Your scenario for this milestone involves Chocolate Bliss, a company that is launching a new product. You have been selected to be on the team that will develop a marketing plan for this new product. You will choose one product : “healthy” carob (chocolate substitute) bars
Overview
In this milestone, you will select the product that will be the basis for all your work on the project from the list provided in the Project Guidelines and Rubric. Then you will conduct research on the target market and develop a persona, which will guide your decisions and work on the remaining marketing plan components for the project.
You will receive instructor feedback on this milestone, revise your work, and add it to your project submission.
Directions
Complete the Module Two Milestone Worksheet in your Soomo webtext linked in the What to Submit section below and submit it for instructor feedback. To navigate to the worksheet, click the Contents button on the upper left, and then select the Worksheet: Module Two Milestone: Develop a Persona for Your Target Market (Part 1) tab from the Chapter Two drop-down menu.
Specifically, you must address the following rubric criteria:
- Product Selection: “healthy” carob (chocolate substitute) bars
- State the product you selected. This product must be one of those listed in the Project Guidelines and Rubric and will form the basis for all your work on the project.
- Persona (Target Market):
- Conduct target-market research to determine who the potential buyers of your chosen product are, and research to identify the key demographic and psychographic characteristics that will allow you to understand your buyers’ needs, wants, and preferences so you can market to them effectively.
- Demographic Characteristics: Develop a logical description of the required demographic characteristics of the target market based on information from appropriate research sources.
- Identify the following demographic characteristics based on your research: age, gender, occupation, level of education, income level, marital status, location, and number and age range of children.
- Psychographic Characteristics: Develop a logical description of the required psychographic characteristics of the target market based on information from appropriate research sources.
- Identify the following psychographic characteristics based on your research: hobbies and interests, wants, product-related buying behavior now, goals, product-related preferences, shopping preferences, and lifestyle.
- Demographic Characteristics: Develop a logical description of the required demographic characteristics of the target market based on information from appropriate research sources.
- Conduct target-market research to determine who the potential buyers of your chosen product are, and research to identify the key demographic and psychographic characteristics that will allow you to understand your buyers’ needs, wants, and preferences so you can market to them effectively.
- Personas
- Create a plausible fictional persona that includes all the required elements based on your research. A persona is a portrait of a typical example of an actual person who is a part of the target market.
- Your persona should be an accurate representation of individuals who belong to the target market.
- Your persona must include all of the required elements in the Persona section of the Module Two Milestone Worksheet.
- Create a plausible fictional persona that includes all the required elements based on your research. A persona is a portrait of a typical example of an actual person who is a part of the target market.