THE RISE OF SINGLE WORKING

MOTHERS

Jason Earles, Chelbi Jackson,

Alpa Khatri, Zach MontgomeryDr. Parish, MKTG 321-102

ENTERTAINMENT INDUSTRY Focused towards singles or

traditional families Neglects single parents

SEGMENT AND TARGET MARKET

Neglected market

“9-5” Single Mothers With Young Children in Urban Areas of the United

States Quickly increasing

SEGMENTATION VARIABLES

Gender Marital Status Working Status Income Level Geography

MARKET SIZE ESTIMATION

Calculation:

Estimated market size= [SPS] x [GV] x [MSV] x [WSV] x [ILV] x [GLV]

Single Parent Size (SPS)- 14,700,000

Gender Variable (GV)- 84%

Marital Status Variable (MSV)- 80.9%

Working Status Variable (WSV)- 65%

Income Level Variable (ILV)- 86.5%

Geographic Location Variable (GLV)- 82%

Estimated market size= 4,605,623.781 ≈ 4.6 million

2006 2007 2008 20095

7

9

11

13

15

10.3

13.7 14 14.3

Number of Single Mothers in the U.S. (in millions)

RESEARCH

Primary Interviewed single moms

Secondary U.S. Census Bureau Eleanor Foundation My Best Segment Online Articles

BIGGEST FOCUS…

“The biggest focus for me as a single mother is the healthiness and affordability of various goods and

services.”-Sandra Stepp

UNMET MARKET NEEDS Stress Relief Social Scenes Discounted Ticket Prices Family-oriented Movies

UNMET MARKET NEEDS CONT.

Family Restaurants Packaged Lunches Day Care Child-friendly

Technology

BIBLIOGRAPHY http://

eleanorfoundation.org/news/news2009/efpr_051309_singlemothers.php

http://factfinder.census.gov/servlet/ADPTable?_bm=y&-geo_id=01000US&-qr_name=ACS_2008_3YR_G00_DP3YR2&-ds_name=ACS_2008_3YR_G00_&-_lang=en&-_sse=on

http://singleparents.about.com/od/legalissues/p/portrait.htm

http://www.psych.ku.edu/dennisk/PF642/Single%20Parenting%20Remarriage%20and%20Blended%20Families.pdf

IMAGE BIBLIOGRAPHY Baby Boom http://cache.jezebel.com/assets/resources/2008/02/babyboom022208.jpg

Bristol Palin -http://www.babyosphere.com/pics/bristol_palin_baby.jpg

Day Care- http://thecia.com.au/reviews/d/images/daddy-day-care-8.jpg

Disney Family -http://gr8-4u.com/Disney/images/FamilyatDisney.gif

Event ticket- http://easydigitals.com/wp-content/uploads/2009/06/tickets.jpg

Grocery Mom -http://www.zoeinstitute.com/clientimages/45863/single-mom.gif

Jamie Lynn Spears -http://www.babble.com/CS/blogs/famecrawler/2008/07/16-22/13763.jpg

Kate Gosselin -http://www.celebrityfreakshow.com/wp-content/uploads/2009/11/kate-gosselin-bday-supplies.jpg

Kourtney Kardashian -http://images.eonline.com/eol_images/Entire_Site/20100114/300.kardashian.disick.lc.011410.jpg

Leave it to Beaver http://mynotetakingnerd.files.wordpress.com/2009/10/leave-it-to-beaver.jpg

Lifetime Fitness- http://robertstanke.com/storage/post-images/life-time-fitness/lifetimefitness-club-image.jpg

Lunchables- http://obviatemedia.net/wordpress/wp-content/uploads/2009/07/lunchablespizza.jpg

Rosie the Riveter- http://1.bp.blogspot.com/_F95FLocwbA0/SZ0FEasotfI/AAAAAAAAAXA/zH_yCi0GFCo/s320/rosie+with+baby.jpg

Millionaire Matchmaker -http://channelmaster.info/wp-content/uploads/2010/03/The-Millionaire-Matchmaker-S1.jpg

Mothers Poster -http://farm4.static.flickr.com/3138/2482102625_42060e6a4b.jpg?v=0

Neon Lights- http://ontheedgemarketing.com/cart/images/260014.jpg

Shrek- http://schreinerpatrick.files.wordpress.com/2010/02/shrek3.jpg

Skeeters- http://www.adairfamilyrestaurants.com/images/panel_skeeters.jpg

Ticket stub -http://www.moviestubs.net/stubs/663.jpg

Toys to Avoid-

http://3.bp.blogspot.com/_lHPPhOSC0bk/R0QmZL_QQ4I/AAAAAAAABd8/OqW62RXf1yw/s400/varvel_toys_r_hazardous.jpg

Video- http://www.youtube.com/watch?v=VwVukzXUmIo