Soapbox Target Segment: Upper Middlescale Younger Families - Essay Sample

Introduction

Based on specific demographic variables, the target segment for Soapbox is the Upper Middlescale younger families. Women make a significant part of the soapbox target segment because they are more likely to keep long hair. Products such as Argan oil and coconut oil are specifically designed for people of the female gender. That can be evidenced in the way they use women to advertise these products (Soapbox, 2020a). There is no specific race, as their advertisements feature people from different races (Soapbox, 2020). The marital status of the target segment is very diverse. They can either be single or married. The price range of the product makes it affordable to the young graduates who are still at their entry level jobs (Soapbox, 2020b). These include the connected bohemians with the nation’s most liberal lifestyles. They are not afraid to try out new products despite having limited purchasing power (Claritas, 2020).

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In terms of pf psychographic variables, Soapbox’s main target segment is those with a particular preference for organic products. Most of the company’s products, such as shampoo and body wash, use natural products such as coconut, avocado, and even activated charcoal (Soapbox, 2020b). The products can appeal to the Upscale Younger Family mix due to their eco-friendly lifestyle (Claritas, 2020). They are mostly urban residents with above-average income. Despite having low technological usage, they like to maintain a healthy lifestyle, and that is why they prefer organic food and products. Also, their income allows them to afford Soapbox products, which tend to be below 20 dollars. According to Claritas (2020), this group is active users of Yelp, which means they are not afraid to try out new products and give their opinion regarding the product. Soapbox (2020b) offers a wide variety of products always to keep this target segment interested.

Vita Coco Coconut Water

The target segment for Vita Coco Coconut water is the Young Digerati and Young & Influential demographic groups. According to Claritas (2020), the young digerati, which consists of wealthy young people that mostly do not have children. From a general perspective, coconut water is a product that mostly targets young, affluent athletes (Cernivec, 2014). That demographic groups live in urban areas and are tech-savvy, which enables them to shop for a product such as Vico Coco Coconut water online. Also, they live eco-friendly lives, and that would, therefore, be attracted to the environmentally friendly packaging used in Vita Coco Coconut Water. Also, their financial status means that they can match up to the 34-dollar price tag on the 1-liter bottle.

As for the Young & Influential demographic group, it is usually made up of middle-class singles and couples that are more interested in balancing work and leisure pursuits (Claritas, 2020). One aspect of the young & influential demographic group that might make them attracted to the Vita Coco Coconut water is their interest in sports and health. They live in areas surrounded by health clubs, ball fields, and casual dining restaurants. Based on the information provided by Cernivec (2014), the interest that upper-midscale younger people who have on health and sporting activities makes them a target segment for the Vita Coco Coconut Water. Furthermore, their midlife success makes them very capable of affording the products without having to stretch their financial resources. They are also very tech-savvy, which enables them to shop for the product online effortlessly.

References

Cernivec, S. (2014, February 11). Coconut water’s consumer base expands. Retrieved June 5, 2020, from https://www.bevindustry.com/articles/87139-coconut-waters-consumer-base-expands#:~:text=

Young, affluent athletes remain the, broadened its reach, Lee says.

Claritas. (2020). PRIZM® PREMIER. Retrieved June 5, 2020, from https://claritas360.claritas.com/mybestsegments/#segDetail/PZP/31

Soapbox. (2020a). Argan Oil vs. Coconut Oil for Hair Care. Retrieved June 5, 2020, from https://www.soapboxsoaps.com/blogs/soapbox-blog/argan-oil-vs-coconut-oil-for-hair-care

Soapbox. (2020b). 6 Pack Grab-And-Go Size Liquid Hand Sanitizer (4oz each). Retrieved June 5, 2020, from https://www.soapboxsoaps.com/collections/our-products