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Essay / Research Paper Abstract
This 3-page paper discusses targeted audience segments for Wonderbra, and messages for each segment. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: AS43_MTwondsegm.doc
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Unformatted sample text from the term paper:
bra, is a bra. The bras structure and function are fairly straightforward - two pieces of fabric, in the shape of cups, connected in the front, and connected to material
in the back. Because of this, brand managers in this industry have to rely on differences in design to build and sustain a competitive advantage. Furthermore, it must develop a
different message to help differentiate it from another product. And, to be effective the advertising (or any other promotion) must be noticed from the other clutter the average consumer experiences
in a given day (Clow and Baack, 2011). In this paper, well examine the Wonderbra, how we can segment the market for this
product into four target audiences, and the message we would use with each audience. The Wonderbra was launched in 1964 by Louise
Poirier for Canadian lingerie company Canadelle (Moberg et al, 2001). The design of the Wonderbra at that time - and today - focuses on lifting and supporting the bust line
while creating a push-together effect for maximum cleavage (Moberg et al, 2001). Wonderbra made its appearance in the United States in the mid-1990s and, when first introduced, produced an immediate
phenomenon and huge sales (Moberg et al, 2001). The idea behind the Wonderbra was to give women who were smaller on top the image of having more.
Within any promotional campaign, there can be more than one targeted segment. This is certainly the case with Wonderbra. Though the main segment is females,
this very broad category can - and should - be broken into smaller segments to better promote the product. Along those lines, the four target segments suggested would be 1)
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