Home Depot Target Audience

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Home Depot Market Analysis Emily S. Snodgrass West Virginia University Abstract This paper is a continuation of the previous SWOT analysis of the Home Depot wherein an audience was selected for the marketing plan. The segmented audience chosen consists of women ages 35 to 45 that are members of generation X with similar interests in home and gardening do-it-yourself projects. A description of an ideal customer is provided as well as the benefits if chosen to market to that specific audience. Using the segmented audience, an overall goal of increasing Home Depot customer relations was set and objectives were identified to gain a positive brand image in the eyes of this targeted group. Strategies were then selected based on target audiences …show more content…

Kellie has been married for 17 years and has since lived in the same suburban neighborhood with her husband and only daughter. She attended a local college for a business management degree and her home is a dual income household with both her and her husband’s income equaling to approximately $120,000. Though her husband and she both save money for retirement, a large portion of their money goes into home improvement expenses. Kellie enjoys spending her down time on social media sites such as Pinterest and Facebook. She uses Pinterest to find do-it-yourself projects for around the home and she sometimes links projects from Pinterest onto her Facebook with a photo of what her finished project looks like. Her Facebook is also used to keep in touch with her family, especially her mother who is a Breast Cancer Survivor. While her husband watches television programs live downstairs, Kellie prefers to stay upstairs with her laptop playing small web based games or watching her favorite shows on Amazon Prime, enjoying the fact she can watch them on her own time and pause if need be. Kellie and her husband are known for saving up a small sum of money every now and then, in order to travel to outlet malls or shopping centers to find good deals on name-brand clothing, furniture or even tools for new projects. Kellie uses new technology in her smart phone to access deals on mobile applications Ibotta and Shopkick. Applications such as these use GPS location to inform their customers of deals or exclusive coupons when entering certain stores and even reward customers with points that they can later cash in for gift

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