Marketing Plan: Segmentation
DINKs (Duel income, no kids):
DINKs consist of professionals with no kids; have double income and no kids. This target works hard every day and may have a dog in their lives. Because they work hard they may travel or have to be away for work. This is where Doggy Hideaway would be a perfect place.
Demographics for DINKs
Relationship Status: Married/Long Term Relationship
Professional Status: Low-Mid Management
Income: Working-Middle Class
Psychographic for DINKs
Can easily afford doggy daycare
Child free lifestyle
Multi-tasking parents are trying to do it all. This group has a wide range from a young ...view middle of the document...
The travelers have worked hard to get where they are in life. Their family dynamics will vary among the group. One thing that the travelers all have in common is that they are established and financially sound to support them. The travelers enjoy traveling and adventure. The travelers will want a safe place to leave their dog when they go explore the world on their next mission.
Demographics for the Travelers
Relationship Status: Married/Divorced/Unmarried no kids
Professional Status: Self Employed, Mid-High Level Management
Children: Zero to One or More
Income: Upper Middle, Upper Class
Psychographics for the travelers
Love to Travel
Very Active and sometimes the dog cannot travel with them
The Lifers are your elderly. They have worked hard all of their life and are now in their retirement phase. Some elderly can see be very active but others are using the time to relax. They have a limited income depending on how they saved during their working years. This group may need their dog watched from time to time to travel to see family or maybe to give the dog a fun day since some are limited to such physical activities.
Demographics for the Lifers
Relationship Status: Married/Divorced/Widowed
Professional Status: Retired
Children: Grown and Moved Out
Income: Lower-Working Class, Living Off Retirement.
Psychographics for the Lifers
Physical limitation-not able to get out and play with dogs