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Virgin Target Essay

The company targets people of age groups of 15-29 who they feel that are not properly covered by the current service providers. However market audience for the company should be segmented into various demographic profiles. This audience will range of from family life cycle, family size, sex, age, income, race, religion, education, occupation and nationality. Income: The target for the services will involve people from different age groups. These are groups of people who are financially able and who will afford to services while others have less income that can not afford some services.

Therefore the company should target both those with extra and enough disposable income. Sex:- The audience to the in communication industry is for both men and women ranging from the age of 15years old to as old people as of 80years old. Some of the audiences will to be doing business while socializing using the services. Both men and women are great consumers of service. Age and life-cycle stage: – Both young and old generations are among the target for the services. The younger will be the greatest consumer of communications while the old may consume less therefore company should target these groups.

Family size:- Some people have

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a big family size and that are form part of the target in the of services in the world today. Some people will have a family of up to 5members; all these members will be consumers of the communications industry for business and socializing. Education:-People with different education backgrounds will be forming part of the audience in the industry. College graduates, high school graduates, lectures and grade school levels will will need the services of the company. Race:- communications attracts all races from all over the world and consumption is the influence of culture and race.

The company through their international presence will known likings of each race. These will enable them skim their marketing. From the foregoing discussions the company should not only target this market segment but cover market segment. The company should come up with services that are easy to operate so a s to make the customers more comfortable. Proper studies should be done to the market before coming up with new ideas. Customers’ understanding is also very important through face-to-face encounters and discussions with them.

This is also possible through market research to understand how they feel about the product features added to the product and what influences their patterns of purchase and what motivate them to use some services. Major competitors are identified and described in terms of size goals, market share, product quality, strategies and this enables us to understand their intentions and behaviors


Armstrong G. & Kotler P. (2007). Consumer Markets: Influences on consumer behavior, Principles of Marketing.Cole Gerald ‘2004; management theory and practice; 6th Edition, TJ International, Pad stow, Cornwall. Farquhar, P. H. , Han, J. Y. , Herr, P. M. , Ijiri, Y. (2002), “Strategies for leveraging core br?nds”,Marketing Research, Vol. 4 pp. 32-43. ICMR Case Studies and Management Resources. (2007). Consumer Behavior. Retrieved January 20, 2008 from http://www. icmrindia. org/courseware/Consumer%20Behavior/CBC03. htlm Kotler P. , 1989, marketing management; Analysis, planning, implementation and control, 6th Edition; Prentice-hall, India (NewDelhi)

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