Blog Post #3

1. Review C 8, segmentation and targeting. Consider demography (age, income, ethnicity), geography, psychographics, and behavioral segmentation and write a specific target market statement for the corporation’s product(s) or service(s). A general statement or "everyone" won't earn points.

     It is important to differentiate segmentation and targeting to understand them. Targeting is the process of identifying a specific group of consumers to target with a particular product or service, while segmentation is the process of dividing a larger group of consumers into smaller groups based on shared characteristics. The demography of CVS Health is a white, urban Gen Xer who has a college education and an annual income of more than $80,000. The brand is also very popular among Black and Latino shoppers with similar education and income. CVS has approximately 9600 stores all across the world, where the pharmacists at these stores prescribe affordable drugs and help patient to recover at low costs. In retail clinic sector they have a strong network of 1100 Minute clinics where medical practioners and nurses help people with minor problems, surgeries, screening and testing. They also monitor illnesses and counsel people. There are 18 major distribution centers strategically placed in the United States which provide products via large fleet of truck services to keep the shelves packed with products regularly. The quantitative aspect of the fleet is large in numbers, approximately 300 owned tractors, 1500 private trailers, and third party logistics support of approximately 1100 vehicles. Those distribution centers are specifically made so every CVS pharmacy is always with stock and available to all the customers possibles.

2. Does the company tailor their digital content by buyer?

Yes, CVS pharmacy has taken to social media as a means to deliver information that is not only engaging but offers value to their customers. 

For example, using short videos on instagram and posts that shares interesting facts to their audience.  

Those type of posts in their social media helps to engage with their customers and set the tone for their company. Implementing the short videos in their social media help to tailor their digital content by buyer because it gives the opportunity to show their customers the personality of the company. 

CVS Health also focuses on events that are celebrated, such as the earth day. On Instagram CVS made a post about their products, and how to replace them to be more environmentally friendly. This type of posts help the company to show their values. 

3. Does the company tailor content by the Awareness Stage, Consideration Stage, and/or Decision Stage? Read the Buyer’s Journey article posted in “Blog Project and Best Practices” in Bb Learn.

During the journey of the buyer, there are three main stages that they pass through. 

The first stage is Awareness Stage. In this stage, the buyer becomes aware that they have a problem and need a solution to it. For example, a person start noticing that they have constant headaches. During this stage, the person identify the problem and start looking for symptoms to name its problem. 

The second stage is Consideration Stage. In this, stage the buyer knows he have a problem and starts looking options and research to solve the problem. For example, researching how to treat constant headaches in the web.

The third stage is Decision Stage. In this stage is where CVS Health tailor content. The third stage the buyer has decided how to make the solution to their given problem. Now, his goal is to decided which brand is the best for them to solve their problem. For example, what brand of headache pills are the best to buy for the headaches problem. On CVS Health, buyers can compare and decided which brand of medication, or product are the best option for them.

References

Reuter, D. (n.d.). Meet the typical CVS shopper: A white, gen X, college-educated city dweller earning a high income. Business Insider. Retrieved May 7, 2023, from https://www.businessinsider.com/typical-cvs-shopper-demographic-urban-genx-earning-high-income-2021-9 

Sellers, A. (2022, July 21). What is the buyer's journey? HubSpot Blog. Retrieved May 7, 2023, from https://blog.hubspot.com/sales/what-is-the-buyers-journey 

Unmetric. (n.d.). Social Media Analytics & Intelligence Dashboard by Unmetric. Unmetric. Retrieved May 7, 2023, from https://unmetric.com/brands/cvs 

Walters, C. (2023, May 4). 6 ways to tailor your content marketing to your brand. Content Marketing Agency | Content Marketing Services by CopyPress. Retrieved May 7, 2023, from https://www.copypress.com/blog/6-ways-to-tailor-your-content-marketing-to-your-brand/