Marchnad Darged
Target Market.
Dadansoddi'r Broblem.
Manylion am farchnad darged y cynnyrch ac ymchwil i'w disgwyliadau.
- Pwy fydd yn prynu'r cynnyrch newydd?
- Beth yw anghenion y farchnad darged?
- Casgliadau am y sector o’r farchnad.
Marchnad Darged.
Gallem ddweud mai’r ‘farchnad darged yw menywod yn eu 20au’ a’i adael ar hynny. Ond byddai’n haws dylunio’r datrysiad i’n problem pe byddai gennym ddarlun cliriach o’r rhai a fyddai’n prynu ein cynnyrch newydd. Mae Proffilio Ffordd o Fyw yn gallu ein helpu i gael y wybodaeth hon.
Proffilio Ffordd o Fyw.
Gwnewch ddatganiad am bob un o’r topigau hyn. Rhowch gymaint o fanylion ag y gallwch yn y datganiadau er mwyn cael disgrifiad da o berson.
Rhyw |
Gwryw, Benyw |
Oed |
Oed penodol |
Lle Byw |
Cefn gwlad, maestref, dinas. |
Gwaith |
Cyflogedig, myfyriwr, wedi ymddeol, ceisiwr gwaith |
Cyllid |
Cyllideb dynn, rhywfaint o arian, arian dros ben |
Hamdden |
Chwaraeon – yn cymryd rhan, yn gwylio |
Teithio |
Nid yw’n teithio, gwyliau pecyn, trefnu ei wyliau ei hun |
Teclyn |
Yr un mwyaf pwysig |
Trafnidiaeth |
Car, beic, bws, cerdded |
Bwyd |
Organig, swper o flaen y teledu, bwyd sothach, bwydydd cyfan, llysieuol, coginio cartref |
Diod |
Cwrw, gwin, gwirodydd, yn y dafarn, yn y cartref, bwytai |
Ffasiwn |
Tribe, grunge, emo, dillad dylunydd |
Brandiau |
Vans, Nike, Diesel, Hackett, Polo |
Chwaeth – cerddoriaeth |
Roc, Gwerin, Jazz, Hip-Hop |
Pleserau |
Teithio, ymweliadau, y sinema, dramâu |
Yn y diwedd, dylai fod gennych rywbeth fel hyn:
Mam 25 mlwydd oed sy’n briod a chanddi ddau o blant. Y plant yw merch dair blwydd oed a bachgen chwe mis oes. Maent yn prynu tŷ rhes yng nghanol y dref ac yn prynu’r rhan fwyaf o’u dodrefn yn IKEA. Mae’r gŵr yn gweithio’n amser llawn mewn ffatri leol ac mae hi’n gweithio’n rhanamser mewn uwchfarchnad leol. Mae arian yn brin. Mae hi’n treulio’r rhan fwyaf o’i hamser yn gofalu am y plant ond mae’n cael ambell noson allan gyda’r merched sy’n ffrindiau iddi. Byddant yn cynilo i gael gwyliau pecyn yn Sbaen bob blwyddyn. Ei char yw hen VW Polo ac mae ganddi ffôn symudol talu wrth fynd ymlaen. Mae’r rhan fwyaf o’r bwyd y mae’n ei brynu wedi’i baratoi ymlaen llaw ac mae’n ei brynu yn ei lle gwaith. Mae’n prynu dillad yn yr uwchfarchnad a chosmetigau yn Super Drug. Mae’n hoffi cerddoriaeth bop a rhai o’i phleserau yw siocled a’r cylchgrawn Hello.
Gallech ychwanegu mwy byth o fanylion ond dim ond os byddai hynny’n gwneud y darlun yn fwy clir. Efallai y gallech ddod o hyd i lun addas mewn cylchgrawn, ar wefan neu mewn catalog, neu efallai’ch bod yn adnabod rhywun sy’n debyg i’r disgrifiad ac y gallech ofyn am gael tynnu ei llun ar gyfer eich ffolio prosiect.
Nawr rydych yn gwybod pwy’n union a fydd yn prynu’ch cynnyrch.
Dyma’ch Marchnad Darged.
Analysis of the Problem.
Details of the target market for the product and an exploration of their expectations.
- Who is going to buy the new product?
- What are the requirements of the target market?
- Conclusions drawn about the market sector.
Target Market.
We could just say that 'the target market is women in their 20s' but it would be easier to design the solution to our problem if we had a clearer view of who would buy our new product. This is where Lifestyle Profiling can help.
Lifestyle Profiling.
Make a statement on each of these topics. Fill out the statements with as much detail as you can to make a good description of a person.
Sex |
Male, Female |
Age |
Specific age |
Living |
Country, suburbs, city. |
Work |
Employed, student, retired job seeker |
Finances |
Tight budget, some money, money to spare |
Leisure |
Sports – doer, watcher |
Travel |
Don’t, package, own organisation |
Gadget |
Most important |
Transport |
Car, bike, bus, walk |
Food |
Organic, TV dinner, junk, wholefood, vegitarian, home cooking |
Drink |
Beer, wine, spirits, pub, at home, restaurants |
Fashion |
Tribe, grunge, emo, designer |
Brands |
Vans, Nike, Diesel, Hackett, Polo |
Taste – music |
Rock, Folk, Jazz, Hip-Hop |
Treats |
Travel, visits, cinema, plays, |
You should end up with something like this: ‐
A twenty five year old mother who is married with two children. The children are a girl aged three years and a boy aged six months. They are buying a terraced house in the town centre and most of their furniture is bought from IKEA. The husband works full time in a local factory and she works part time in a local supermarket. Money is in short supply. She spends most of her time looking after the children but has occasional nights out with 'the girls'. They save up for a package holiday to Spain each year. She drives an old VW Polo and has a Pay-As-You-Go mobile phone. Most of the food shopping is pre prepared and bought from her workplace. She buys clothes from the supermarket and cosmetics from Super Drug. She likes pop music and her treats include chocolate and Hello magazine.
You could add even more detail but only do it if it will make the picture clearer. You might be able to find a picture in a magazine, website or catalogue or perhaps you know someone who fits your description and could ask them if you could take their photo for your project folio.
Now you know exactly who will buy your product.