You may have been surprised at how involved market segmentation is as described in Chapter 8. Companies truly want to know as much as possible about their target market and potential markets. Claritas (acquired by Neilson) is a company that provides segmentation information for marketing purposes. Click for a Wikipedia overview of PRIZM segments developed by Claritas/Neilson.
For your post, you will do the following:
1) First, select a zip code anywhere in the U.S. outside of the Dallas-Ft. Worth area (just so it is not an area familiar to everyone). You can use Google or any search engine to find this if you need to. I suggest selecting a few different zip codes to see what you find most interesting.
2) Next, go to the . Then select Enter Zip Code. When you type in a zip code you will see a breakdown of demographic information about that area. You will see the primary PRIZM segments about that zip code on the left in bright color boxes (these are identified in the Wikipedia info as well). When you click on one of the segments, you will see the Lifestyle and Media Traits and Demographic traits.
3) In your post share the following:
A. Your chosen zip code and city/state
B. The name of the segment you selected
C. Cut/paste (or list) the Lifestyle & Media Traits and Demographic Traits. Then comment on the Lifestyle and Media Traits in general identifying what you think they say about this group.
D. Select three (3) businesses that you think would target this group and which demographic traits listed predict this. GET CREATIVE AND REALLY THINK ABOUT WHAT BUSINESSES WOULD SEE ABOUT THIS SEGMENT.
Here is a completed sample post here to give an idea:
Zip code 32514, Pensacola, FL
Segment: Boomtown Singles
Lifestyle & Media TraitsShop at Target Pharmacy
- Listen self-improvement audio
- Read Black Enterprise
- Watch FX Network
- Kia Forte
Comments:This community is near a large Navy military base so these traits seem to reflect young, diverse, military men and women. They are on modest military salaries, so shopping at discount stores and driving a modest car would be logical. However, they are upwardly mobile and work on improving themselves so reading materials and self-improvement audios are of value to them.
Demographics Traits
- Urbanicity: Second City
- Income: Midscale
- Income Producing Assets: Below Avg
- Age Ranges: <35
- Presence of Kids: HH w/o Kids
- Homeownership: Mix, Renters
- Employment Levels: WC, Service, Mix
- Education Levels: College Graduate
- Ethnic Diversity: White, Black, Asian, Hispanic, Mix
Comment: I think a bookstore chain like Barnes & Noble would target an area like this due to the ethnic diversity and high education level. I expect all fast food restaurants would be in this area, but maybe not with kid’s playgrounds since most are single or married without children yet. Apartment complexes are likely a preference for housing, but home rental investment might be popular here as well.
Requirements: as it supposed to be
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