Marketing Management

Assignment By: Nisha

Question 1: Identify two market segments you think American

Giant should target with their products.
American Giant is an E-commerce company which is
involved in selling of sweatshirts, T-shirts and Polo shirts.
They can take care of the different segments in the market
as-
1. Demographic- Under demographic they should focus on
the following factors-
 Age- As they are virtual and are involved in selling
of stuff which is mostly used by people of young
age and even the online platforms are mostly used
by young people. Hence, they should focus on the
young generation.
 Geographic Location- As t-shirts are mostly used by
people staying in hot climates, so the American
Giant should mostly focus on people staying in
hotter climates rather than people of colder
climates.
 Occupation- As people with sports background or
involved in physical activity would prefer to wear
 t-shirts more often than people of other
occupation.
 Gender- American Giant should also structure their
products while keeping in mind the gender basis
and should cater to different needs of both the
genders.
2. Psychographic – Under Psychographic the company
should focus on following-
 Price sensitivity-The Company should focus on
middle income and low income range as they are
the ones who will be wearing these types of clothes
more often than the people of High income Range.
 Environment friendly-As people are becoming more
sensitive towards the environmental causes so, the
company should focus more on environmental
friendly products.
 Hobbies- People who are indulged in physical
activity mostly prefer these types of t-shirts or the
fitness freaks.
 Influenced by peers- People who are influenced by
their social group can be easily persuaded for
buying our products.

Question 2: For each segment, describe their profile using

market segmentation variables.
1. Demographic
Age- for college students American giant hoddies and
more comfortable and flattering than other sweatshirts
Income- people with high income group has more to spend
on their casual looks than compared to people with low
income who doesn’t care much about their casual attires.
Gender- male gender usually has very less fashion outfits
when compared to females as they have variety of them.
Geographic location- people living in hot areas prefer t-
shirts more than people of colder areas
Occupation- People working in private sector have more
choice of wearing casual attire rather than people working
in government sectors.
2. Psychographic
Brand preference- Brand loyal customers are very
important for any business so, American Giant should
focus more on brand loyal people rather than people
who keep shifting their preferences.
Price sensitivity- people with high income will be able to
purchase high pricing products rather than people of
low income group
Environment friendly- People are becoming more
conscious about their environment so, the American
 Giant should also focus on producing eco-friendly
products.
Hobbies- People involved in physical activity will prefer
t-shirts during their playtime as they are more
comfortable and sweat absorbing.
Lifestyle- People with funky lifestyles would love to
wear their hoddies in their casual time rather than
usual jackets which are less fashionable
Influenced by peers- people who are influenced by their
group can be targeted as they are the ones who follow
fashion trends
3. Behavioral
Knowledge- people who have knowledge about their
environment, fashion trends and clothe material prefer
to have more trendy clothes.
Purchase Occasion- People who buys on special
occasions will prefer clothes with fashionable and
durable products
Impulsiveness- People with impulsive behavior are
most likely to buy t-shirts, sweatshirts and hoddies
without thinking much about the occasion or any other
condition
4. Environmental
Payment methods – Young people will prefer more
online transactions as they have more faith in online
shopping
 Country of residence- People staying in temperate
regions will prefer more t-shirt, polo t-shirts rather than
people living in colder conditions
Question 3: Other than competition, what factors might
cause American Giant to reposition its product?
Repositioning is done to change the position of a product in
the target market’s mind. It could be due to many factors-
1. Something in the environment has changed- it is mostly
associated with the competition when the competition
increases then the brand needs to position its product
in the minds of consumers and overcome the
competition.
2. Target market has changed- If the target market has
changed then the brand needs to position its product in
the mind of their new customers.
3. Something internal in the organizational has changed - If
the mission or the vision of the organisation has
changed then they need to reposition their products in
the mind of target market.
If the organisation objective has changed then the
company needs to reposition its product aligning with
the new objective of the brand.
Strength and weakness can be overcome by
repositioning the brands product in the target market.