Super Organic Baby Food

SOB is looking to launch as a new baby food provider in the marketplace.

Farm to table is an important eating trend and babies should have healthy food

available to them

Potential Target Group could be:12, 19, 21, 31, 40, 45, 51, 54, 58, 59, 64All scored above 140 MPI for buying

Gerber Baby Food

Creating my Target Group

Demographic Summary Table

Choose Target GroupSOB wants to target Families that can afford

higher baby food prices – organic food is more expensive than non-organic

Identify the higher income families from the list of 11 segments that buy Gerber Baby Food.

Target Group for SOBUp and Coming Families – 12Urban Villages – 21Rural Resort Dwellers – 31Military Proximity - 40

Demographic Summary of Target GroupAverage Income – $52, 584Total Number of Potential Households –

6,092,476Average Age – 32.8

Where do they live?

What are their interests/hobbies?Look at what they

have in common and then look for similar interests/hobbies in in the Market Potential Index

Repeat but use Media section to find what they read, listen to or watch

Create Marketing StrategyOnce you have the research you can create

your plan of attack:Who are My Customers (Target Group)Where can I find them (Maps – pick common

areas)How can I reach them and make them buy my

product (MPI scores for hobbies, interests and media behavior)