The paper "KidsLink - Target Market " is a great example of a marketing case study. A privately held company with headquarters in Sydney, Caring Mobile, Inc. is a leading designer, manufacturer, and distributor of mobile phones intended for tweens. KidsLink, their prime product, is a multi-media handphone with a full-color screen, customizable ringtones, and wallpaper, and built-in camera, enabling children to make calls, send SMS, play games, take pictures, listen to MP4, and even watch a video. Lightweight and small, this handphone is currently sold at an average price of US$99 per unit.
The system has built-in parental control for monitoring the usage and keeping the costs of the phone under control. Target market description In Australia, tweens – aged 10 to 15 years old -- are more technologically aware and, in fact, desire goods that are traditionally viewed as adult-oriented (Datamonitor 2009). An average age a kid starts using a borrowed cell phone is 8.6, and typically they get their own at the age of 10.1 (see Mobile devices for kids on the go 2009). In 2005, while in the entire world 1 in 4 ten-year-old kids own a mobile phone, fifty percent (50%) of Australian children did own a mobile phone which they used for a wide array of services beyond calling and sending SMS (see Moskalyuk 2005).
Further, the extensive use of the mobile phone (by tweens) is ascertained by research that held that ten percent (10%) of tweens talk on their mobiles for more than forty-five (45) minutes every day (see How many of us have mobiles? 2005). Maslow’ s hierarchy of needs Marketing strategy is grounded on human needs, which when affected by culture and individual personality become wants.
When wants are backed up by buying power, they become demands. Thus, marketers go to great lengths to learn and understand customers’ needs, wants and demands (see Sarwani, n.d. , pp. 2-3). For this, Abraham Maslow’ s framework on human needs proves handy. Maslow held that human behavior proceeds from specific needs, which are arranged in levels as in a hierarchy. The physiological are the most basic needs. This is followed by the need to be physically safe. Then, people try to meet their need to belong and be loved – i.e. , social needs, which make people focus on reaching out to other people.
The fourth level of human needs is the need for esteem – both from within a person and from others. Finally, the highest level of functioning a person can have in this life is the need for self-actualization or the maximization of people’ s full potential (cf. Koontz & Weichrich 2008, pp. 290-291; Hutchinson, Macy & Allen 2006, pp. 32-33). Holding further that each of these needs was for the most unconscious, Maslow similarly contended that unless the lower or more basic human needs are satisfied the higher needs or those in the next level of needs hierarchy would not be attempted to be satisfied at all (Yahaya [n. d.], pp.
2-3). In the case of parents who are buying their children mobile phones, Lim (2006) wrote that the primary reason is parental peace of mind. Handphones are thought to serve the parents’ need for security for their children as with these they can keep an eye on their children especially whenever there is a need.
And this is a reassuring experience (see A cell phone for kids 2005).
A cell phone for kids (2005). Retrieved from: http://www.consumeraffairs.com/news04/2005/cell_firefly.html
Australian Bureau of Statistics (ABS) (2009). Household income and income distribution, Australia, 2007-2008. Retrieved from http://www.abs.gov.au/ausstats/abs@.nsf/mf/6523.0
BBC News (2005). Child warning over mobile phones. Retrieved from http://news.bbc.co.uk/2/hi/health/4163003.stm
Choosing a phone by personality (2007). Retrieved from http://asia.cnet.com/reviews/mobilephones/0,39050603,39254109,00.htm
Datamonitor (2009). Lifestyle and socialization trends in childhood: Implications for CPG. Retrieved from http://www.marketresearch.com/map/prod/2230742.html
Druin, A. (2009). Mobile technology for children: Designing for interaction and learning. Burlington, MA: Morgan Kauffman Publishers.
European Commission Scientific Committee on Emerging and Newly Identified Health Risks (SCENIHR) (2007). Conclusions on mobile phones and radio frequency fields. Retrieved from: http://ec.europa.eu/health/opinions2/en/electromagnetic-fields/l-3/5/conclusions-mobile-phones.htm
How many of us have mobiles? (2005). Retrieved from http://news.bbc.co.uk/cbbcnews/hi/newsid_1600000/newsid_1608700/1608701.stm
Hutchinson, T., Macy, A. & Allen, P. (2006). Record label marketing. Oxford: Focal Press.
Koontz, H. & Weihrich, H. (2008). Essentials of management: International perspective, 7th ed. New Delhi: Tata McGraw-Hill.
Lim, A. (2006). Mobile phones for children: Do we want them? Retrieved from http://crave.cnet.co.uk/mobiles/0,39029453,49282815,00.htm
Lim, F.J. (2009). Hand phone versus no hand phone. Retrieved from http://parenthots.com/interactive/blog/comments.asp?cat=1&id=638
Mobile devices for kids on the go (2009). Retrieved from: http://www.mobilebehavior.com/tag/kids/
Moskalyuk, A. (2005). 50% of Australian kids have a cell phone. Retrieved from http://blogs.zdnet.com/ITFacts/?p=8646
Rashid, W., Omar, A. & Jusoff, K. (2008). Brand perceptions among school children. Asian Social Science, 4 (7), pp. 1-8.
Sarwani, O.S. (n.d.). Introduction to marketing management. Retrieved from http://www.docstoc.com/docs/11516119/Introduction-to-Marketing-Management
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Williams, N. (2003). Children, mobile phone and mobile internet. Retrieved from http://www.childnet-int.org/downloads/tokyo-conference.pdf
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Yahaya, A. (n.d.). Abraham Maslow: The needs hierarchy. Retrieved from http://eprints.utm.my/6091/1/aziziyahbrahamMaslow.pdf