To be able to create a tailored experience a project have to focus on a target consumer profile.
My first focus will be college graduated adults. « Separately, the results show that the more highly educated the respondents, the more likely they are to have read a book, with a similar positive correlation evident with income »(MarketingCharts staff, 2016).
Another reason is that if I plan on proposing alcohol I will have to focus on the legal age.
So the project is to offer primarily print books since « print books remain much more popular than other format » (Andrew Perrin, 2016, p2). Another reason to that is that it is the biggest market share because « nearly four-in-ten Americans read print books exclusively » (Andrew Perrin, 2016, p4).
About the age I will focus on young adults who are more likely to read than older (Andrew Perrin, 2016). I will also have to be aware that « Women are more likely than men to read books in general and also more likely to read print books » (Andrew Perrin, 2016, p5).
To be able to target them the project is to create a cosy, casual but fancy environment. The project also includes a culture a warm drinks and alcohol in which they will be able to get interested. since we are focusing on wealthier people I will also provide professional excellent customer service more likely to tends to their request and needs. The customer service representative are going to be trained to answer precise questions about every services the project is offering.
Reference :
Pew Research Center, September 2016, “Book Reading 2016”. Retrieved June, from http://www.pewinternet.org/files/2016/08/PI_2016.09.01_Book-Reading_FINAL.pdf
MarketingCharts staff (2016, September 12). Who reads books in the Us ? . Retrieved June 28, 2017, from http://www.marketingcharts.com/traditional/who-reads-books-in-the-us-70503/
No comments:
Post a Comment