8.Segmenting and Targeting Markets

Aburaihan Rahman - Aeropostale

People or organizations with needs or wants and the ability and willingness to buy is called market. Aeropostale makes these people in sub groups in order to serve themselves in different product line;Aeropostale call this process market segment. Marketing segmentation plays a key role  in the marketing Strategy of all most all successful

organization. That's why Aeropostale  follows some steps  on market segmentation: 

• Aeropostale finds the most selling product and not selling product.
• Find the reason of popularity of the particular product&find the reason of those productwhich are not sold
• Use the concept of most selling product to other products in different ages. For Example: If any adult size polo shirt is selling good, Aeropostale makes the same product for kids.
• Develop the not selling product  with new design and new price range.

Aeropostale uses segmentation bases which are characteristics of individuals, groups,pr organizations, to divide the total market into segments:

• Age segmentation: Aeropostale mainly targets 14-17 years old boys and girls to sell their product. But aeropostale also sell products for men and women.
• Gender segmentation: Aeropostale markets product for kids and adults. women merchandise was the weakest part of Aeropostale, recently they developed the women merchandise and sales revenue grew up.
• Ethic segmentation : Aeropostale design their product to make suitable to every ethnicity. Aeropostale has the store in canda&middleeast but they are selling the same product that is being sold in United States and Europe.
  

Target Market of Aeropostale: Aeropostale targets the slightly younger siblings of the core Aeropostale teenaged customers, ages 14-17. "It's a bit of an untapped market overall," said Tom Johnson, chief operating officer of Aeropostale. "It's a $14 billion market which we think is really an opportunity for us."Aeropostale also compets with stores that sell to the 7-12 segment, but don't focus exclusively on it, such as The Children's Place, Old Navy, Gap Kids, as well as Target, Wal-Mart and Kohl's.

 http://prezi.com/hb3silffdlp4/aeropostale-target-marekt/