We started from a file containing different consumers data which are : geographic area, gender, age, amount purchased, frequency, last and first purchase, number of children and interests in cooking, DIY, art or cars.

Integrated Marketing Communication Group 4 . Activity week 2

Stéphanie Amory – Astrid Böhlke – Ainara Corral – José

Maria Hernando – Mónica Nocito – Sarah Pollet

1. Executive Summary

We segmented the population according to 2 criteria : •  the gender •  the interest in cooking After analysing the data for each segment identified, we decided to target specifically men that do not like cooking. We included men with a neutral level of interest too because they could be interested by the same product (level of interest from 0 to 2).

The product chosen to answer the needs of this target group is a Cooking Tablet, developed to help men cooking in their everyday life.

The choice of the target market has been based on the analysis of the different segments according to the interest in cooking (see table 1). It appeared that the most attractive segment was individuals that are not interested in cooking. Regarding the choice of the gender , it is based on the assumption that there are more needs to satisfy in “the men cooking market”. As the target market was equally distributed in Spain and between the different age groups, we decided not to refine the segmentation according to the geographical area or the age group (see table 2-3).

2. Segmentation and target groups

•  We decided to segment the whole population according to 2 criteria. •  Firstly, we sorted data by gender. Then, we focused on the criterion: level of interest in cooking. We used a pivot table to identify the different segments according to the level of interest in cooking.

•  We considered that a consumer with a level of interest of 0 or 1 has no interest in cooking while an individual with a level of 3 or 4 enjoys cooking. A level of 2 is considered as neutral. •  Analysing the table, we see that 81,7% of the population (men and women) are not interested in cooking while only 6,1% are. The gender seems to have no link with the interest in cooking. •  Based on this analysis, we concluded that our target market will be men with no interest in cooking. We decided to include the level of interest of 2 as well as those people might be interested by the same kind of products. •  Then, we looked at the geographical and age repartition of men with no interest in cooking. It appeared that neither the age group neither the geographical area seem to have an impact on men’s cooking interest. They are equally distributed.

Like cooking?

Area Geo 0 1 2 Total Geographical

distribution Barcelona 7 1 2 10 11,5% Bilbao 6 1 2 9 10,3% Cordoba 4 3 7 8,0% Jerez 4 1 3 8 9,2% Lleida 9 3 2 14 16,1% Madrid 10 1 2 13 14,9% Santiago 3 5 8 9,2% Sevilla 6 2 8 9,2% Valencia 9 1 10 11,5% Total 58 16 13 87 100%

Like cooking?

Age group 0 1 2 Total Age distribution

1 8 6 4 18 20,7% 2 9 2 11 12,6% 3 14 2 4 20 23,0% 4 10 3 1 14 16,1% 5 17 3 4 24 27,6%

Total 58 16 13 87 100%

Table 1

Table 2

Table 3

3. Target chosen and product

Target chosen �  Considering the fact that all the geographical regions and age groups have proportionally the same number of men

that do not like cooking, we decided not to refine the segmentation according to those additional criteria. Therefore, we came up with the following target group: men, all ages, in Spain, with a level of interest in cooking between 0 and 2.

�  As the gender has no clear link with the interest in cooking, the choice of men rather than women is based on the

assumption that there are more needs to satisfy in the “men cooking market”. �  The final target group represents 44,16% of the sample.

The product �  After asking some men “why they do not enjoy cooking?”, we came to the conclusion that the main reason is that

men ignore how to cook or they do not like going to the supermarket. �  Based on this statement, we found an answer to their problem regarding cooking: a Cooking Tablet with varied

applications to help them cooking in their everyday life. �  How does it work? 1.  You can write on the tablet the different ingredients available in the fridge. 2.  The cooking application looks for several recipes for different levels of difficulty and shows how to cook

them in different videos, explaining the several steps. 3.  In case there is any ingredient you miss to make a particular recipe, the application will order it to the

supermarket and deliver it in less than 1 hour time.

Table 4