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Target Market
Project Assignment 2
BIRDIE Brand is based in Atlanta, Georgia which is known for many things including its diverse heritage, southern hospitality, big city feel, sports teams, multiple tourist attractions and so much more. Atlanta has the largest population in all of Georgia and is home to 22 golf courses, so that opens up a huge target market for us. We love how Atlanta houses a “big city” feel while still having the hospitality of the south, and appreciate what the area has to offer for our brand and customers.
Atlanta, Georgia
DEMOGRAPHICS
Behavioristic Data
Occasion
Shopping can be for any occasion, but there are certain ones that create a higher shopping rate. These occasions, for my brand, include the golfing season starting, anytime there are sales, and celebration times such as graduation. The typical golfing season is from April to October, so we expect to make more sales during this period than the winter season, but there are customers who will shop for golfwear year round, such as Carolina, because she is on the golf team for her school.
Benefit
Our customers enjoy our brand for the quality of our products and the ideals our company represents. We promise to create our apparel with our environment and our community in mind, and our customers generally believe the same things we do. Our sustainable, fashionable products are one of a kind, just like our customers, and they are made for anyone.
User Rate
User rate varies between each customer, we notice that the majority of our sales are from previous customers. They are loyal to us because we provide reliable, quality products and service. Summarizing the target market profile examples from above, Elijah and Carolina could be considered heavy users because they tend to shop for products year round due to how frequently they play golf and the expenses they can afford to spare on apparel products. Jane Alex would be considered a lighter user because, besides the fact she is 6 and only receives new golf apparel when it is bought for her, she only plays for fun with her dad, who typically only plays during the normal golf season when he has free time.