Marketing Research - Assignment #2

Claudio Cataldi - Hannah Pugel - Paola Ramirez - Pietro Schioppetto - Jacopo Teodori - Monika Vaitiekunaite
1) To which segment did Opera Philadelphia's brand speak the strongest?
​What was the profile and persona of this segment?​
Where should Opera Philadelphia have looked to reach this segment?​
​
Looking at the data in the excel file, we can consider that the typical client for
Opera Philadelphia can be:

- with a Bachelor Degree

- with annual household income from $75000 to $249.999
- with the age from 28 to 57
- Mostly Female
- White/Caucasian.

They could meet the right target of customers, in people who attend museums and
other cultural places, but also work on marketing in high-end places where people
shop, bring their children to school and so on ...
2) How should the remaining target segments be profiled and
personified?​
What type of programming, quality levels, events, and marketing pitches
might have been considered for these segment?​
Master Degree
Annual Income: $100,000 to $149,999
Age 38 - 47
White Caucasian
Men or Women
It is a target that already knows and is loyal to the event. The aim will be to light the spark on them again.
Festival that present an offer of the top classical operas can be a good option, in order to recall the emotional
memory of this segment.
Some Degree or Bachelor Degree
Annual Income: $15000 to $50000
Age 19 - 27
Interested and active in Social Media
Men or Women
It is imperative to appeal to a Younger generation. Start Building the foundation of the Opera for the Future.
Exploring how to approach Young people. Perhaps with strong characters that appeals to these segments
values. The aim is to create content that they are willing to share through social media. One option could be
mixing opera with trend musicians.
3-A) Which segments were most sensitive on price?​

The segment that gives the highest importance to low price compared to other events is
Segment 3, followed by Segment 4

Segment 3 is characterised by: high level of instruction (mostly bachelor), income around
75.000 and 149.000 dollars, age around 28-37, has attended operas in the last 3 years, has
preference for opera/play/music theater/chamber music, attend operas or music festivals 1-2 or
3-4 times per year, gives the highest importance to the quality of productions, particularly
appreciates the feeling of “Discovery, being open to new ideas and experiences” and considers
the Fall Festival like a good way to introduce people to opera. They are prevalently male and
white.

We can define the typical customer of this segment as a cultivated young white man with
medium-high income that is not an assiduous opera fan.

The segment that gives the highest importance to the fact that Opera offers a good
value for the money is Segment 4, followed by Segment 3

Segment 4 is again composed by people with high level of instructions (with a slightly
higher % of Phd holders), their income distribution has more variety (75% of the
distribution among 50.000 and 149.000 dollars), tends to be slightly older with a higher
percentage of people 48-57 years old, only ½ of its population has attended opera in the
last 3 years, has the highest appreciation rate for plays and music theatre, around ½
of the population attends operas or music festival 1-2 times per year, gives the highest
importance to the money value of its purchases and their quality, considers particularly
important the feelings of “Freedom” and “Health”, appreciates festival but significantly
less than Segment 3. They are prevalently white women.

We can define the typical customer of this segment as a cultivated young to middle
age white woman with medium income that has an occasional interest for opera
and performing arts.
3-B) Which segments were most sensitive on the perception of elitism?​

❏ The group that mostly appreciates the “elitism” feeling are “Lapsed Subscribers”.

❏ Their demographics indicate that they are mostly women aged 45-64 with high level of instruction.

❏ Which corresponds the most to Segment 4 and Segment 5.

❏ Segment 5: young to mid-aged, mid income, strongly family oriented, white women, with good level of instruction and an occasional
interest for performing arts.
4) ​Were there any segments that Opera Philadelphia should not make
efforts to target?​
Why has OP gotten worse?
Do not target under $50k income, less than a bachelor's degree, in
college or younger (only target professionals).

Do not target a cheaper, low spending audience. This should be

marketed as a classy, cultural, well curated performance. This can
make the overall feel of quality improve without raising ticket
prices.

Don’t target primarily opera performances; 1/4 of ticket buyers &

subscribers are bored with opera. Still have some opera, but the
marketing shouldn’t only, or primarily target opera lovers.

Overall, targeting single ticket buyers would be better because

they have a more critical opinion than subscribers

The data would tell us not to analyze the target of young people,
but from a marketing point of view we wonder how much sense it
makes to abandon this market entirely, given that they will be the
customers of the future.
5) Finally Should Opera Philadelphia run a festival?​
When and what other seasonal and product or performance and event
options should it have considered?​

Yes, Definitely Philadelphia should run a Festival due to the diversity of Operas
that they could offer in the same events to a wide diversity of potential Public. It
will be a smart way not only to attract people that already knows and like opera,
but to also to a new generation that is still not familiar with it. A Festival will change
the perception that the opera is an snob event, towards one that is closer and
more familiar to most people. Other points, that supports the idea of a festival are:

Variety of Schedule & entertainment preferences are crucial for retention.

It can be included Plays & Musical!