Choosing our target audience

We have decided to use one of the categories from Young and Rubicam who devised a system of categorizing people into seven groups; The mainstream, the reformer, the aspirer, the explorer, the succeeder, the resigned and the struggler.. After having researched the seven categories and what they each represent we have decided on 'the Mainstream':

 'These are people who live in the world of the domestic
and the everyday. A daily routine is fundamental to the way they live their
lives. Their life choices are ‘we’ rather than ‘me’.
As their name implies, they are the mainstream of society.
They are the largest group of people within 4Cs across
the world. They respond to big established brands, to ‘family’
brands and to offers of value for money. Their core need in life is for security.'

From this, we can highlight a few elements which we will apply to our target market including
1. Affordable prices (perhaps also with family deals)- as value for money has been noted.
2. Fashion glasses- mainstream keep with popular current trends.
3. Our advert will relate to them- we will create a typical daily routine and lifestyle to work our 'message' around.

Reason for choice of category: they are the largest group of people within 4C's across the world (make up 40% of population) meaning we are reaching to a great number of people and therefore increasing sales because of our advert appealing to a wider audience. We have also found research that corresponds with the 'mainstream' views such as Consumer Reports National Research Centre who surveyed 92,000 eyeglass buyers and found that less than half reported that they were satisfied with the price they had paid for eyewear. Using this secondary research, we have noted the importance of price in selling our product. It is also currently a popular sales technique in the glasses market today to emphasize 'value for money' for example the 2 for 1 offer at Specsavers. As a group, we also have most knowledge on this particular category and therefore it will be most beneficial to us to choose it for our target audience.