Target markets are a certain type of group marketers in a company who try to apply their brand towards a certain group - age or type. Swarovski Crystals target market is women of any nationality from the ages of 20-40, who are into the latest fashionable trends. The company uses strategies of demographic segmentation where they focus on which income, age and gender to focus on. The main product in Swarovski are crystals thus the income is set to a high standard which may mean a lower class young woman will not be able to buy the products. Geographic segmentation also falls into place where in a first world country the company has various different branches spread out compared to third or second world countries where it may be rare to find one, anywhere.
Benefit segmentation relates to Swarovski customers in a sense where the consumers are judged positively. Since the company has been around for a long time and have withheld their status as a name brand company they are mostly praised for being able to afford such products. Thus both parties are satisfied with the ending outcome.
The positioning of Swarovski Crystals can be seen as a productive strategy. The crystals which are the main products sold, attract consumers because of the shine they bring, genuinely looking sparkly. If a specific kind of aesthetic is brought to a product customers begin to compare one company to the others, on the basis of important features.
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