YOUNG EXPECTING
MOTHERS
Jessica Casetta, Gemma Paquin,
Kelsey Canepa, Daniela Lobato,
Alisa
Expecting Mothers
• When stressed, what do you find you use as an
outlet? Do you exercise, go shopping, or maybe get a
massage?
• How important is being trendy for you? Do you think
you will feel this way about fashion throughout the
many stages of your life?
• If you were about to bring a new life into this world,
what would be the most important aspect of
preparing for that role?
TARGET MARKET
Market Segment
• Our target market is young expecting mothers; females aged
approximately 18-30 who are expecting a planned pregnancy;
middle to upper-middle class. She may be recently married and
experiencing a lot of changes in her life. She is also very healthconscious and has good eating and exercising habits
Badge Behavior-A Pea in the Pod
• Customer One: Medium height, Latino, low-lights and high-lights,
manicure, Coach bag, upper twenties, grey sweater and leggings
• Customer Two: tall, blonde, full makeup, Chanel sunglasses,
manicure, low thirties, no wedding ring, no label black bag, long
brown dress
• Customer Three: medium-height, blonde, young child with her, no
manicure, low ponytail, Louis Vuitton, Aviator sunglasses, tired,
blue patterned top and khakis
RESEARCH
Initially Found:
• Pregnant women should gain between 22-27 pounds
• Should only eat about 300 extra calories
• An estimated 50% of pregnancies are not planned
• Daily exercise can help restore the body to its pre-pregnancy shape
• Nicole Richie launched a maternity clothing line
• Most women create a fantasy about what motherhood will be like,
they imagine that there will be only happy, tender, loving moments
with their newborn, but in reality, it really will be a lot of work.
• It’s really important for new mothers to have an outlet from the
demands of caring for the newborn.
• Some women are embracing yoga as this outlet.
MENTAL MAP
18-30
Deciding the
childs name
Creating
Budgets
Deciding on
a better
choice as a
family car
Goes to
educational
classes for
new moms
Baby
supplies/Chil
drens
boutique/
Babies'r'us
Cares about
their
appearance
Young
Expecting
Moms
Searching
for hospitals
and doctors
Reads
parenting
books &
magazines
Does yoga,
water
aerobics, and
excercises
Middle class
Eats more
healthy
foods
Transistioning
into a
housewife
Takes prenatal viatmins
Shops at
Target, A pea
in a pod,
Macy's
SURVEYS
Survey Results
• Age
• Under 18 5.3%
• 18-25 36. %
• 26-30 36.8%
• 31+ 21.2%
• Marital Status
• When you shop for baby-related
Items do you buy…
•
•
•
•
•
•
Designer Items 5.3%
National-Brand Items 10.5%
Off-Brand Items 5.3%
Both A and B 21.1%
Both B and C 21.1%
A mix of all three 36.8%
• Married 73.7%
• In a relationship 15.8%
• Single 10.5%
• Separated 0.0%
• How often do you exercise?
•
•
•
•
•
Less than twice a week 22.2%
Twice a week 22.2%
Three times a week 38.9%
More than three times a week 16.7%
I stopped exercising 0.0%
Survey Results Continued
• How are you embracing the ‘going
green’ trend?
•
•
•
•
•
Baby clothing 15.8%
Baby’s furnishings 0.0%
Organic baby food 42.1%
All of the above 36.8%
None of the above 10.5%
• Where do you shop for your
maternity clothes?
•
•
•
•
•
•
Motherhood 10.5%
A Pea in the Pod 36.8%
The Gap 31.6%
Target 47.4%
Online 10.5%
Other 26.3%
• Are you employed full-time?
• Yes, I work full-time 52.6%
• No, I work part-time 21.15
• No, I am not currently employed 26.3%
• When out shopping, do you have a
budget in mind?
• Yes 100.0%
• No 0.0&
Media Consumption
• Where do you find information on
pregnancy and/parenting?
• Internet 31.6%
• Magazines 5.3%
• Family and Friends 15.8%
• Books 15.8%
• Classes 15.8%
• All of the Above 63.2%
• Other 0.0%
• When you receive coupons in the
mail from various businesses, do
you..
• Immediately throw them all away
42.1%
• Go throw them and choose the ones
you may use 36.8%
• Keep them all 21.1%
ETHNOGRAPHY
RESEARCH
Inner Values
Outer Values
STORES
Target
•
•
•
•
•
•
•
•
•
‘Maternity’ Section
Quiet
Lack of sales associates
Wide variety of clothing
Careerwear to sportswear
Low price point
Cute selection
Neat
One-stop-shot
A Pea in the Pod
•
•
•
•
•
•
Higher Price Point
Designer Labels
Boutique-style
Sense of Quality
Comfy Chairs
Attentive Sales Associates
The Gap
• Great selection of maternity
clothing
• ‘Clean’ atmosphere
• A lot of basics
• Organized
• Medium price point
• On Trend
• Careerwear to casualwear
• Helpful sales associates
PSYCHOGRAPHIC
MODELS
VALS Survey Results (Target Consumer)
• Primary:
• Achievers
• Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep
commitment to career and family. Their social lives reflect this focus and are structured around
family, their place of worship, and work. Achievers live conventional lives, are politically
conservative, and respect authority and the status quo. They value consensus, predictability, and
stability over risk, intimacy, and self-discovery. With many wants and needs, Achievers are active in
the consumer marketplace. Image is important to Achievers; they favor established, prestige
products and services that demonstrate success to their peers. Because of their busy lives, they
are often interested in a variety of time-saving devices.
• Secondary:
• Strivers
• Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are
concerned about the opinions and approval of others. Money defines success for Strivers, who
don't have enough of it to meet their desires. They favor stylish products that emulate the
purchases of people with greater material wealth. Many Strivers see themselves as having a job
rather than a career, and a lack of skills and focus often prevents them from moving ahead.
Strivers are active consumers because shopping is both a social activity and an opportunity to
demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial
circumstance will allow.
Idiocentric or Allocentric Orientation
• Idiocentric definition: •characterized by or denoting interest centered upon
oneself or one's own ways, rather than upon others or the ways of others;
self-centered; deviating from the norm; eccentric.
en.wiktionary.org/wiki/idiocentric
• Allocentric definition: •Concerned with the interests of others, more than of
one's own en.wiktionary.org/wiki/allocentric
• Conclusion:
• I believe that our target market possesses mainly an allocentric orientation. I
believe this is the case because our targeted consumer takes great concern in
what others think of her. She also is very conscious of her family and is
developing stronger maternity instincts. With high interest in her family and
those around her, she fits the description of allocentric more accurately than
one of idiocentric orientation. Another way that she fits the description of an
allocentric orientation is that she is concerned as to what others think of her.
She falls into a ‘keeping up with the Jones’ state of mind and that affects her
as a consumer. She may drive a new car, or have a perfectly manicured lawn
to maintain a certain image that exceeds others’.
Research Value Survey Values
Terminal Values
• A comfortable life
• Family security
• Health
• Inner harmony
• Pleasure
• Social Recognition
Instrumental Values
• Clean
• Capable
• Forgiving
• Honest
• Loving
• Loyal
• Polite
PRODUCT
PLACEMENT
The Real Housewives of Orange County
• Product placement includes high
end labels such as Louis Vuitton,
Cartier, Rolex, Cadillac, Lexus,
Mercedes, and Tiffany’s.
• Target market would lust over
these products.
• Also shows lavish restaurants
• Exhibits exclusivity and initiates
envy and yearning
• Includes many status symbols
VALUES, ATTITUDES,
AND BEHAVIORS
Our target market is driven by providing the best for her family, as
well as holding a certain level of status.
They are motivated by name brands, image, and status, as long as
they have the best interest for their family in mind.
Being a high-level consumer, our target market is driven to make the
purchases they do due to keeping their image, as well as caring for
their family’s needs.
They connect with the brands they use and shop because they feel
that it inflects a certain image upon themselves, as well as making
the best choice possible for their family.
They consume themselves with magazines, and television shows that
portrays a lot of high-end goods so they know what to ‘work
towards’ so to speak. They also consume multi-media forms of
information on parenting. According to our survey, 63.3% of our
target market uses the internet, magazines, family and friends,
books, and classes to gain insight on parenting. Thus proving they
are very well-informed and care enough to be well-prepared.
IDEA #1
Organic cotton cloth diapers
•Saw a huge interest in the “going green”
movement
• Free of chemicals
•Better for the baby’s skin
•Reusable (saves money)
IDEA #2
Maternity clothing exchange
•Majority of our target market is
on a budget
•Saves money
•Still want to l0ok good in the
latest trends
•Stretchy, soft, comfortable
clothing
•A new mom needs new clothing
during each trimester this is an
effective way to find and
purchase the sizes you need
IDEA #3
New mom support group
•Assures that other moms share
the same feelings
•Gives first hand advice
•Different kinds of groups to
choose from
•Online groups as well like the
International Moms Club
•Share stories
IDEA #4
Massages Specifically for
pregnant woman
•Prenatal message
•Relaxes muscles
•Relieves stress
•Aroma therapy
•Gives the mother a day to herself
IDEA #5
Website with everything “the knot”
•A way for expecting parents to keep
in touch with friends and family
•Gets people excited
•Doctor reviews
•Gives advice
•Has all the information expecting
mothers could want in one convenient
spot
•Other mom’s experiences and
responses
•Top baby names
•Hot styles for clothing
Conclusion
• Our target market is
•
•
•
•
•
•
The expecting mother ages 18-30
Middle to Upper Class
May be recently married
Changing focus from herself and her career to her child and new faimly
Image focused
Wants the best for her new family
• Our five ideas would work for our target market because:
•
•
•
•
•
•
Convenience is important to them
They are embracing the ‘Going Green’ trend
They need an outlet for their stress
They give off a good image
Provide our consumer will ample information
Boost morale of a new mother-to-be