In: Economics
Please complete 5 market segments (Adventurer, Entertainer, Foodie as examples).
Please create new market segments then briefly justify targeting each segment.
Please complete a minimum of 5 segments. To create each segment your group must imagine or anticipate a number of characteristics (wealthy, educated, cultured, family status, married with children etc. as examples).
You will be marketing the city of Toronto to the segments you create.
Solition:
In order to market the city of Toronto we need to understand what is it that is marketable and then create segments of customers who would be probably interested in visiting Toronto. We can then create segments and their characteristics. It will be easier to market the city to them.
Characteristics of Toronto which are marketable - Greenery and parks, homely city , multiple cuisines which are available at wee hours , Sports and games , film sites , art and cultural destination, weekend getaways nearby, peaceful and serene place, safe place for tourists, shopping destination.
Now that we know the marketable features we segregate the type of travellers who would be interested in coming to Toronto.
I am not aware of the names used in class but using the above description will suggest 5 types of segments and explain them. using the same guidelines you can create more segments in case you find them interesting and different.
1. Someone who would like a place to relax and enjoy, away from the hustle of the city worklife, safe and also has weekend getaways would be the Distressed customer
2. Someone who is interested in unravelling art and cultural sites and likes to visit cultural places could be the Xenophile
3. A person who would like a safe and peaceful getaway with family and like to visit places with options of sports, greenery, parks and good food could be the Family-centered customer
4. A person who likes to visit places where films or serials are made could be a Filmy customer , someone who is a serial and movie freak.
5. A person who is a sports freak and a foodie could be the Enthusiast
Lets explain the characteristics of each of the segment
Customer segment | Characteristic | Reason to visit / way to market Toronto |
Distressed customer |
Middle and upper middle class Married with kids Corporate employee, middle manager working in a stressful environment |
Stress reduction Relaxing holiday Greenery and parks for relaxation and engaging children Movies and sports for engaging family |
Xenophile |
Artist or Cultural student Art collector Member of museums \ art galleries Could be married with children Wealthy Culture explorer or Researcher Educated - some maybe with PhD highly cultured |
visit cultural sites and scenic beauty of the city Historical sites |
Family-centered |
Married with or without children Upper or middle class family Corporate employee or entrepreneur Educated Food lover Weekend traveller Well cultured |
Weekend getaways Greenery and parks Sports and other entertainment options Multicuisine restaurants Cultural sites to teach history and culture to children |
Filmy customer |
Middle or lower class Active Social media User and influencer Entertainment industry follower Mostly unmarried and without children May or may not be cultured |
Sites where movies and series are filmed Cultural sites Greenery and parks |
Enthusiast |
mostly unmarried or someone who travels frequently with friends Middle or upper class Educated Sports fanatic Multicuisine lover who frequents restaurants and likes to try new food and dishes |
Games and sports events Multicuisine restaurant |
******************************************Thank You***********************************************