Target Market

The target market for Cupcakes By Jo is everyone within the Aberdeen and Aberdeenshire areas.  The cupcake market is so diverse and appeals to everyone, so we have to ensure we target everyone within this project.

Our promotional activities, competitions, events and social media have to appeal to all ages and both genders.

Children

Cupcakes are a fun and tasty treat for young children.  The bright colours and decorative designs are especially appealing to this age range.  The cookie monster cupcake is a perfect example of this as it is brightly coloured and is decorated as a children's television character. 

Teenagers

Cupcakes are becoming very trendy and fashionable in society today, and teenagers are always trying to be 'cool'.  Cupcakes are also becoming very popular for birthdays for teenagers, replacing actual birthday cakes, particularly for milestone birthdays e.g. 18th.  

Adults (mainly women)

Cupcakes are very popular for occasions such as engagement parties, hen nights, mother's day, birthdays, weddings and even for Ann Summer's parties.  As previously stated, they are fashionable and becoming more and more popular.  Also, the majority of cupcake designs are very feminine, with flowers, glitter and pastel colours.  Therefore there will be a very strong focus on this market as they are the most likely to purchase the products out of all the other target markets.  Men will still be targeted to some extent as they may be purchasing cupcakes as gifts for females. 

Cupcakes By Jo will target a variety of markets within Aberdeen and the surrounding areas as cupcakes are seen as a special treat for all.  By effectively targeting our activity to these markets, we will massively increase awareness and eventually increase sales.