Market Segmentation for Direct Mail Piece

Product: Resort

Target Market Sequence: Differentiated Targeting: 2
A) Married Couples (Romantic Getaway)

B) College Students/ Fresh Graduates (Spring Break)

I. Demographic:
A/B) Race: Open to all Races
A/B) Gender: Both Male and Female

A) Age: Born in 1965-1976; 35-46 years old; Generation X: Self-reliant and value-oriented.
A) Class: Middle to Upper/ More Mature Savings = More Money

B) Age: Born in 1982-1990; Age 21-29 years old; Generation Y: Echo Boomers
B) Class: Middle/ Less Secure Job/ More Debt (loans) = Less Money

A/B) Geographical Location: [given] Pittsburg, KS
                -Landlocked (no beaches, ocean) = cruise a great escape
                - Seasonal changes in weather (one extreme to the next)

II. Psychographics: (AIOs)

A) Activities/Interests: Marriage, Solid Occupation, Kids (grown)
A) Opinions: More cynical towards marketing, more responsibility,

B) Activities/Interests: Drinking, Games, High Activity (Exercise), Late Nights, Clubbing, Socializing,
B) Opinions: More open towards new/change/innovation

III. Influences on Consumer:  (*= most influential)
>Social:
A) Family, Friends, Coworkers
B) *Friends, Family

>Internal:
A) *Motivation: Escape and Relax = Entertainment
B) Motivation: Party and Relax = Entertainment

>Situational:

A) Restrictions: Vacation Time Away From Work + Money
B) Restrictions: Money + School Calendar