Segment Group: Women between the age of 20-55
Part One: Need Awareness
When interviewing three ladies I know who I thought would be a part of my desired market, it became evident when, where, and how they needed my product. For the most part it occurred when they realized they have an event coming up that they know their might be tears shed- one potential buyer mentioned that the last time she bought waterproof mascara was before her son’s graduation ceremony last May. She did not really want to buy a whole tube, but she knew she would look like a raccoon after the ceremony if she did not. It was when she was at the store about to spend $7 on a tube of waterproof mascara that she knew she would only wear that once that made her want to change her mind.
Another potential buyer only likes to wear her favorite Mary Kay mascara and will not deviate to their waterproof product. She realizes that they too should get on the same page as my product.
Part Two: Information Search
One buyer said one day she was looking for a solution to her constantly wasting her waterproof mascara, and looked online for options. She looked into smaller sized tubes, but could only find the basic size. The potential buyer I mentioned earlier asked her Mary Kay consultant if there was any product on the market that would fit her need, but unfortunately there is not currently.
Conclusion
Based on my interviews, I believe this is the right segment of buyers to further investigate for potential buyers for my product. They are aware of their need and have not found any product that can fill it based on their information search. I believe that when my product becomes available, it will be exactly what they are looking for.
Hey Laura! I think you have selected just the right bracket of people in the population to turn into your segment. The margin of people who would most likely utilize your product fit in that demographic range for sure, and it’s good that you can show people who are devoted to other companies how their favorite brand might be lacking in comparison to yours.
ReplyDeleteLaura, with the mentions of needs for waterproof mascara being for events and people looking for smaller tubes of it, I definitely think that you have found a great niche market. Were you considering selling your waterproof topcoat in tubes smaller than regular mascara? I think that would be a fantastic way to get people to try your product out, since it implies a smaller commitment.
ReplyDeleteLaura,
ReplyDeleteThe fact you were able to investigate the market enough and find a direct need from a consumer has to make you feel confident in your product. The interviews you talk about align really well with what you planned on accomplishing with the product and the unique characteristics of your product were shown in a real life sense