Marketing to Mothers

Here’s a great example of market segmentation in action.  Each year in the UK around 700,000 babies are born, many to first-time mothers.  Almost the moment the baby has been safely delivered, the direct marketing teams at a range of baby-related brands swing into action, trying to capture the attention and loyalty of a customer segment with very specific needs and wants! 

The Bounty Club is featured - they claim a 96% conversion rate (i.e. new mothers introduced to the marketing scheme) thanks largely to a sales force that is introduced to the new mums by the hospital staff.  Bounty is a great example of the use of sales promotion (free samples) to begin the process of building customer loyalty to relevant products and brands. Laura Tenison (a good friend of tutor2u) also gets a mention.  Her specialist retail chain (JoJo Maman Bebe) enjoys a high level of customer loyalty and repeat purchase - their top 25% of customers buy from the brand at least 10 times a year).

Simple solutions to everyday problems - Spanx [11 Mar 2012]
The Ritz Hotel Target Young Customers [1 Mar 2012]
Two brilliant videos to illustrate market segmentation [6 Nov 2011]
Revision Quiz - Marketing: Promotion [1 Nov 2011]
Revision Quiz - Startups and Understanding the Market [16 Oct 2011]
Revision Presentation - Market Mapping [7 Sep 2011]
Recession?  Hair today, gone tomorrow [6 Apr 2011]
Q&A - Outline the main methods of sales promotion [2 Jan 2011]
Q&A - What is price discrimination and why do businesses use it? [2 Jan 2011]
Q&A - What is predatory pricing? [2 Jan 2011]
Q&A - Should a business use a “loss leader” as part of its pricing tactics? [31 Dec 2010]
Starter Activity: This isn’t my idea - its Terry’s (Market Segmentation) [28 Oct 2010]
Insights from an Entrepreneur - Laura Tenison (JoJo Maman Bebe) [11 Oct 2010]
Lesson Worksheet - Marketing Mix: Promotion Basics [1 Aug 2010]
The Marketing Mix Challenge in reaching the Muslim Market [13 Jul 2010]
Tesco’s insights into customer loyalty [12 Jul 2010]
Dark days for the UK nightclub market [21 Jun 2010]
Supermarkets set for a new price war? [13 Jun 2010]
BUSS4 - Recession Strategy Lessons from Four Female Entrepreneurs [6 Jun 2010]
BUSS4 UK Recession - More Profit & More Customers - How Sainsburys Did It [25 May 2010]
Market share gains for the fizzy pop Scots [22 Mar 2010]
Customers have changed during the recession - how does marketing respond? [19 Feb 2010]
Strategies for the Recession - Insights from Six Restaurant Group CEOs [19 Feb 2010]
Q&A - Outline the main business benefits from market segmentation [15 Jan 2010]
Bottom Line - Keeping Overheads Low [28 Dec 2009]
Video Case Study - Meet the CEO of Accurist Watches [14 Dec 2009]
Breakfast for $1 tests price elasticity of demand [12 Dec 2009]
BOGOF becomes BOGOFL (or BNFNT) [18 Nov 2009]
Video case study: battling for survival in the restaurant trade [31 Aug 2009]
Mapping The TV Market [14 Jul 2009]
Q&A - What is repeat business and why is it important? [1 May 2009]
The never-ending sales promotion proves a winner [28 Mar 2009]
Sales promotion in action - great examples from the UK tourism industry [1 Aug 2008]

BUSINESS TEACHER RESOURCE NEWSLETTER
Get first news of business teaching resources, ideas and other materials from tutor2u. Over 9,400 business teachers from the UK and around the world receive our regular teacher email newsletters. Sign up for free here!