Branding is an important aspect of positioning products. Creating a wholesome brand identity via all marketing media is vital to the development of a company. Segmentation, Targeting and Positioning (STP) is a process that all companies should consider when embarking upon a new campaign, so that the message offer clarity and consistency, yet a message that will give a lasting impression. Dents are a fine accessories brand, that are renowned for making the most sublime leather gloves, as well as making handcrafted small leather goods, such as leather handbags for example. Dents have been making gloves since 1777, and the brands claim to fame is that Her Royal Majesty Queen Elizabeth II wore a pair of long silk gloves made by Dents during her inauguration. So, the company"s profile is steeped with heritage from a positioning standpoint, so with that in mind, the segmentation of the target market can begin. The process of segmentation for a company can vary as come companies segment the audience, for example economic class or geographic location, and some companies segment their product line to meet the audiences" needs. Dents are targeting a certain type of individual, one that epitomizes class and one that wants to portray elegance as well as a sense of belonging. This broad profile acknowledges socio-economic classes from upper class to lower middle class origins, as those are of wealth and have an added disposable income. These classes can influence the marketing efforts, as the geographic location of these classes can be targeted with marketing aides from direct marketing to field advertising. A company may have many campaigns depending upon the segmentation of the target populations, as a company may encounter a number of target audiences depending on the line extension of products. The different campaigns will expose the different markets using different forms of marketing media, as for an older generation, it may be more appropriate to use traditional marketing methods whereas a younger generation may require may appreciate new media methods, with eMarketing being at the fore. Dents are developing the website to enhance user experience, whilst also developing the website to enhance user experience, whilst also exposing the brand on Facebook and Twitter. The younger market may be more inclined to purchase the leather handbags, so pushing the Dents" handbag collection via social media may be an alternative method to directing the target audience towards the site. With a Twitter page and Facebook Fan page, users can interact and recommend a product or review a brand stating their preferences, or even dislikes. But all comments can be reviewed and assessed in moderation. Dents are trying to interact with their target market, with opening the opportunity for leather enthusiasts to live the brand. By following the 4 P"s of the marketing mix, Dents can effectively launch the revitalisation of the brand. With a new website with blog, along with having social media presence, then Dents can effectively transmit messages about the brand, their leather products and the latest news within the industry. By balancing traditional and new media, Dents can obtain maximum exposure and effectively increase their prospective target market.
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