Segmentation & Targeting

Needs

Good Value

Pricing

Segments

Profiles of Segments

Alpha

Moms

Yes they are moms, but no they are not "behind the times." These moms are active on social media sites like Facebook, Instagram and Pinterest. They like to stay current with what their friends and family are doing, as well as trends in what other moms their age are doing. They don't always produce the content, but they sure are influenced by the content others post.

Recommendations on products by other moms are taken very seriously and they are always looking for the newest innovative product to make their job as a mom easier. And as always, moms are looking for safety when purchasing a product for their kids.

Working

Moms

This group is filled with busy bees. These moms learn more about trending topics and products from the other parents around their office. They do not have as much time to check out social media to find the newest mommy "life hacks." They receive product information most commonly through word of mouth and trust recommendations from their friends and coworkers more than anything else. The working mom is looking for a product that can keep her kids entertianed, but that is also low maintenance, as she does not have time for much upkeep on a product.

Dads

The mom is not always the one making product purchases for her kids. Besides, if mom says no, it's time to ask dad, right? Dads are all about good value pricing when it comes to purchasing a product for their kids. They are willing to spend a little bit more time researching the logistics of a product. They do not trust the recommendations from the internet/social media or their friends as quickly as moms do. Dads would rather find their own information and make their own decisions about purchasing a product. Most important to them is quality and pricing.

College

Students

& Young

Professionals

The college student is a different breed. When purchasing a product they want the lowest price regardless of what they have to sacrifice to get it. They are on a very tight budget, as they are either still in school or living off of that first job salary. Unlike dads, they are much more likely to be influenced by the recommendations of their friends and what they see on social media. If it's trendy, they're in. They also don't have much room in their dorm rooms or first apartments to have big, bulky items. They need versatility in a product. After all, if we can kill two birds with one stone let's do it, right? We're on a budget here.

Kids

Kids want what they want and that's pretty much the end of it. Whether they see it on TV or see it at their friends house, if they want it they are going to pester mom and dad until they get it. Kids are more influenced by wanting what their friends have, what the characters on their favorite TV shows have, and the crazy commercials they see in between cartoons on Saturday morning. They don't care about pricing or maintanence, after all they are not paying for or keeping up these products. Kids want entertainment that can be brought by versatility.

Targeting

Alpha

Moms

Active on social media sites and largely influenced by recommendations seen online by their friends and other moms
Looking for product innovation that will bring them ease in online purhcase, delivery, and assembly
They value durability and versatility because they do not have time to put too much effort into maintaining a product
Want a product that will entertain their kids while they are doing other "mom duties," but that will keep them safe while their eyes are not constantly on their kids
Their main motivations and emotions of purchasing a product are whether or not their kids will enjoy it (because when their kids are happy, moms are happy) and whether or not it is reviewed and endorsed by other moms

Durability

& Versatility

Entertainment

Ease in

purchase,

delivery,

& assembly

Safety

Alpha

Moms

College

Students

& Young

Professionals

Kids

Working

Moms

Dads