Target Market:

According to a survey of College Factual, in UIUC, 62% of the students belong to the age group of 18-21.
From this group, the count of students is around 29,851. Group that comes second is the one whose age
are in between 22-24 (almost 18%). This age group consists of almost 8,226 college students. So, if
Illinois Athletics aims to reach the majority or about 80% of its target market, then their target age
group should be 18-24.

Among these students, 16% are international. From the local scenario, 32% are White, 14% are Asian,
9% are Hispanic and 5% are African or Black.

Male and female ratio of these college students is 11:9.

A report of The New York Times says that the median family income of a student
from Illinois is $109,000, and 50% come from the top 20%.

Interests and Preferences:

The most common characteristic of a college student these days is they are more passionate and eager
to adopt new trends and technologies. More than half of them spend their time on the socials at least
once per day. Around 30% of the target market feel financially insecure. Due to having classes in
weekdays, they prefer having their lunch at Cafés and fast-food chains; while 32% of these students
claim to have food insecurities as they’re unable to access consistent amount of nutritious food.
Majority of the college students engage themselves in working for part-time jobs as well as investing
their time in several extracurricular activities.

Product Benefits for the Target Market:

Based on research conducted by Murmuration, 42% of the target market feel down, hopeless, or
depressed. According to 2022-23 Sodexo Student Lifestyle Survey, 53% of college students feel lonely
and 47% feel isolated. Students also find it extremely tough to make new friends and socially bond with
each other.

To cater their needs, collegiate athletics programs can be a great option. Students can fight back their
depression and loneliness by regularly attending inter-university football and basketball games. They can
also make new friends and socialize with new people by making plans with them to come watch these
games live into the stands.

But there are several competitors in the market to consider as well. Students who are interested in
these games might invest in season tickets for their favourite teams in professional leagues like NFL,
NBA, MLB, and others.

Those who seek more comfort, might also invest in cable or streaming services and watch these
professional league games from home. E-sports, online gaming events, and live concerts also compete
for similar target market.

Conclusion:

University Of Illinois Athletics targets for the market of 18-24 years old college students. If they aim to
win competitive advantage against their market competitors, they must include add-ons like free
exclusive team accessories, streaming subscriptions for live matches and highlights, special access to
meet team stars. They can also organize different interactive events before the game starts and award
prizes/coupons for the winners of these events.