Running Head: TARGET MARKET

The Potential Target Market Segments of Cotty

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Table of Content

Introduction ................................................................................................................................ 3
Discussion .................................................................................................................................. 3
Target Segments ..................................................................................................................... 3
Potential Ethical Issues with Coty’s Advertisement Description........................................... 4
Gender Dynamics ............................................................................................................... 5
Truth ................................................................................................................................... 5
Social Equality.................................................................................................................... 6
Health Claims and Benefits ................................................................................................ 6
Conclusion ................................................................................................................................. 6
References .................................................................................................................................. 7
Appendices ................................................................................................................................. 8
Appendix 1:- Advertising Samples ........................................................................................ 8
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The Potential Target Market Segments

Introduction

Due to the developments in various sectors, the trends of the market have also been

influenced at a higher rate. Different industries try new and attracting strategies to attract

customers around the globe. However, the adoption of these strategies has also affected

marketing industry and life of common people as well. To highlight the role of target market

and segmentation, this report is proposed in comparison with a cosmetic’s brand

advertisement. And its products are sold at a larger scale not even in America but also in

some other areas of the world. Moreover, some potential ethical issues are also highlighted in

the paper below.

Discussion

Target Segments

To know the importance of target marketing and segmentation one should know the

difference between advertising and marketing. Marketing is a broad terminology and is

comprised of both analysis and tactics. The market segmentation, target segment selection,

branding, market sizing, and advertising and many more is included in marketing. Thus, it

can be added that marketing involves multiple numbers of activities (Bruner and Opitz,

2017).

However, in marketing the advertisement is known as a tactic. This tactic is a way to

communicate a message to the market and customers. An American based multinational

beauty company manufactures a range of cosmetics and fragrances that are demanded by

people across the world (Bruner and Opitz, 2017). It is also because of their unique

fragrances and quality but the advertisement strategy adopted by the company is also
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appreciable. In this paper, the role of market segmentation and target marketing is discussed

to understand the value of products manufactured by Coty (Dolnicar et al.,2018).

The term target market can be defined as it is a set of customers who have similar

choices and needs, and specific characteristics offered by the company (Figueiredo, 2016).

To meet the demand of customers and market the managers propose strategies that can satisfy

the demands of customers. To reach potential customers on time the advertisement tools can

be designed accordingly.

The concept of four 4Ps of marketing helps in the selection of price, product, place,

promotion, and planning, which can promote ideas and services better for the company and

their objectives including customer attraction, retention, and satisfaction (Dolnicar et

al.,2018). Consequently, the Coty has analyzed the customers buying patterns, demands,

choices and behavior towards cosmetics and fragrances and it help the company to stand firm

and foster. The segmentation of the market of Coty is also done by customer's behavior,

demography, geography, and psychography.

Potential Ethical Issues with Coty’s Advertisement Description

To value the needs of customers, ethical advertising is one of the sure ways to

develop. While advertising any product the moral stance can be added that can enable the

customers to realize the sincerity of the company as they are providing valuable products that

are good from every aspect (Figueiredo, 2016).

The same scenario goes for Coty's products are services. While advertising they keep

care of every single aspect that can affect their customers such as skin care products with no

side effects and long-lasting fragrances that are demandable by customers (Dat et al., 2015).

The advertisements are designed to attract customers and also convey a specific message.

While advertising any product various ethical issues can occur, it is better to avoid negative
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issues that can create any reputation loss for the company (Dolnicar et al.,2018). As Coty

provides many products and the customers should keep themselves aware of health and skin

hazards.

Gender Dynamics

While advertising of any new product the company can keep gender discrimination

aside (Cross et al., 2015). As the Coty produces amazing fragrances for both male and female

on the base of their choices and selection. Both of the products promoted in advertisements

by both genders. Like any famous makeup, artists can refer to Coty's perfume for females and

a male player can refer to use Coty's men fragrance. Likewise, the advertisements can convey

a message about the latest fragrances more than promoting celebrities with an equal amount

of gender representation (Lawrance et al., 2018).

Truth

It is also known that sometimes truth seems like an oxymoron in advertising (Cross et

al., 2015). Because the companies who want the attraction of the customers never explores

the negative aspects of the product. The companies should not mislead the customers. Such as

any cosmetic product if contains fruit extracts then the company can advertise accordingly to

ensure customers that the product is skin caring and natural (Dolnicar et al.,2018). In addition

to this, the advertisements proposed by Coty is of two categories such as Fragrance with

alcohol ratio and fragrance which is purely alcohol-free. So, in this way, it reveals the truth

and keeps customers convinced.

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Social Equality

The advertisements proposed by Coty reveals that they manufacture a large variety of

products that are best fit for everyone around because of multiple shades of cosmetics

products, that can be applied to every skin color like black, white and brown men and women

can use them (Dolnicar et al.,2018). A large variety of fragrances are manufactured that can

suitable for any professional and any community. Thus, the advertisements proposed by Coty

enable equality among various societies.

Health Claims and Benefits

Several advertisements can affect the consumer’s health including beverages, food,

and cosmetics (Lawrance et al., 2018). Companies should follow the legal, moral and ethical

obligations to ensure that their product is not health hazardous. Unethical claims can cause

severe skin allergies through the use of cosmetics and fragrances manufactured by Coty. So,

inorder to save customers exact ingredents used, are mentioned on the products of Coty.

Conclusion

It can be concluded from the theoretical study of target marketing that to uplift the

services and products proposed by any company the market segmentation and targeting play

a vital role. As the practical practices of these strategies in the multinational company Coty

had developed the market and attention of its customers because the consumer's needs while

purchasing are satisfied because of accurate advertisements. It is because Coty's

advertisements follow all ethical practices and do not claim fake products. As the truth,

equality and health of their customers are also valuable to the management of Coty. Strong

strategy practices implement successful marketing along with justice, truth and equality, this

is also the main reason behind the success of Coty’s marketing.

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References

Bruner, R. F., & Opitz, C. S. (2017). Alfin Fragrances, Inc. Darden Business Publishing

Cases, 1-17.

Cross, J. C., Belich, T. J., & Rudelius, W. (2015). How marketing managers use market

segmentation: An exploratory study. In Proceedings of the 1990 Academy of

Marketing Science (AMS) Annual Conference (pp. 531-536). Springer, Cham.

Dat, L. Q., Phuong, T. T., Kao, H. P., Chou, S. Y., & Van Nghia, P. (2015). A new integrated

fuzzy QFD approach for market segments evaluation and selection. Applied

Mathematical Modelling, 39(13), 3653-3665.

Dolnicar, S., Grün, B., & Leisch, F. (2018). Market Segmentation Analysis. In Market

Segmentation Analysis (pp. 11-22). Springer, Singapore.

Figueiredo, J. A. (2016). Evaluation of brand extensions: the case of fragrances. XVIII

Seminario luso-español de economia empresarial.

Lawrance, S., Bond, E., & Hunt, M. (2018). AKKA/LAA, Coty, Hoffmann La Roche II and

Others: A Survey of Cases at the Intersection between Competition Law and IP Law

in the Past Year. Journal of European Competition Law & Practice, 9(8), 537-550.
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Appendices

Appendix 1:- Advertising Samples

Source: (www.cdn.shopify.com)
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Source: (www.cdn.shopify.com)