STCO 356 Mandatory Assignments PDF

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Chris Clark...

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STCO 356 Mandatory Assignments I-Me-Mine Exercise Part 1 Target Demographic Male, unmarried, urban, mid-income, age 25, no children, professional, some college education Summarization He owns a Mustang because it is visually appealing, fast, and feels that there is no better time for him to own a sports car than before having a family. He shops at Walmart because they provide the basic necessities at a low cost to help him stay within in his budget. He rather shop at Walmart instead of Target because he thinks that people who shop at Target are more materialistic and only care about the brand. He eats at McDonald’s because they are cheap, easy, and convenient. He goes to FCF Church because of the family-friendly environment, contemporary music and atmosphere, and the community. Male, unmarried, urban, middle-class, age 25, no children, professional,  Where does he/she shop the most?

o Walmart o Costco o 2015 Mustang GT – to be cool, physical appearance, no better time than now, fast (loves speed) o McDonald’s  Why does he/she shop at ___________? o Provides basic necessities while being able to maintain a budget o Buy in bulk quantity for a cheaper price o Cheap, easy, convenient  What’s his/her view of a ________ shopper and how is that different than a shopper at a competitor? o People who shop at Walmart are cheaper, People who shop at target are more materialistic o That’s tough because they’re pretty much the same, brand loyalty o Taste, familiar, with menu

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 Does he/she wander while shopping, or get in and get out with the desired purchase? Roam just to “enjoy” himself/herself? Browse in which departments? Use the snack area? o Don’t use the snack area unless at Costco, always roaming unless on a time frame o Go wander to enjoy looking at items then spends more money than necessary  How does he/she feel while shopping at ____________? o Good about saving money, okay product o Shopping smart o terrible  What church does he/she go to? o FCF Church  Why join ___________church and not another local church? Or volunteer at City Food Bank and not Salvation Army? o Because of friends, connections

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 How does he/she feel when attending a specific church or volunteering at a specific organization or event? o Motivated, inspired o Likes: atmosphere, people, family-oriented, modern  How many times a week/month/year does he/she engage in the activity?  When does he/she attend/volunteer more or less?  What causes him/her to attend more or less, feelings or circumstances? I-Me-Mine Exercise Part 2 Target The target demographics is unmarried, 25-year-old males living in urban areas that are middle class income professionals with no children and some college education. These individuals value saving money but still having the ability to purchase quality products. They see value in investing in their future and surrounding themselves with good community in a familyfriendly environment. These individuals are likely to purchase a product if they see that it will benefit them but still allow them to stay within their

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budget. This target is significant because of this individual’s ability to purchase products if they see the benefit towards them. Direct Marketing Strategy The goal for this direct marketing strategy will be to encourage this demographic to attend the church’s upcoming mission trip. The copy, design, and terms used to draw in the target will be direct and straight to the point. The design may include images of the previous mission trip to encourage the target to take part in the experience. The media format that I will use will be presenting the offer in the church announcement, creating slide to promote the offer. Another format will include promoting the offer on the church’s social media and website. The target values experiences that are affordable and exciting. By encouraging the target that the mission trip will change their life and give them the opportunity to serve then the target will be more likely to have the motivation to sign up for the mission trip. Offer and Message Strategy The offer and message strategy I will utilize is offering the target an early bird special for signing up to go on the mission trip that the church is planning. The offer will be presented to the target when the church begins advertising for their upcoming mission trip. However, the target will only be

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given two weeks to decide whether or not to accept the offer giving them enough time to measure the benefits of the discount along with going on the mission trip. It is more likely that the target will attend the mission trip with the opportunity of a lower cost but the same opportunity of the same experience.

DMP Part 2 Target Market  Age – 18 to 22  Sex – female  Education level – some college education  Income level – $10,000-$20,000  marital status – single  occupation – full-time student  average size of a family - 5  iDirect Marketing Plan Graphic o A college student is studying for her mid-term exam and is looking for a midnight snack. She’s craving ice cream but needs

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to be able to hold her textbook. That’s where the Ben & Jerry’s Pint Slices come in handy. With a pint slice in one hand and her textbook in another, the student can have a productive night of studying with her craving satisfied. Market Research Consumers say that they enjoy Ben & Jerry’s because of the welcoming customer service, pleasant visiting experience, and quality product. Even given the option of purchasing a product at a cheaper price point, consumers would still choose to purchase Ben & Jerry’s because of the taste and sense of brand loyalty. Though Ben & Jerry’s offers a variety of flavors, consumers will normally stick to one flavor instead of branching out, but the company does offer a selection for everyone. Ben & Jerry’s could encourage consumers to try out their other products and flavors by offering their popular flavors in different forms like their pints to pint slices. By promoting the ethical standards that Ben & Jerry’s upholds, consumers would be more inclined to purchase from the company because it shows that the company cares about more than just making a profit.

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