Demographic characteristics of the target group
The target audience for the play station 3 is women between the age of 24 and 35 years, who are university graduates and are working. These women are either single, with or without boyfriends, or married but, with no children. These women are highly independent both financially and in decision making. They are financially stable and are employed pursuing successful careers or self employed, running successful businesses and earning an average income of $100,000 dollars per year. They live either alone or with their partners in upper market residential areas in the city or outside the city, which majority of them own. They drive top-of-the-range cars which are either imported or locally made which cost an average of 40,000 dollars. They wear designer clothes and shoes from Italy and France with labels such as Dior and Channel (Jones, 79).
Justification
The reason for targeting this class of women is because, they have the financial capacity to buy the play Station 3 console and are technologically advanced to the level of using the PS3. They are also independent with no children and therefore can find time to watch movies and play games from the PS3. Also with this group, PS3 may become a social game which can encourage them to be hardcore game players or be a fashionable leisure activity (Wolf & Perron, 67).
Psychographic characteristics
The target audience is highly independent both economically and socially. When not working, they are in the gym for work outs, traveling, shopping, playing tennis or golf, going for social events or going out with their friends, business associates or partners.
The target audience also views life as fair in that you get out of life what you have put into it. They believe that women should strive to excel in what they choose to do with no mentality of gender stereotypes and therefore can venture into technology. This target class of women also work hard in their respective fields which are mostly male dominated and believe they are as good as their male counterparts therefore, they dislike lazy and complaining people especially women.
They have a vision of themselves as ‘upwardly mobile’ individuals in their careers and social life who have no fear of challenges. They are pictures of success and hard work in their respective fields.
These women are not afraid of digital and analog technology since majority are highly educated and work in technology-related fields or fields that require vast technological knowledge (French, 78).
Target consumer profile
Sally is a 34 year old journalist and newscaster in a leading television network in New York. When she is not working in the New York head office, she is traveling all over the country and world collecting news and reports for her weekly magazine show; reading her favorite books; working out in the gym; shopping in France or Italy, her favorite destinations; playing golf if the weather is good, or tennis at the country club with fellow members or business associates at least twice a week; or just relaxing in the house. Sally is also an ardent philanthropist and is always organizing social and charity events to raise funds for her various worthy courses.
Sally is married to a successful businessman who travels a lot, but the couple has no children. She lives with her husband in their apartment in Park Avenue with a beautiful view of the Central Park. She also drives to work with her new sports car her husband bought her from France for her 34th birthday.
Sally earns a salary of $100.000 dollars per year exclusive of allowances and prefers shopping or ordering her clothes and shoes from Italy. She sees herself as an independent thinker, workaholic and a go-getter who is never cowered by any challenge, an attitude which has propelled her to the top of her career and management levels in the network. She is a technology savvy and enjoys challenging her male colleagues in technologically oriented tasks and games. She especially enjoys playing gin and solitaire.
Works cited
French, L. Womenvision: Women and the Moving Image in Australia. Damned Publishing, 2003.
Jones, P. P. How to use advertising to build strong brands: Advertising Series. SAGE, 1999.
Wolf, M. J. & Perron, B. The video game theory reader. Routledge, 2003.