c: Television and Radio
A lifestyle profile research report about the demographics of dog owners reveals the following national statistics:
Ages of head of household % of households
A lifestyle profile of the initial target market, the Los Angeles County population, reveals similar numbers:
Age of head of household % of population
Source: The 1996 Lifestyle Market Analyst
These market segmentations are all measurable, accessible, substantial in number and actionable targets both through traditional market research methods and the more recent development of Website tracking technology. Information for the development of an effective media strategy is available and accessible. For example, market researchers report that this target market also uses home-related magazines such as House & Garden and Country Home (MediaMark, 1992, pp. 172-173). Similar specific, measurable and actionable information regarding what other media the pet ownership demographics uses--radio, newspapers, magazines, television--can be obtained and used.
These segments were chosen to appeal to the widest range of possible customers for the device. The above-noted profiles accurately describe the target market chosen. A greater number of potential customers emerges with this strategy.
This product fits into the pet product specialty niche category, with crossover appeal in the home improvement and security categories. In fact, hardware and home improvement stores are increasing their number of animal-related products because they are perceived as ideal companions to their existing product line. These products are also attractive items because their profit margins are higher than average, ranging from 30 percent to 50 percent (Pecen, 1995, pp. 84-86).
A hardware trade journal reports that almost every other customer has a pet at home and sees an upward trend in the demand for premium and crossover products, such as pet...