Target Market and Competition - Lisa M Iodice

Target Market and Competition - Lisa M Iodice - White Glove...

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White Glove Module 5 – Target Market & Competition Lisa M Iodice
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Module 5 – Target Market & Competition Lisa M Iodice MKT-500, Professor Lester Wills III. Target Market White Glove will be targeting two different segments of the market: Current property owners or renters in two-income families who desire light to moderate cleaning Property owners needing more substantial services resulting from moves or large projects Using a combination of geographic and demographic data utilizing PRIZM geoclusters (Kotler & Keller, 2012), the first segment we will be targeting will be that of current property owners or renters; consumers from two-income families who already shop at Home Depot for small household project needs or who attend workshops that are routinely provided by Home Depot. Using PRIZM clusters we would focus on the middle to upper-middle class families where both spouses work as they would be most likely to have not only the disposable income to see our services as affordable but also the desire to have more time for non-domestic, time-consuming chores. Targeting the two-income family, particularly those with children, allows us to focus on segments that are the “busiest” in terms of having less time to clean. This two-income family segment of the market will have a need for light to more intensive cleaning of a currently occupied property. The second segment of the market will be property owners who are in need of more substantial cleaning services resulting from moving or completing a more substantial do-it- yourself project. To target the “movers” we will use geographic segmentation based on housing market statistics to target areas where home sales have shown a positive trend within the last few years and economic growth is on the rise. We will also use demographic data Page 2 of 7
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Module 5 – Target Market & Competition Lisa M Iodice MKT-500, Professor Lester Wills within that geographic segmentation to further target not just two-income middle to upper- middle class families with children but also the young, single professional who is buying their first home. . White Glove will be focusing on these two markets as the cleaning industry as a whole sees a steady increase in demand for services as people lead more busy and active lives. The middle to upper middle class two-income family will be able to focus on the things that are important to them such as social and family activities; our cleaning services will allow them to find more time for those activities in their busy schedules.
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