There are an estimated 69.8 million people under age 18 (23 million of whom are teenagers) in the United States, making up 26 percent of the U.S. population. These individuals range in ethnicity; 72.4% white, 12.%1 black, 11.2% Latino, 3.6% Asian American and 0.7% Native American. Teenagers account for almost 31 million Americans and by 2010 it is estimated that this number will reach 35 million. Among Americans under the age of 35, only the teen segment will experience a boom over the next decade, according to Census Bureau estimates. Other youth segments will remain relatively unchanged.

In order to successfully market to teenage girls, one must understand the multidimensional profile of teenage girls. The typical teena

ge girl is spending more than ever, including their own money and money given to them from their parents. These girls spend large amounts of time in groups at malls or other large shopping facilities, discussing anything from school, to boys, to fashion. Also, teenage girls exhibit price insensitivity, that is, they do not focus on the prices of desirable material goods, simply whether or not they are trendy. They are also greatly influenced by media sources, particularly celebrity endorsements. And, finally, teenage girls are on the Internet, shopping, chatting with friends, and becoming acutely aware of today’s fashions, thereby influencing their purchase power.

In view of the aforementioned factors, a product that would likely appeal to the teenage girl market is one that would be sporty, casual, comfortable, fashionable, and affordable. With this in mind, our company has proposed introducing a new shoe, specifically aimed towards the teenage girl market segment. A representation of our product may be viewed at: http://www.sketchers.com/shop/women/default.jhtml?GENDER=W&INDEX=1&STYLE=SNEAKERS&STYLECODE=2351&COLOR=W&NEXTSHOE=19&SORT=null. We feel confident in the success of this product for multiple reasons. First of all, with the amount of available income to teenage girls, our product, priced at $58.00 is well within their budget. Secondly, our shoe fits perfectly with the current fashion trends. Our shoe can be worn casually with jeans or with running pants. Girls will enjoy the versatility of our product, as it can be worn at school, during athletics, and in casual activities. Our shoe will prove to be in competition with such brands as Puma, Adidas, and Nike, all of which are already finding success in selling a similar style of shoe. Our shoe, however, sells at a lower price and will no doubt attract a larger market.

Throughout the years, technology has been one of the most important mediums by which marketers reach their target audience. From mailings, to radio, to television, to today’s “internet craze,” technology is the most effective and efficient way to reach the greatest number of consumers. Ninety eight percent of American households which contain children between the ages of two to seventeen have a television. Nearly eighty seven percent have two or more televisions. Sixty six percent of children have a set in their bedroom. Eighty nine percent of teens use computers at least several times a week. It is used for the following applications: 70% for playing games, 47% for doing homework, 31% for word processing, and 24% in learning to use the computer. In May 1997, 10 million children ages 2-18 were online either at home, school, or in the community, with the number expected to grow five times by the year 2000. Teens spend almost 2.5 weekday hours on the Internet (www.mediascope.org/pubs/ibriefs/pcac.htm).

Today’s teenagers are easily more independent and more self-reliant than teenagers of the past. Three out of four teens come from homes with two working parents or a single parent raising the family. These busy paren

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