CH. 8 SEGMENTING AND TARGETING MARKETS.

FUHU has done tremendous work from my point of view to item from an onlooker peeking in to see how it has followed the 5 bases used to segment consumer markets.

1. Geography

In FUHU commercials already identified in previous blog entries they are divided in urban where kids are dancing to hip hop and a more middle America flavor where kids are outside distinctly white picket fences skipping rope and talking to the postman. This applies to the elements of geography. FUHU marketing tem identifies different areas for example hip hop may deal with African American Hispanic Asian and some Caucasian elements form the first commercial while the second commercial may appeal to the segment that is more middle America in terms of values and other identifying traits.

DEMOGRAPHICS

FUHU Nabi line is geared specifically towards kids from the age of 3 to the age of 14. With parents providing the purchasing power behind products that from their perspective would deliver advanced and improved child behavior. Its directed at mostly families with young children in terms of the Family Life Cycle.

PSYCHOGRAPHICS

Lifestyles tend towards children that are geared towards having a successful time in school that has started in the home by the parent. In terms of geo-demographics there are significantly larger Hispanic and African America and Asian groups on both east and west coast as well as Caucasians in the middle and south of the United States.

BENEFITS

Parents seeing the need to encourage kids to be more involved in class work as well as doing chores as well as being more responsible.

USAGE RATE

The usage rate is high according to figures provided by FUHU they sold 1 million units and to the end of 2013 plan to have 4 milliowith 42,148n screens.

All these have positioned FUHU products to be recognizable. They have partnered with Google Disney and Nick Barnes and Noble as well as Cartoon Network. These partnerships provide huge avenues to establish their products as well as gain momentum for the other partners as well. As INC 5000 top performer with 42,148% over 3 years it has positioned itself well.