Chapter 8 – segmenting and targeting markets

Burt’s Bees has different products to market segments based on diverse consumer preferences for flavors and skin care content. There are eight aspects to produce products, including lip, hair, body, face, baby, outdoor and natural remedies, gift, and kits. Burt’s Bees needs many potential customers to make commercial sense. Burt’s Bees designed different areas skin care to take care of different age people. Markets can be segmented using a single variable. Burt’s Bees makes multiple variable segmentation to produce products. For example, face moisturizers have intense hydration day lotion, intense hydration night cream, sensitive daily moisturizing cream, sensitive night cream, natural acne solutions daily moisturizing lotion, radiance SPF 7 day lotion, radiance day cream, radiance night cream, naturally ageless diminishing day lotion, naturally ageless hydrating night cream, carrot nutritive day cream, carrot nutritive night cream. Burt’s Bees produces different skin categories that exhibit different response patterns to marketing mix. Burt’s Bees produces different face moisturizers to get benefit sought.

Burt’s Bees focus its target market as green marketing. Green marketing means that Burt’s Bees use natural things to produce products, but Burt’s Bees doesn't add any chemical things. In the USA, there are some companies like Burt’s Bees to produce natural products to join target market. Burt’s Bees uses its own undifferentiated way to create strategy. For example, Burt’s Bees showed customers where they get natural things to produce skin care products. Customers know where skin care products are from.