To: CSR 331 Comrades and Favorite Students and for Some of You Both

To: CSR 331 comrades and favorite students and for some of you both

From: R Feinberg your caring and loving professor of CB

Re: feedback segmentation extra credit

For those of you in class last week you had an extra credit opportunity. Review 3 commercials and a 4th if you were paying attention) with segmentation as the key issue.

1. If you did not enter the answers into my online place then you get points but you do not get recognized as having the best in class answer because YOU MADE IT MORE DIFFCULT FOR ME. This is not an issue of selfishness as much as it is an issue of you paying attention.

2. I can’t open the file is no longer an excuse. You need an flv player to play an flv file..you need a QuickTime player to open a .mov file. You need the latest WM player to do most of the rest. SOLVE THE PROBLEM. I have a 120k job for those at the end of the semester who impress me…”I can’t open it or I can’t download it” is not very impressive. When the going gets tough the tough work and solve the problem ….or go to Starbucks…: That is impressive.

3. Decision of the judge is final.

4. If you are not in class you can’t get most extra credit…at the end of the semester and you miss an A but 10 points figure out how many points you could have had.

5. Congratulations to Ms. Dorsey for using the word “bro-fest”.

5. When you do these things remember that I don’t care if you liked or disliked the commercial. I care that you remember what the issue is (in this case segmentation) and you apply this concept in the analysis. I do not want to know so much what happened in the commercial unless of course that is the analysis. Let’s see how easy this is.

Commercial 1- Ford Fusion- The target here is younger just starting out yg women who are independent and want to be or are bold. I was looking for those of you who saw this not so much as a commercial targeting women who are but women as they want to be…aspirational.

Commercial 2a- Staples- targeting the low price oriented shopper…male in this commercial. PERIOD that’s all. WOOOOOOOOOOOOOOOOOOOW

Commercial 2b- GE…this was a difficult one..This is a corporate branding commercial. GE wants everyone to think that GE is a great company. That’s it. …BTW…I was also looking to see who did both because that shows some initiative.

Commercial 3- Cadillac CTS…. Cadillac has an “old” image. If it has an old image young men will not consider it (the go BMW). Cadillac wants to because the car for the new up and coming yg man…change their image.

"Ford Fusion" "Staples and GE" Cadillac CTS This commercial segments the marketplace by targeting single women. The goal is to get women to buy a Ford fusion by saying that having it will increase your confidence. In the commercial, the woman This commercial is targeting men. makes a bold move and this It is segmented toward men when tells a single woman watching they are having their “bro-fest” that she, too, can increase her since all the guys are just hanging confidence around men (and in out in the car with one another. general) if she gets the car. It There aren’t any women in the is positioned to stand out from commercial. This commercial tells the competition because with men to get this car because they other cars you only use them can use it as an escape from real to drive, but the Ford fusion life and just go out to have fun with helps you make that bold move the guys. Men can relate to it. It that otherwise you would be gives them a glimpse of what their Dorsey Jaclyn too shy to do alone. life could be like. This commercial took the approach of dissecting the marketplace in to submarkets, they targeted to single women but also to any kind of woman who wishes she could be bold. This commercial is getting the consumer to think if she buys the Ford Fusion she can become a bolder person. I think this is a good commercial because I would want to become more like that woman in the commercial and maybe if I bought that car I could feel Kuhn Sabrina more confident. General Electric's strategy in this commercial is to bring a much more upbeat look at the technology used in the operating room. By depicting a surgery to somewhat of an NFL starting lineup routine, the viewer is immediately energized just as a sports fan would be. Each actor in the commercial emulates a very vigorous motivated energy. This aspect of the commercial conveys to the consumer that General Electric is also vigorously motivated about their company and striving to go above and beyond in order to save lives. Another notable piece about this commercial was that the doctors and nurses were compared to 'heroes' just as sports stars are and by doing so General Electric shows how important creating hospital technology is to the company. The narrator also states that they are providing these heroes with innovation, fresh thinking, and advanced technology they require to save lives, which reiterates the passion General Electric has for creating a successful and life saving Howanitz Lauren product.

Cadillac Commercial: This commercial is targeting men who are or are striving to achieve a higher social status. Golfing is usually like a refine sport for like CEOs or businessmen and the men on the commercial are trying to become part of that social status by playing golf. They are trying to say that the luxuries of Cadillac will make them have a high status like Lee Eunice other golfers.

In the Cadillac commercial, the target is the young, hip, athletic man. Its aiming to say that Cadillac is not just for the older population, but also for that young, employed man that still has the desire to go out and be athletic and is able to provide for himself, like those that are now retired and enjoying their Beach Rachel time. If commercial 2 was the staples commercial, it was very clear that they were targeting consumers that like the best deals and products that they can get for the cheapest price. The two men in the Staples commercial were excited about one thing, and it was all about the price. I don’t think the commercial is segmenting towards a certain sex, even though it was two males who were in the commercial. I think the Barraco Vince age range is also very broad. Generally speaking, Cadillac has targeted the older, retired, executive, well off men. Now are taking aim at the younger generation as they progress. The new generation is being targeted as being upper class, well off, country club members (playing golf). Golf is an expensive sport as well as being a member of a country club. Being a member of a country club is also like being a member of a certain well to do social class. This advertisement is targeting those well to doers that have success on their mind and in their future. I like the golf referral by Cadillac, "get your foursome". A deliberate referral to the golfing Aldrich Robert industry. Ford’s commercial is a slice of life style. The commercial is targeting females that have similarities with the character portrayed in the commercial. To be more specific, the commercial is targeting females that are 20-30 years- old, independent, who has high income (so that they could afford such a car and be so independent) and high education. They are women who buy their own car, make decisions for themselves and take initiatives in life. After watching, these women would identify with the character in the commercial and understands that it’s a product for them. Ford is targeting such a segment because it aligns with the company’s new positioning. The emerging segment of women who are well-educated, independent but also have some boldness is a market that could be very profitable and worth going Liu Yue after.

So for the first one about staples I think it was trying to segment bargain shoppers. All that the commercial really dealt with was the price of the products. It really emphasizes the low price with the way the actors scream and the easy button that has become an Nelson Kyle icon for staples.