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New Hotline for Parents

In: Business and Management

Submitted By vickimbelin
Words 337
Pages 2
Consumers & Marketing Strategy
Market segmentation is a two-step process in which a manager or company names a broad product market, and selects target markets that are a suitable market mix. This segmentation also covers two aspects such as criteria and target markets. There are many steps to proper market segmentation and a proper evaluation of the company’s product to be successful. A company must define the generic market and product markets in which they want to compete. Understanding the types of dimensions used to segment that market in which the product line consists. The company must know how to identify the segments and what segments to target. The idea of a hotline for parents is not a new idea. Gerber, Graco, Pampers, Huggies, and many other companies have designed their own hotlines. The only difference is, Johnson & Johnson is a company that has done business for over a hundred years. The generic market is not a concern for Johnson & Johnson, plus there is a tremendous need for this market. There are many dimensions that are covered with this call-in-hotline plus the online service. Many questions can be answered with this hotline and online service that is staffed or monitored by qualified people with proper backgrounds. There are many segments that need to be targeted, such as new parents, grandparents that have become babysitters, and the list goes on. The criteria used for this type of product in this style of market can be a tricky one. The criteria for this product is anyone that needs information and or help with a child, can call this hotline, or go online for information and or advice. Furthermore, this service is free for whosoever chooses to utilize it. The fact that it is for whosoever chooses to use it, broadens the market for this product, it does not limit the service to members or customers only. The target market for this product

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