Target marketing – student worksheet
ACTIVITY 1.
UNDERSTANDING THE CONCEPT
Describe an appropriate target market for each of the products below, using a one-line description of the
product’s target customer segment as well as their identifying traits. If you need to, research the products online
before answering. To get you started, we’ve answered the first one as an example.
1.
Ferrari California
Customer segment description: Highly affluent 40-60 year-olds
Customer traits: A high disposable income, fashion-conscious, successful
2.
Apple iPhone
Customer segment description:
Customer traits:
3.
Weet-Bix
Customer segment description:
Customer traits:
4.
Phil&Teds Verve Buggy
Customer segment description:
Customer traits:
5.
Stihl Cut-off Saw
Customer segment description:
Customer traits:
6.
Kapiti Dark Chocolate Chilli and Raspberry ice cream
Customer segment description:
Customer traits:
7.
Jucy El Cheapo Rental
Customer segment description:
Customer traits:
8.
Canon PIXMA Pro 9000 MkII
Customer segment description:
Customer traits:
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ACTIVITY 2.
PUTTING THEORY INTO PRACTICE
Read the fictional product and target market description below and write down an appropriate marketing plan for
the product. Answers should address the 4 P’s – Product, Price, Place and Promotion (descriptions below).
4 P’s
PRODUCT: Is the product just right for the target market or can it be improved?
PRICE: What would you charge the target market for the product?
PLACE: What would be the most appropriate channel and method of distribution (how and where you sell it)?
PROMOTION: How would you reach the target market so they know about the product?
The product:
The Top Idol Personal Recording Studio (available on PC, PlayStation 3 and Xbox 360). RRP $120.
“The latest innovation in PC and video game technology which allows you to lay down your own music tracks and
auto tune songs, before sharing them with your friends!”
The target market:
13-18 year-old females, with an interest in music and social networking. Typically living at home under their
parents’ roofs, or in a student dormitory, the target market often has a part-time job and lives on a limited
personal budget.
Marketing plan:
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More education resources from business.govt.nz/resources/educational-resources