Data Memo

Planet Games: Data Memo

May 27th, 2012

Introduction

Planet Games is located in Emmaus, Pennsylvania. Planet Games offers its customers a unique experience with retro gaming of the Retron 3and with game related imports and more. Planet Games largest competition is the fortune 500 company, GameStop. The Goal of Innovation Marketing Inc. is to aid Planet Games in taking advantage of psychographics, demographics, behavioral and geographic segmentation into working for business to improve understanding of its customers and improve its marketing assessments. Planet Games needs to understand how to use these factors to its advantage of the changes in its current and future consumers. Innovation Marketing Inc. will devise a positioning strategy for Planet Games while considering the possible segmentations. The objective is to provide clear and precise recommendations.

To: Planet Games Management/Owners

From: Leanna Benny

Date: 05/27/2012

Re: Research Consultant: Importance of Demographic and Psychographic data in Marketing Strategy

Understanding Planet Games geographic, demographic, psychographics and behavioral segmentations can give a better understanding about what motivates consumer to choose Planet Games over competitors and to be loyal to the store. The Steps that need to be taken in segmentation process is to identify the total market, determine the segmenting dimensions, profile each segment, assess segment attractiveness, select the target marketing and determine positioning for each segment. Planet Games must understand its customer demographics of the stores location to pinpoint its geographic, demographics, behavioral and psychographic. The demographics of Planet Games consist of the customers age, occupation, gender, income and education. The average customer of Planet Games consist of 15 to 55 years old males and females that grew up with gaming, with an average income between 20,000 to 50,000 a year and a high school education or higher. The...