MKT205_Module_Two_Milestone

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Feb 20, 2024

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1 Module Two Milestone Worksheet: Target Market and Persona Michael Galor Southern New Hampshire University MKT 205: Applied Marketing Strategies Amy Mangueira November 5, 2023

2 TARGET MARKET PRODUCT “healthy” carob (chocolate substitute) bars TARGET MARKET RESEARCH My target market is: Generation Z health conscious individuals DEMOGRAPHIC CHARACTERISTICS  Millennials: Born 1981-1996  Target females more than males  Stay-at-home mom or work from home  College degree or equivalent  Income level: $50,000+  Married  1 or 2 children, 4-11 PSYCHOGRAPHIC CHARACTERISTICS  active lifestyle / health conscious  vegan, low-sugar, or gluten free diets  healthy alternatives  "trendy" or new "fad" seeker  social media influencer

3 PERSONA ALICE, 34 DEMOGRAPHICS LOCATION The target market will be located in a suburb of Chicago, Illinois in a single family home. MARITAL STATUS The marital status will be married with one or to children aged from 4-11. OCCUPATION AND INCOME The persona will be either a stay-at-home mom or work from home with a potential to be a social media influencer that has an income of at least $50,000 or more. EDUCATION LEVEL The persona will have a college degree or equivalent. PSYCHOGRAPHICS HOBBIES AND INTERESTS Hobbies and interests of the persona will have an active lifestyle or gym-goer. WANTS AND PREFERENCES

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4 The persona will have a specific diet like low-sugar, gluten free, or vegan while keeping the sweet taste. PERSONAL AND PROFESSIONAL GOALS This persona will be health conscious and educate others by social media. SHOPPING HABITS AND PREFERENCES The persona will shop at a higher end grocery store like HyVee, Kroger, or Meijer. LIFESTYLE This person will want to find healthy alternatives that are "trendy" or "faddish".

5 REFERENCES New Strategist Editors. (2010). Who’s Buying Information and Consumer Electronics, 3rd ed: Vol. 3rd ed . New Strategist Publications, Inc. New Strategist Publications, I. (2010). Household Spending : Who Spends How Much on What: Vol. 15th ed . New Strategist Publications, Inc. The New Strategist Editors. (2015). Best Customers : Demographics of Consumer Demand: Vol. 11th edition . New Strategist Press, LLC.

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