Segmenting and Target Marketing

It is very obvious to all those in marketing that to create a product, one must have a specific target market in mind. while creating the large company Essie the marketers were segmenting people around the world to see who exactly would fit into the category of those who would want to buy Essie products, therefore Essie can properly market to them. the target market of Essie are women ages 17-34. now withing this target market, each line of colors are more closely marketed to a certain market. when Essie comes out with her bridal collection, she is marketing to those women on there wedding day hoping they will choose a beautiful Essie color for their special day.

 also, when marketing her new summer 2012 line, Essie is marketing  bright vibrant colors for those not afraid to shine. Women who want classy colors for the work place, or fun bright colors for a night out, all these options are available in the Essie collection. Essie knows very well that depending on the climate, that is what colors will be in season. therefore, when Essie markets to country's which are usually hotter in weather, is advertises light oranges, yellows, and reds. however, when marketing to country's with cooler weather, Essie markets darker colors, like the famous "wicked".

 Essie sells its products in places where they know their target market are bound to be found. these places are stores lik Duane Reade, and CVS. also, they are sold at salons, and department stores such as Macys. Essie consumers know that Essie always has the new in style colors, and shades for every possible occasion. for this reason Essie is such a successful company.

Developing and Managing Products

The Essie products are not products that are modified often, if ever. Essie carries various types of nail care but what Essie is most famous for is their nail polish. the polish is sold in a glass bottle, with a white handle, the bottle is glass with the Essie label fused in it so nothing will get in the way of seeing the color. The polish has looked like this since the beginning of the company, and the only part of the product that is ever modified are the colors.

Essie knows just what its customers want. the newest fashionable colors, and that is just what Essie gives them. Essie gets tips on what the next seasons colors should be from many places such as magazines, internet, competitors, and research and development. Essies new summer line consists of the fabulous Braziliant, Meet me at sunset, and Super bass nova. these colors match all the styles in the magazines which is why they are doing so well. Essie continues to create more and more fascinating colors keep the consumers coming back for more.

Integrated Marketing Communication

We already know the various ways that Essie promotes itself from a previous post. some of these ways of mass communication include weekly magazine adds, and billboards. Essie always makes sure to have a full page add in magazines, and the full billboard so that no other "noise" will distract the consumer. But one special thing about Essie is its competitive advantage, Essie is known for its seasonal line which is something no other polish company does giving it the advantage. On Essie.com there are many different options of things to do such as new colors, whose wearing what, but the smartest thing the website has is a feedback section. Consumers can go on the website and express any questions, comments, or problems they may have with the products. Essie always does its job of informing the consumer of the upcoming lines, and just from that the consumers are persuaded, that is why so many women choose Essie as their brand of polish. Essie knows exactly what its target market it, women ages 17-34, and Essie advertisers know exactly what it takes to draw them in. By constantly showing fun exciting colors that remain classy, consumers cannot help but buy the products.

A- Essie gets the consumers interest by advertising in places that the target market will definately not miss it,(magazines and billboards).

I-Essie has its nail polish in all the latest fashion shows, letting everyone know just how much the colors can enhance your wardrobe.

D-To take Essie above the other polish brands they have celebrity's wearing the colors with the hottest new outfits. 

A-Essie continues advertising and sales are made.