Who is the target customer?
What are the demographic characteristics? o
TWC Customers are generally middle to upper class o
Average household income is $53,546 / year
Racial makeup: 41% white, 28% Hispanic, 16% Asian, and 5% African American o
English is the primary language 59% of the time with 20% Spanish, 11% Asian, and 7% Indo-European
What are their psychographic similarities?
Most customers are early adopters of technology o
They keep up on the latest trends in TV, computers, and phone communications o
43% of TWC customers rent their homes
Average home value: $253,578
The targeted markets are separated into three segments: Professional Youngsters, Upper-Medium Income Household, and Baby Boomers. The primary marketing opportunity is to deepen the product penetration in these well-defined market segments.
Individuals or couples between the ages of 20 and 34
26.36% of the population in Los Angeles is between 20 and 34. (Source: 2000 US Census) •
Having stable jobs, earn around $50,000 annually.
Not having the burden of children and having comparatively a big amount of discretionary money. •
College educated, tech-savvy, and like to try and benefit from the latest technology products. (Source: Marketing Plan Pro)
Upper-medium Income Household
Persons in the age range of 35 to 54
27.42% of the population in Los Angeles is between 35 and 54. (Source: 2000 US Census) •
Married and having a combined annual income of greater than $80,000 •
Having at least one child under 18.
Busy at work and their recreations are primarily at home. •
More likely to be dependent on convenient high-speed package services. •
Having the need to take charge of the programs that the children watch.
Persons in the age range of 55...
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