However, Justin Bieber defends himself by saying that for many years now, he has been one of the biggest fans of Calvin Klein because the low- rise jeans always exposes the logo of the underwear and the attributes the positioning of the product due to this fact. Justin Bieber is well known for his frequent public misconduct and these may make some people refute the purchase of the product. Most of these marketing strategies however do not escape criticisms depending on the celebrity they are using (Emmrich, 2015). The celebrity is also known for endorsing products like bags, dolls and acne cream. Using Justin Bieber at this time in his career is quite effective because his immeasurable popularity has targeted a number of customers. Forbes declared Justin Bieber as one of the overexposed celebrities and due to this fact, marketing of the Calvin Klein’s underwear using him would be one of the best strategies. The advertisement therefore suggests that it is mainly aimed at attracting young girls who are interested in making their boyfriends appear just like Justin Bieber once they wear the underwear. By using Justin Bieber to endorse this product, the company is targeting the teenage girls who get fascinated by both the celebrity’s tattos and masculine body. All over the world, a number of companies are making use of celebrity endorsements in order to market their products and boost sales. By taking the needs of the customers into consideration, they are able to get the various opportunities of how to exactly place and position their products in different target markets.Ĭalvin Klein has been successful in marketing the undergarments in various target markets by convincing the customers about the underwear’s good quality (O’Reilly, 2015). Calvin Klein has been praised for making use of the market segmentation and it has successfully done this through utilizing their customer’s needs with the main aim of building long lasting relationships with its customers as well as attracting new customers. ![]() A market segment refers to a group of people who possesses either one or two features that lead to them having the same product needs (USC Marshall, 2016).
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