Segment and Profiling Examples
Reena R. Perez Retail Management MTH 10:30-12
MM09208 Prof. Nuqui
Segment, Profile and Target Market of the following stores:
* CARL’S JR.
The brand continues its growth with an emphasis on quality, service and cleanliness, pioneering concepts such as partial table service and self-serve beverage bars. The introduction of the signature Six Dollar Burger™ in 2001 marks the latest Carl's Jr.® advance in the quick-service industry, confirming the chain's constant emphasis on product innovation and representing a desire to satisfy the tastes of young, hungry consumers.
Who: male and female consumers between the ages of 18 – 25 with an average education level of a high school graduate or higher and a income level of $25000 - $65000. This also includes family consumers who typically consist of married or single parents with 1- 4 stay at home children and roughly $1300 of disposable income that is usually spent at QSR’s. Common lifestyle characteristics include parents who work full time and who are not always able to prepare a meal for their family, households where 3 of the four people in a typical family do not know how to cook, consumers who spend 71% of their time or more outside the house, consumers who spend a majority of their time in busy high traffic districts of the city and teenagers between the age of 15 – 19 who work full or part time jobs and or go to school full time. Consumers in this target market regularly make purchases at QSR’s 1 – 2 times a week and expect healthier more nutritious meal options such as specialty salads, deli style sandwiches and grilled chicken sandwiches.
What: The overall nature of the message would be image intensive with a majority of advertisements directed toward tv, print (including coupons etc.) and internet banners/stream videos.
Where: The target market exists mainly in suburban areas, high traffic business districts and in some rural areas of Canada. The weight of the media funding would
MM09208 Prof. Nuqui
Segment, Profile and Target Market of the following stores:
* CARL’S JR.
The brand continues its growth with an emphasis on quality, service and cleanliness, pioneering concepts such as partial table service and self-serve beverage bars. The introduction of the signature Six Dollar Burger™ in 2001 marks the latest Carl's Jr.® advance in the quick-service industry, confirming the chain's constant emphasis on product innovation and representing a desire to satisfy the tastes of young, hungry consumers.
Who: male and female consumers between the ages of 18 – 25 with an average education level of a high school graduate or higher and a income level of $25000 - $65000. This also includes family consumers who typically consist of married or single parents with 1- 4 stay at home children and roughly $1300 of disposable income that is usually spent at QSR’s. Common lifestyle characteristics include parents who work full time and who are not always able to prepare a meal for their family, households where 3 of the four people in a typical family do not know how to cook, consumers who spend 71% of their time or more outside the house, consumers who spend a majority of their time in busy high traffic districts of the city and teenagers between the age of 15 – 19 who work full or part time jobs and or go to school full time. Consumers in this target market regularly make purchases at QSR’s 1 – 2 times a week and expect healthier more nutritious meal options such as specialty salads, deli style sandwiches and grilled chicken sandwiches.
What: The overall nature of the message would be image intensive with a majority of advertisements directed toward tv, print (including coupons etc.) and internet banners/stream videos.
Where: The target market exists mainly in suburban areas, high traffic business districts and in some rural areas of Canada. The weight of the media funding would