Identifying a target market for the product called “My Inner Garden” from a B2C point of view
Sippel, Anna-Naomi (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023122939205
https://urn.fi/URN:NBN:fi:amk-2023122939205
Tiivistelmä
The thesis is commissioned by Monika Owczarek (M.Sc.), who is the person that created a product called “My Inner Garden”. This research aims at defining the product’s target market and help M. Owczarek bring the product to the German market. The product fills a niche in the German market regarding children’s textbooks with psychological content.
The goal of this thesis is to better understand the target group of the product and thus help future marketing and distribution efforts. The objective of the study is to define the needs and characteristics of the target group. The exploratory research focused on finding more precise geographical, behavioral, and demographic information. Gathered data may also be used to further develop and adapt the product.
The thesis process began with checking possible direct and indirect competitors on the market, getting familiar with the value proposition canvas and by looking into market segmentation. In addition to the theoretical base, a survey was conducted with a test group. The test group was gathered via LinkedIn and was sent a prototype of the book called “My Inner Garden”. The survey was substantial supplementary research to this thesis because it gave a more complex understanding of the target market. It was performed as qualitative research in form of a semi-structured preposttest survey methodology. The main purpose of the preliminary questionnaire was to gather geographic, behavioral, and demographic information on the test group, whereas the posterior questionnaire consisted of mainly open-ended questions in order to gather behavioral information and to receive more in-depth answers from the test group.
This study assumes that the target market consists of caregivers of a child or children living in Germany. Caregivers most likely refer to parents but may as well refer to grandparents or other parties involved in the child’s upbringing. The study found out that purchasing customers of the book would be between 26 to 45-year-olds. Consumers on the others hand, would be both the caregivers and their children. The product was found to be most effective for 4 to 10-year-olds. Caregivers express interest towards the product, especially due to increased expectations and pressure on caregivers. For caregivers, the product poses valuable features.
The goal of this thesis is to better understand the target group of the product and thus help future marketing and distribution efforts. The objective of the study is to define the needs and characteristics of the target group. The exploratory research focused on finding more precise geographical, behavioral, and demographic information. Gathered data may also be used to further develop and adapt the product.
The thesis process began with checking possible direct and indirect competitors on the market, getting familiar with the value proposition canvas and by looking into market segmentation. In addition to the theoretical base, a survey was conducted with a test group. The test group was gathered via LinkedIn and was sent a prototype of the book called “My Inner Garden”. The survey was substantial supplementary research to this thesis because it gave a more complex understanding of the target market. It was performed as qualitative research in form of a semi-structured preposttest survey methodology. The main purpose of the preliminary questionnaire was to gather geographic, behavioral, and demographic information on the test group, whereas the posterior questionnaire consisted of mainly open-ended questions in order to gather behavioral information and to receive more in-depth answers from the test group.
This study assumes that the target market consists of caregivers of a child or children living in Germany. Caregivers most likely refer to parents but may as well refer to grandparents or other parties involved in the child’s upbringing. The study found out that purchasing customers of the book would be between 26 to 45-year-olds. Consumers on the others hand, would be both the caregivers and their children. The product was found to be most effective for 4 to 10-year-olds. Caregivers express interest towards the product, especially due to increased expectations and pressure on caregivers. For caregivers, the product poses valuable features.