Mosaic classification gives a idea from which to understand different types of consumer. This is through a segmentation that keeps pace with all changing customer trends depending on their background.
Mosaic is actionable as you can deliver relevant content to the right people across the channel mix. From automated emails to targeted online advertising, you can integrate Mosaic into your current marketing tools which would maximise customer insight. Mosaic is also relevant as you can combine your own customer insight with Mosaic and create customised consumer segments which specifically link to you.
Types of Target audience:
Main-streamers - Seek security and tend to be domestic conformist and conventional. Prefer value for money items and family products. eg. Board games and supermarkets such as Aldi. Aspirer's- Seek Status. They are materialistic and image orientated. They are more bothered about the packaging than the content of the product. Typically the younger generation in jobs such as sales. Products there are interested in are things such as the latest shoes and fashion items.
Resigned- Seek control. They have strong goals, confidence and work ethic. Their brand choice is based on quality and self reward. Typically in higher management or professionals. eg BMW and holiday homes.
Explorers- Seek discovery. They enjoy being individualistic and new experiences. They are the first to try new brands, usually younger demographic eg students. products such as drones would be aimed at them.
struggler's- Seek escape .They are alienated and have few resources. Brand choice involves impulse and sensation. eg junk food, alcohol and lottery tickets.
Reformers - Seek enlightenment, have social awareness and independent judgement.
Linking this to my music video:
Aspirer's- Seek Status. They are materialistic and image orientated. They are more bothered about the packaging than the content of the product. Typically the younger generation in jobs such as sales. Products there are interested in are things such as the latest shoes and fashion items.
This relate to our music because the band we are using is 'Little Mix' who's audience is the younger generation. The band is very popular and is considered 'fashionable' therefore this is how my group and I would categorise our target audience. Aspirers seek status and are very updated with the latest trends. This is something the band Little Mix also seek, they are young females with the latest trends and fashion which the audience look up to.
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