Marknadskommunikation mot en bred målgrupp ? En studie av Gina Tricot
Marketing communicationMarketingCustomer valueTarget groupAge groupMarknadskommunikationMarknadsföringKundvärdeMålgruppåldersgrupp
The companies of today compete about the consumers? attention. In a society where the speed is increasing and the trends are constantly changing the marketing of today will soon be obsolete. This is something that is clearer in the fashion business where the consumers always are looking for news at lower costs. It?s no longer an economical question to be able to wear the latest fashion trends, the availability of cheap fashion clothes is constantly increasing. The clothes consumers are one of the groups that consider being least faithful about trademarks, this means that it demands more of the companies to make the consumers choose their products. A successful fashion company knows that a strong focus on the consumer is the key to succeed. To keep the leading position on the market the companies have to deliver the highest degree of satisfaction and value for the costumer. The communication to the customers has to be clear and focused, which demands a clear target. In spite of that a lot of companies choose to draw a lot of attention of marketing against diffuse targets like ?all the women? or ?fashion conscious women?. This leads us to the following question; how big are the differences in attitudes and shopping behavior between young and old consumers. In our article we have decided to study two different age groups of women and their valuation and their opinion about a fashion company. The company considers that both of the age groups, 15-25 years and 40-50 years, are in their target and marketing strategies. The purpose of the study is to investigate if the alleged target and the real target are the same. Another purpose is to investigate if the company succeeds to deliver customer satisfaction to both of the age groups and which parts of the marketing that is most successful. From the result of the consumer survey we can see that both of the age groups think the company intends to younger women with a maximum age of 30 with their products and marketing. The older women who were visiting the shop did it in the company of their daughters. Even if they could find clothes they liked they fell ashamed of the fact that they were buying clothes made for youth. To reach a wider target it demands some kind of follow up of the customers. Even more the company has to change their approach of the customer being an object and start seeing them as a subject.The conclusion we have made from our investigation is that Gina Tricot is very good at communicating with the planned messages; the traditional marketing. But they don?t succeed communicating with such a wide target as they wished they could. Everything the company says and does have an effect of the customers. That?s why they should attached the same great importance of the product message and the service message which will lead to the most effectivemessage; ?Word of mouth?. Gina Tricot needs to focus more on the interaction between customer and company, for example they could introduce a customer database. Through using the capability and customer knowledge in the company they could create a more effective communication in a long term.