So, what I wrote about Ted in my 5-box actually doesn't really describe his as well as it could for this marketing evaluation. After spending time in class going through Pinar's customer definition, I now understand that every sentence needs to relate to my target customer's wants, needs, beliefs and values. It should tell me my source of volume (whether I need to stimulate demand or steal my competitor's customers), as well as my marketing objective (my ideal customer - a Ted that eats healthy). So, I've re-described Ted. Give me your thoughts. (It's a little on the obvious side, but I'm an amateur.)
Ted drives a 45-minute commute to his middle management position at a firm in the city every day. Working long hours during the week, Ted often stops for dinner at the McDonald’s directly between his work and home. Ted likes to spend his weekends fixing up the house and playing with his 5-year-old twin daughters. Ted’s wife, June, also works full time and between their jobs and their children, neither Ted nor June find much time to cook. In fact, Ted has never cooked much more than macaroni and cheese and hot dogs in his entire life, but he does enjoy good cooking. Ted knows he’s overweight, but his weight hasn’t increased in the past six months so he’s not very concerned. Jim would like to be healthier, but the demands of work and his family are more important and too fatiguing to consider the extra efforts required to cook healthy meals.
Tuesday, April 13, 2010
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I think this is a great target audience description. Marketing plans I have seen in the past often try to describe every little detail of their targets, which obscures the important characteristics that make the target optimal for that specific marketing campaign. It seems to me that you are hoping to implement an "acquisition" marketing objective and a steal share (from fast food restaurants) SOV. If this is indeed your marketing strategy, I think you are definitely on the right track.
ReplyDeleteOh boy. You're right on! Thanks for the great feedback!
ReplyDeleteLooks good to me!
ReplyDelete