L3 Target Market
Please see L3 Target Market Deliverable Instructions for a visual example of how to format your deliverable.
Design for a Target Market
Marketers identify groups of potential customers for a company's product. This process is called market segmentation. Markets can be segmented based on a variety of demographics, or characteristics of the population. Examples include age, income level, and hobbies/interests. Each group is calleda market segment.
Marketing dollars are best spent targeting the segments most likely to buy the product. Why waste money on promotional campaigns that target the uninterested? For example, would you sell purple hair dye to a 90 year old woman? Low-rise jeans to a 50 year old man? Choosing segments to pursue is called targeting market segments or simply target marketing. Part of the marketer's job is to persuade the members of the target market that they need the product.
Abercrombie and Fitch has little difficulty convincing 14 to 24 year olds that they need A&F branded merchandise. However, it would a much harder sell and ultimately not cost effective to go after the elderly market segment for the same merchandise. So contrary to popular belief, good marketers do not try to target everyone. This tactic is too inefficient and costs too much money. Instead they target those segments most likely to be interested.
The challenge for marketers is to find a way to appeal to each target segment. For A&F a large part of their appeal is sex—a theme of great interest to its target market. However, universities recruiting students in the same age group would most likely not use sex as an appeal in their advertising. Why not? Among other reasons, universities do not use sex to "sell" because many parents hold veto power in the college selection decision. A marketer's job becomes more difficult when there are multiple decision makers—each with different needs and wants.
One common marketing mistake, also known as the majority fallacy,is to exclusively pursue those segments that make up the majority of the market. Why? Because the competition is also pursuing those segments. It sometimes makes more sense to go after a smaller segment, or a niche, that is underserved by the competition. Concentrating on a small, highly defined segment is called niche marketing—and can be very profitable.
Assignment Details and Systems Development Life Cycle (SDLC) Phases
Your project will be to design a menu for a local restaurant.
For the in-class sessions: Choose a restaurant that has a takeout menu since this should be stapled to your deliverable. Do NOT work with the online menu.
For the online classes: Choose a menu and scan it or find an online menu since you will be attaching the original menu into the assignment section online with your other deliverables.
Do NOT change what is on the menu—just how it is presented. You may, however, choose a portion of the menu items if they do not all fit into your redesign.The Systems Development Life Cycle specifies the phases in which a project should be tackled. The following are the SDLC steps as applied to this particular project.
Analysis
Analysis—Deliverable:
Describe the type of menu design currently used by the client. What fonts, colors, graphics, layout, etc. are used now? Are they appropriate?
Requirements
Requirements—Deliverable:
Describe two market segments that could be targeted by your client. (The segments may or may not be targeted now.) For each segment describe an appeal that would attract that segment to that restaurant.
Design
Design—Deliverables:
Why is Photoshop a good software program to create this menu?
Write one paragraph describing the appropriate tone of your menu should be. Consider the tone. e.g.serious,humorous, relaxing, exciting, casual,professional, bright, happy, mellow, etc. and so forth when describing the tone.What fonts, colors, and graphicsdo you propose to use to convey the appropriate tone and appeal to your target market(s)? Try to be as specific as possible.
Development
Development—Deliverable:
Create your redesign of one page of the menu. You must include at least 8 menu items with their prices. Again, do not change the menu items - just how they are presented.Place a small screen shot of the menu next to a screen shot of the layers palette. (A color printout of your menu straight from Photoshop should be stapled to the end of your L3 if you are in an in-class section or attached in Blackboard for the online sections.)
Implementation
Implementation—Deliverables:
Explain how your redesign meets the requirements that you laid out earlier. Do you think your new menu would attract the targeted market segments?
How is yourmenu redesignconsistent with the restaurant’s image?
What strategy would you use to “sell” your redesigned menu to the client? How would you persuade him or her to implement your menu?
Computer Skills:Connections:
PhotoshopMarketing
Layered drawings Graphic Design
Visual Communication