Coopers Ice Arena Solution
Tiffany Harrison
MKTG 3000
Spring 2015
Dr. Michael Furick
Cooper’s Ice Arena Solution Claude Cooper’s target segment for his public ice skating sessions seems to be adult couples, kids (14 and younger) and teens (14 and up) I think those target segments can increase revenue for him he may just be going about the wrong way. There’s also potential to make certain sessions more exclusive than other public sessions but Claude seems hesitant to do so. His strategies or ideas are great in theory however the results show only poor sales. I believe his focusing on one target group so heavily has left him sort sided as to the potential of profits each segment brings to offering public ice skating sessions.
Each group can benefit from public sessions but he needs to break down the benefits and needs of each group. His product is ice skating rink which is indoor, not subject to outdoor elements. The rink itself is a nice size and can hold a good number of people at any given time.
Taking each segment and seeing their needs or benefits would give Claude a better idea on how to sell his public sessions to each group. For example the couples can use the ice skating sessions as a date night activity to socialize, bond and have fun with other couples. Kids (14 and under) can use the skating sessions as a physical activity to socialize and play with other kids. Teens (14 and up) can use the skating sessions as a low budget date night, socialize with their friends and skate to good music. Looking at each target market individually, Claude can strategize how he promotes his sessions to each target.
If Claude wants to attract all of these segments he’s got to increase the popularity of his public ice skating sessions build the public image of his rink, that will encourage kids, couples and teens to come in larger numbers. Regular reviews and reports on local TV channels will also help increase the popularity of Claude's public sessions. A good way to market regular sessions
MKTG 3000
Spring 2015
Dr. Michael Furick
Cooper’s Ice Arena Solution Claude Cooper’s target segment for his public ice skating sessions seems to be adult couples, kids (14 and younger) and teens (14 and up) I think those target segments can increase revenue for him he may just be going about the wrong way. There’s also potential to make certain sessions more exclusive than other public sessions but Claude seems hesitant to do so. His strategies or ideas are great in theory however the results show only poor sales. I believe his focusing on one target group so heavily has left him sort sided as to the potential of profits each segment brings to offering public ice skating sessions.
Each group can benefit from public sessions but he needs to break down the benefits and needs of each group. His product is ice skating rink which is indoor, not subject to outdoor elements. The rink itself is a nice size and can hold a good number of people at any given time.
Taking each segment and seeing their needs or benefits would give Claude a better idea on how to sell his public sessions to each group. For example the couples can use the ice skating sessions as a date night activity to socialize, bond and have fun with other couples. Kids (14 and under) can use the skating sessions as a physical activity to socialize and play with other kids. Teens (14 and up) can use the skating sessions as a low budget date night, socialize with their friends and skate to good music. Looking at each target market individually, Claude can strategize how he promotes his sessions to each target.
If Claude wants to attract all of these segments he’s got to increase the popularity of his public ice skating sessions build the public image of his rink, that will encourage kids, couples and teens to come in larger numbers. Regular reviews and reports on local TV channels will also help increase the popularity of Claude's public sessions. A good way to market regular sessions
References: Schiff, Jennifer. "Yahoo Web Search." Tips+on+how+to+market+to+teens. CIO, 24 Sept. 2014. Web. 14 Feb. 2015. Perreault, William D., Joseph P. Cannon, and E. Jerome McCarthy. Basic Marketing: A Marketing Strategy Planning Approach. 19th ed. N.p.: McGraw Hill, n.d. Print.