The Audience Profile of the Berry Powerful Smoothie Company - Assignment Example

? Marketing Assignment: Audience Profile Table of Contents Introduction 3 Brief Analysis 4 Audience Analysis 5 Conclusion 11 Recommendations 12 References 14 Introduction The Berry Powerful Smoothie Company is a UK based company involved in manufacturing and marketing of organic products. Presently the company wants to market their Organic Smoothies on a large scale. Their Smoothies are available in three different flavours, which are ‘blackberry and blueberry’, ‘cranberry and red currant’ and ‘wild strawberry and red cherries’. The potential customer for the company has been divided into two groups, one group is males and females aged between 19 to 35 years who are single or live together with a partner (no children); the other group is young families with children, where the parents are aged between 25 to 40 years. On the basis of the findings, the following table has been created to illustrate the products and its market more clearly. Product Product Depth SKU Target Market Organic Smoothies Blackberry and Blueberry Cranberry and Red Currant Wild Strawberry and Red Cherries 750 ml cartons 200 ml plastic bottles Males and females aged 19-35, who are single or live together with a partner (no children). Young families with children, where the parents are aged 25-40 Brief Analysis The age group (19-35 years) have always been the potential target customers for fast food products. Similarly, marketers of ice-cream products such as Smoothies, target this age group. Reports also reveal that ice-cream and its related products are witnessing high sales figures (Mintel, 2012). This category of product is mostly consumed by the age group 19-35 years. Those who are single or live together with their partners are likely to spend more time with their friends. They also visit restaurants or fast food outlets more than any other age group. In addition, the survey revealed that most of the respondents of this age group have a positive attitude towards the product. One of the major reasons of a positive attitude of this group towards the product is the absence of health concerns. Smoothies are products which have high calorie count and hence there are health concerns associated with this product. A large number of people belonging to this age group hardly have any concerns about health. On the other hand, a substantial number of people from the age group 25-40 years are health conscious and try to consume only those fast foods which have lesser number of calories. Apart from that people of the age group 25-40 years are mostly married and thus their lifestyle is different and remains busy with their work. Hence, from the analysis it is absolutely clear that the age group of 19-35 years is more prospective than the age group 25-40 years. Therefore, it is recommended to the company that they should target people who are of the age group 19-35 years, single or live together with partners and do not have any children. Now, in this context, The Berry Powerful Smoothie Company is advised to use Integrated Marketing Communication (IMC) to reach out to the customers. Integrated Marketing Communication (IMC) is an approach which aims at achieving the marketing campaign objectives, by the use of well-coordinated promotional methods, which are intended to emphasize the brand’s core message. IMC approach also helps companies to reduce the overall promotional cost. The chosen target group of the company is males and females aged 19-35 (between 19 to 35 years), who are single or live together with a partner (no children). Now, in-depth analysis of the chosen customer group will be carried out in the next section. On the basis of the findings from the detailed customer analysis, the IMC strategy will be recommended to the company. Audience Analysis Performa for the Audience Profile Your name: Name of the Student Registration no: - Registration Number of the Student Your chosen audience: - Males and females aged 19-35 who are single or live together with a partner and have no children. Circle one: - Individuals / Couples Families Demographic profile: - For this study, the respondents chosen to carry out the study were from the age group 19-35 years. One of the common features of the people from this group is single or live together with a partner with no children. The study on the demographic features of the customer segment revealed that around 54% of them were males and the remaining 46% were females. Around 90% of the candidates were Christians, 7 % were Muslims and the rest belonged to other religious groups. Figure 1 Figure 2 Geographic/geo-demographic profile if relevant: - Most of the candidates from the chosen group were from London. The study was conducted in most parts in the UK, and hence there were respondents from every part of the country. However, the majority were from London and Leeds. Figure 3 Life Cycle Stage: - Most of the people surveyed, belong to first or second stage of the life cycle. The respondents are either single or they have just started to live together with their partners. This group is likely to offer huge benefits to the company as they are the major consumers of ice-cream products. VAL’s Types: - The study clearly revealed that most of the people belonging to the chosen category of consumers reflect a positive view towards the product. According to me, the prime cause is the absence of health concerns. For example, a young boy of 20 years of age will hardly have any concerns regarding his health; on the other hand a person of 40 years of age might have various health issues. Other Typologies: - The ACORN system highlights the UK population. Their survey on the UK household revealed that 25.1% are ‘Wealthy Achievers’ and 22.4% were ‘Hard Pressed’. Their study also revealed that the country consists of a large number of young couples, with flats and terraces (Veal, 2010). Attitudes: -The study clearly showed that this age group portrayed a positive attitude towards the product. On asking them about their thoughts about the products, around 82% stated that they liked the product very much. On the other hand around 14% of the respondents have a negative view towards the product. The attitude of the remaining 4 % could not be determined as they never tried organic Smoothies before. Figure 4 Interests: - The survey result shows that the prime interest of the chosen candidate group is sports and movies . Around 58% of the male respondents have high interest in sports, while the remaining 18% of them have interests in movies, travelling, dancing and other activities. Most interestingly, among the 58% sports lovers, 51 % are regular spectators of sporting events. In addition, around 18% are music lovers and 3% are active in the professional field. In case of the female respondents, majority of them have interest in music and dancing. In addition, some of them were adventurous and are interested in adventurous activities such as sky-diving and bungee jumping. Therefore, from these findings, it is evident that the common interest among males and female respondents is music. However, a majority also consider sports to be their main interests. Figure 5 Opinions: - Some of the respondents stated that organic Smoothies is one of the best ice-cream products and has lesser impact on the health. Moreover, it is a refreshing food available at an affordable price. However, some people also believe that consumption of a Smoothie is fine to a certain level; else it may aggravate health related problems. Hobbies: - Among the chosen groups, the most common hobby considering both males and females are listening to music. Apart from that around 15% of them have the hobby of pursuing some kind of sportss (Dudeney and Hockly, 2009). Some of the other hobbies of the respondents were gardening, photography, dancing, Mountain climbing, biking, watching movies and fishing. The most interesting finding of the study was that around 5% of them are highly interested in collecting stamps, coins & currencies and antique items. Figure 6 Lifestyle: - The study revealed that among the chosen population, around 55% belong to upper class while 35% belong to upper-middle class. The remaining 10% belong to lower-middle class. Around 72% of the people belonging to the upper class are leading a lavish lifestyle. However, 28% of the people from the upper-class population are leading a simple life, despite their high income. Most of the upper-middle class people have simple lifestyle. Aspirations and ‘dreams’: - The study reveals that the aspirations and dreams of the candidates largely varies from each other. However, some of the common ones are IT engineers, managers of multinational companies and musicians. Psychographics: - Among the chosen group, around 85% like to spend time with their friends or partners. Moreover, the study also highlighted that they visit restaurants or fast food outlets frequently. This gives a great opportunity to The Berry Powerful Smoothie to target the chosen customer group. IMC consumption: - The target group consists of young people of age 19-35 year. Therefore, they are likely to get attracted to modern forms of communication. Therefore, broadcasting media and social media can be good options to use for targeting this group. Conclusion The findings from the study clearly highlighted that most of the respondents in the group 19-35 years consisting of males and females, who are single or live together with their partner and do not have any children like music and sports. Therefore, targeting these areas with a suitable promotional technique can be a solution. Moreover, the study also shed light on the fact that around 51% males are regular spectators of sport events. Hence, targeting sport events can be a good option to reach out to the potential consumers. Advertisements or sponsorship activities can be the best alternatives. The study also highlighted that there is a large percentage of workers who have high interest in music. Therefore, sponsoring musical concerts or producing music albums will help the company to target the intended consumer group. Apart from that using social media for promotional activities is another viable option. Recommendations On the basis of the findings following are the recommendations to The Berry Powerful Smoothie Company: - Advertising: - It is advised to the company that they should consider advertisement through broadcasting and social media. This will help the company to target mass customers. Moreover, this will also create huge awareness about the product. The forms of advertisement should be 70% through broadcasting media (televising) and 30% through social media. Sponsorship: - The study clearly stated that most of the target audience were either sport or music lovers. Therefore it is highly recommended that the company should sponsor a sporting event or a musical concert. Though, it will incur high cost, the return on investment will also be high. Copy Approach: - Copy approach is the way by which the advertisement copy portrays the messages to the chosen customer (Govoni, 2004). In this context, it is recommended that the company should give emphasis on the benefits of its products. The copy Message can be More Refreshment. More Energy. References Dudeney, G., and Hockly, N., 2009. Learning English as a Foreign Language for Dummies. New Jersey: John Wiley & Sons. Govoni, N. A. P., 2004. Dictionary of Marketing Communications. California: SAGE. Mintel, 2012. Britain’s Big Scoop Ice Cream Sales Hit The Billion Mark In 2011. [online] Available at: < http://www.mintel.com/press-centre/press-releases/922/britains-big-scoop-ice-cream-sales-hit-the-billion-mark-in-2011> [Accessed 26 February 2013]. Veal, A. J., 2010. Leisure, Sport and Tourism: Politics, Policy and Planning. 3rd ed. Oxfordshire: CABI. Read More