Segment and Profiling Examples Essay Example for Free

Segment and Profiling Examples Essay * CARL’S JR. The brand continues its growth with an emphasis on quality, service and cleanliness, pioneering concepts such as partial table service and self-serve beverage bars. The introduction of the signature Six Dollar Burgerâ„ ¢ in 2001 marks the latest Carls Jr. ® advance in the quick-service industry, confirming the chains constant emphasis on product innovation and representing a desire to satisfy the tastes of young, hungry consumers. Who: male and female consumers between the ages of 18 – 25 with an average education level of a high school graduate or higher and a income level of 000 000. This also includes family consumers who typically consist of married or single parents with 1- 4 stay at home children and roughly $1300 of disposable income that is usually spent at QSR’s. Common lifestyle characteristics include parents who work full time and who are not always able to prepare a meal for their family, households where 3 of the four people in a typical family do not know how to cook, consumers who spend 71% of their time or more outside the house, consumers who spend a majority of their time in busy high traffic districts of the city and teenagers between the age of 15 – 19 who work full or part time jobs and or go to school full time. Consumers in this target market regularly make purchases at QSR’s 1 – 2 times a week and expect healthier more nutritious meal options such as specialty salads, deli style sandwiches and grilled chicken sandwiches. What: The overall nature of the message would be image intensive with a majority of advertisements directed toward tv, print (including coupons etc.) and internet banners/stream videos. Where: The target market exists mainly in suburban areas, high traffic business districts and in some rural areas of Canada. The weight of the media funding would be allocated primarily based on this info and population patterns. When: Since a majority of ads will be spent on tv, commercials would be aired Monday to Friday from 3pm to 10:30pm, playing 3, 40 second commercials in an hour. On weekends commercials would air from 11:00am to 10:00pm, 2 times an hour. How: By using the profile-matching strategy in all chosen forms of media Carl’s Jr. would be able to achieve the desired regional coverage needed to successfully launch into the Canadian market. This effort combined with ‘skip’ schedule advertising will generate awareness, interest and trial purchase Endorsements is a technique that Carl’s Jr. has already used somewhat successfully and could continue to do so by getting endorsements from celebrities that would be easily recognized and accepted by the target audience. This would include Lindsay Lohan, Jessica Alba and Sarah Jessica Parker who could add to the presentation with sexually blatant appeals that could be easily â€Å"confused† with benefits of the product. Such as an ad where one of the above celebrities would mention how they have met someone who gives them everything they want and keeps them satisfied with his â€Å"big†¦., thick†¦., so large I can barely get both hands on it†¦..†, these references would of course be toward Carl’s Jr. and the size of their new ‘Six Dollar’ Jalapeà ±o burger. Shaquille O’Neal, and Kobe Bryant could also be used to target the segment of customers who may be more influenced by the endorsements of professional athletes and their reference to the amount of meat found in the premier burger. With this type of commercial we would also introduce taglines and slogans to complete the message. For the ad endorsed by an attractive female celebrity the tagline would be â€Å"If we can get her this HOT, imagine what we can do for you.† this would introduce the Jalapeà ±o burger as a spicy meal to consumers who prefer a ‘kick’ to their food. The slogan used for the entire advertising campaign would be â€Å"We’re new. We’re more. And we can make it HOT.† * BROTHER’S BURGER Brothers Burger is a fast-casual restaurant that now has a total of 18 branches— six franchised and 12 company-owned — in Metro Manila, Baguio City, Cebu City. â€Å"We wanted to give the market good comfort good,† says Martin, the company’s vice president for business development and marketing. But it was Quito, a California-trained chef, who brought up the idea of selling a premium burger. To bring this idea to life, DJ and Martin quit their jobs to help Quito. Their burgers are all quite big and charbroiled a lot of health conscious people who order this if they are craving for burgers. * BURGER MACHINE BURGER MACHINE IS THE MARKET LEADER OF THE BURGER-ON-WHEELS SEGMENT OF THE FAST FOOD INDUSTRIES IN THE PHILIPPINES OPERATED BY FRANCHISEES NATIONWIDE. Burger Machine is the market leader of the burger-on-wheels segment of Philippines Food Industry. To simply put it, Burger Machine is the National Burger Stand of the Philippines. 🙂 (Among the other famous burger stands in the Philippines are: Angels Burger, Scott Burger Buy 1 Take 1 Burgers, etc). Burger Machine is not the resto type, it has been consistent in identifying itself as the-burger-next-door; you can see it everywhere, in every block, and in every corner possible. It is open 24 hours, the reason why it earned its name the burger that never sleeps. * McDonalds McDonalds has segmented their products according to bases of Demographic, Psychographic and Behavioral. They have segmented their products and positioned their products according to kids, students and family. But they haven’t segmented their products according to Adult target group. And also haven’t started segmented related to breakfast in every outlet. * Happy Meal for Kids. Playing area for Kids Music and Dance floor for youth. Toddler zone -an active play environment with age-appropriate games that develop physical coordination and social skills. Active zone-designed for children aged four to eight that promotes physical fitness through fun play Sports Zone-a series of sports-oriented activities to promote aerobic exercise for children aged nine to 11 Parent Zone-features seating and provides a monitoring area for their children; and the Dining Area which allows family to eat. Geographical segmentation From geographical segmentation above we can see that McDonald offered their services based on certain country basic food. Demographic/psychographic segmentation Demographic segmentation divides the market into groups based on variables like gender, age, nationality, religion, family life cycle and family size. McDonald offered their services by segmented their customer based on age, religion and family life cycle McDonald segmented their product based on customer’s religion To offer the best services McDonald still concern about variations due to differing tastes and cultural issues for their customer over the world. For example: ‘Demographic segmentation divides the market In Malaysia, In Muslim country like Malaysia pork is not due to Muslim dietary laws, the hamburger is called beef burger avoiding the word â€Å"ham† (McDonald Malaysia). Additionally, in North African Morocco as well as other Muslim countries, all meats is slaughtered in the halal method and labeled as such. On The other hand, In Israel, kosher dietary laws forbid the mixture of the meat and the dairy product, because of this, cheeseburger are not popular. McDonald runs kosher restaurants in Jerusalem and in Buenos Aires (Gurdian Unlimited, 2007), Argentina and offer a â€Å"Passover bun† (only in Israel) for the eighty day period in which practicing Jews abstains from leavened bread. Contrary, â€Å"Veggie burger† are offered wherever there is significant demand, including India and much Western Europe, but McDonald rarely certificate it product as vegetarian. Indeed, McDonald’s was subject to high profile lawsuit and eventually forced to apologized for using small beef in the preparation of fries marketed as cooked in 100% vegetable oil. While in the liberal countries like The United States McDonald offer any kinds of food which one of it not available in other countries such as, hamburger, big n tasty, crispy chicken mCclub, McRib Jr, bacon egg and cheese bagel, BBQ bacon chicken mCgrill and cherry pie. (Bizjournal strictly business, strictly local, 2001) Behavioral segmentation Behavioral segmentation focuses on dividing consumer based on their knowledge, attitudes, uses, benefits sought, or responses to company’s product (McNamee McDonnell, 1995). One of the best form of segmentation is to divided buyers according to the different benefits that they want to get by purchasing the product. Usually, people who look for in their product class or look for each benefit. For example, McDonald provide McDelivery for 24 hour, this the only one delivery service that not stop even once in a while a day by just call it and order, after that within a minute it comes to your place with the food that still hot and fresh. For example, they who are working until late night in the office or they who are not sleep at night, they use this service to feed them because not all McDonald restaurants is open for 24 hour, certain McDonald restaurant only open until 2 am in the morning, for customer who look for each benefit they will just call McDelivery to send what they order rather than comedown directly to McDonald’s restaurant. McDonald segmented McDelivery menu based on the time that customer order: ∙ Breakfast extra value meals: bagel with omelet, big breakfast, hotcakes with sausage, hotcakes, sausage mCmuffin, egg muffin, fillet-o-fish, hashbrown. Happy Meal breakfast includes free toy: 2pc breakfast hotcakes. ∙ Lunch/Dinner/supper: big mag, double cheeseburger, fillet-o-fish, mcwings, French fries, mCchicken, mCspicy, grilled chicken foldover. Happy Meal lunch/dinner/supper includes free toy: chicken mCnugget, grilled chicken bun, chicken mCnugget. ∙ Sides: French fries, corn cup, apple dippers. ∙ Beverages: mCcafe cappuccino, mCcafe latte, mCcafe long black, coke/ coke light, sprite, ice lemon tea, jasmine green tea, 100% pure orange juice, limeade, iced milo, evian, fresh milk, hot chocolateor tea, hot milo. ∙ Dessert: McFlurry, sundae, apple pie. (McDelivery, 2006) McDelivery menu by McDonald (2006).. According to the data above, we can see that McDonald segmented their McDelivery menu based on how customers considering each benefit. Another behavioral segmentation in McDonald that we can guess is they proudly Big Mac, we can measure how customer is loyal to this McDonald’s product. In my opinion, Big Mac is one of popular burger in the world everybody knew it, know what it calls, know how to get it and know how it tastes. Year to year the sales of Big Mac keep on steadily and it is never drop under what we are predicted. On the other hand it sales also never suddenly totally increased, it is one of the evidence that Big Mac is reputable in common meanings it well-know because of it big size of burger under the brand of McDonald which all the people knows how it fast food feeder popular but it do not mean that this Big Mac do not have competitor. Nowadays, there is a lot of fast food feeder that serve any kind of burger with tempting taste and affordable price, this is what people said â€Å"the taste balance with the quality† which the brand is Burger King with their lot of menu choices and MOS burger that now serving their burger not with bread rather than rice, so many unique and unimagined ideas about how people create an interesting food and take business burger seriously. The reasons why this three brand of burger consume by community is because they all concern for the word halal kosher, they also know how to compete by creating the best test and design the appearances of burger until it brings kind of history to our life. Additionally, it also because of their good marketing which know how they persuade people and how they advertise their burger by make it commercial break that published in television, advertise their burger in big billboard, put their poster in bus until send their discount coupon (direct mai l) to public.

Sigmund Freud Essay -- essays research papers fc

Freud didn't exactly invent the idea of the conscious versus unconscious mind, but he certainly was responsible for making it popular. The conscious mind is what you are aware of at any particular moment, your present perceptions, memories, thoughts, fantasies, feelings, etc. Working closely with the conscious mind is what Freud called the preconscious, what we might today call "available memory:" anything that can easily be made conscious, the memories you are not at the moment thinking about but can readily bring to mind. Now no one has a problem with these two layers of mind. But Freud suggested that these are the smallest parts. The largest part by far is the unconscious. It includes all the things that are not easily available to awareness, including many things that have their origins there, such as our drives or instincts, and things that are put there because we can't bear to look at them, such as the memories and emotions associated with trauma. According to Freud, the unconscious is the source of our motivations, whether they be simple desires for food or sex, neurotic compulsions, or the motives of an artist or scientist. And yet, we are often driven to deny or resist becoming conscious of these motives, and they are often available to us only in disguised form. Freudian psychological reality begins with the world, full of objects. Among them is a very special object, the organism. The organism is special in that it acts to survive and reproduce, and it is guided toward those ends by its needs such as hunger, thirst, the avoidance of pain, and sex. A part -- a very important part -- of the organism is the nervous system, which has as one its characteristics a sensitivity to the organism's needs. At birth, that nervous system is little more than that of any other animal, an "it" or id. The nervous system, as id, translates the organism's needs into motivational forces. Freud also called them wishes. This translation from need to wish is called the primary process. The id works in keeping with the pleasure principle, which can be understood as a demand to take care of needs immediately. Just picture the hungry infant, screaming itself blue. It doesn't "know" what it wants in any adult sense; it just knows that it wants it and it wants it now. The infant, in the Freudian view, is pure, or ... ... and represents the resurgence of the sex drive in adolescence, and the more specific focusing of pleasure in sexual intercourse. Freud felt that masturbation, oral sex, homosexuality, and many other things we find acceptable in adulthood today, were immature. This is a true stage theory, meaning that Freudians believe that we all go through these stages, in this order, and pretty close to these ages. Some of Freud's ideas are clearly tied to his culture and era. Other ideas are not easily testable. Some may even be a matter of Freud's own personality and experiences. But Freud was an excellent observer of the human condition, and enough of what he said has relevance today that he will be a part of personality textbooks for years to come. Even when theorists come up with dramatically different ideas about how we work, they compare their ideas with Freud's. BIBLIOGRAPHY McCary, J L. Psychology of Personality. New York 1956. Blum G S. A study of the Psychoanalytic Theory of Psychosexual Development NY 1949 Brill A. Freud's contribution to psychiatric. NY 1944 Reuben Fine. A critical re-evaluation of his theories NY 1962 P. Rieff. Freud The mind of the moralist NY 1959

Popular Media

Running head: MASS MEDIA AND POPULAR AMERICAN CULTURE Mass media and popular American Culture Team B University of Phoenix In the last 50 years the mass media has grown exponentially with the advancement of technology. Our society has come a long way since the telegraph and the newspaper. The most used source of media today is the television. In today’s society over 250 billion hours of television is viewed annually by Americans. Children are exposed to more than 40,000 ads a year, and this number is climbing. Americans as a whole are exposed to thousands of images of sex, crime, advertisements, celebrity news, hidden subliminal messages and much more. Today’s society is not aware of the negative influences we expose ourselves and our children to on a daily basis. Surprisingly enough, 95% of the media is owned by only 5 companies, which are, Time Warner, Viacom, Vivendi Universal, Walt Disney, and News Corp. These companies own the major entertainment theme parks, movie studios, radio broadcast networks, and sports entertainment. These superior companies also own integrated telecommunications, wireless phones, video game software, electronic media the music industry and more. In earlier years there was diversity in companies, now there are just a few that have the power to influence the minds of your children. When children constantly watch violence and negative images over and over again it becomes traumatic on their psyche. Television is shaping the way young Americans think. Therefore they grow up thinking they have to look a certain way to fit in today’s society. We need to develop a mind of our own or we will become a culture filled with zombies with low IQ’s. As one examines the relationship between the media and popular culture it is evident that the affects of the media has had a great impact. The popular culture before the media was somewhat simple. The pop culture was primarily dictated by the elite and the religious sector. As time progressed pop culture began to be influenced more by certain types of media. One form that had a great impact on pop culture was movable print. Movable print opened the door to mass communication in 15th century by allowing information to be printed for the emerging middle class. This new age in pop culture gave way to the spread of illiteracy and the emergence of trade in the western civilization. As pictorial printing emerged so did the education of the lower classes. This new form of media was mass produced and allowed the door to be open for the mass movement and change in popular culture. The Reformation, led by Martin Luther was the first form of a mass movement influenced by mass communication. Along with this development was the ability to distribute new religious thoughts and ideas the masses, which in turn allowed people to begin to develop individual ideas on religion. As pop culture became more influenced by mass communication, more people learned to read and write. The Reformation can basically be credited to the start of mobilizing the masses and industrialization. As one examines where we are as a society, one can safely say that pop culture is greatly influenced by all forms of media. This idea will explored throughout this paper and how it relates to enculturation. The relationships among the media, advertising and the formation of normative cultural values are very important in the 20th century. Without putting them together to have the success that comes to many movies, business, and some of the top celebrities would make things a lot harder. The media is a good tool if used properly but can as we have seen make things bad for some people and their businesses. At the start the use of the media was to entertain as well as inform. The base ball games started off on the radio and after sometime TV became black and white. Then the idea came that there are people looking at these shows and the thought of advertising came into play. This enhanced television because now not only do you have people being entertained but now you can give ideas that could offer big bucks for business. If in this day and time we did not have the media to inform us as we need to be, how would we know that there is a new cold bug or that the weather is not going to be good on Sunday. The media is a very import to us in the 20th century without it how would things be if they were to go on as they are now. The media was used to inform us that Toyota the car company has several cars having trouble with their gas pedal getting stuck. This was important to know because if not then people all over the world would have had these issues with the cars and not have know that this needed to be fixed right away. But in turn Toyota used the media and advertising to get sales back up after the issues slowed down sales. The haste of technology has impacted our society and helped globalization move a little quicker. Although, the internet may seem to be taken away the personal part of communicating, it has globalized our country by having the opportunity to communicate with other countries around the world. The impact of a growing business is better known as face book. One of the largest most recognized websites that is very helpful in communicating with others around the world. Today’s popular culture has made face book one of the newest and innovated ways to communicate with friends and family at are long distance. In a way the internet has globalized and helped our country to become one by simply communicating with one other through this known site. Although, it may not be face to face round table discussion but it helps us in all ways possible. Popular culture has made this website a sophisticated site where all can be a part of. However, face book does have its changelings because it takes away from interpersonal communication restrictions. Cheryl stated â€Å"Technology's influence on interpersonal relationships is both positive and negative. The important thing to remember in forming a virtual relationship is not to lose sight of the fact that it is virtual reality. It is also important to maintain real relationships as well to keep a proper balance†. I believe this is true to the fact because of this technology people tend to forget about the true meaning of interpersonal communication, meaning communicating face to face. Everyone has their own opinions about both the positives and the negatives of mass media and its’ affects on popular culture. In the end it all comes down to the individual’s values and their perception on what is current and popular to them. It is the parent’s responsibility to teach their children about their heritage and culture, but sometimes that does not happen, and the child has to decide for his or her self what mass media and popular culture is good or bad in the aspect of the affects it has on them. Education has and always be the defining factor for our future and the future of mass media and pop culture. References Herr, Ph. D. , N. (). Television & Health . Retrieved from http://www. csun. edu/science/health/docs/tv. html Rayuso, .  (Copyright  © 2010 ). Mass Media Influence on Society77. Hubpages Inc. and respective owners. Retrieved from http://hubpages. com/hub/Mass-Media-Influence-on-Society William, Cheryl (2002). Http://www. Helium. com

Feminism The Erotics Of Black Self Making By Cuba, And...

Jafari S. Allen’s â€Å"Venceremos? The Erotics of Black Self-Making in Cuba,† and Deborah Pruitt and Suzanne LaFont’s article â€Å"For Love and Money: Romance Tourism in Jamaica,† both assert arguments on how the changing of established gender roles impact the interactions between members of different sexes. As hegemonic masculinity was heavily emphasized during the Cuban Revolution, Allen shows his readers how heteronormative masculinity and expected female receptivity is still clearly presented in Cuban culture today. Pruitt and LaFont explore in their article what happens when resistance to an established heteronormative masculinity in a culture is present, as Euro-American women adapt masculine characteristics and assert authority over their male Jamaican lovers. Therefore, this paper will investigate how both authors explore masculinity and femininity as heteronormative constructs and how they must be looked at in regard to specific localities to se e how individuals are affected in everyday life. According to Allen, the early Cuban Revolution â€Å"legislated compulsory heteronormativity,† which is still present in the country today (Allen 67). This is due to revolutionary understandings and attitudes towards male homosexuals, as they were deemed to be â€Å"rapicous and flighty- concerned only with their own pleasure and unwilling to make sacrifices† (Allen 68). Therefore, they were not only supporting heteronormative gender roles regarding women by exhibiting feminine qualities, but