Super Organic Baby Food 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
Dec 23, 2015
Super Organic Baby Food
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
Potential Target Group could be:12, 19, 21, 31, 40, 45, 51, 54, 58, 59, 64All scored above 140 MPI for buying
Gerber Baby Food
Creating my Target Group
Demographic Summary Table
Choose Target GroupSOB 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.
Target Group for SOBUp and Coming Families – 12Urban Villages – 21Rural Resort Dwellers – 31Military Proximity - 40
Demographic Summary of Target GroupAverage Income – $52, 584Total Number of Potential Households –
6,092,476Average Age – 32.8
Where do they live?
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
Create Marketing StrategyOnce 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)