Question

Ontario has long winters which poses a problem for perents in the winter when it is very hard to run around with kids outside and it means they are constantly looking for things to do. One solution to this problem would be an indoor kids’ play area.

We want you to provide an outline of what a product offering could look like. There are a few things you should make sure you consider. First, think about as many relevant needs as you can (both parental and child needs). Think about which of these needs are likely to “cluster”. In other words, which groups of needs are likely to go together? Each of these clusters represents a segment - how attractive would you (roughly) consider each one of these segments? Why? Finally, choose one of these segments (explain which one and why) and think about what features the product would need to have to satisfy this group. Make sure the product features you decide on are tailored to satisfy the absolute most important needs you’ve identified in your target market.

Answer 1

The main concern in this case is that since Ontario has long winters, it makes it nearly impossible for parents to take their kids outside to play. There are various needs that needs to be satiated if they are to stay indoors.

For parent:

• To keep the kids active and fresh
• To purchase necessary items for the house
• To maintain proper heating within the house so that they stay warm during winters.
• To keep the kid's brain active and encourage them to gain knowledge.
• To ensure the kids do not become lathargic and lazy since they stay at home.

For the child:

• To be active and grow healthy
• Socialise with other kids by playing or through small gettogethers

We can cluster certain needs of both parents and children and make them into segment.

Some of the clusters can be:

1. Entertainment. This cluster can include all those needs where the kid needs a change and the parent also needs entertatinment.
2. Socialising. Socialising is an essential part of a human being and no one can survive without iteracting with other humans. Inspite of the long winters, both parents and kids need to gather some where and share their experiences. This becomes helpful for all.
3. Necessities. This cluster can include all the basic shopping for groceries, house maintenance . food preparation etc that needs to be done in any house. This can be taken as the major concern of the parent rather than the kid.

Choosing the socialising cluster, there are some ideas that can be implemented.

Indoor library with a cafe`. This indoor library is similar to an inddor kid's play area. The difference here is that the parents also get a chance to sit, talk to others and enjoy the evening over a cup of coffee.

To provide an outline about the product idea, the library can be multi storeyed with a small play area for small kids in the middle. This play area should be located in such a manner that every body can monitor them from any where in the library.

The main target audience would be young parents who need some fresh air to breath and some time to socialise with friends, The absolute most important thing young parents need is some one or some place where they can let their child to play without any worries. At this indoor library with cafe' , the play area will be visible by multiple people and the parents can be assured that their kids are not in danger. This concept does help young parents get out of their busy and tiring schedule and relax during the winter.