#2 - some thoughts based on 4Ps

Detroit demographic

Age Detroit MI

17 or younger		259,449		2,512,663		73,131,688
18-24		79,144		898,593		26,295,690
25-44		226,341		2,718,251		82,023,068
45-64		186,688		2,541,574		72,167,164
65+		84,434		1,194,502		34,760,527
Average age (years)		33.70		36.64		36.40

I first divided Target audience according to different age groups :

17 or younger – mostly elementary, middle, high school kids

18-24 – college students, workers

25-44 – workers – maybe look into what are popular jobs held by this age groups in Detroit

45-64 – maybe look into what are popular jobs held by this age groups in Detroit

65 over: Though it might not be entirely true for some seniors, I thought that seniors tend to be sick / hard to move and more reluctant to changes, so did not included in this particular project

Also because there are so many people in Detroit right now who lost their jobs, I was wondering if I should target this group who do not have a job

what would be the advantage for this group to exercise

if I do target them, how?

Tool	Key marketing question	Ideas
Product	--Behavioral offer made to target --how appealing is the offer
Price	--costs that the target adopters have to bear and barriers to be overcome --how affordable is it?	Psychological/ Cultural/Social : *economic depression, job loss, *The Place to exercise should be free preferably – so run somewhere outside rather than paying for the gym *what is the motivation? (researches have shown that gym buddy / regular group exercise help people exercise more than doing it individually Behavioral : *Where to exercise ? *How are we going to define “exercise”? *time constraint for students, workers … Practical : *considering the fact that Detroit is not considered as the safest city, where will be the good place in the neighborhood to exercise / be safe? Physical : *How to promote the right way of exercising? *What kind of exercise am I going to promote? Running? Walking? Biking? – very feasible Tennis? Squash? – need rackets, can be feasible (renting out. From community centers etc) Dance? Boxing? – need teachers but feasible Working out? - need to go to the gym Mountain climbing? – not enough mountains here winter sports? football, basketball, baseball etc. golf ? Financial *how are we going to find funding for the promotion efforts? Specific government funding Community centers – govt, donation Public schools Universities Hospitals? Gym? Non-profit organizations NGOs Corporate firms related to exercising– nike, adidas… *estimation? –maybe look for some former similar efforts and have some idea how much it will cost
Place	--channels by which the change is promoted --places in which change is supported and encouraged --how readily available is it?	*Should be different depending on different age groups: 17 or under – public school 18 – 24 – universities, gyms, work places 25- 44 – work places, gyms, hospitals 45 -64 – work places, gyms, hospitals 65 over : N/A , *also, community centers, media, NPO/NGO etc. affecting all ages
Promotion	--the means by which the change is promoted to the target --how well known and appreciated is it?	Still thinking …