Mkt100
Product Reassessment
Devagee
Strayer University: Asynchronous
Marketing 100
May 5, 2013
Discuss this product in terms of its repositioned target market demographics using U.S. Census Data.
The newspaper industry is in such a decline that it seems the only way to get them back up and running is to think innovatively. The best idea in moving forward is for everyone being adaptable to change. As mentioned in Assignment 1, the alternatives that could be used to reposition the newspaper is enhancing newspaper websites by adding sponsors, co-branding with Google and/or Microsoft, and soliciting town hall meetings. According to the US Census Data, there are 112,970 internet users that are householders 25 years and older. Of them, 68,042 are currently employed. It is significant to capture how many employed people there are in order to round out the target audience. Employed people are most likely to purchase this new version of the product.
Determine the types of research needed to reposition this product or service.
Internet research can aid in figuring out what location would be the best test pilot area for the launch of the newspaper product online. Newspaper companies will most likely want to know the demographic area they will market to. One suggestion for research would be age. As pointed out in Assignment 1, the highest percentage of newspaper readers were 65 years and over. Companies will be able to find out from this research if one the census data is accurate and/or if other generational users are reading the newspaper more than the older generation. Another suggestion for research would be to find out how many nursing homes and/or senior living homes have internet classes for seniors. Getting their involvement in such a big move would be great so that the elderly could gain access to the news again. I think teaching the elderly how to use the computer could only benefit everyone else.
Discuss the method(s) you would use to increase
Devagee
Strayer University: Asynchronous
Marketing 100
May 5, 2013
Discuss this product in terms of its repositioned target market demographics using U.S. Census Data.
The newspaper industry is in such a decline that it seems the only way to get them back up and running is to think innovatively. The best idea in moving forward is for everyone being adaptable to change. As mentioned in Assignment 1, the alternatives that could be used to reposition the newspaper is enhancing newspaper websites by adding sponsors, co-branding with Google and/or Microsoft, and soliciting town hall meetings. According to the US Census Data, there are 112,970 internet users that are householders 25 years and older. Of them, 68,042 are currently employed. It is significant to capture how many employed people there are in order to round out the target audience. Employed people are most likely to purchase this new version of the product.
Determine the types of research needed to reposition this product or service.
Internet research can aid in figuring out what location would be the best test pilot area for the launch of the newspaper product online. Newspaper companies will most likely want to know the demographic area they will market to. One suggestion for research would be age. As pointed out in Assignment 1, the highest percentage of newspaper readers were 65 years and over. Companies will be able to find out from this research if one the census data is accurate and/or if other generational users are reading the newspaper more than the older generation. Another suggestion for research would be to find out how many nursing homes and/or senior living homes have internet classes for seniors. Getting their involvement in such a big move would be great so that the elderly could gain access to the news again. I think teaching the elderly how to use the computer could only benefit everyone else.
Discuss the method(s) you would use to increase
Cited: Lamb/Hair/McDaniel, (2013). Marketing 6. Mason, OH. Cengage Learning. Census.gov (2013). Computer and Internet Use. Retrieved from census.gov website: http://www.census.gov/hhes/computer?/publications/2010.html