1. SOB is looking to launch as a new baby food provider in the marketplace. Farm to table is an important eating trend and babies should have healthy food available to them

2. Potential Target Group could be: 12, 19, 21, 31, 40, 45, 51, 54, 58, 59, 64 All scored above 140 MPI for buying Gerber Baby Food Creating my Target Group

3. Demographic Summary Table

4. Choose Target Group SOB wants to target Families that can afford higher baby food prices – organic food is more expensive than non-organic Identify the higher income families from the list of 11 segments that buy Gerber Baby Food.

5. Target Group for SOB Up and Coming Families – 12 Urban Villages – 21 Rural Resort Dwellers – 31 Military Proximity - 40

6. Demographic Summary of Target Group Average Income – $52, 584 Total Number of Potential Households – 6,092,476 Average Age – 32.8

7. Where do they live?

8. What are their interests/hobbies? Look at what they have in common and then look for similar interests/hobbies in in the Market Potential Index Repeat but use Media section to find what they read, listen to or watch

9. Create Marketing Strategy Once you have the research you can create your plan of attack: Who are My Customers (Target Group) Where can I find them (Maps – pick common areas) How can I reach them and make them buy my product (MPI scores for hobbies, interests and media behavior)