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Envision Assignment

This document provides a rubric and instructions for a trade area profile assignment. It asks the student to analyze demographic data, PRIZM clusters, media preferences, sports/leisure activities, and social values trends for their assigned postal code of M1G3S7. The profile must address these areas and relate information to both the size of the trade area and benchmarks. An appendix of all reports used must also be included. The assignment will be graded based on the comprehensiveness of the profile, inclusion of required elements, proper formatting, and spelling/grammar.

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232 views6 pages

Envision Assignment

This document provides a rubric and instructions for a trade area profile assignment. It asks the student to analyze demographic data, PRIZM clusters, media preferences, sports/leisure activities, and social values trends for their assigned postal code of M1G3S7. The profile must address these areas and relate information to both the size of the trade area and benchmarks. An appendix of all reports used must also be included. The assignment will be graded based on the comprehensiveness of the profile, inclusion of required elements, proper formatting, and spelling/grammar.

Uploaded by

Ankush
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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MKTG742 ENVISION Individual Assignment - Trade Area

Profile
Your Name:
Your Student Number: 300813647
Your Assigned Postal Code: M1G3S7
Marking Rubric
Create a comprehensive profile of residents in your
designated Trade Area, as per Question 7a-e. Your
profile must address:
Demographics
Top PRIZM clusters
Media Preferences
Sports and Leisure Activities
Social Values Trends
Relate to both size of TA and index to benchmark

/50

Appendix of all reports used to create profile

/35

Rubric at front of report, Cover page as described,


table of contents, page numbers throughout
assignment, spelling/grammar
Final Mark

/15

/100

MKTG 742-101
Envision Assignment 1

1 | Page

Submitted to:
Prof. Peter Bannon

Submitted by:
Ankushkumar Jain
(300813657)

Postal code: M1G3S7


Name of the Trade Area:M1G3S7-5KM
Table of Content

SR.NO
7a
7b

TOPIC
Demographic
Top 5 prizm cluster

PAGE NO
4
4
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7c
7d
7e

Media preference
Sports and leisure
3 social value trends

5
5
5

7a. Demographics:According to my report the majority of population by age is from the 25 to


29 which is 27,464 and the index is 109 from the company point of view any
company would like to prefer for such segment as the index and the count of
trade area is high. If we consider from the Gender point of view, males
count is highest from the age group from 25 to 29 the company would like to
target this market where the index is 109 which is also positive. While for the
females the highest index is 117 for the age group between 85 or older but
that would not be the that attractive for the company as the trade area count
is just 4371 so the company would target the market for the age group
between 25 to 29 as it has the trade area count of 13675 and the index rate
is also 110. In the constant year 2005, Household income in trade area
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count was 18,093 for income $100,000 and above but the index was too low
as it was just 54 which wouldnt attract any company to market their product
so the company would go with the trade area count 13312 for income
$10,000 and 19,999 as their index is 142 so the company would able to set a
bench mark above their competitors. While in the current year the highest
trade area count was 23077 but the index was just 59 for the household
income $100,000 and above which is below the benchmark. So company
would prefer for the less trade count but higher index which is for income
between $10,000 and 19,999 trade mark count is 11403 their index is also
142 which is above the bench mark. Education related marketing company
can focus on two types of students, first one are no certificate, diploma and
degree students whose trade area count is 57,927 and their index is 124
which is above the benchmark. And the second one is high school, certificate
or equivalent as their trade area count is 75233 and the index is 113. If the
company needs to focus on only one segment then they can target the high
school, certificate or equivalent one as their trade area count and index are
positive.
7b. Top PRIZM clusters
1- Newcomers rising (46) - households are 46,033, % of trade area is
40.75% and index is 260. They are having high rate of education,
they spend money on trips to night clubs, taco restaurants and
outlet mall and they give importance to their appearance a lot but
as they are newcomers they are facing economic hard times and
their cluster ranking has also fall down from 33 to 46 since 2001.
2- Cluttered nests (18) Households are 21677, % of Trade area is
19.19% and the index is 310.the residents prefer watching sports
like baseball, basketball, soccer game horse races and ski shows.
The average household income is above $88,000 from might collar.
The give great importance to their family and help their cultural
roots.
3- South Asian Society (21) - Households: 15945, % of trade area is
14.12% and index is 214.they live in semis, duplex and low rise
apartments, families enjoy outdoor sports like basketball, baseball
and soccer and also like going to theme parks, video arcades and
auto shows.40 % of the house hold speaks a non official language
and they are in a hope of getting university degree for getting a
better lives.
4- Asian Up and comers (20) Household are 8610, % of trade area is
7.62% and index is 303.Well educated group of people, half of them
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speak non-official language and 71% are foreign born. Average


income. Fond of latest computers and technology, prefer online
shopping, accessing new sites, download radio broadcasts and stay
connected to relatives back home.
5- Suburban rows (29) Households are 5377, % of trade area is
4.76% and index is 131. They come in minorities. Average income
people, low key lifestyle. Like playing soccer, jogging, swimming
and skateboarding, rarely go for shopping, boutiques, gourmet
supermarket or fancy restaurants but they manage to keep latest
technology and they also dont need a lot of money to enjoy life.
7c. Media Preferences:Radio as a media is having the strong presence in this particular area.
The people love to hear light music 100,332 count which has index is
103. Who loves to hear adult contemporary count of 53439 with index
of 107 highly penetrated? Ethnic and multi cultural people are of
17787 whose index is 140.
7d. Sports and Leisure Activities:The top 5 and sports and leisure activities based on the trade area
count and index are collecting stamps with count is 11148 with an
index of 139. Second collecting coins with count of 20633 with a index
of 136is. Third is football with a count of 14786 with a index of
125.fourth is soccer with a count of 14206 and index of 125 and the
fifth one is horse running with a count of 7091 with a index of 125.

7e. Social Values Trends:From the trade area the first social value trend is importance of price with a
count of 154297 with an penetration% of 55.94%.second is personal
optimism with a count of 141204 with an penetration % of 51.20%. and the
third one is social responsibility with a count of 141204 with a penetration %
of 48.49%.from the benchmark the first social value trend is importance of
price with a count of 2808860 with an penetration% of 55.05%.Second is
personal optimism with a count of 2696560 with an penetration % of
52.85%. and the third one is social responsibility with a count of 2428714
with a penetration % of 47.44% the first social value is According to the
index first one is interest in the unexplained with a count of 48261 with an
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index of 124. Secondly with a fatalism count of 73719 with an index of 121
and third is Patriarchy with a count of 85733 with an index of 119.

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