Chapter # 6

Sharpen the Focus: Target Marketing

http://www.youtube.com/watch?v=M11SvDtPBhA

When segmenting according to an age demographic it is interesting to look at the power that children and teenagers have.  It would be foolish as a company to not try to put yourself in their field of vision. I think that one of the best illustrations of an attempt to make an impression on a young demographic by a hurting company is GM's presence in Miley Cyrus' music video "Party in the U.S.A." As a company that is trying to reposition itself in the consumers mind after the problems it encountered in the past few years it is wise to try and begin this process with children. If they can successfully create a positive image, for tweens especially as they enter their driving years, then they will have a relatively loyal market based upon image alone.
In the video Miley is portraying an image of carefree American youth. She is doing so while dancing on and around Chevys, GMs as well as their sport model of the Cadillac. This is a great idea, as a national icon for younger children across the nation Miley holds a lot in influence. Her presence around these products is a great promotional tool. Product placement is a smart way to target this specific demographic.