. We have also looked into other brands that target our consumer to try and see how they do it.

I personally really like our consumer as Mums are overlooked yet complex. I don’t think they are directly targeted by brands and we want to remind them that are special and to make them feel noticed!

P.s This project is making me miss my Motherrrrrr :(

Hollie Rose x