Greyhound Target Market Analysis
3. Consumer Analysis
Out of Greyhound’s current passengers 32% earned over CDN $35,000 per year, and 48% had a college degree. 50% of this group travelled for business purposes and used an airline. Most passengers owned automobiles. They used the bus service due to safe, economical or environmental reasons. Also, half of all Greyhound passengers used their service more than five times a year.
As a result, Greyhounds new target market are the young professionals aged 18-44. They wish to concentrate on the younger age students (age18 to 24) so that they can win these passengers over and make them loyal customers by tapping them early..
Segmentation
The segmentation chart provided in Appendix B is based on the type of passengers that would like
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Key Success Factors
• Having the Greyhound bus portrayed in a favourable light in whichever show it is featured. Having success with product placement to achieve a cost per thousand viewers that the client is pleased with.
• Provide affordable, convenient and safe travel experience and eco-friendly new trip method.
Uncertainties
• Viewership data for Making the Cut would not be available until after the show aired, making it impossible to know that the audience would match Greyhounds target market.
• The promotion from competitors such as VIA train and airline.
• Unpredictable knowledge if product placement is making a difference to their business or not, no measurable way to gauge the effectiveness.
Alternatives
1 – Place Greyhound into TV serial Making the Cut: Last Man Standing
Pros:
• Good exposure with serial of 21 episodes with 45 seconds total exposure in each episode allowing the brand image logo to be clearly viewed by the audience.
• Hokey is popular among the 18 to 44 age group and target audience is the 18-24 year olds that Greyhound is aiming for.
• Show is scheduled on nationally during the week-end prime time on the Global television
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