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MKT 205 Project
Shaterria Johnson
Southern New Hampshire University
MKT 205: Applied Marketing Strategies
Theordore Framan October 9, 2023
2
PRODUCT
“healthy” carob (chocolate substitute) bars
PERSONA
Savannah , 37
DEMOGRAPHICS
Location:
Residential Neighborhoods in the city with single family homes.
Marital Status:
Married with at least 2 children between ages 6-11
Occupation and Income:
Any full-time employment with an annual income of 75k or more.
Education Level:
Preferebly those with a college degree and or graduate degree. PSYCHOGRAPHICS
Hobbies and Interests:
Love working out, traveling, running and spending quality time with their kids. Wants and Preferences:
Prefrences for substitue chocolate, healthy snacks, plant-based products. Those who are health conscious and want their children to be also.
Personal and Professional Goals:
Live a healthier lifestyle and remain healthy. Those who want to put more effort into self-care, which can advance career tremendously.
Shopping Habits and Preferences:
Moms who do most of the shopping and shop the healthiest snack products. Who prefer retail shopping. Lifestyle:
Moms that want to stay healthy but don't have the time. Starting diets but don't finish. Overindulging on snacks.
PROMOTION
FIRST MARKETING CHANNEL
Description of first marketing channel: My first marketing communication channel would be social media. A social media channel is a platform where people connect with each other to
3
share content and interact online. Which gives us the word of mouth affect as well. Social media plays a big role in all our lives. Why this channel is appropriate for this persona: With Savannah being a young woman with children, she will look to social media for substitutes and ways to keep her and her children healthy. This communication channel is appropriate because consumers are always online, they
make purchases online and are now shifting from buying on websites to buying directly on Social Media platforms. People on social media tend to tell the truth about how they like or dislike a product, seeing that my persona has young children, they will look for those reviews on
social media to make the best decisions.
SECOND MARKETING CHANNEL
Description of second marketing channel: My second marketing communication channel would
be a more traditional marketing channel, email. Email is a marketing channel that uses email campaigns to communicate with a target audience. With email you get newsletter subscription, and new product updates, changes and much more. It allows businesses to deliver personalized
messaging to subscribers' inboxes, develop relationships with their audience, and convert them into customers.
Why this channel is appropriate for this persona: This marketing communication channel is appropriate because it allows me to develop a personal relationship with people of my intended target market, Savannah. I am always checking my emails, anytime I get free time I will check them, just to see what came to my inbox. This channel allows us to build a relationship with the target market and get them to be a loyal customer.
PRICE
PRICING FACTOR: COMPETITOR PRICING
Competitor pricing: The pricing factors of competitive pricing include first understanding the market. Then costs, the minimum profitable price based on the cost structure of a product or service. They also include, Competitor price, the market prices for similar products or services offered by competitors. Competitive pricing simplifies price as a barrier that constantly must be lowered, leading to doubts about product or service quality and lower revenue from tiny profit margins, even though customers would be willing to pay more.
How pricing factor is used to determine pricing: Using competitive pricing allows us to select a strategic price point to best take advantage of our product-based market relative to competition. This pricing strategy allows us to focus on the existing market rate (or going rate)
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