TO ESSAYPRO WRITER: Please answer the questions highlighted in yellow below. Thi


TO ESSAYPRO WRITER: Please answer the
questions highlighted in yellow below. This document is also attached to Word so that you can see the highlighted text.
___________________________________________________________
Objective: Select a product and develop a persona by researching your
target market.
Now that you have reviewed the requirements for your
project, you’re ready to begin working on the first milestone. The goal of the
Module Two Milestone is to develop a persona for the target market of a new
product from Chocolate Bliss. You will create the persona by completing the
parts of the milestone listed below.
§ Part 1: Select
a new product for Chocolate Bliss to launch and then research the
characteristics of its target market.
§ Part 2: Begin
developing a persona for the target market by summarizing its demographic
characteristics.
§ Part 3: Complete
the development of a persona by summarizing its psychographic characteristics
and choosing a name. Then download your completed worksheet.
§
The product you select and the
persona you develop for this milestone will form the basis of your remaining
marketing plan components for the project.
Select a Product
Use the writing template
in this section to choose the new product Chocolate Bliss will launch.
As you read in the scenario for
your course project, Chocolate Bliss is launching a new product, and you have
been selected to be on the team that will develop a marketing plan for it. In
the writing template below, you will choose from the following products:
§ gourmet
truffles with fruit, herb, and flower extract infusions
§ semisweet
chocolate baking chips
§ “healthy”
carob (chocolate substitute) bars
Keep in mind that you will not
be able to change your product selection once you submit this milestone to your
instructor.
Use the drop-down menu below to choose the
product you will use as the basis for all milestones and the final course
project.
WRITING TEMPLATE (TO
ESSAYPRO WRITER, I selected product already)
This is the product I select to be the basis
for my project:
“healthy” caron (chocolate substitute) bars
Research the Target Market
Use the research resources in this section to find
information about the target market for the new Chocolate Bliss product.
To develop a persona, you first need to identify the target market and
describe its characteristics. As you’ve learned, a target market is the select
group of people you choose to sell to. But figuring out exactly who these
customers are involves a lot of detective work. That’s why research is
necessary.
§ Target
Market: Find out who the typical users of your chosen product are.
You can do this by identifying the target market of a similar product and then
making any necessary adjustments for your particular product.
§ Demographic
Characteristics: Demographic characteristics refer to personal traits, such
as the ages, income levels, ethnicities, and family sizes of your target
market.
§ Psychographic
Characteristics: Psychographic characteristics are related to the
attitudes, values, lifestyles, and opinions of your target market.
All of this information is essential for crafting the persona of your
target market in the final two parts of this milestone. This is why you will
use the writing templates that appear later on this page to take notes while
you conduct your research.
Research Resources
Conducting market research requires you to know where to look for the
information you need. While you should use the Shapiro Library to conduct the
majority of your research, you may also use other reliable internet sources.
The following two resources can help you get started identifying the target
market for your product and its demographic and psychographic characteristics.
Esri’s Tapestry Segmentation
Esri’s Tapestry Segmentation is an online tool that provides descriptions
of different segments of American consumers. You can use this resource to
gather demographic and psychographic characteristics of groups such as GenX
urban dwellers or Hometown single householders. Choose a Segment ID and Name to
view a PDF with information on a particular market segment within a LifeMode.
Looking at the demographic sections, review the age, race/ethnicity, and income
and employment areas.
Mintel Academic
Shapiro Library’s subscription to Mintel Academic offers market research reports covering U.S.
and international marketplaces. These reports combine data and analysis of the
competitive landscape, as well as market share and consumer profiles. Within
Mintel, go to the demographics section and choose one variable, such as age
(e.g., Gen Z or Seniors) or interest (e.g., Babies & Children), and review
the reports listed to select one that may be relevant. You can also narrow your
search by including additional categories, like food or health and nutrition,
if you would like. Review any of the reports that include your chosen
variable(s) and look for the consumer sections that may discuss drivers and
psychographic characteristics. The Databooks in the Mintel reports can provide
detailed numbers on consumers.
To Essay pro – RESPONSE BOARD 1-2 SENTENCES
What resources look to be the most helpful for
finding information about the target market for the new Chocolate Bliss
product?
Whichever sources you use to conduct your research, make sure to
complete the templates in the next section to take notes about the target
customers for your product. You will use these notes to develop your target
market persona on the following pages of the webtext.
Take Notes About Your Target Market
Use the writing templates in this section to take notes
about the target market for the new Chocolate Bliss product.
Once you’ve located information about your target market, you will need
to take detailed notes—and that’s what the writing templates in this
section are for. In the spirit of academic research and marketing professionalism,
it is also important to cite the sources you use for your research. These
references will be included with the worksheet you download in Part 3 of this
milestone.
Define the Target Market
As you use the writing template below to define the target market for
the new Chocolate Bliss product, keep in mind that target markets are usually
defined by a brief description. Examples of target markets include “executives
needing month-long accommodations,” “Millennials who enjoy cafe culture,” or
“middle-aged women with adult children.
Based on your research, identify the target
market for the new Chocolate Bliss product.
TO ESSAYPRO – WRITING
TEMPLATE 1 – 2 SENTENCES
Define the target market for your chosen
product with a broad description, such as “middle-aged women with school-aged
children” or “30-something athletes.”
Identify Demographic
Characteristics
As you conduct your research, use the following template to take notes
on your target market’s demographic characteristics. You may use complete
sentences or bulleted lists for your research notes. This research will be used
to develop the demographic characteristics of the specific persona you create
on the next page.
Based on your research, describe the demographic
characteristics of the target market for the new Chocolate Bliss product.
To ESSAY PRO – WRITING
TEMPLATE 1-3 SENTENCES
List the following demographic characteristics
for the target market: age, gender, occupation, level of education, income
level, marital status, and number and age range of children.
Identify Psychographic
Characteristics
Along with your target market’s demographic characteristics, you’ll also
be collecting information about their attitudes, values, and preferences.
Consider these qualities as you use the following template to take notes on
your target market’s psychographic characteristics. This research will be used
to help you develop your persona’s psychographic characteristics on the next
page. You may use complete sentences or bulleted lists for your research notes.
Based on your research, describe the
psychographic characteristics of the target market for the new Chocolate Bliss
product.
TO ESSAYPRO WRITER – WRITING
TEMPLATE 3-4 sentences
List the following psychographic
characteristics for the target market: hobbies and interests, wants, current
product-related buying behavior, goals, product-related preferences, shopping
preferences, and lifestyle.
Create Your Reference Page
As you conduct your research throughout the course, you will build a
reference page citing the sources you use. When conducting your target market
research, you may have found useful information from Esri’s Tapestry
Segmentation tool, Mintel Academic’s market research reports, or Shapiro
Library’s resources. You can add the sources you used to complete this
milestone in the template below to create your reference page.
Be sure to use the APA Style Guide to format your references. A hanging indent
will automatically be applied to your reference list when you download your
work as a Word document later in this chapter.
Use this template to record the sources you used
to conduct your research on the target market for the new Chocolate Bliss
product.
TO ESSAYPRO WRITER – WRITING
TEMPLATE
List your research sources using APA Style. A
hanging indent will automatically be applied to your reference list when you
download your work as a Word document.


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