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Monday, November 11, 2013
The Hopper From Verizon; aspirational group, market segmentation
Really funny commercial about positioning and segmentation according to social class. Shows a 'typical' middle-class, sports watching Boston family. It shows the aspirational aspect of owning a Tivo (record TV shows, etc.), which has been common in higher classes for years now but more recently is becoming more widely available to all classes. Emphasizes the 'boston' dialect to a specific type of audience.
It is interesting how they are attempting to segment the market by positioning the 'Hoppa' (yes it's Hopper, I know) as a good that should be enjoyed by every member as part of a family. It's certainly not a luxury brand, or something that only a few people have.
It is interesting how they are attempting to segment the market by positioning the 'Hoppa' (yes it's Hopper, I know) as a good that should be enjoyed by every member as part of a family. It's certainly not a luxury brand, or something that only a few people have.
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