Has Jeep's advertising techniques limited is target market?

We all know that one of the first steps in the marketing process is finding your target market. But when finding the target market we need to make sure that market is not too narrow. Too narrow of a target market can cut other markets off from being attracted to your product. According to Entrepreneur.com, a target market can be defined as "a specific group of consumers at which a company aims its products and services." You don't want to limit your customer base by the way that you market to your target market.



For example, We think Jeep has hurt itself over the years by the way its line of vehicles have been marketed. Jeep has driven home the concept that its SUV are great off-road vehicles - but how big of a market can that really relate to? Women (for the most part) aren't going to be inclined to by a vehicle because it performs well off-road. Women (again, for the most part) need a vehicle that helps them accomplish their everyday tasks. Jeeps have become more and more luxurious and meet the needs of a larger market over the last few years, but Jeep has yet to emphasize this in the marketing campaigns. I think it's great that Jeep has separated itself from other vehicle manufactures by pushing the "off-road" features, but what if they started incorporating another marketing strategy into the current one in order to show all sides of the Jeep brand?


How would you market a Jeep? Would you do away with the current campaign and fall back into mainstream automobile advertising? Does Jeep have it right?

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