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.
.jpg)
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".
.jpg)
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.
