Target Market
Primary Target Market
The primary market targeted by this campaign is health conscious
parents/families, specifically mothers, that seek organic options when choosing food or snacks for their families.
Secondary Target Market
The secondary market targeted by this campaign is health conscious young adults, for this group the campaign will emphasize the ease of use by Annie’s mac and cheese microwavable cups.
Buyer Analysis
Steve:
Steve is a 31-year-old stay at home dad from Portland, Oregon. His wife is currently a very successful criminal defense attorney. Because Stevie’s wife is always busy with work, Stevie is left on his own to take care of their 3 children, Esmerelda, Wanda, and Pete. Ages eight, six, and five, respectively. Steve has been on a recent health kick and has done a lot of research on the benefit of organic options. Because of this, Steve generally goes out of his way to choose the best organic options. Thus, he not only wants a mac and cheese that is healthy and organic, he is also willing to pay slightly more upfront for the added benefits.
Sally:
Sally is a 19-year-old sophomore at California State University, Sacramento. From what Sally has explained, she had “enjoyed freshman year a little too much.” Now Sally is not currently satisfied with her current health situation. This has led her to research more healthy and organic option when looking for snacks to eat in the dorm after a long night out with friends. Because she is a college student, she is constantly on the go and in a hurry. This has led her to look for portable quick options when it comes to snacks. After looking around the grocery store for options, Sally decided that Annie’s microwavable mac and cheese cups were exactly what she was looking for
