This Week You And Your Group Will Interview Your Client

This Weekyou And Your Group Will Interview Your Client Using The Ques

This week, you and your group will interview your client using the questionnaire provided in this week's Course Content. Your client is Emma Juneau, a cartoonist, author, illustrator, and YouTuber focusing on her book illustration business. She needs a strategy to promote her books to increase sales during the Christmas season. Based on the information about your client's company and customer base, analyze the target market using Target Marketing Segmentation, including Demographic, Psychographic, Geographic, and Behavioral Segmentation.

Address the following questions: Who is the company's target demographic? What age group, gender, and income level characterize the primary audience? What is the company's psychographic segment? What lifestyle, values, interests, or personality traits define the attitudes and behaviors of the company's ideal customer? What is the company's target geographic segment? Is it local, regional, national, or international? Specify the cities, regions, or countries the company focuses on. What is the company's target behavioral segment? What specific behaviors or buying habits define the company's ideal customer? Use the client interview to answer these questions. Support your analysis with at least two references if the client does not have clear answers.

Reply to at least two classmates by adding to their findings, identifying points of agreement and areas needing adjustment. Justify your reasoning using at least one external reference per reply. Your initial discussion post (words) is due by Thursday night at 11:59 PM, and two response posts (words) to classmates' posts are due by Sunday at 11:59 PM.

Paper For Above instruction

In order to develop an effective marketing strategy for Emma Juneau's book illustration business, especially during the competitive Christmas season, it is essential to analyze the target market through the lens of market segmentation. This approach enables tailoring promotional efforts to specific consumer groups based on demographic, psychographic, geographic, and behavioral factors.

Demographic Segmentation

Emma’s primary audience likely comprises children aged 3-12 years, given her focus on illustrating children's books. Parents, typically between 25-45 years old, are the actual purchasers, especially mothers with middle to upper-middle incomes who prioritize education and entertainment for their children. This income level aligns with households capable of purchasing quality illustrated books, often from middle-class backgrounds (Kotler & Keller, 2016). Gender-wise, although her books could appeal to all, marketing efforts may target mothers as primary buyers, considering their role in children's book purchases (Golan, 2018).

Psychographic Segmentation

Emma’s target customers exhibit specific lifestyle and value traits. Parents who value education, creativity, and wholesome entertainment for their children are the core psychographic group. These consumers are likely interested in fostering their children's artistic talents and ensuring they engage with positive themes. Personality traits include nurturing, family-oriented, and environmentally conscious, aligning with eco-friendly and sustainable product promotion. Interests extend toward arts, crafts, and children's development activities (Solomon, 2018). These psychographic traits influence their purchasing decisions, favoring books that align with their values.

Geographic Segmentation

The business likely concentrates on regional or national markets within the United States, considering the typical reach of independent illustrators and authors marketing via online platforms and social media. Emma can target specific regions based on population density of her ideal customer base—urban and suburban areas with higher concentrations of families and educational institutions. Cities like New York, Los Angeles, and Chicago exhibit a high demand for children’s books and are prime markets for expanding her reach (Hollensen, 2015). An international approach could be considered for English-speaking countries, but focusing on the U.S. market initially makes strategic sense.

Behavioral Segmentation

Consumers in this segment demonstrate specific buying behaviors, such as purchasing gifts during the holiday seasons, including Christmas. Parents tend to buy books as presents, favoring those with educational and entertainment value, especially for special occasions. Repeat purchasing behavior is common when customers find quality, engaging illustrations and relatable characters. Additionally, customers influenced by online reviews, social media recommendations, and eco-friendly branding tend to make purchasing decisions more swiftly. Loyalty may develop among age-repeat buyers who appreciate Emma’s unique artistic style and storytelling approach (Schiffman & Kanuk, 2010).

In conclusion, tailoring marketing strategies around these segmentation insights—such as targeted social media ads for urban middle-class families, highlighting eco-friendly art techniques, and emphasizing the educational and emotional value of Emma’s books—will optimize outreach and sales during the Christmas season. Supporting this approach with reliable market research and consumer behavior studies (Kotler & Armstrong, 2018; Solomon, 2018) will further solidify Emma’s promotional efforts.

References

• Golan, G. (2018). The role of parental influence in children’s purchasing decisions. Journal of Consumer Behaviour, 17(3), 154-169.
• Hollensen, S. (2015). Marketing Management: A Relationship Approach. Pearson.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
• Schiffman, L., & Kanuk, L. (2010). Consumer Behavior (10th ed.). Pearson.
• Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson.