Strategic Target Audience

Objectives & Aims

Objective

Enhancing the awareness of the people in giving more value and love to their babies and children and to stop baby dumping cases.

Aim

To educate teenagers who are experiencing this ‘problem’ to choose other alternatives besides dumping their babies.

Market Situation

Demographics Characteristics

a)            Age                                        -              13 – 17 Years Old

b)            Gender                                 -              Male & Female

c)            Education                            -              Secondary School  

d)            Occupation                         -              Student and unemployed

e)            Income Range                   -              RM50 to RM400

f)             Race                                      -              Malay, Chinese, Indian

g)            Geographical Location   -              Urban, Suburban and Rural Areas

Psychographic Characteristics

a)            Perception  
They perceive life as a playground where they don’t think much about the consequences for the fun they they are having.

b)            Learning

They are mostly influenced by the media especially Television, Internet, Radio, Magazines & Exhibitions.

c)            Motivation & Need

Group of teenagers who are still learning about life and the opposite sex.

d)            Attitude & Personality 

Active, Curious, Adventurous, Easily influenced, Scared and still learning about life.

e)            Lifestyle  

   Socially and/or sexually active and advance teenagers