Target market is a defined group that managers feel is most likely to buy a firm's product.
Cartier has found as an essential benefit for the brand to capture the allegiance of Young Adult Consumers: Members of Generation X( born between 1965 and 1978 )are outspending Baby Boomers when it comes to Luxury & Fashion, and Generation Y ( Millennial or the Internet Generation) represent the future for Cartier's business.
Heighten awareness, build equity, and allegiance, among affluent young adults for the Cartier brand by targeting them where they congregate in major US cities and online, all the time leveraging a key Cartier brand strength: its longtime presence in the universe of contemporary art. Luxury and Art are inextricably linked and Cartier's long history of perennial creativity in its designs, and of involvement with the arts are strong reflection of this relationship.
Apparently, Cartier is the first brand luxury to market itself on a mainstream social network - MySpace. One of Cartier's stated goals with MySpace campaign was to market younger crowd, but Cartier is not just after teenyboppers instant messaging with their friends about their latest crush. No matter the analysis of effectiveness of reaching its target, the reality is that the brand is seeking the viral nature and virtual world-of-mouth marketing that social media offers.
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