Professional Documents
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MATADOR
MARKETERS
Daniel Ibarra, Jennifer Perez, Jesus Caldera, Nikolay Filichkin, Paolo Garcia, Rom Swindell
Research Objectives and Questions
Objectives
● To determine the ideal target market for Immotor GO.
● To evaluate competitive markets and determine Immotor’s direct competitors.
● To assess customer perception of the Immotor GO.
● To determine the relevance and effectiveness of current marketing strategies.
● To identify a feasible price range and promotional strategy, to appeal to all segments of the market.
Questions
● Is there a need for Immotor GO?
● Are college students, business professionals, and baby boomers the best target market for Immotor GO?
● Is the selected target market willing to purchase the Immotor GO at its listed price of $1,499?
● How will Immotor overcome marketing obstacles?
● How can Immotor better market their brand and products in order to raise awareness and sales?
● What are the best outlets for Immotor to reach potential consumers?
Secondary Research
● Competition
○ Eon Scooter
○ URB-E
○ Article, “URB-E...”
● Target Market
○ Data Planet
○ Statistca
○ ClaritasMyBestSegments
○ Article, “Personal Mobility Devices Market…”
Method: Focus Group and Survey Research
Exploratory Research
● Focus Group
○ Analyze consumer behavior and psychographics
○ 9 Participants
○ Age: 25-40
Descriptive Research
● Questionnaire
○ Determine an overall demographic potential
Limitations
○ Sample Size
○ Time Constraints
○ Elaboration of Responses
○ Absence of Immotor GO
Focus Group Findings
Price
● Reduce price
Ideal Geographic Area
● Densely populated areas
Emphasis on Speed in Marketing Initiatives
● Focus on Speed Dynamics within marketing campaigns
Marketing
● Social media marketing is the most effective platform for them to view
● The shorter but more concise video was more compelling than the longer ad
Survey Research Findings
Interpretations of Significant Relationships
● College students:
○ Drive shorter distances
○ Earn lesser incomes
○ Younger in age
● Younger demographic uses SnapChat more
● Older demographic cares more about Parental Control Remote feature
● Female demographic cares more about USB- charge port and Weather-proof
Body features
● Purchase interest for consumer, is lower if their daily commute is more than
25 miles
Survey Research Findings
Correlations between Independent (x) and Dependent (y) Variables
Motorcycle Purchase
Gender Age Gender
Commuter Interest
(x) (x) (x)
(x) (x)