Bulls Eye Marketers Team 8 4 Megan RomanowskiProject

Bull’s Eye Marketers Team 8. 4 Megan Romanowski-Project Concept Slide Ryan Anderson-Target Market Slide Steven Owens-Market Research Slide Chris Angell-Competitive Analysis Slide Lauren Peters-Market Research Slide All-Market Research Slide

Product Concept Here, Everyone has a Blast! Description: H-E-Blast is an interactive and supervised children’s play area that provides fun and care for children while parents shop Key Features: Supervised care Multi-dimensional activity zone Safe , enclosed area inside the store Security assurance system Benefits: Free service Easy, less stress, and more efficient shopping experience Enjoyable for both parents and kids

Competitive Analysis Research on Competition: Currently the H-E-Blast concept stands alone against its top competitors (Wal-mart, Target, etc. ) Wal-mart and Target use other methods such as in-store restaurants and video game stations to draw in families with children Successful Play Area Implementation: IKEA Mc. Donald’s Chick-fil-a Gold’s Gym

Competitive Analysis Perceptual Map Errand Wal-mart H-E-B Target Albertsons Sole Customer Family Customers H-E-Blast Entertainment

Target Market Basis for Segmentation: Demographic and Psychographic Family Life Cycle Segmentation and Motives, Personality, and Lifestyles Profile of the Target Customer: Mothers (married or unmarried) Several children Stay at home mom or Sole provider Looking for experiences Size of the Market: 931, 800 H-E-B Female Customers (ages 18 -65) in Texas with children PER WEEK

Market Research Sample Segment Selection Females with child experience Babysitters Older siblings Mothers Research Methods Interview one-on-one Conversational questioning Gold’s Gym play area supervisor Observational Study HEB –Shadowing families and observing children in-store Wooded Acres

Market Research Exploratory Outside Research Gold’s Gym - Kid’s Play Area Employee Enjoys dealing and interacting with children Needs to be bigger for crowded afternoons Sign in and out with photo ID required of member Workers CPR and First Aid certified H-E-B Observational Research Child disturbance causing distractions to both parents and other customers Disturbances included rowdy behavior, candy theft, aisle traffic, and lengthy checkout process Children riding inside carts taking away grocery item space

Market Research Major concept strengths from research Fun environment for kids Parents gain freedom from their children Relaxation while shopping Major concept weaknesses from research Safety of children Candy gone wild Will the kids actually enjoy themselves? HEB Blast improvement ideas Incorporation of HEB buddies rewards system Buddy dollars for families who use new system Healthy snack and gift shop ( Instead of Candy)