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Published byEarl McDaniel Modified over 9 years ago
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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
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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
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Demographic Summary Table
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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.
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Target Group for SOB Up and Coming Families – 12 Urban Villages – 21 Rural Resort Dwellers – 31 Military Proximity - 40
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Demographic Summary of Target Group Average Income – $52, 584 Total Number of Potential Households – 6,092,476 Average Age – 32.8
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Where do they live?
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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
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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)
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