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M1, Explain methods used to identify the target market for the proposed business
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Explain methods used to identify the target market for the proposed business
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M2In my first part of my research in a study carried out by Brand Essence Research, they found
out that the main target market is people aged between 25-35. This can, however, differ on
the type of film that is being shown; for example, if “despicable me” was being shown then
the chances are more families would turn up as it is aimed at families and children.
However, if the film was something like “Rocky” then more men would turn up to the show.
The pop-up cinemas are also targeted at the middle/upper class, as these types of people
have disposable income that they can decide to spend on what they like.
In another report carried out by an author called ‘Jim Riley’ found out that on average a
massive 70% of customers were women, this type of outcome is typical for most films but
again this depends on what type of film is shown. He also found out that the ticket prices
ranged from £10- £25 depending on the cost of the location and if you can buy tickets to get
a better experience (e.g. seating closer to the screen or added extras).
So, to conclude this part of my research, the reports have shown me that the target market
for gender is mainly women. I think this is because women are more likely to go out
together in groups of friends more than men. A pop-up cinema also allows them to talk to
each other more often without distracting others as people are more spread apart. The
reports also showed that people who earned a good wage with disposable income attended
the shows most often. The reason for this is that people on a lower income may not be able
to afford to spend money on non-essential needs.
, In this second part of my research, I will visit competitors’ websites to see what photos
they have taken of their event in action. The first website I will visit is of the largest pop-up
cinema company which is called Luna cinemas. From their gallery, I found these photos.
Although this is a small sample of the people who attend the shows, these give me a great
insight into who my target audience would be. Out of the 18 people who are in the photos,
12 of them are women which indicates to me that it is mainly women who would attend
these events. Also, the majority of the people in these photos seem to be in their 20’s to
30’s so that also gives me a good insight into who my target market is.
The next pop up cinema business I found is called summer screens. This company also offers
the latest films all around the company. Although the website says it has been ‘leading the
way’ in open-air cinemas since 2011, I think that Luna cinemas are still the market leader as
they had a turnover of £3 million in 2018.
In this photo, again the audience is mainly women and they seem to be of an age between
30-55. Although I would like to gather more photos from different competitors’ websites, I
think that as the two main market leaders have mainly women as their audience I think I can
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