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Introduction A gas grill from Honda a well-respected car company will have special appeal to the young professional market Description A generic gas grill manufacturer will partner with Honda Motors to design a gas grill with the Honda logo The styling and features will capture the essence of a modern Honda vehicle Features Automotive-quality paint on body and frame Rounded frame made from cast metal no square steel tube Robust tank support Good wheels with metal rims and rubber tires Control panel - digital or dashboard dial style Turbo-Sear button will fire an impressive flame at food Igniter with massive visible arc Accurate thermometer timer and fuel gauge Heavyweight smooth operating controls Target Market Demographic Profile Age 25 - 45The target market will be young adults to early-middle age Generation Generation X - Young Boomer Gender MaleMen are the primary buyers of gas grills Meyers 2002 Family Size 1 - 4Since the target market is young they will tend to be single or with new families Family Life Cycle Single to married with young children Income 40000 - 100000Young professionals will have the income that can be spent on luxury items such as this Social Class Middle - Upper Middle Education Completed college Occupation Professional Psychographic Profile Lifestyle High-Tech Oriented The target market will have high-tech oriented lifestyles They are continuously aware of the latest technologies especially with regards to consumer products gadgets After a lifetime of slick advertising they are extremely brand conscious and sophisticated in product evaluation Kotler p266 They are aware of a wide range of brand reputations Values Strivers Strivers are focused on material and professional goals Miller 1998 Even though the low range of the targeted income cannot really afford this there is a significant show-off factor among this personality type When a new technology is presented there is a desire to have the latest thing Honda automobiles have a brand personality Kotler p267 that corresponds
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