Marketing Consultancy, this is a group work not full paper work see details bellow - Essay Example

Target Market and Market Segmentation of Dunamaise Art Center ID Number & Total Number of Words: 634Target Market Target market refers to a given customer base that a company or business and identified and willing to channel its marketing activities (Pinson, 1998, p36). The customer base is always identified after a serious evaluation is done in relation to demand and supply.With or without disabilities, the target market of Dunamaise Arts Centre includes children of school age between 5 to 15 years old (Pinson, 1996, 23).

To effectively target young boys and girls between 5 to 15 years of age, the arts center should educate the schools, youth clubs, and sports clubs about the educational benefits children can get out of visiting the Dunamaise Arts Centre (Webber, 1998, p34). Basically, the rationale behind the need to build ties with the local schools, youth clubs, and sports clubs is to make it easier on the part of the Dunamaise Arts Centre to locate and encourage the parents of children between 5 to 15 years old to take advantage of the art work exhibits, educational shows, workshops, and classes that are purposely designed to enhance the artistic side of each child (Marconi, 2005, p32).

To encourage this particular target market to visit Dunamaise Arts Centre, the following mix of service should be made available to the public: 1. Cultural artwork exhibits (i.e. Dublin Heritage, Asian Art, Contemporary Asian Art, Contemporary Pacific Art, International Art, Contemporary International Art, etc.);2. Art gallery that exclusively exhibits children’s artworks;3. Festival and educational artwork exhibits;4. Educational artwork exhibits (i.e. Line, shape, texture, and space);5. Educational and musical plays for children (i.e. Peter Pan, Cinderella, The Sound of Music, Puss in Boots, and Camp Rock among others); 6.

Live puppet shows; and7. Offer courses or workshops related to arts and crafts such as puppetry, holiday card making, drawing, sketching, paintings, and textile design making; book arts; animal sculpture making using playdough; film making and animation; digital photography; music like singing songs and sounscapes; acting; storytelling; and dancing (Dibb, 1996, p6).Market SegmentationThis is a business terminology referring to the the process of classifying customer with common needs. This classification or aggregation is made to customers with similar needs in relation to the marketing action (Wong, 1993, p22).

To make it easier for Dunamaise Arts Centre to identify its target market, it is important to divide its target customers into subgroups. By conducting market segmentation, Dunamaise will be able to learn more about its target customers’ demographic, psychographic, and geographic profile (Kotler, 2000, pp. 263 – 266). SchoolsOrganizationSizeThe market share of the business: No specificThe level of sales turnover: No specificThe number of employees: No specificThe value of the business: No specificThe value of capital employed: No specificPsychographic ProfileLifestyle: Socially active lifestyle / OutgoingPersonality: Art lovers, love singing, dancing, and acting, interests in photography, interests in drawings, sketching, and paintings, love watching plays and artwork exhibits, etc.

Values: Positive attitude and behavior on artworks, plays, story-telling, acting, dancing, singing, digital photography, etc.Geographic ProfileCounty: County LaoisNote: All primary & secondary schools in County Laois (School Days, 2012a; 2012b).Find list of primary schools in County Laois at the official website of SchoolDays.ieFind list of secondary schools in County Laois at the official website of SchoolDays.ieYouth ClubsOrganizationSizeThe market share of the business: No specificThe level of sales turnover: No specificThe number of employees: No specificThe value of the business: No specificThe value of capital employed: No specificPsychographic ProfileLifestyle: Youths who actively visit the Youth Clubs’ websitePersonality: Youths who like mingling with other people, socializing, extroverts.

Values: Positive attitude and towards youth clubs and any other activity in relation to their progress or advancementMailing list: Holds name of people to be contactedStandard Promotion: Guides youths on the order of eventsGeographic ProfileCounty: County LaoisTo locate the target market, it is necessary to contact the chairman of the youths club Ireland Laois among others. Sports ClubsOrganizationsizeThe market share of the business: No specificThe level of sales turnover: No specificThe number of employees: No specificThe value of the business: No specificThe value of capital employed: No specificPsychographic ProfileLifestyle: Generally outgoing, active lifestyle, Personality: Physically active, socially inclined, extroverts.

Values: Positive attitude and behavior on sports.Business name: Sports clubsTown: LaoisMailing list: This is to keep the participants informed of the new listings and event schedulesAdditional promotion: Contains the names of people who would like to be contactedStandard promotion: Free of charge and guides sports clubs on order of eventsGeographic ProfileCounty: County LaoisTo locate the target market, it is necessary to contact the managers of Leighlinbridge Gaelic Foodball Club, Co Carlow Football Club, Castledermot GAA Club, Athy GFC, Castlemtchell GFC, Kildangan GAA, Redhills Airsoft, Cill Dara Rugby Club, and Naas Hockey Club among others.

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