Target Audience

This is Hugo. Hugo is 23 years old and has recently graduated from University. Growing up with an athletic father inspired Hugo to follow in his footsteps however he found it difficult to get the motivation to workout. When Hugo first arrived at University, he signed up to the local gym and he managed to go there a couple of times a week but he found it difficult to find time to go because of the heavy work load from his University course. Hugo didn't take health and fitness too seriously, he loved to go out drinking with friends and treat himself to takeaways and unhealthy sugary snacks, however he knew his limits and after spoiling himself he was always determined to make himself feel better by having a gym session soon after. Throughout Hugo's final year of University, he felt stressed because he struggled with his dissertation, this lead to him abandoning the gym and eating more and more unhealthy snacks. Hugo was aware that he was becoming less physically fit but he felt as though he had to shrug it off because he had more important thing to worry about. Luckily, Hugo managed to do well in his final year and he is extremely proud of himself for graduating University, he has now found a job that he enjoys in the same City as his University so he will continue to live there. Now that Hugo has more time on his hands, he is hoping to get back into fitness and he wants to make the most of the lovely weather by going on more runs as well as going to the gym. First things first, he will need to invest in some workout gear, why not buy a brand new pair of Ava's?

I also wanted to demonstrate a more detailed and accurate description of the proposed target audience for my brand therefore I used YouGov Profiles to search for brands similar to mine. YouGov is fantastic for marketers to discover a detailed portrait of their customers, it allows them to understand their needs in order to pro actively respond to changing trends and the customers preferences such as altering new products and styles. I searched for Nike, a successful brand known for their athletic shoes and clothes. The male to female ratio was extremely close, the survey concluded that there were 54.4% female consumers that took part in the survey for Nike and 45.6% males. I am not surprised by this statistic, although the percentage for females is slightly higher, I have always thought of Nike as a gender neutral brand.  The website allows you to read into the consumers interests, hobbies and activities; the survey has highlighted that exercise is a popular hobby and interest and in particular, football. The consumers involvement in sports is relevant to Nike considering it is an athletic brand. It is also important for companies to look into the consumers professions and monthly spare income so they can work out how to price their products appropriately, the survey shows that the average consumer's weekly spare is £125 to £499 which I believe are appropriate figures for Nike's high end products.

Nike has been such an inspiration for my final project and using YouGov to gain a better understanding of the detailed background of their customers has allowed me to alter my products to hopefully fit the needs and preferences of the target audience.