Team 8.4Megan Romanowski-Project Concept Slide

Ryan Anderson-Target Market SlideSteven Owens-Market Research Slide

Chris Angell-Competitive Analysis SlideLauren Peters-Market Research Slide

All-Market Research Slide

Bull’s Eye Marketers

Product ConceptHere, Everyone has a Blast!

Description: H-E-Blast is an interactive and supervised children’s

play area that provides fun and care for children while parents shop

Key Features: Supervised care Multi-dimensional activity zone Safe , enclosed area inside the store Security assurance system

Benefits: Free service Easy, less stress, and more efficient shopping experience Enjoyable for both parents and kids

Competitive AnalysisResearch on Competition: Currently the H-E-Blast concept stands alone against its

top competitors (Wal-mart, Target, etc.) Wal-mart and Target use other methods such as in-store

restaurants and video game stations to draw in families with children

Successful Play Area Implementation: IKEA McDonald’s Chick-fil-a Gold’s Gym

Competitive Analysis

Sole Customer

Sole Customer

EntertainmentEntertainment

ErrandErrand

Family Customers

Family Customers

H-E-B

Wal-mart

TargetAlbertsons

Perceptual Map

H-E-Blast

Target MarketBasis for Segmentation:

Demographic and PsychographicFamily Life Cycle Segmentation and Motives,

Personality, and Lifestyles

Profile of the Target Customer:Mothers (married or unmarried)Several childrenStay at home mom or Sole providerLooking for experiences

Size of the Market:931,800 H-E-B Female Customers (ages 18-65) in Texas

with children PER WEEK

Market ResearchSample Segment Selection

Females with child experienceBabysitters Older siblingsMothers

Research MethodsInterview one-on-one

Conversational questioningGold’s Gym play area supervisor

Observational StudyHEB –Shadowing families and observing children in-

storeWooded Acres

Market ResearchExploratory Outside Research

Gold’s Gym - Kid’s Play Area EmployeeEnjoys dealing and interacting with childrenNeeds to be bigger for crowded afternoonsSign in and out with photo ID required of memberWorkers CPR and First Aid certified

H-E-B Observational ResearchChild disturbance causing distractions to both parents

and other customersDisturbances included rowdy behavior, candy theft, aisle

traffic, and lengthy checkout processChildren riding inside carts taking away grocery item

space

Market ResearchMajor concept strengths from research

Fun environment for kidsParents gain freedom from their children

Relaxation while shoppingMajor concept weaknesses from research

Safety of childrenCandy gone wildWill the kids actually enjoy themselves?

HEB Blast improvement ideasIncorporation of HEB buddies rewards system

Buddy dollars for families who use new systemHealthy snack and gift shop ( Instead of Candy)