Segmentation & Targeting
We've identified seven different potential segments for Nugget:
She is a newly married mom with young kids. Her friends would describe her as energetic, social and creative. She is the decision maker of the family; always picking what cars, what restaurants to eat, and how to design her home. Her priority is tending to her children and making sure her kids have the trendiest toys to play with. After she puts her children to sleep, she logs onto her Apple Macbook Pro and enjoys searching online for parenting tips and the latest “it” products other mommy blogs boast about. Her technical savveyness inspires her to update her personal blog and Pinterest board almost nightly. She sees the Internet community of mothers as a refuge to her hectic day.
Primary Caretaker Millennial Mothers
Grandparents
Grandparents have more free time, and wish to spend that extra time being around their grandchildren. Occasionally, they invite their grandkids over to play or spend the night while their parents go out of town or on a date. Most seek to provide fun, picking quality time activities that will leave an impression on their grandchild when they leave their home.
Professional mothers have been in a stable stage on their career, and they work diligently. Due to the requirement of job, professional mothers feel frustrated to balance the time between taking care of their children and working. They want to manage family harmoniously and excel on the job as well. They want things that facilitate them to provide kids a safer, more creative and higher-quality childhood.
Professional Millennial Mothers
Entry employees are recent university graduates and have newly secured a first job and apartment in urban, USA. They are ambitious and excited to design an apartment that fits their needs, while still being stylish. Really dependent on peer approval, they seek a living space friends are drawn to hang out in.
Entry level Employees
College students are social, busy and active. Most of them live in the university dorms or share an apartment. Their living spaces are smaller, with little to no sufficient room for big furniture. Because of this, they need fewer, but more multi-purpose furniture. At the same time, they want their living space to be reflective of their unique personality and a space where friends want to hang out and socialize.
College Students
Daycare centers are focused on providing quality education and entertainment for young children. To fulfill kids and parents’ needs, they want fun, creative and safe furniture in the center.
Daycare Center
The middle-aged mom have been married for about ten years. They have grown familiar with their children’s habits and lives over the eyars. They are seeking more opportunities to spend time with their children, mainly through off-screen experiences. They are financially stable in supporting their children, and while very focused on their professional careers, actively seek a harmonious family environment.
35 - 39 Year Old Mothers
Targeting Strategy
Our targeting will focus on Primary Caretaker Millennial mothers. Particularly young mothers between the ages of 27 and 35. These moms are very interested in investing in their children, and are opinion leaders on purchasing household items in the family and for her social media followers. This segment was born in a digital era and have their whole lives online. Also, this segment has been through job hunting, marriage planning and other big events in life, and are prepared to plan out major purchases and life changes that come with having children. At this time, they are torn between providing the same quality childhood to their kids while having them keep up with all of the technological trends. So, they want their children to experience the joy of the offline world, a world they grew up in, but they know they can’t stay away from technology. Nugget can be the window of opportunity for creativity and imagination children crave.
Needs
· Space
· Leisure time
· Creativity
· Relaxation
· Safety of kids
· Accompany of kids
· Family memory
· Social network
· Stylish life
· Balance