MKT205_Module_Two_Milestone

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Southern New Hampshire University *

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Feb 20, 2024

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1 Module Two Milestone Worksheet: Target Market and Persona Lucy Kelly Southern New Hampshire University MKT 205: Applied Marketing Strategies Dr. David Christopher January 19, 2024

2 TARGET MARKET PRODUCT “healthy” carob (chocolate substitute) bars TARGET MARKET RESEARCH My target market is: young to middle-aged women with health and weight loss interests DEMOGRAPHIC CHARACTERISTICS  Age: 25-50  Gender: Women  Occupation: Stay-at-home mother  Level of Education: educated, some college education/bachelor's degree or above  Income level: Middle to upper class. $100,000/yr or more  Marital status: Married  Children: 2 or more children, ages 1-17 PSYCHOGRAPHIC CHARACTERISTICS  Hobbies/interests: fitness, walking, baking, reading, interior design, shopping and scrolling on social media  Wants: to lose weight and be fit and have healthy options for her kids too.  Product-related buying behavior: Easily influenced by new health trends, especially from social media  Goals: Lose that baby weight and get that beach body! Raise healthy, happy kids.  Product-related preferences: low carb, low sugar, low fat options, but has a sweet tooth and chases the dopamine rush

3  Shopping preferences: somewhere close by a Starbucks, Trader Joes and health food stores, online shopping  Lifestyle: active, generally healthy, snacks a lot, busy

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4 PERSONA JENNIFER, 32 DEMOGRAPHICS LOCATION This person lives San Francisco, California in a single family home. MARITAL STATUS She is married with two or more children under the age of eighteen. OCCUPATION AND INCOME Although she is a stay-at-home mom, her family's income is over 100k a year. EDUCATION LEVEL She has a bachelor's degree or perhaps even a master's or doctorate. PSYCHOGRAPHICS HOBBIES AND INTERESTS Fitness, jogging, reading, baking, scrolling on social media, walking, and shopping are all hobbies and interests of this target market. WANTS AND PREFERENCES This target market wants to find ways to lose weight and become healthy, while also being able to provide healthy snack options for their children.

5 PERSONAL AND PROFESSIONAL GOALS The goals of this market are to lose their baby weight and become healthy mothers with happy and healthy children. SHOPPING HABITS AND PREFERENCES She enjoys shopping at health food stores like Trader Joes, but also likes the convenience of online shopping. LIFESTYLE She is easily influenced by the latest health trends and social media influencers, and she prefers to choose easy, affordable, and healthy food options.

6 REFERENCES References Damen, F. W. M., Luning, P. A., Fogliano, V., & Steenbekkers, B. L. P. A. (2019). What influences mothers’ snack choices for their children aged 2–7? Food Quality and Preference, 74 , 10- 20. 10.1016/j.foodqual.2018.12.012 Hill, A. J., Cairnduff, V., & McCance, D. R. (2016). Nutritional and clinical associations of food cravings in pregnancy. Journal of human nutrition and dietetics : the official journal of the British Dietetic Association , 29 (3), 281–289. https://doi.org/10.1111/jhn.12333 McIntyre, C., & Baid, A. (2009). Indulgent snack experience attributes and healthy choice alternatives. British Food Journal , 111 (5), 486–497. https://doi-org.ezproxy.snhu.edu/10.1108/00070700910957311 Olsen, S. (2022). Snack, Nutrition and Performance Bars - US [Industry Report]. Mintel . https://reports-mintel-com.ezproxy.snhu.edu/display/1099393/ Owen, J. (2018, April). Chocolate Confectionery - US [Industry Report] . Mintel. https://reports- mintel-com.ezproxy.snhu.edu/display/860367/

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