Which target marketing approach is Jimmy Key most likely to use? micro marketing Undifferentiated marketing Differentiated marketing Concentrated marketing
Which target marketing approach is Jimmy Key most likely to use? micro marketing Undifferentiated marketing Differentiated marketing Concentrated marketing
Chapter1: Taking Risks And Making Profits Within The Dynamic Business Environment
Section: Chapter Questions
Problem 1CE
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Which target marketing approach is Jimmy Key most likely to use?
micro marketing
Undifferentiated marketing
Differentiated marketing
Concentrated marketing

Transcribed Image Text:"Jimmy Key" is actually the name of a famous American baseball player and was suggested as a brand name by the Italian agency that the company worked with during establishment. "We chose it
because it was easy to pronounce and offered good phonetics" says the chair of the company board. "Moreover, it is hip, stylish and trendy just as our collections" she adds, "Thank God we did not go
with Kate Moss, as it was also suggested in that list of names. Jimmy Key positions itself on yellow which reflects the dynamism of the brand, and there are no other firms using yellow in clothing
industry. "They mostly use red. Although yellow is a difficult color, we like using it: It clearly reflects our identity." An average Jimmy Key user is a "24-year-old woman, currently working with a stylish
casual wear". She earns and spends for herself. She does not have to care for someone else, such as a husband or kids. She likes details but not to the limits, she is sexy but is neither a femme fatale,
nor a dumb blonde. She is a free spirit with environmental concerns." To reach this group, Jimmy Key focuses on an age segment of 20-28, so that the consumer becomes familiar with the brand as
she attends the college and continues wearing it thereafter. Jimmy Key shares customers with Mavi, Zara and Levi's brands but is perceived as almost equally fashionable but more affordable.
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