Chapter Eight : Strategic Target Audience

Kindori Japanese Icecream

CHAPTER EIGHT :
Strategic Target Audience
 Chapter Eight : Strategic Target Audience

Chapter Eight : Strategic Target

Audience

8.1 Proposed Primary Target Audience

8.1.1 Demographics

 Age : 19 - 24
 Gender : Male and female
 Education : College and University
 Occupation : Students
 Allowance range : RM 300 – RM 500
 Race & Ethnicity : All races except Malay
 Geographical location : Urban and sub-urban

8.1.2 Psychographics

 Perception : Looking for a healthy dessert that is both tasty and nutritious

 Learning : -Recommendations from friends

-Digital media (blogs, website, Facebook)

-Others (face to face promotion, flyers)

 Motivation and Needs : -Looking for new kinds of dessert that is refreshing and
nutritious
-Looking for products with unique flavours

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 Chapter Eight : Strategic Target Audience

 Attitude : -Positive towards consuming healthy products

-Particular about the nutritional benefits of what is consumed
-Likes to gain new experiences

 Personality : Optimistic, easy to adapt to changes, vibrant, curious

 Lifestyle : Healthy, active and modern

8.2 Proposed Secondary Target Audience

8.2.1 Demographics

 Age : 30 - 49
 Gender : Male and female
 Education : Post-graduate
 Occupation : Working adults
 Income range : RM 2000– RM 4000
 Race & Ethnicity : All races except Malays
 Geographical location : Urban and sub-urban

8.1.2 Psychographics

 Perception : Looking for quality tasty treats that can be consumed while on
the go and is value for money

 Learning : -Recommendations from colleagues

-Digital media (Food reviews, website)

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 Chapter Eight : Strategic Target Audience

-Others (gatherings, family)

 Motivation and Needs : - Quick and healthy treats that can relieve stress
-A dessert that is both refreshing and value for money

 Attitude : -Likes spending on healthy products to care for self-wellbeing

-Particular about product benefits when making purchasing
decisions

 Personality : Organized, positive, conscious

 Lifestyle : Healthy, active, busy, modern

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