TWC target customers
Who is the target customer?
What are the demographic characteristics? o TWC Customers are generally middle to upper class o Average household income is $53,546 / year o Racial makeup: 41% white, 28% Hispanic, 16% Asian, and 5% African American o English is the primary language 59% of the time with 20% Spanish, 11% Asian, and 7% Indo-European What are their psychographic similarities? o Most customers are early adopters of technology o They keep up on the latest trends in TV, computers, and phone communications o 43% of TWC customers rent their homes o Average home value: $253,578 The targeted markets are separated into three segments: Professional Youngsters, Upper-Medium Income Household, and Baby Boomers. The primary marketing opportunity is to deepen the product penetration in these well-defined market segments. Professional Youngsters
• Individuals or couples between the ages of 20 and 34
• 26.36% of the population in Los Angeles is between 20 and 34. (Source: 2000 US Census)
• Having stable jobs, earn around $50,000 annually.
• Not having the burden of children and having comparatively a big amount of discretionary money.
• College educated, tech-savvy, and like to try and benefit from the latest technology products.
(Source: Marketing Plan Pro)
Upper-medium Income Household
• Persons in the age range of 35 to 54
• 27.42% of the population in Los Angeles is between 35 and 54. (Source: 2000 US Census)
• Married and having a combined annual income of greater than $80,000
• Having at least one child under 18.
• Busy at work and their recreations are primarily at home.
• More likely to be dependent on convenient high-speed package services.
• Having the need to take charge of the programs that the children watch.
Baby Boomers
• Persons in the age range of 55 to 64
• 7.03% of
What are the demographic characteristics? o TWC Customers are generally middle to upper class o Average household income is $53,546 / year o Racial makeup: 41% white, 28% Hispanic, 16% Asian, and 5% African American o English is the primary language 59% of the time with 20% Spanish, 11% Asian, and 7% Indo-European What are their psychographic similarities? o Most customers are early adopters of technology o They keep up on the latest trends in TV, computers, and phone communications o 43% of TWC customers rent their homes o Average home value: $253,578 The targeted markets are separated into three segments: Professional Youngsters, Upper-Medium Income Household, and Baby Boomers. The primary marketing opportunity is to deepen the product penetration in these well-defined market segments. Professional Youngsters
• Individuals or couples between the ages of 20 and 34
• 26.36% of the population in Los Angeles is between 20 and 34. (Source: 2000 US Census)
• Having stable jobs, earn around $50,000 annually.
• Not having the burden of children and having comparatively a big amount of discretionary money.
• College educated, tech-savvy, and like to try and benefit from the latest technology products.
(Source: Marketing Plan Pro)
Upper-medium Income Household
• Persons in the age range of 35 to 54
• 27.42% of the population in Los Angeles is between 35 and 54. (Source: 2000 US Census)
• Married and having a combined annual income of greater than $80,000
• Having at least one child under 18.
• Busy at work and their recreations are primarily at home.
• More likely to be dependent on convenient high-speed package services.
• Having the need to take charge of the programs that the children watch.
Baby Boomers
• Persons in the age range of 55 to 64
• 7.03% of