The target market for Kiki is a niche market of nine to fourteen year-old girls (tweens) who wants a girly, sophisticated, popular forward magazine with design based content. This is a specialized market and is not the same as other markets in the magazine industry. The best type of marketing research Kiki should apply is the concentrated targeting strategy and a customer-centric marketing strategy which is developing collaborative relationships with customers based on focusing on their individual needs and concerns. In order to successfully see their magazine's market potential, Kiki must use primary data, secondary data, mail surveys, online surveys, and focus groups; while thinking of ways to add new customers every year.
A strong market research is essential to effectively capture any target market. If a company does not have strong and reliable market research, its company can risk major losses. Kiki's main marketing research strategy should utilize primary data, such as mail surveys, online surveys. Another strategy would be the use of secondary data; data that is previously collected by government departments, private agencies, industry associations, and published for public use. For instance, Kiki can research using sites that offer
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Kiki can then identify what data that is readily available for them. Then they can see what information their analysis is lacking. This missing information in their assessment can then be collected by primary data. Primary data is information gathered for the first time with the main purpose of answering a specific question that secondary data cannot answer. For example, after looking at the demographics, Kiki needs to know what their needs and wants are. The best way for Kiki to obtain this detailed information is to engage in exploratory work involving open-ended surveys and focus