Week 4 Defining a Target Market

What's on Your Baby's Bum?

Some basic observations that I noticed immediately is that both websites are targeted toward parents that have children in diapers. The demographics are anyone with children in diapers, typically the ages 0-48 months in age.

The psychographics for Cheap Diaper are that the consumer is buying in bulk and trying to save on diapers. This leads me to believe that they are targeting a lower income household. Econobum on the other hand, target consumers with a higher income given that the diapers range from $12-$15 apiece and can only be bought at specialty/boutique stores. Because of where Econobum sells its diapers they are targeting a specific clientele and that is obvious, if they wanted to sell their diapers to a broader network they would be cheaper in price and sold in department stores. 

One crossover that is stated but I have a hard time believing is that both sites claim to have “affordable” diapers. But, I suppose that depends on the consumer’s definition of “affordable”. Both products also claim to be made of good materials that will be good for children. Both sites are also a one stop diaper shop, consumers can buy all sizes on Cheap Diapers and Econobum has a one size fits all.

The designs say a lot about the brands and who they are trying to market to. With the simple green, white, clean feel, and a name like Eco-blabla people automatically think it’s an environmentally friendly diaper. The fact that they only advertise with Caucasian babies also says something, but that may be a topic for another day. This also ties in with the sociological idea that those in a higher socioeconomic class can afford the luxuries of caring about the environment, while those of a lower enconmic class cannot afford to worry about what they buy so long as it’s a means to an end. Either way it gives the consumer that it is a high end product, which it is. While Just Cheap Diapers is an easy to navigate website, you can buy directly from the website, it’s not as polished as Econobum. As far as advertisement pictures there’s not standard blue eyed, blond hair, Caucasian baby in the Cheap Diapers advertisement. Cheap Diaper is targeting a lower economic class. People are more likely to buy from a company that reflects and relates to their lifestyle.

Call Outs

Econobum – Buy our diapers, they are environmentally friendly!

Cheap Diapers – Buy our diapers, you can buy more for less!