This 7 page paper presents research on the market for a new product; removable/interchangeable pockets and hoods. The paper outlines the target market of female tweens between the ages of 10 and 13 years looking at the demographics and psychographics of the target market, assesses the benefits of the new product, looks at potential influences on the way the new product will sell and presents a positioning statement. The bibliography cites 16 sources.
Name of Research Paper File: TS14_TEpockets.rtf
Unformatted Sample Text from the Research Paper:
at the potential target market, the reasons why the product may be bought, the factors which will impact on its success, the competition and the products positioning. This paper will
consider the potential market for a new product, interchangeable pockets and hoods. 2. Target Market 2.1 Demographics The target market for this product are tweens, these are males and females between
the ages of 10 years and 13 years. This product will be targeted at the female market as females appeared to give a better response to the idea of the
products compare denials of the same age (interviews 1, 2 and 3). By definition this group will be made up of students, none of which are married. The product is
to be launched in a limited market in San Francisco, California. Therefore the target market is further limited to tweens within a specific age group who live in San Francisco.
The market for tween wear has been increasing, with a greater emphasis on designer labels and well known brand names. There is a great deal of evidence that brand name
and image are very important to the tween market (Simpson et al, 1998). This appears to be more important to the tween market compared to the older teenage market (Simpson
et al, 1998). This is a trend that does not appear to be decreasing (Euromonitor, 2005; Reidy, 2003)). However, there has also been a trend where there is a closer
mimicking of the adult fashion trends (McCarthy, 2003). The value of the market is one that is potentially high, according to 360youth.com
the tweens market in the US is worth a total of $221 billion a year, of this $170 billion of the spending is from adults, mainly parents (Voice of America,