SOCCER MOMS

Jessica Aguilar

Alana Durmer

Nicole Glenn

Joy Sprink: Consumer Behavior

DEFINITION

An American mother living in the suburbs whose time is

often spent transporting her children from one athletic

activity or event to another.

http://www.yourdictionary.com/soccer-mom

A middle-aged upper middle class woman (usually white)and

lives in the suburbs who devotes her life to her children. She

carpools, drives them to soccer and little league, volunteers

at their school, does snack days, and play dates.

http://

www.urbandictionary.com/define.php?term=soccer%20mom&defid=1495877

MENTAL MAP

Middle Class

Minivans or

SUVSShop

department stores: Kohls,

Macy’s.Watch family

shows, movies, sports,

sitcoms.

Strong faith

system.

Race: White, Mexican, African

American, Asian.

Family oriented

.

Dress for

comfort

Competitive in

nature.Work full

time, part time.Extremely

involved in their

children’s lives.

Support system.

Mother with two sons, about 12 and 7

years of age.

Wearing capri pants, flip flops, t-

shirts, large boho bag.

Shopping for boys clothes, food items,

hangers.

Busy juggling kids, older was quite

and obedient, the younger one threw a

tantrum about candy at the checkout.

Driving a brand new Lexus, SUV.

3 girls: ranging from 3rd grade to 7th

grade.

Dropping off the youngest two at

Kumon, the oldest at piano lessons.

Then going to dance practice for the

youngest.

Picking up food on the go for dinner

(each one wanted a different place).

She was fashionable in Rock and

Republic jeans, cute flats, and a

flattering top. Her hair was long

brown with it straight around her

face.

TARGET MARKET

Customer 1: Target Customer 2: Escondido, CA

TARGET MARKET

Customer 3: Target, San Diego

Young mom, with a daughter around 9 to 10 years old.

Mom was drinking Starbucks coffee, dressed in American Eagle

jeans, a cardigan, scarf, and flats. Hair was down natural and

wavy.

Shopped in different departments such as: shampoo, freezer food,

snacks, women/girls clothing sections.

Bought: magazines, shampoo, frozen pizza and vegetables, gummy

snacks, mascara, and dresses for both the mom and daughter.

•Stay at home mom.

•Her children were her main focus.

•Drove a minivan.

•Was not fashion savvy.

•Middle Class.

•Age Range: 30-45

•Involved in children’s activities.

•Watched Sitcoms and family oriented

shows.

Married, working women.

Involved with their children’s lives.

Drive mostly SUV’s and minivans.

Age Range: ranged from 25 to 40

and above.

Are not budget conscious.

Technology savvy.

Media Consumption: Television and

Internet.

Enjoy dressing in the latest

fashions.

RESEARCH

Initial Thought/Assumptions What we found

SURVEY RESULTS

Age Range Current Occupation

Age Range 25-30 30-35 35-40 40 and above

0

1

2

3

4

5

6

7

8

9

Full Time

Part Time

Stay at home mom

SURVEY RESULTS

Media Consumption Type of Cell phone

Television Internet Magazine, Newspapers

Other0

2

4

6

8

10

12

14

16

18

BlackberryIphoneDroidOther

SURVEY RESULTS

Vehicle Shopping for Necessity Products

Suv, Van, Etc. Car/Sedan Truck0

2

4

6

8

10

12

14

16

18

Mostly brand name products

Mostly store brand products

A mix of both

SURVEY RESULTS

When shopping for themselves When shopping for their children

Target, Walmart,

Etc.

Department Stores

Discount Stores

Speciality Stores

0

2

4

6

8

10

12

14

16

18

Target, Walmart,

Etc.

Department Stores

Discount Stores

Speciality Stores

0

2

4

6

8

10

12

14

SURVEY RESULTS

Location for shopping Budget

Strongly agree

Agree Disagree Strongly disagree

0

2

4

6

8

10

12

14

Strongly agreeAgreeDisagreeStrongly disagree

Husband, Wife, and there 3

kids living in Orson, Indiana.

Struggling to make ends

meet, while raising teenagers

and a unique son, all while

trying to keep their marriage

alive.

Comedy.

MEDIA CONSUMPTION

The Middle About the show

PRODUCT PLACEMENT

Nissan Quest

http://www.youtube.com/watch?v=URs

BTs3k7iA

Olay

NISSAN QUEST

2011 Dodge Caravan R/T the “man van.” “When you sit behind the

steering wheel you will feel you are driving a sports car,” the Wall Street

Journal quoted a Chrysler rep as saying. “As long as you don’t look

behind you, you forget you are driving a minivan.”

2004 Nissan came out with their first Quest call it, “sexy mom” minivan.

“Since style, performance and status aren’t on the minivan shopping list,

they have to shine in less glamorous areas: safety, utility, and options.”

“Minivans for families -- what a concept!”

http://thewheeldeal.blogs.fortune.cnn.com/2011/03/04/2011-nissan-quest-3-5-le-in-the-minivan-mainstream/

Sears

Ford

Pella Windows

Kenmore

MEDIA CONSUMPTION

Extreme Makeover Home Edition Product Placement

Memphis Tennessee- very different than

mothers anywhere else

Well dress Gucci sunglasses Toy Watch Designers clothes were use

throughout the whole movie some:

Vera Wang, Gucci, Oscar De La Renta and Jimmy Choo

Elie Tahari, Catherine Malandrino and RedValentino.

• Cars • BMW model 750Li (E66)• Audi SUV

MEDIA CONSUMPTION

The Blindside

STORESKohl’s Designers

Well priced products, and a variety of fashion for everyone in the family.

Soft music playing in the background.

Bright and cheery feeling. Promotions and

advertisements everywhere.

Candies (Celebrity endorsements)

Vera Wang Lauren Conrad

Great quality with affordable prices

for every budget.

Comfortable yet fashionable at the

same time.

Environment: calm, soothing with

organization of colors and styles.

Lighting allows you to see

merchandise clearly.

Should maybe add a signature

scent to capture consumers.

STORES

What it brings to the table

Plays upbeat music depending on the

section of the store you are in.

Fresh, floral scent upon entering.

Feeling of status, employees are willing

to help.

Lighting is bright, the floor plan is

open.

Always the right temperature.

Nordstrom Café and the coffee bar

enable you to explore your hunger.

STORES

Environment

Friendly employees, they get to know

you.

Easy to find products.

Fresh, clean scent.

Organic products.

Pre-cooked meals for moms on the run.

Televisions throughout the store with

recipe ideas and demonstrations.

Smell of fresh baked chocolate chip

cookies.

STORES

Environment

PRODUCT OPPORTUNITIES

Planners/Agendas

Planners are a moms best

friend.

Either a handheld planner,

or one for the wall with

each child’s name and

certain activities that need

to be done that week.

PRODUCT OPPORTUNITIES

Trunk RefrigeratorAll moms on the go need this.

Allows you to have a fully stocked

refrigerator in the back of your

vehicle that can be built in to save

space.

Will hold up to 6 water bottles or

other drinks your children love.

A place for healthy snacks that

need to be kept cool.

Placed in a location that is perfect

for kids to grab and go.

Kids are extremely dirty when picking

them up from school, or even soccer

practice (muddy shoes).

You plug in your vacuum in a specific

outlet in your car, and go to work

cleaning.

When done, fold it up and put it

underneath the carpet in a tiny safe

compartment.

All the mess that you just cleaned up

is now in a small bag in the same

compartment where the vacuum is

kept, you empty it whenever need be.

Fast easy, and you don’t have to lug

out your home vacuum to do the job!

All new cars, should invest in this.

PRODUCT OPPORTUNITIES

Central vacuum system in vehicles

Plug your phone into

your GPS (unit) and all

of your appointments for

the day are displayed

hour by hour.

This allows you to see

what needs to be done,

and at exactly what time.

PRODUCT OPPORTUNITIES

Itinerary in your vehicle

No more searching for a

product that cleans sinks,

wood, or even tile floors.

All in one cleaning product is

one bottle, that allows you to

clean anything and everything

in a timely manner.

This cuts down time looking

for each specific cleaning

product.

Another great feature: no

more fake smelling products,

they will smell fresh as well as

be disinfecting.

PRODUCT OPPORTUNITIES

All in one cleaning product

An application for any smart

phone that scans the flied and

records all action during a soccer

game or any other game.

Allows you to have your hands

free to cheer, and enjoy the game

rather than spending all your time

holding the camera.

Special plug in feature allows you

to plug your phone into your

television and relive the moments.

PRODUCT OPPORTUNITIES

Smart phone application and stand

Inner Values

Outward Expressions