Surname 1

Name of the Student

Name of the Subject

Name of the Professor

8 April 2018

List of products

Product 1: Royal Enfield

Product 2: iTunes Music Magic

Product 3: Maxwell House: House Blend Iced Coffee

How do the characteristics of the target market affect the marketing efforts?

An organisation targets a particular market after having a detailed investigation with the aim to

set a framework for the future product’s sale (Principles of marketing, 54). An organisation is

looking for potential customers in the market, and for that, each of the organisationis passing by

the process of Segmentation, targeting and positioning. The characteristic of the target market

indicates the behaviour as well as the response of the customers or consumers in the market

towards a particular product (Marketing: an introduction, 78). Hence, it can be assumed that, if

the taste and preferences of consumer’s changes than it will influence the marketing efforts of

the organisation. For example, Royal Enfield is offering heavyweight riding facility with

minimal mileage, but the customer wants maximum mileage then the efforts of Royal Enfield

tend to be worthless.
 Surname 2

Characteristics of the product and the targeted customer as per the product lifecycle

Here three products are chosen, which has their own-targeted market as per their image and

potentiality in the market. The largest two-wheeler organisation Royal Enfield is offering stylish

bullet bikes to the riders. The bikes are famous in the market just because of its look and the

gesture the price factor as compared to Harley Davidson. However, the product has impressed

well its target market, but as per the product lifecycle, the organisationnow dotes at the maturity

level. The Second product is iTune Music, run only on iPhones and Mac Books. The product has

entered the market a few years ago and got the popularity with its usage and due to the popularity

of Apple Smartphone. As per the product lifecycle, the product is now enjoying the growth stage

in the market, as people like this app so much as Apple is the highest selling brand in the world.

The third product is a Coffee product made with homemade ingredients and offering by Kraft

Foods Group, USA. The organisation has planned to offer homemade coffee products to their

customer under the concept of customer-oriented business, as consumer liked to take a cold

coffee drink. The product is in now at the introductory stage as per the PLC.

How the characteristics of the target market change as the product moves through the life

cycle

The characteristic of the target market and its impact on the products has been explained well in

the above discussion (Principles of marketing, 391). The vice-versa is when a product is shifting

from one stage to another stage in PLC; it reflects the characteristics of the target. The PLC

position of all these products reflects the purchasing decisions of the customers in the market.

Customers are now educated and hence before going to purchase; they are checking a review or

else ratings so that they can judge well and choose best predict for them.
 Surname 3

Explain what you believe the adoption rates would be

According to me, the adoption rate might be set based upon the reaction of the customers in the

market. The customers are the decision maker in the market because they have varieties of

choice. In the case of each chosen products, this factor is seeing that the product is changing its

stage in the PLC when it has been like or hate by the end users. Organisations have to keep their

focus on the feedbacks and the expectations of the customers so that they can make changes in it.
 Surname 4

Works Cited

Armstrong, Gary, et al. Marketing: an introduction. Pearson Education, (2015): 64-91.

Armstrong, Gary, et al. Principles of marketing. Pearson Australia, (2014): 52-57.

Kotler, Philip, and Gary Armstrong. Principles of marketing. Pearson education, (2013): 390-

403.