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Marketing Prizm Essay

690 words - 3 pages

21207 is the zip code to the city of Gwynn Oak. Located in the northwestern part of Baltimore County, Maryland, United States, It is not far from the Baltimore city line and it is very close to being the center of Maryland. According to the Nielsel Company 21207 is a community with an average population of 48,907, a median age of 36.6 years old and an average income of $49,000 per annum. The data also reports the consumer spending for Gwynn Oak as $851 million and $44,881 spending per household. Gwynn Oak is a very convenient city to live in because the homes are reasonably priced and it has a close proximity to almost everything. The city, commercial centers, malls and schools are all very close to Gwynn Oak. In fact, there are 8 four-year colleges and 2 community colleges less than 20 miles away from it. In addition to that, the Baltimore Ravens and the Baltimore Orioles stadiums and all other attractions, restaurants, arenas and shopping ...view middle of the document...

The residents of Gwynn Oak are predominantly African Americans/blacks, about 70 percent to be precise. Mostly between the ages of 25 to 44 years old and have attained a level of education as high as taking some college classes.
Lifestyle can be a psychographic variable that can be used to describe the people of Gwynn Oak, MD. A typical resident of Gwynn Oak shops at Marshalls, Ross and TJ MAXX. These are retailers who offer clothes, shoes, and accessories at bargain prices. The people in this community are always looking for discounts, so the residents in this area are normally bombarded with books of coupons in the mail, flyers hung to their doors and road sign from the grocery stores, discount furniture stores and even fast-food restaurants all advertising deals.
Described as working class American families with median income, 21207 residents who fall under the Prizm segment called Blue-Chip Blues are also know to be modest buyers. They are midscale younger people with kids so it is not surprising that Mitsubishi Lancer, fashion dolls and Baby Talk are some of the products and brands that are associated with the people. Marketers can divide Gwynn Oak into segments using behavioral segmentation based on how consumers in the area use themselves and their kids.
I have to admit, the description of 21207 according to the Nielsen Prizm is almost accurate. I agree with its description of the demographics and lifestyle of the Blue-Chip Blues. It reflects the people of Gwynn Oak; however, I disagree with the brands and products in the report. I see more American brands like Ford, Chevrolet, and Nike in my neighborhood. I would associate brands that are sold at bargain prices to 21207 because it is a predominantly black community and black people are all about shopping for brands and shopping at a bargain. In conclusion, I would recommend the database to marketers to use when segmenting. The database can be very helpful but I will still recommend that they take a deeper look into the area because the report I got for my zip-code looks like a general report for cities and counties around the U.S that are similar to mine in terms of income and age and not the predominant race.

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