Project Overview To begin the project, a product smart diaper you want to offer to customers when you start your own business. As a business owner, you are in charge of creating awareness of the product$/$service you selected, and choose a relevant market segment to target. Your task is to create a marketing plan that there is a market for those product$/$service

Please submit a progress report $($about $2-3$ single$-$spaced pages$).$ This report should include the following components: $($a$)$ define your target market segment, $($b$)$ generate an initial analysis of the target market segment $($c$)$ list any questions you have about the project, especially related to any information are you having trouble finding, and $($d$)$ provide a reference list of your secondary data sources. One purpose of this report is to keep you on track in completing the project on time. Another purpose is to determine whether you are on the right track in analyzing your market. We will meet to go over your progress.

Market Segment Analysis

Your Market Segment Analysis paper, including figures and references, should include the following sections and provide complete information regarding the features of your target market.

Title Page

Table of Contents

Executive Summary This is a brief $($less than one page$)$ overview of the project that should convince readers of the importance of this document. You should outline the key elements of your paper.

Customer Profile At the beginning of this section, briefly identify your target market segment $($e$.$g$.,$ men, ages $18-24)$ and offer a rationale or justification for selecting it$.$ Once you have selected a target market segment, your customer profile should include a complete explanation of the following characteristics.

Size $($How large is the market and what is its growth potential?$)$

Relevant demographic variables $($age$,$ income, etc.$$focus on variables you did NOT use to segment the market initially$)$

Lifestyle Characteristics $($What are their values, motivations, and$/$or attitudes? How do they spend their time$$activities$,$ hobbies, interests?$)$

Communication$/$media behavior $($What do they listen to$,$ watch, and read? How do they communicate with one another and with the company? What are their preferred technologies$$ e$.$g$.,$ email, twitter, facebook, texting? What types of behaviors do they engage in online?$)$

Purchasing behavior $($Are consumers in your market brand loyal? Where do they shop for this type of product$$specific retail outlets? online? How much are they willing to spend on this product category? Are they responsive to price incentives?$)$

Product$/$Service usage $($How often do they buy this product? What benefits are they seeking? How do they use this product$/$service$?)$

Relevant cultural influences and industry trends $($This section requires you to consider how cultural contexts shape consumer behavior. What cultural trends are relevant to your market? You may also wish to include industry trends related to the product$/$service you$$ve selected that may impact the behavior of your market.$)$

Information outlined in the profile must be based on research obtained from relevant secondary data sources. Please remember to cite your sources in the body of the paper $($parenthetically or using footnotes$)!$ The purpose of this section is to build an argument for the attractiveness of this market segment and offer information that will be useful in reaching this market and developing a relevant positioning statement.

Positioning Statement After developing your customer profile, generate a positioning statement for your product$/$service$.$ What image will you attach to your product$/$service$,$ based on what you know about your target market segment from the research in your customer profile? Provide a brief rationale for your positioning statement.

Marketing Mix Elements In this section, provide a specific account of your proposed marketing mix strategy $($including product$/$service$,$ promotion, distribution and price$)$ that is ready to implement. Your choices should be well$-$supported and refer to the research you presented in the customer profile.

Product$/$Service This section should provide a description of the product$/$service and specify its features and benefits. That is$,$ how will your product fit into or match your consumers$$ lifestyles? This section also might include recommendations for packaging and$/$or service environment elements that should be incorporated.

Place This section should outline information about where consumers can purchase the product $($e$.$g$.$ specific retail outlets, online

Price This section should include your pricing strategy Please give pricing information $($including any special discounts or rates for your market segment$)$ AND JUSTIFY

Promotion This section should outline your choices related to promoting your product$/$service$.$ Your plan should include general media $($tv magazine online

Reference ListPlease cite your sources internally and provide a full list of references at the end in APA format.