Age Targets Vary by Brand, Product

Age Targets Vary by Brand, Product

Companies seek different segments of the family niche with various targeted brands.

Steve Lutz, vice president of marketing for Columbia Marketing International, Wenatchee, Wash., said the company’s Hero brand is targeted to grade-school children.

“We’ve found in consumer testing and though our work with schools that kids that age are really receptive to the message, and their parents are supportive as well because the message is targeted, but healthy,” he said.

Mac Riggan, marketing director for Chelan Fresh Marketing, Chelan, Wash., agreed kids age 4-12 are a good age to target.

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