Cedar Point is all about bringing people together through thrills. People are drawn to Cedar Point because they want to get away from the hustle and bustle of everyday life and experience something exciting. Whether it’s with friends or family, the thrills Cedar Point provide are different from the norm and have a strong power to bring people together. This incite helped us create a target market and the idea for the Atlantean Riptide. Using our MRI Data, we found that a combination of the age and employment demographics with a psychographic from the VALS survey created an excellent target market.
The first thing we looked at was age. Age is very important because most of the thrill rides are geared more towards adults rather than children. We picked 18-39 because combined they create 60.71% of our current customers. The indexes for people this age rage from 116-240. This means they will be anywhere between 16%-140% more likely to come check out the new attraction. This age rage is full of active people at different stages in life. Whether they are fresh out of school or starting to form a family, Cedar Point provides a variety of activities and attractions to fit all their needs.
The next thing we looked for was another demographic to better define our target market. We found that 77.93% of our customers are employed with an index of 121. This means employed people are 21% more likely to come check out the Atlantean Riptide. Cedar Point is a destination where people go to get away and enjoy themselves, but it comes with a price. It’s $44.99 for an adult ticket. That combined with travel expense and additional tickets for family or friends can get expensive. Employed people are ideal for our target market because they can afford the price and are always looking for fun ways to escape from the stress of everyday life.
The Essay on Segmentation and Market Target
To obtain success, and then retain success, organizations need to determine which market segments to focus (Kotler & Keller, 2012). Additional consideration is necessary to ensure that the organization can effectively serve this market segment. According to Kotler and Keller (2012), the finest marketing plans identify and embrace segment differentiation by determining the demographic, ...
The last thing we wanted to do was get inside the minds of our target market. We wanted to know what people are looking for when they come to Cedar Point and what they expect from us in the future. Looking at the VALS survey, the largest percent of our customers like doing things that are new and different. This spearheaded the idea for the Atlantean Riptide. 44.11% of our customers like to do things new and different. With an index of 124, they are 24% more likely to come check an attraction that meets their need. The Atlantean Riptide is perfect for them. There aren’t any roller coasters in the world like it. There are a few out there that tunnel under water or under ground for a bit, but none of them allow you to see outside the tunnel and experience what the Atlantean Riptide has to offer.
Employed people, ages 18-39, who like doing things that are new and different is our target market. With the combination of these demographics and psychographics we were able to come up with the idea for out latest attraction, the Atlantean Riptide. We were also able to come up with a media plan to reach and gain the attention of our target market.
