Instructions: Read the article and answer the questions below it.

Carlas 13th Birthday

Carlas 13th Birthday came. She was excited to create an account on Facebook (FB). She did this right after her birthday. She immediately had 60 friends on FB.

Charlotte and the kids attended the party. Nicole wore the dress that Charlotte made while Charles and Rose wore the shirts that they designed.

When they arrived, Carla took notice of Nicoles dress. The dress had a tiny paintings of glass slipper patterns near the hem. Nicole painted Cinderellas glass slippers on the fabric that her mom ought. Sam also noticed Charles t-shirt with Manga painting.

During the party, the tailor made dress and tailor made dresses and t-shirts with hand painted designs were the topic of the conversation among the teenagers.

Regina observed this. At the same time, Carla told her that she also wanted to have a tailor made dress that she can design and use. Carla is already thinking of a snowflake pattern, similar to the design in the movie Frozen.

Regina, being a marketing graduate, was already thinking of the target market for tailor made dresses and shirts with hand painted designs.

Carla and Nicole just turned 13 but their behavior was still reflective of the tween segment. Carlas interest in Nicoles dress made Regina think of them as the target market for tailor made dresses with hand painted designs.

Sam and Charles are teenagers and their interest in Anime and Manga reflects a segment in the teenager category.

Just the other day, she read an article discussing the market potential of the ASEAN market:

A recent report by Mckinsey (Understanding ASEAN: Seven things you need to know) highlights some key attractions of ASEAN as a collective market: Combined GDP of US$2.4 trillion in 2013, making it the seventh-largest economy in the world if it were a country. Projected to be the fourth largest by 2050 Population of 600 million, ahead of North America or the European Union. Labor force is third largest in the world, behind only China and India. Almost 60% of total growth since 1990 has been derived from productivity gains. ASEANs five key members (Indonesia, Malaysia, Philippines, Singapore and Thailand) together pulled in more foreign direct investments than China in 2013 (US$128 billion vs US$117 billion)

She remembered that last month she read about the teenager segment and their involvement in technology.

Why Teens are the Most Elusive and Valuable Customers in Tech One things for certain: todays teens are not doing business as usual, and in order to keep them happy, you need to do a lot more than get an endorsement from Justin Bieber. To compete for teens attention, you have to rethink your business strategy from the ground up.

Why Teens Matter because they tend to be early adopters todays teens are discovering trends and deciding for themselves.

The Futures Company Teenagers have now become the gatekeepers to modern trends. With the internet and social media, teenagers have more access to that information than ever before

Teens also wield significant purchasing power. According to a 2013 Nielsen survey, 29% of teens live in homes where household income is $100,000 or higher. These teens arent just buying for themselves either.

Teens are now passing technology down to their parents, not the other way around

And just this morning, she read an article talking about the UBER of tailoring, Ztailors. GEORGE ZIMMER UNVEILS HIS NEW TAILOR-ON-DEMAND SERVICE, ZTAILORS. The mens warehouse founder is launching a service that brings tailors to the customers door

Regina is excited, she knew that Charlotte is taking sewing and design classes and eventually wanted to have a business. She is thinking of helping Charlotte in marketing. She would initially utilize her blog site and FB page to market the tailor made dresses and t-shirts with hand painting designs.

Regina is a blogger and she also has an FB account. She has 800 followers in her blog site. She regularly updates her blogsite with relevant themes. This helps in increasing her followers. To date, her followers on these two social media channels increase by 10% every quarter.

Her followers include mothers from Indonesia, Malaysia, Thailand and Singapore. These ASEAN mothers make up 10% of her followers.

She is currently thinking of her blogsite theme for this season. This party helped her identify her theme as Dressing up tweens crossing over as teenagers

Tweens, as defined in Wikipedia, is a person from 10 to 12 years old. The term is often described in popular media as referring to a preadolescent (usually female) who is at the in-between stage in her development when she is considered too old for toys, too young for boys (Tween demographic).

During the party, Regina was busy taking pictures. She asked permission from Charlotte regarding posting the pictures in her blogsite and in her FB account. Charlotte didnt see anything wrong with it so she obliged. Regina then started to share with Charlotte the things that have been going on in her mind during the party.

The next day, Regina uploaded the pictures and tagged those who attended the party. The teenagers had an average of 60 friends on FB. Among the 4 teenagers, Charles was the only one who was not active on social media.

Social media is really fast. The following day, Regina got a lot of feedback from the comment section of her blogsite and her FB account.

There is diversity of feedback. There was several groups giving feedback but Regina decided not to focus on only two groups who represented most of those who gave feedback: Artsy Tweens (Arty) They are creative, interested in arts and crafts, updated in technology, and still appreciate toys. They are attracted to clothing that are not yet for teenagers but would exhibit design and features attractive to both teenagers and pre-teens in ASEAN. Moms of Artsy Tweens (MARty) self-made and independent, they are the savvy moms of artsy tweens in ASEAN, they are not left behind in terms of technology, they encourage their kids to think independently and give them creative and varied opportunities and experiences.

The description of Arty fits Carla and Nicoles profile for tweens and the description of MARty fits Reginas profile.

Rose, Charles and Sams profile does not exactly fit the profile of Carla and Nicole but it somewhat overlaps with them in terms of liking arts and crafts.

This picture formed in Reginas mind. She intends to share this information to Charlotte.

Questions: 1. If you were Regina, will you target the ASEAN market? Why? 2. If you were Regina, will you target the Arty together with the MARty? Why?