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Michael Koru has regularly developed unique brand images across a huge number of merchandises, price, and geographical markets over the past years. The quality and design detail across product lines are represented through superior price points and encourage repeat purchases among a growing customer base. MS distributes in operations into three business segments: Retail, Wholesale, and Licensing as well as the company competes the high end brands like LB, Coach and Barberry. In my assignment, I will start defining the target customers for MS by looking at our major variables: 1- Geographic. – Demographic. 3- Chirography’s. 4- Behaviorist’s. First of all is a geographic variable. A target markets or customers for MS usually live in developed countries such as North America, Europe, and Japan as well MS has entered in certain geographic area to sell and distribute its products such as Russia, Turkey, the Middle East… Etc. MS has moved in these markets by signing a number of licensing agreements because MS does not have substantial operating experience in hose countries, however, the premium customers are still in North America, Europe, and Japan.
Regarding Canada, MS has opened 31 stores across the country and the stores are distributed in the province as the following: 1. Ontario 13 Stores: The majority located in GTAG and one store in Ottawa. 2. Quebec 7 Stores in Montreal, Lava and Quebec City. 3. Alberta 6 stores in Edmonton and Calgary. 4. British Colombia 4 Stores in Vancouver and Richmond. 5. Manitoba 1 Winnipeg From the above list, we realize that MS products are being bought in a large urban itty in Canada. The second variable is demographics.
MS opens retail stores in primarily high traffic, urban areas within mall locations in higher income demographic in Canada. For instance, Ottawa, the capital of Canada, is considered one of the cleanest cities in Canada, famous as one of the most educated cities as well as the fourth largest city and metropolitan area in Canada. Also, the parliament hill is one of largest federal building in where decision makers work. Furthermore, the Parliament Hill is an important attraction for millions visitors each year.
All above demographic factors make Ottawa one of perfect places in where MS should open store in Canada. Regarding the gender, MS targets both men and women of multiple age ranges, but the mainly target customers are women from young twenties to ageless, and not Just one particular size as MS focuses especially on woman handbags and purses. What gives them extra value. These factors could be lifestyle, culture, ethnicity, thinks, values, beliefs, and even religious. They are considered the most difficult variables to recognize in marketing segmentation.
MS has targeted people who have serious attitudes and like to keep up with latest fashion as well as keeping themselves busy is very important in their life. For instance, Canadian people like to use leisure time in a perfect way like reading books, doing some sport activities, and even being active member in community centers in the country. This information is more important for MS when decides to open new stores as target customers usually busy. Another example is in Boxing Day when most brands offer tangible discounts for their customers.
MS store in Rideau Centre has hired a type of security operative people outside the store in order to organize the people line and give the target customers more seriousness when they enter the store. Also, the lighting in the store is very bright and mainly uses white colures in order to be a beautiful serious choice for professional people who can able to afford their products. Finally, Behaviorist’s play a major role in marketing MS products. MS is targeting customers who are seeking quality and want key pieces not Just daily uses.
The company objective is to target women who care a lot about their appearances and will purchase materials that make feeling a certain way daily. MS targets heavy- users of the products in order to build a type of loyalty towards the brand which will impact on buying M’S products in the future. Loyal customers tend to keep up with MS, and its fashion and design. In short, Consumers who are brand loyal would believe that a leading brand like MS equates with better quality or makes the customers feel good about themselves therefore willing to pay more for that brand.