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Module Two Milestone Worksheet: Target Market and Persona
Tosha Field
Southern New Hampshire University
MKT 205: Applied Marketing Strategies
Amber Klink
September 11, 2024
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TARGET MARKET
PRODUCT
“healthy” carob (chocolate substitute) bars
TARGET MARKET RESEARCH
My target market is: middle-aged women with school-aged children
DEMOGRAPHIC CHARACTERISTICS
Age: 40 years old
Gender: Female
Occupation: Registered Nurse
Level of Education: Bachelor’s Degree
Income Level: $95,000
Marital Status: Married
Children: Two, ages 9 and 12
PSYCHOGRAPHIC CHARACTERISTICS
Hobbies and Interests: Enjoys being outdoors, watching children’s sporting events, spending
time with family
Wants: Weight loss and Physical Health (Cameron, 2024. p. 2)
Current product-related buying behavior: Convenient packaged products (Takemasa, 2024. p 4)
Goals: Healthy lifestyle (Macke, 2017. p. 1)
Product preferences: Convenience (Scott, 2024. p. 3)
Shopping Preferences- Online ordering for delivery
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Lifestyle: Active, on the go (Olson, 2022. p. 4)
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PERSONA
SAMANTHA, 40
DEMOGRAPHICS
LOCATION
Midwest in a single family home.
MARITAL STATUS
Married with two children ages 9 and 12
OCCUPATION AND INCOME
Registered Nurse with a salary of $95,000 a year.
EDUCATION LEVEL
Samantha has a Bachelors Degree in Nursing.
PSYCHOGRAPHICS
HOBBIES AND INTERESTS
Hobbies include being outdoors, going to children's sporting events and spending time
with family.
WANTS AND PREFERENCES
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Samantha wants a product that is delicious, healthy, quick and convienient for her family
and herself.
PERSONAL AND PROFESSIONAL GOALS
The persona's personal goals are to live and maintain a healthy lifestyle.
SHOPPING HABITS AND PREFERENCES
The persona likes to shop for quick, easy and healthy snack and meal choices for her
alway's on the go family.
LIFESTYLE
Samantha being always active and, on the go, has gained some not so good lifestyle habits
of quick and convenient on the go foods even if they are not the healthiest options for you.
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REFERENCES
Camron, Lindsay. (2024). Millennials and Health – US – 2024. https://clients-mintel-
com.eu1.proxy.openathens.net/report/millennials-and-health-us-2024?fromSearch=
%3Ffilters.consumer-segment%3D9%252C2%252C6%26filters.region
%3D14%26last_filter%3Dregion%26resultPosition%3D4
Macke, Dana. (2017). Lifestyles of Young Families - US - January 2017. https://clients-mintel-
com.eu1.proxy.openathens.net/report/lifestyles-of-young-families-us-january-2017?
fromSearch=%3Ffilters.consumer-segment%3D9%252C2%252C6%26filters.region
%3D14%26freetext%3DFamily%2520Health%26last_filter%3Dregion%26resultPosition
%3D3
Olson, Sydney. (2022). Snack, Nutrition and Performance Bars - US - 2022. https://clients-
mintel-com.eu1.proxy.openathens.net/report/snack-nutrition-and-performance-bars-
us-2022
Scott, Michele. (2024). Feeding the Family – US – 2024. https://clients-mintel-
com.eu1.proxy.openathens.net/report/feeding-the-family-us-2024?fromSearch=
%3Ffilters.consumer-segment%3D9%252C2%252C6%26filters.region
%3D14%26last_filter%3Dregion%26resultPosition%3D1
Takemasa, Hiro. (2024). Marketing to Millennials – US – 2024. https://clients-mintel-
com.eu1.proxy.openathens.net/report/marketing-to-millennials-us-2024?fromSearch=
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%3Ffilters.consumer-segment%3D9%252C2%252C6%26filters.region
%3D14%26last_filter%3Dregion%26resultPosition%3D2
