1. AUDIENCE SEGMENTATION AND TARGET MARKET ANALYSIS

AUDIENCE SEGMENTATION AND TARGET MARKET ANALYSIS

Working individually, answer all the questions here using the various data provided. You are permitted to bring in any notes you wish. The aim of this activity is to show that you can do the calculations and interpretation of data on your own, so you are not allowed to use your phones or to communicate with your classmates. If you are found to do this you will receive a zero for the activity, which is worth 15% of your grade.

 

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PART 1:

Using the data provided you need to find the existing target market for PET FOOD. To enable you to do this you need to find the DEMOGRAPHICS, GEOGRAPHICS, PSYCHOGRAPHICS AND BUYOGRAPHICS for people who use PET FOOD in the UAE. For each of these you will need to search the relevant data.

 

  1. DEMOGRAPHICS

Find the Demographics for of PET FOOD users. Use this information to write a description of the demographics of your target market here:

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  1. GEOGRAPHICS

 

Find the Geographics for of PET FOOD users. Use this information to write a description of the geographics of your target market here:

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  1. PSYCHOGRAPHICS

Specifically, you are ask to determine some Psychographic information of PET FOOD users. Use this information to write a description of the personality of your target market here (using just 10 relevant self perception/personality statements):

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  1. BUYOGRAPHICS

 

Find the Buyographics information for PET FOOD users. Once on your own computer, use this information to write a description of the buyographics of your target market here (where relevant provide the top 2 buyographic statistics):

 

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PART 2: UNDERSTANDING FIGURES AND INDICES

  1. Please provide a short description of what each of the values in the orange box mean:

 

  1. 56: _________________________________________________________________

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  1. 8: _________________________________________________________________

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  1. 57% _________________________________________________________________

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  1. 6% _________________________________________________________________

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  1. 116 _________________________________________________________________

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  1. Based on the Category Development Indices and Brand Development Indices below, describe the situation for Snappy Tom for the ABU DHABI/AL AIN and NORTHERN EMIRATES segments and state which strategy they should use for each segment.