10 product categories I buy on a regular basis:
1. Make up & Skincare products – brands include Philosophy, Urban Decay, and Benefit
2. Clothes – brands include Gap, banana republic, and department stores like Nordstrom’s & Macys
3. Jewelry – not brand specific
4. Home accessories – stores include Crate & Barrel and Bed Bath & Beyond
5. Pet food and toys (for my dog & cat) – main store is PetSmart https://www.youtube.com/watch?v=yOQGwVuM4LI
6. Groceries – stores include Westborn, Trader Joes, Kroger, Costco & Market Square
7. Liquor, beer, and wine – not brand specific, like to try new things https://www.youtube.com/watch?v=KRMQPMpkMoM
8. Shoes – not brand specific
9. Restaurant meals
10. Office Supplies – OfficeMax & Office Depot
The first product I selected was the pet food and supplies. I have a 5 year old border collie and a 2 year old cat. I am constantly buying food, litter, bones and toys. With pet food, I stay with the same brand in order to keep the animals from getting sick on any new food. I choose a Whiska’s Cat Food commercial as an advertisement. While I don’t feed my cat this food, this ad is targeting cat owners, which I believe falls in the usage category. People without cats are not going to buy cat food. This could also fall in the “need motivation” category because people with cat’s need cat food. I don’t believe this ad falls as much into that because a pet isn’t a need therefore, pet food isn’t a need. I do fit into both of these categories. I believe this ad is also taping into the young male demographic as well. It is funny, and plays on men owning cats and how they might act behind closed doors. I do not fall into this category, but my husband does. (He doesn’t talk to our cat like that though!) I did choose this commercial because the first time I saw it on TV, my husband turned to me and said “this is you, exactly”.
The second product I choose was the liquor, beer and wine category. I choose a Grey Goose vodka commercial. I do drink grey goose, especially when I’m out at the bar. I believe this advertisement falls into a few categories. One category is the demographic /psychographic hybrid segmentation. The ad is showing people in their 20’s and 30 are having fun at a bar, but it isn’t showing a crazy college party. It’s appealing to working people in their 20’s and 30’s that have a decent amount of money to afford Grey Goose Vodka. I think it’s well known that Grey Goose Vodka is closer to top shelf vodka and therefore not exactly cheap. I think even more than that, it’s showing a lifestyle of people that would enjoy Grey Goose. I think I fall exactly into the category of people Grey Goose is targeting. I don’t have kids, I’m in my late 20’s, and I got out to bars on the weekends but not college bars or dive bars.