Week 4: Defining a Target Market

The Business I will be representing for the duration of this class is my current watch company Original Grain. We have been in business for just under one year and have been able to cause a good amount of  disruption in the the wood watch niche and penetrate into the watch market as a whole.

Target Market Through Demographics

With a collection of demographic statistics we have gathered supporting evidence that shows most of our sales come from a specific customer base. We are bale to offer for both Men and Women- with our Guy Girl collections we are able to target both genders when marketing: However we have a higher male conversion. Our highest rate of sales comes from a customer base that ages 24-40.

Our price point of our watches ranges from $175-$195. At this price point it may keep some buyers from wanting to fork over the cash, with this we are able to market to a higher class of buyers. A $200 price point is very realistic for someone to spend on a watch but mostly for customers who have careers. This makes it easy to know we are targeting young professionals and to the other working class. 

The income level of most of our customers is between $50,000-$75,000 annual income. This info also supports our $200 price point emphasis. 

Physchographics 

Our watch line consists of all Natural wood and Stainless steel, With our Natural wood we appeal to all outdoor enthusiasts, as well as any wood crafters. Through retargeting efforts we have found our best conversion rates from customers who are living in bigger cities. This may due to the design features and our watches being appealing as high fashion oriented.

The lifestyle of our brand is created through our Natural wood appeal and the use of the outdoors. We leverage the outdoor feel to try and generate good marketing entailing the promotion of being active and outdoors. Our watches are very fashionable and we present our watches as Original hence the name Original Grain. We have been able to promote that to our customer base and market to our customers to Stay Original.

Soon Original Grain will be using all reclaimed materials being able to market to the eco-friendly community which will generate a bigger following and target market. We have chosen to go with recycled materials because given we are using wood we would like to help in the efforts to not only create beautiful watches out of nature but preserve it as well.