MKT 205 Marketing Plan Strategy
Shelby D Farris
MKT 205: Marketing Strategies
Southern New Hampshire University
Prof. Amy Pinsk
Product Selection
Chocolate Bliss Healthy Carob Bars
Persona
My persona wants the product to be a healthy alternative to help in weight management and possibly
include energy benefits.
Persona (Target Market)
Demographic Characteristics
Name/Age/Gender: Jennifer, age 32. White, female.
Marital Status/Family: Single and unmarried, with two school-age children, ages 8 and 12.
Education: Associate degree plus some additional online courses.
Career/Income: Jennifer works from home on her computer as a customer service agent making
$42,000 a year and has recently started freelancing as a ‘side-gig’ for extra income.
Geographic Info: Jennifer lives on the East Coast of the United States, specifically in South Carolina, in
a 3-bedroom rental home.
Psychographic Characteristics
Buying Behaviors: Jennifer’s buying behavior changed drastically throughout and after the pandemic.
Before the pandemic- Jennifer often went to her local mass supermarket- Walmart, to do the majority of
her shopping. She bought her food, groceries, home supplies, office supplies, most of her and her
children’s clothing, and her children’s toys and school supplies all from the same mass retailer. She
believes in Walmart’s “everyday low prices,” as price and time are two very important aspects to her
buying behaviors. Jennifer prefers using online shopping methods such as Walmart Pick-Up, in which
she orders groceries and home supplies online and then picks them all up in the parking lot of her local
Walmart. Jennifer started using Amazon for a lot of her other less-regular purchases since the pandemic,
such as clothes or birthday/Christmas gifts or necessary furniture purchases, etc. She tends to look for
trends, deals, sales, and coupons on social media.
Hobbies/Interests: The hobbies and interests of my persona pre-pandemic were family activities, going
to children's sports and school events, online activities such as participating in online groups through
, social media, enjoys hanging with friends that are single mothers as well- usually at home or somewhere
that doesn't cost money, such as parks. Interests also include reading e-books, writing a blog, playing with
her kids, watching DIY shows, and trying new recipes.
Lifestyle: Since the pandemic Jennifer no longer goes out with her single-mom friends or to many school
events. Jennifer now participates in single-mom focus groups and chats with them regularly through
internet groups or through text messaging. Her and her kids all revolve around their phones and/or
computers/tablets for entertainment. During the pandemic Jennifer gained a bit of weight from staying
indoors and less physical activity, she has recently joined an online trainer’s physical fitness work-out
group in the hopes she can lose 20 pounds. 1-2 times a week she participates in group video workouts
online and has started researching healthier recipes to make at home for her and her family.
Personal and Professional Goals: Jennifer wants to lose 20 pounds, go back to college to get her
bachelor’s degree, she wants to find a better job that has career growth. Jennifer wants to start dating
again, eventually get married, and find someone to help her financially. She hopes to be able to start
putting money aside in a savings account to help send her kids to college in the future.
Promotion
First Marketing Channel
Description of first marketing channel: My first marketing communication channel is going to
be television. I believe a catchy but informative commercial, perhaps with a little humor, would
catch the interest of my target market well. I would create a video commercial that shows a
woman, close to the same age of my persona, in different scenarios. The first scenario would be
at home, her searching through her fridge, her purse, her nightstand, even on top of the fridge.
The audience watching the commercial is unsure what she is looking for. Then it would show her
at her place of work- an office, searching her desk, her purse, and the fridge in the break room.
Finally she would walk into the bathroom at work and see a bright pink, sticky note crumpled up
next to the trash can on the floor. She picks it up, opens it up and it reads "Don’t touch my
Chocolate Bliss Bar!" With her name 'Mary' signed at the bottom. Her nametag is very visible on
her shirt and says her name, "Mary." She sees a wrapper to a Chocolate Bliss Healthy Choice Bar
also on the bathroom floor, but outside of a stall. She leans down to pick it up off the floor and
sees 3 pairs of feet in one stall. She asks out loud "Have you ladies happened to see my
Chocolate Bliss Healthy Choices Bar that was in the fridge? With a note taped to it that said
Don't touch, and my name on it?" The camera then shows her three co-workers huddled up in the
bathroom stall with chocolate on their faces and smiling, chewing. They stop smiling, looking
slightly panicked, but with full mouths they all mumble "No" and "Unh-uh" and "Nope haven't
seen that." Flash to Mary's house with her opening a shower curtain fast, still searching, but finds
her two kids sitting, hiding, in the shower. The kids have chocolate on their faces and fingers,
Shelby D Farris
MKT 205: Marketing Strategies
Southern New Hampshire University
Prof. Amy Pinsk
Product Selection
Chocolate Bliss Healthy Carob Bars
Persona
My persona wants the product to be a healthy alternative to help in weight management and possibly
include energy benefits.
Persona (Target Market)
Demographic Characteristics
Name/Age/Gender: Jennifer, age 32. White, female.
Marital Status/Family: Single and unmarried, with two school-age children, ages 8 and 12.
Education: Associate degree plus some additional online courses.
Career/Income: Jennifer works from home on her computer as a customer service agent making
$42,000 a year and has recently started freelancing as a ‘side-gig’ for extra income.
Geographic Info: Jennifer lives on the East Coast of the United States, specifically in South Carolina, in
a 3-bedroom rental home.
Psychographic Characteristics
Buying Behaviors: Jennifer’s buying behavior changed drastically throughout and after the pandemic.
Before the pandemic- Jennifer often went to her local mass supermarket- Walmart, to do the majority of
her shopping. She bought her food, groceries, home supplies, office supplies, most of her and her
children’s clothing, and her children’s toys and school supplies all from the same mass retailer. She
believes in Walmart’s “everyday low prices,” as price and time are two very important aspects to her
buying behaviors. Jennifer prefers using online shopping methods such as Walmart Pick-Up, in which
she orders groceries and home supplies online and then picks them all up in the parking lot of her local
Walmart. Jennifer started using Amazon for a lot of her other less-regular purchases since the pandemic,
such as clothes or birthday/Christmas gifts or necessary furniture purchases, etc. She tends to look for
trends, deals, sales, and coupons on social media.
Hobbies/Interests: The hobbies and interests of my persona pre-pandemic were family activities, going
to children's sports and school events, online activities such as participating in online groups through
, social media, enjoys hanging with friends that are single mothers as well- usually at home or somewhere
that doesn't cost money, such as parks. Interests also include reading e-books, writing a blog, playing with
her kids, watching DIY shows, and trying new recipes.
Lifestyle: Since the pandemic Jennifer no longer goes out with her single-mom friends or to many school
events. Jennifer now participates in single-mom focus groups and chats with them regularly through
internet groups or through text messaging. Her and her kids all revolve around their phones and/or
computers/tablets for entertainment. During the pandemic Jennifer gained a bit of weight from staying
indoors and less physical activity, she has recently joined an online trainer’s physical fitness work-out
group in the hopes she can lose 20 pounds. 1-2 times a week she participates in group video workouts
online and has started researching healthier recipes to make at home for her and her family.
Personal and Professional Goals: Jennifer wants to lose 20 pounds, go back to college to get her
bachelor’s degree, she wants to find a better job that has career growth. Jennifer wants to start dating
again, eventually get married, and find someone to help her financially. She hopes to be able to start
putting money aside in a savings account to help send her kids to college in the future.
Promotion
First Marketing Channel
Description of first marketing channel: My first marketing communication channel is going to
be television. I believe a catchy but informative commercial, perhaps with a little humor, would
catch the interest of my target market well. I would create a video commercial that shows a
woman, close to the same age of my persona, in different scenarios. The first scenario would be
at home, her searching through her fridge, her purse, her nightstand, even on top of the fridge.
The audience watching the commercial is unsure what she is looking for. Then it would show her
at her place of work- an office, searching her desk, her purse, and the fridge in the break room.
Finally she would walk into the bathroom at work and see a bright pink, sticky note crumpled up
next to the trash can on the floor. She picks it up, opens it up and it reads "Don’t touch my
Chocolate Bliss Bar!" With her name 'Mary' signed at the bottom. Her nametag is very visible on
her shirt and says her name, "Mary." She sees a wrapper to a Chocolate Bliss Healthy Choice Bar
also on the bathroom floor, but outside of a stall. She leans down to pick it up off the floor and
sees 3 pairs of feet in one stall. She asks out loud "Have you ladies happened to see my
Chocolate Bliss Healthy Choices Bar that was in the fridge? With a note taped to it that said
Don't touch, and my name on it?" The camera then shows her three co-workers huddled up in the
bathroom stall with chocolate on their faces and smiling, chewing. They stop smiling, looking
slightly panicked, but with full mouths they all mumble "No" and "Unh-uh" and "Nope haven't
seen that." Flash to Mary's house with her opening a shower curtain fast, still searching, but finds
her two kids sitting, hiding, in the shower. The kids have chocolate on their faces and fingers,
