Marketing Plan

Tashina Tupai 

5:41pmJun 17 at 5:41pm

Hi Class,

Part 1: Geodemographic Analysis Utilizing Claritas' ZIP Code Look-Up

I examined the comprehensive demographic information after inputting the ZIP code 42262 into Claritas' ZIP Code Look-Up tool. This region, encompassing sections of Fort Campbell North, possesses the following attributes:

The distribution of household income at Fort Campbell is predominantly middle-income, which aligns with the average incomes of many US Army families stationed there. There is a diverse variety of income levels, although a substantial proportion falls between $50,000 and $100,000.

Household Composition: The region has many family households, especially those with children, which aligns with the demographics of military families.

Age distribution of the population: There is a substantial population of young adults and children, corresponding to military personnel and their families.

The population in the area is characterized by a high presence of several racial and ethnic groupings, which mirrors the diverse composition of military settlements. This data aligns well with my household since we are a middle-income military family residing in a detached property with young people and children. Our segment is prevalent in this area because of the substantial military presence.

Part 2: Segmentation and targeting are essential components for developing your internship brand.

   Segmentation and Targeting for Internship Brand (Under Armour)

I suggest implementing a focused promotional campaign for Under Armor using the comprehensive segment profile provided by Claritas for ZIP code 42262, which highlights a strong inclination towards quality, practicality, and digital interaction among military families. This program aims to utilize social media sites such as Instagram and Facebook to showcase Under Armour's resilient and high-performing athletic apparel. Under Armour's products would be especially attractive to military families, who prioritize health and maintain active lifestyles due to their high quality and functionality. The campaign would showcase testimonials and endorsements from military people and their families, highlighting how Under Armour clothing aids their fitness regimens during and outside duty. The promotion would effectively appeal to this group by highlighting the features of moisture-wicking textiles, comfort, and durability. It emphasizes how Under Armour's goods exceed demanding physical activities while delivering exceptional performance and comfort.