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Envision Assignment

This document provides a rubric and instructions for a trade area profile assignment for a marketing course. The assignment asks students to create a comprehensive profile of residents in their designated postal code area, addressing demographics, top consumer segmentation clusters, media preferences, sports/leisure activities, and social trends. The profile must relate information to the size of the trade area and benchmark indexes. The rubric allocates points for the profile content, appendix of reports used, and formatting elements like a cover page and table of contents.

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82 views5 pages

Envision Assignment

This document provides a rubric and instructions for a trade area profile assignment for a marketing course. The assignment asks students to create a comprehensive profile of residents in their designated postal code area, addressing demographics, top consumer segmentation clusters, media preferences, sports/leisure activities, and social trends. The profile must relate information to the size of the trade area and benchmark indexes. The rubric allocates points for the profile content, appendix of reports used, and formatting elements like a cover page and table of contents.

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: 300809100
Your Assigned Postal Code: M1B2L3
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:
Khushbu Patel
(300809100)

Postal code:M1B2L3
Name of the Trade Area:L6B1A1-5KM
Table of Content

SR.NO
7a
7b

TOPIC
Demographic
Top 5 prizm cluster

PAGE NO
4
4
2 | Page

7c
7d
7e

Media preference
Sports and leisure
3 social value trends

5
5
5

7a. Demographics
These are some demographic estimates of my trade area Markham. Under
the population by age, children between 0 and 4 having index value of 120
and count of 40 to 44 is 10,065 from total population of 129,446. Population
of female is higher than male; in which female between 40 and 44 is having
index value of 108 and males between 40 and 44 is having index value of
102. The index value of married or living with a common-low partner is 116
and having 64.70 % comp. Under families by family structure, family having
2 children is having the higher indexing value of 127 in my trade area. In
census family households by family structure, married couple family
households are having 86.62% comp with the index of 115. Families in my
trade area having 0 to 9 year old children at home in which, index value for 0
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to 4 is 108 and 5 to 9 is 107 and 18.94% and 18.60% comp. which are really
close to each other. Index value of owned households in my trade area is
highest which is 135 and built between 2001 and 2005 under period of
construction having highest index 252. Houses having 91.93% comp. with
163 index value under the structure type. 4 persons per household under
household size is having 10,100 count from total of 37,692.
7b. Top PRIZM clusters
Top 5 PRINM Clusters identified for the Trade Area L6B1A1- Markham are:
1.
2.
3.
4.
5.

11
07
21
05
20

Pets and PCs


Winners Circle
South Asian Society
Asian Affluence
Asian Up-and-Comers

Under the PRIZM Cluster 11, there are 21,153 households and % of Trade Area is
56.12%. It is having really high index 576. In this cluster, younger multi-ethnic
families who are having children doing pre-school and having pets and PCs at their
home and mostly they are immigrants from South Asia, China and Europe. They
usually go out with their kids at kid-friendly destinations and they are buying more
electronic gear just for the joy of novelty. People of this cluster scattered around the
nations larger cities. Even they are not having future plan for moving to another
place. So for the marketer this is the good segment as index is really high and they
are not planning to move elsewhere.
There are 5296 households with the index of 183 in the cluster. People of this
cluster having wealthiest exurban lifestyle. Mostly they are living in homes build
since 1980. The average household income is around $131,000. They are concern
about savings for the future but still they are spending back of facilities like theatre
systems, mini vans and electronics. They spend freely to look youthful and
attractive.
Cluster 21 is of Asian society, which has 2435 households with the index of 98. They
have upper-middle-class income and having blue-collar and service jobs. They are
having child-centred lifestyles. Above average people are getting university degrees
with the hope of better lifestyle. This cluster is less attractive as they are not having
higher income.
There are 2125 households in the cluster 05 really good index 218, which are
having middle-aged families with Chinese-dominated lifestyles. They are in Canada
since 1980s and 90s and having average income around $129,000. They usually
spend back of travel abroad, ballet and operas attend film festivals and food and
wine shows. People of this cluster having nice income and sophisticated lifestyle
that they can be good target segment for marketer.
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There are 1476 households in the cluster 20 with the index of 156. The people of
this cluster are newly immigrants from china, Philippines and other Asian countries
who are well educated and having average income. They are self-described early
adaptors and found of latest computer and technology. People of this cluster can be
the good segment as they are having average income and they are early adaptors.

7c. Media Preferences


People in the Trade area of Markham, having around almost close index in Radio
listenership, Television viewership and Internet usage, 111, 109, 103. There is a
medium listenership of radio with the count of 40,977 and under that Country Radio
is having higher index around 139. There is light television viewership with the
count of 40,365 and having high index of 119 and 117 for the mixed material arts
and reality shows. Internet is also having the heavy usage with the count of 36,911
and participating in an online social network is really high with the index of 111,
under this Facebook is having heavy usage with the count of 61,484. Magazines,
Newspapers and other Direct media dont have that much attention like Radio,
Television and Internet.

7d. Sports and Leisure Activities


Top 5 sports and leisure activities among my trade area are gathering exercise
equipment, sports and Rec equipment, watching action/adventure movies, buy
lottery tickets and baking from scratch. The total count of population is 1,09,152.
Exercise equipment has higher index value 131 with the count of 35,504, Sports and
rec equipment having index value 120 with 35.53 % of penetration. 48,980 people
are like to go for action/adventure movie which is having index value of 111. 52,674
people are spending back of buying lottery tickets which is having index value of
108 and baking from scratch is having index value of 106 with 38.53% penetration.

7e. Social Values Trends


Top 3 attributes of social trends for my trade area are personal optimism,
Importance of price and Importance of Brand with the % penetration of 58.97%,
56% And 53.66%. For the Benchmark Toronto top 3 attributes are the same as trade
area with the % penetration of 55.05%, 52.85% and 48.35%. But according to Index
consumption Evangelism, Religiosity, and Financial Security are at top with 118, 116
and 113.

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