1. Week I Lecture 4 Customer Focus
All Marketing decisions are designed on the basis of
Customer Focus

2. Customer Profile or Persona:
Outline of the type of customer likely to purchase product/brand.
Developing a customer profile will helps target marketing strategy and activities and is an essential analysis tool.
Allows focus on real potential customers rather than too wide a range of people.

3. Typical Customer Profile includes:
Who
How
Where
When
Why

4. buys our competitors' products and why?
Who
are the occupants of segments?
buys our products and why?
buys our competitors' products and why?

5. How do customers buy? long does the process last?
do various elements of the marketing programme influence customers at each stage of the process?
and for what do customers use the products?
much are they willing to spend?
often do they buy?
much do they buy?

6. Where is the decision made to buy?
do customers actively seek information about the product/outlet?
do customers buy the product

7. What benefit does the customer seek?
factors influence demand for the product?
are the important criteria for customers choosing this particular outlet / product?
is the basis of comparison with other products / outlets?
risks does the customer perceive?
services do customers expect?

8. Why do customers buy this product? Basic motivation
do customers choose one brand as opposed to another?

9. 5 Faces of Customer Profile

10. Demographic profiling
age,
sex,
race,
education,
occupation,
income,
religion,
marital status,
family size,
home ownership or otherwise

11. Geographic variables :
state,
country,
region,
climate,
Town vs Country
Urban vs Rural
PLUS Demographics =
Geo-Demographics

12. Psychographic profiling variables :
Customer's lifestyle,
personality,
Happy Sad Pessimistic Optimistic Introvert Extrovert
values, - how they live their life
attitudes, - how they view the world

13. Lifestyle Dimensions Activities Interests Opinions Work Family
Themselves
Hobbies
Home
Social issues
Social events
Job
Politics
Holiday
Community
Business
Entertainment
Recreation
Education
Club membership
Fashion
Products
Shopping
Food
Future
Sport
Media
Culture

15. Stages of the Family Life Cycle
Stage Marital Status Children at Home Single Married None < 6 years > 6 years
Younger(<35)
Single I
Young married
Full nest I
Single parent I
Middle-aged (35-64)
Single II
Delayed full nest I
Full nest II
Single parent II
Empty nest I
Older (>64)
Empty nest II
Single III

16. Behavioural variables :
product usage rate
brand loyalty,
benefit sought,
decision making units,

17. RFM : Recency, of purchase or use of service
Frequency – how often they purchase.
Monetary values – how much spent

18. RFM :
Scale 1 to 5
1 = low
5 = high
555 = very good customer

19. Consumer Personas Raleigh Customer Personas
City Sophisticates/ Student Life
Steady Neighbourhoods
Successful Suburbs - Cycling Enthusiast
Mature Money
18-24yrs
30-40yrs
35-50yrs
60+
Renting/House hunting
Home owner
Mortgage-free
Still at university or in first job – few financial responsibilities
Employed/part-time Children 2-10yrs
High disposable income – owns multiple bikes
Retired/semi-retired
Social sharer/Blog reader
Purchases online
Comfortable online, will have main social media account(s)
Prefers in-store experience
Prefers in-store, may have .
Saver but will splash out
Reads parent publications eg.blogs/books
Reads specialist publications online/print
Buys for grandchildren/luxury items for themselves