To: CSR 331 comrades and favorite students and for some of you both
From: R Feinberg your caring and loving professor of CB
Re: feedback segmentation extra credit
For those of you in class last week you had an extra credit opportunity. Review 3 commercials and a 4th
if you were paying attention) with segmentation as the key issue.
1. If you did not enter the answers into my online place then you get points but you do not get
recognized as having the best in class answer because YOU MADE IT MORE DIFFCULT FOR ME. This is not
an issue of selfishness as much as it is an issue of you paying attention.
2. I can’t open the file is no longer an excuse. You need an flv player to play an flv file..you need a
QuickTime player to open a .mov file. You need the latest WM player to do most of the rest. SOLVE THE
PROBLEM. I have a 120k job for those at the end of the semester who impress me…”I can’t open it or I
can’t download it” is not very impressive. When the going gets tough the tough work and solve the
problem ….or go to Starbucks…: That is impressive.
3. Decision of the judge is final.
4. If you are not in class you can’t get most extra credit…at the end of the semester and you miss an A
but 10 points figure out how many points you could have had.
5. Congratulations to Ms. Dorsey for using the word “bro-fest”.
5. When you do these things remember that I don’t care if you liked or disliked the commercial. I care
that you remember what the issue is (in this case segmentation) and you apply this concept in the
analysis. I do not want to know so much what happened in the commercial unless of course that is the
analysis. Let’s see how easy this is.
Commercial 1- Ford Fusion- The target here is younger just starting out yg women who are independent
and want to be or are bold. I was looking for those of you who saw this not so much as a commercial
targeting women who are but women as they want to be…aspirational.
Commercial 2a- Staples- targeting the low price oriented shopper…male in this commercial. PERIOD
that’s all. WOOOOOOOOOOOOOOOOOOOW
Commercial 2b- GE…this was a difficult one..This is a corporate branding commercial. GE wants
everyone to think that GE is a great company. That’s it.
…BTW…I was also looking to see who did both because that shows some initiative.
Commercial 3- Cadillac CTS…. Cadillac has an “old” image. If it has an old image young men will not
consider it (the go BMW). Cadillac wants to because the car for the new up and coming yg man…change
their image.
Dorsey
Jaclyn
Kuhn
Sabrina
"Ford Fusion"
This commercial segments the
marketplace by targeting single
women. The goal is to get
women to buy a Ford fusion by
saying that having it will
increase your confidence. In
the commercial, the woman
makes a bold move and this
tells a single woman watching
that she, too, can increase her
confidence around men (and in
general) if she gets the car. It
is positioned to stand out from
the competition because with
other cars you only use them
to drive, but the Ford fusion
helps you make that bold move
that otherwise you would be
too shy to do alone.
This commercial took the
approach of dissecting the
marketplace in to submarkets,
they targeted to single women
but also to any kind of woman
who wishes she could be bold.
This commercial is getting the
consumer to think if she buys
the Ford Fusion she can
become a bolder person. I
think this is a good commercial
because I would want to
become more like that woman
in the commercial and maybe if
I bought that car I could feel
more confident.
"Staples and GE"
Cadillac CTS
This commercial is targeting men.
It is segmented toward men when
they are having their “bro-fest”
since all the guys are just hanging
out in the car with one another.
There aren’t any women in the
commercial. This commercial tells
men to get this car because they
can use it as an escape from real
life and just go out to have fun with
the guys. Men can relate to it. It
gives them a glimpse of what their
life could be like.
Howanitz
Lee
Beach
Barraco
Lauren
General Electric's strategy in this
commercial is to bring a much more
upbeat look at the technology used
in the operating room. By depicting
a surgery to somewhat of an NFL
starting lineup routine, the viewer is
immediately energized just as a
sports fan would be. Each actor in
the commercial emulates a very
vigorous motivated energy. This
aspect of the commercial conveys
to the consumer that General
Electric is also vigorously motivated
about their company and striving to
go above and beyond in order to
save lives. Another notable piece
about this commercial was that the
doctors and nurses were compared
to 'heroes' just as sports stars are
and by doing so General Electric
shows how important creating
hospital technology is to the
company. The narrator also states
that they are providing these heroes
with innovation, fresh thinking, and
advanced technology they require
to save lives, which reiterates the
passion General Electric has for
creating a successful and life saving
product.
Eunice
Cadillac Commercial: This
commercial is targeting men who
are or are striving to achieve a
higher social status. Golfing is
usually like a refine sport for like
CEOs or businessmen and the
men on the commercial are trying
to become part of that social status
by playing golf. They are trying to
say that the luxuries of Cadillac will
make them have a high status like
other golfers.
Rachel
In the Cadillac commercial, the
target is the young, hip, athletic
man. Its aiming to say that Cadillac
is not just for the older population,
but also for that young, employed
man that still has the desire to go
out and be athletic and is able to
provide for himself, like those that
are now retired and enjoying their
time.
Vince
If commercial 2 was the staples
commercial, it was very clear that
they were targeting consumers that
like the best deals and products that
they can get for the cheapest price.
The two men in the Staples
commercial were excited about one
thing, and it was all about the price.
I don’t think the commercial is
segmenting towards a certain sex,
even though it was two males who
were in the commercial. I think the
age range is also very broad.
Aldrich
Liu
Nelson
Generally speaking, Cadillac has
targeted the older, retired,
executive, well off men. Now are
taking aim at the younger
generation as they progress. The
new generation is being targeted
as being upper class, well off,
country club members (playing
golf). Golf is an expensive sport as
well as being a member of a
country club. Being a member of a
country club is also like being a
member of a certain well to do
social class. This advertisement is
targeting those well to doers that
have success on their mind and in
their future. I like the golf referral
by Cadillac, "get your foursome". A
deliberate referral to the golfing
industry.
Robert
Yue
Kyle
Ford’s commercial is a “ slice
of life” style. The commercial
is targeting females that have
similarities with the character
portrayed in the commercial.
To be more specific, the
commercial is targeting
females that are 20-30 yearsold, independent, who has high
income (so that they could
afford such a car and be so
independent) and high
education. They are women
who buy their own car, make
decisions for themselves and
take initiatives in life. After
watching, these women would
identify with the character in
the commercial and
understands that it’s a product
for them. Ford is targeting such
a segment because it aligns
with the company’s new
positioning. The emerging
segment of women who are
well-educated, independent
but also have some boldness
is a market that could be very
profitable and worth going
after.
So for the first one about staples I
think it was trying to segment
bargain shoppers. All that the
commercial really dealt with was the
price of the products. It really
emphasizes the low price with the
way the actors scream and the easy
button that has become an icon for
staples.