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Discussion Question Chapter 7: Customer Profile

Part 1: Identifying the Customer and Problem

Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.

Part 2: Factors Influencing Customer Decisions

Provide a brief profile of your target segment using at least three of the following categories:

Geographic characteristics: e.g., location, region, population size or climate.

Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.

• Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
• Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
• B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity
• Part 3: Reaching the Customer
• Based on this profile, identify 2–3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.

Part 4: Respond to Classmates’ Posts

First Peer below

I have chosen Gatorade, a product of Pepsico, as my product for our marketing plan.

Gatorades leading target group is women and men ages 18-35 years of age. Most of them are active individuals that come from middle to high-income brackets. They are higher educated and are more active than the average person. Exercise is essential in their lives, and most of the targeted population exercises at least three times a week. They also have a more thorough thought process about the products they put in their bodies. Since the target age group is adults, they make their own purchasing decisions for themselves and their households.

Since exercise and activity are high on the life priority, hydration is also a top priority. Gatorade helps to solve the hydration problem and lack of performance due to dehydration. Gatorade is scientifically proven to assist with hydration and increase performance. Gatorade has a product offering with great flavors and many size offerings to fulfill any hydration need for the active person.

Personal and demographic characteristics

Gatorade targets women and men ages 18-35 years of age. They have higher education and come from middle to high-income brackets. Although the target age group is 18-35, hydration is critical for all ages, so all family life stages are targets to Gatorade.

Social and Psychological characteristics

Customers of Gatorade place importance on exercise and lead more active lifestyles. Sports and outdoor activities are incorporated into their lives. They are motivated by being in shape and looked at as fit. They take pride in their appearance and have higher self-esteem. They are inspired by a challenge and work hard to overcome those challenges.

Situational characteristics

Gatorade enjoys high brand loyalty. With the science backing their claims of hydration, customers believe in the product. Most customers use the product daily to stay hydrated, even when they take a day off from activity. The target age group is the right age for the buyer. They do not have to ask mom or dad for the product; they are old enough to make up their minds for purchases.

Reaching the Customer

With the targeted age group, Gatorade is using a social media campaign. They use Facebook, Twitter, and Snapchat to promote the product. The cost is lower than traditional TV

Paid media advertising is high on Gatorade’s list of marketing. They use television commercials by celebrities and sports stars to promote the virtues of hydration. Celebrity endorsements splashed across millions of television screens during sporting events help to promote the brand. Who does not “Want to be like Mike.” Slam Dunk!

POP Point of purchase

Point of purchase is another great way to market Gatorade. There in the store in the display with Serina Williams picture on it full of Gatorade. It makes you want to be like her, and if that drinks what she does, it makes the point right there at the point of purchase. With their product power, they can also take advantage of shelf space and their products at eye level. It may not seem like a POP marketing strategy, but a product that is easy to see is easy to purchase.

Second Peer below

Business: Anthony Thomas Chocolate

My primary decision maker is a mother. She can be anywhere from 23 to 60 in age. She likes to buy products her family will enjoy. The products she purchases are not extravagant, but they are a bargain for the quality. She likes to buy from brands that have good reputations as well as great customer service. She likes to visit shops that aren’t too busy but are well staffed to ensure her time there is well spent. The problem my organization is going to help her solve is the craving she and her family get for chocolate.

Geographic characteristics: Our stores are in Ohio. Last year, Ohio’s population was 11.80 million. Our stores are in community areas for easy access.

Personal and demographic characteristic: Adults and children that enjoy a chocolate treat. Any life stage or income can shop in our stores. All ages, genders and family sizes are welcome to enjoy our chocolate.

Situational characteristics: Our products make great stocking stuffers and gifts for all Holidays and events. We offer our products in fundraising opportunities to reach more people in our communities. Our products are great treats all year round. Since you are consuming the product, you would need to continue to purchase when the cravings arise.

The marketing strategies that I think would best reach the target segment are quality of service, product price, rewards for repeat customers and a free taste of chocolate while shopping. The high-quality customer service will bring customers into the stores. The happier a customer is when they leave the store, the better the chances of them telling their friends and family to visit. The high=-quality products we produce will be sold at reasonable prices, for most any consumers’ budget. I would have a rewards program for loyal customers. The customer could have a punch card, after ten visits, they could receive a sum discount. With this strategy, the money is being returned to the store. Each store front could offer a customer a sample taste of the chocolate they are looking for. This way, the customer walks out knowing they have the best tasting chocolate.