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This is a powerpoint for my Intro to Marketing class in which we created a target market and identified its unment needs. Also includes segmentation variables and market size estimation.
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THE RISE OF SINGLE WORKING
MOTHERS
Jason Earles, Chelbi Jackson,
Alpa Khatri, Zach MontgomeryDr. Parish, MKTG 321-102
ENTERTAINMENT INDUSTRY Focused towards singles or
traditional families Neglects single parents
SEGMENT AND TARGET MARKET
Neglected market
“9-5” Single Mothers With Young Children in Urban Areas of the United
States Quickly increasing
SEGMENTATION VARIABLES
Gender Marital Status Working Status Income Level Geography
MARKET SIZE ESTIMATION
Calculation:
Estimated market size= [SPS] x [GV] x [MSV] x [WSV] x [ILV] x [GLV]
Single Parent Size (SPS)- 14,700,000
Gender Variable (GV)- 84%
Marital Status Variable (MSV)- 80.9%
Working Status Variable (WSV)- 65%
Income Level Variable (ILV)- 86.5%
Geographic Location Variable (GLV)- 82%
Estimated market size= 4,605,623.781 ≈ 4.6 million
2006 2007 2008 20095
7
9
11
13
15
10.3
13.7 14 14.3
Number of Single Mothers in the U.S. (in millions)
RESEARCH
Primary Interviewed single moms
Secondary U.S. Census Bureau Eleanor Foundation My Best Segment Online Articles
BIGGEST FOCUS…
“The biggest focus for me as a single mother is the healthiness and affordability of various goods and
services.”-Sandra Stepp
UNMET MARKET NEEDS Stress Relief Social Scenes Discounted Ticket Prices Family-oriented Movies
UNMET MARKET NEEDS CONT.
Family Restaurants Packaged Lunches Day Care Child-friendly
Technology
BIBLIOGRAPHY http://
eleanorfoundation.org/news/news2009/efpr_051309_singlemothers.php
http://factfinder.census.gov/servlet/ADPTable?_bm=y&-geo_id=01000US&-qr_name=ACS_2008_3YR_G00_DP3YR2&-ds_name=ACS_2008_3YR_G00_&-_lang=en&-_sse=on
http://singleparents.about.com/od/legalissues/p/portrait.htm
http://www.psych.ku.edu/dennisk/PF642/Single%20Parenting%20Remarriage%20and%20Blended%20Families.pdf
IMAGE BIBLIOGRAPHY Baby Boom http://cache.jezebel.com/assets/resources/2008/02/babyboom022208.jpg
Bristol Palin -http://www.babyosphere.com/pics/bristol_palin_baby.jpg
Day Care- http://thecia.com.au/reviews/d/images/daddy-day-care-8.jpg
Disney Family -http://gr8-4u.com/Disney/images/FamilyatDisney.gif
Event ticket- http://easydigitals.com/wp-content/uploads/2009/06/tickets.jpg
Grocery Mom -http://www.zoeinstitute.com/clientimages/45863/single-mom.gif
Jamie Lynn Spears -http://www.babble.com/CS/blogs/famecrawler/2008/07/16-22/13763.jpg
Kate Gosselin -http://www.celebrityfreakshow.com/wp-content/uploads/2009/11/kate-gosselin-bday-supplies.jpg
Kourtney Kardashian -http://images.eonline.com/eol_images/Entire_Site/20100114/300.kardashian.disick.lc.011410.jpg
Leave it to Beaver http://mynotetakingnerd.files.wordpress.com/2009/10/leave-it-to-beaver.jpg
Lifetime Fitness- http://robertstanke.com/storage/post-images/life-time-fitness/lifetimefitness-club-image.jpg
Lunchables- http://obviatemedia.net/wordpress/wp-content/uploads/2009/07/lunchablespizza.jpg
Rosie the Riveter- http://1.bp.blogspot.com/_F95FLocwbA0/SZ0FEasotfI/AAAAAAAAAXA/zH_yCi0GFCo/s320/rosie+with+baby.jpg
Millionaire Matchmaker -http://channelmaster.info/wp-content/uploads/2010/03/The-Millionaire-Matchmaker-S1.jpg
Mothers Poster -http://farm4.static.flickr.com/3138/2482102625_42060e6a4b.jpg?v=0
Neon Lights- http://ontheedgemarketing.com/cart/images/260014.jpg
Shrek- http://schreinerpatrick.files.wordpress.com/2010/02/shrek3.jpg
Skeeters- http://www.adairfamilyrestaurants.com/images/panel_skeeters.jpg
Ticket stub -http://www.moviestubs.net/stubs/663.jpg
Toys to Avoid-
http://3.bp.blogspot.com/_lHPPhOSC0bk/R0QmZL_QQ4I/AAAAAAAABd8/OqW62RXf1yw/s400/varvel_toys_r_hazardous.jpg
Video- http://www.youtube.com/watch?v=VwVukzXUmIo
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