target market project
DESCRIPTION
This is a powerpoint for my Intro to Marketing class in which we created a target market and identified its unment needs. Also includes segmentation variables and market size estimation.TRANSCRIPT
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THE RISE OF SINGLE WORKING
MOTHERS
Jason Earles, Chelbi Jackson,
Alpa Khatri, Zach MontgomeryDr. Parish, MKTG 321-102
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ENTERTAINMENT INDUSTRY Focused towards singles or
traditional families Neglects single parents
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SEGMENT AND TARGET MARKET
Neglected market
“9-5” Single Mothers With Young Children in Urban Areas of the United
States Quickly increasing
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SEGMENTATION VARIABLES
Gender Marital Status Working Status Income Level Geography
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MARKET SIZE ESTIMATION
Calculation:
Estimated market size= [SPS] x [GV] x [MSV] x [WSV] x [ILV] x [GLV]
Single Parent Size (SPS)- 14,700,000
Gender Variable (GV)- 84%
Marital Status Variable (MSV)- 80.9%
Working Status Variable (WSV)- 65%
Income Level Variable (ILV)- 86.5%
Geographic Location Variable (GLV)- 82%
Estimated market size= 4,605,623.781 ≈ 4.6 million
2006 2007 2008 20095
7
9
11
13
15
10.3
13.7 14 14.3
Number of Single Mothers in the U.S. (in millions)
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RESEARCH
Primary Interviewed single moms
Secondary U.S. Census Bureau Eleanor Foundation My Best Segment Online Articles
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BIGGEST FOCUS…
“The biggest focus for me as a single mother is the healthiness and affordability of various goods and
services.”-Sandra Stepp
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UNMET MARKET NEEDS Stress Relief Social Scenes Discounted Ticket Prices Family-oriented Movies
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UNMET MARKET NEEDS CONT.
Family Restaurants Packaged Lunches Day Care Child-friendly
Technology
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BIBLIOGRAPHY http://
eleanorfoundation.org/news/news2009/efpr_051309_singlemothers.php
http://factfinder.census.gov/servlet/ADPTable?_bm=y&-geo_id=01000US&-qr_name=ACS_2008_3YR_G00_DP3YR2&-ds_name=ACS_2008_3YR_G00_&-_lang=en&-_sse=on
http://singleparents.about.com/od/legalissues/p/portrait.htm
http://www.psych.ku.edu/dennisk/PF642/Single%20Parenting%20Remarriage%20and%20Blended%20Families.pdf
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IMAGE BIBLIOGRAPHY Baby Boom http://cache.jezebel.com/assets/resources/2008/02/babyboom022208.jpg
Bristol Palin -http://www.babyosphere.com/pics/bristol_palin_baby.jpg
Day Care- http://thecia.com.au/reviews/d/images/daddy-day-care-8.jpg
Disney Family -http://gr8-4u.com/Disney/images/FamilyatDisney.gif
Event ticket- http://easydigitals.com/wp-content/uploads/2009/06/tickets.jpg
Grocery Mom -http://www.zoeinstitute.com/clientimages/45863/single-mom.gif
Jamie Lynn Spears -http://www.babble.com/CS/blogs/famecrawler/2008/07/16-22/13763.jpg
Kate Gosselin -http://www.celebrityfreakshow.com/wp-content/uploads/2009/11/kate-gosselin-bday-supplies.jpg
Kourtney Kardashian -http://images.eonline.com/eol_images/Entire_Site/20100114/300.kardashian.disick.lc.011410.jpg
Leave it to Beaver http://mynotetakingnerd.files.wordpress.com/2009/10/leave-it-to-beaver.jpg
Lifetime Fitness- http://robertstanke.com/storage/post-images/life-time-fitness/lifetimefitness-club-image.jpg
Lunchables- http://obviatemedia.net/wordpress/wp-content/uploads/2009/07/lunchablespizza.jpg
Rosie the Riveter- http://1.bp.blogspot.com/_F95FLocwbA0/SZ0FEasotfI/AAAAAAAAAXA/zH_yCi0GFCo/s320/rosie+with+baby.jpg
Millionaire Matchmaker -http://channelmaster.info/wp-content/uploads/2010/03/The-Millionaire-Matchmaker-S1.jpg
Mothers Poster -http://farm4.static.flickr.com/3138/2482102625_42060e6a4b.jpg?v=0
Neon Lights- http://ontheedgemarketing.com/cart/images/260014.jpg
Shrek- http://schreinerpatrick.files.wordpress.com/2010/02/shrek3.jpg
Skeeters- http://www.adairfamilyrestaurants.com/images/panel_skeeters.jpg
Ticket stub -http://www.moviestubs.net/stubs/663.jpg
Toys to Avoid-
http://3.bp.blogspot.com/_lHPPhOSC0bk/R0QmZL_QQ4I/AAAAAAAABd8/OqW62RXf1yw/s400/varvel_toys_r_hazardous.jpg
Video- http://www.youtube.com/watch?v=VwVukzXUmIo