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Bull’s Eye Marketers

H-E-Blast is a supervised children's play area inside the store that offers fun and care for kids while parents shop, providing an enjoyable and efficient shopping experience. Explore the key features, competitive analysis, target market segmentation, and market research findings.

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Bull’s Eye Marketers

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  1. Bull’s Eye Marketers Team 8.4 Megan Romanowski-Project Concept Slide Ryan Anderson-Target Market Slide Steven Owens-Market Research Slide Chris Angell-Competitive Analysis Slide Lauren Peters-Market Research Slide All-Market Research Slide

  2. 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

  3. Competitive Analysis Research 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

  4. Errand Sole Customer Family Customers Entertainment H-E-B Wal-mart Target Albertsons H-E-Blast Competitive Analysis Perceptual Map

  5. Target Market • Basis for Segmentation: Demographic and Psychographic • Family Life Cycle Segmentation and Motives, Personality, and Lifestyles • Profile of the Target Customer: • Mothers (married or unmarried) • Several children • Stay at home mom or Sole provider • Looking for experiences • Size of the Market: • 931,800 H-E-B Female Customers (ages 18-65) in Texas with children PER WEEK

  6. Market Research • Sample Segment Selection • Females with child experience • Babysitters • Older siblings • Mothers • Research Methods • Interview one-on-one • Conversational questioning • Gold’s Gym play area supervisor • Observational Study • HEB –Shadowing families and observing children in-store • Wooded Acres

  7. Market Research • Exploratory Outside Research • Gold’s Gym - Kid’s Play Area Employee • Enjoys dealing and interacting with children • Needs to be bigger for crowded afternoons • Sign in and out with photo ID required of member • Workers CPR and First Aid certified • H-E-B Observational Research • Child disturbance causing distractions to both parents and other customers • Disturbances included rowdy behavior, candy theft, aisle traffic, and lengthy checkout process • Children riding inside carts taking away grocery item space

  8. Market Research • Major concept strengths from research • Fun environment for kids • Parents gain freedom from their children • Relaxation while shopping • Major concept weaknesses from research • Safety of children • Candy gone wild • Will the kids actually enjoy themselves? • HEB Blast improvement ideas • Incorporation of HEB buddies rewards system • Buddy dollars for families who use new system • Healthy snack and gift shop ( Instead of Candy)

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