Target market module two PDF

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MKT 205 module two milestone worksheet: Target market and persona...

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MKT 205 Module Two Milestone Worksheet Target Market and Persona Trevor Newton Katie Decker January 17, 2021

TARGET MARKET PRODUCT semisweet chocolate baking chips

TARGET MARKET RESEA RCH My target market is: My target market is a middle aged families with two or three young kids who love to do baking and crafts any night of the week. They are not the health nuts where they cant have cookies and sweets. They love spending time as a family and doing family activities.

DEMOGRAPHIC CHARACTERISTICS Location - 94% of households eat cookies and 79% of those like cookies with chocolate chips Marital status- Parents are strongly targeted because they have kids. non parents are equally as likely to eat cookies. Occupation/income - This doesn't play a huge factor in the marketing side. They did say coming up with a more sophisticated cookie can appeal to the non-kid cookie eaters. Education- No factor

PSYCHOGRAPHIC CHARACTERISTICS Wants - What type of cookie they are wanting are they wanting a healthier option. Do they care about the healthy aspect at all. Goals - Get the consumer on board that cookies aren't all unhealthy Hobbies/interests- Cookies are for everyone baking doesn't need to be a hobby. Cookies sale to anyone and everyone. Buying behavior- Health does play a factor but with 94% of households eating cookies and 79% of those with chocolate chips that means even the healthy households are buying cookies

shopping habits- Shopping habits dont play a huge factor other then you want people that go to grocery store to buy your stuff. Chocolate chips cant be in anything at a gas station or fast food place. preferences- The preferences are what types of cookies you prefer chocolate chip, plain or a cookie sandwich. Lifestyle - from what i have seen in alto of the research chocolate chips/cookies can fit into any life style

PERSONA TRIPP, 33 DEMOGRAPHICS LOCATION

They live in a nice suburb of a big city in Florida with a nice big house with a big back yard for kids

MARITAL STATUS

Married man with a wife 32 and two kids 4 and 5

OCCUPATION AND INCOME

office manager at construction company makes 90,000 a year

EDUCATION LEVEL

Bachelors degree in business

PSYCHOGRAPHICS HOBBIES AND INTERESTS

Hobbies are spending time with family doing game night with kids and golfing with buddies on weekend

WANTS AND PREFERENCES

He enjoys his sweets and loved making stuff with hands and spending time with family and wants to do both at same time.

PERSONAL AND PROFESSIONAL GOALS

Personal goals is two set up there kids for the future and put them in a good college some day. Professional goals to move into a regional manager position where he over sees multiple locations

SHOPPING HABITS AND PREFERENCES

He doesn't do much shopping typically buys the same brands and like a good price doesn't need name brand. Goes a lot of grocery shopping because the family doesn't like to eat out a lot.

LIFESTYLE Lives a pretty healthy lifestyle with exercise daily but doesn't track what he eats.

REFERENCES

Mintel Group Ltd. All rights reserved., 沪 ICP 备 17034376 号. (2019, July 1). Mintel: Global Market Research & Market Insight. Mintel. https://reports-mintel-com.ezproxy.snhu.edu/display/919764/?fromSearch= %3Ffilters.category%3D55%252C97%252C64%252C168%26freetext%3Dbaking%2520chips%26last_filter %3Dcategory...