Question

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.

Answer 1

To solve this case study I will give an example of Mobiles. This is an example that will give the clarity of segmenting target customer problems. The reason for choosing Mobile as an example is this has a growing and competitive market.

Part 1- My target customer will be middle-age customers, as this age group has a mobile usage rate more. They are the primary decision-maker as they have some basic knowledge about the features of the product. The customers are mostly college-going students which like some trendy, good features, less expensive mobiles, but classy customers can be office going with good features including trends that should have class and this is a status symbol for users too. Mobiles is a product that is a durable, costly product, people do not buy every day or a month, so they make basic research collects information so the market should be targeted and setup accordingly. The mobile market is large and competitive so targeting and segmenting customers is an essential step for every organization, so every company tries to give the product in such a way that becomes useful to every age, gender, and is economical. The primary problem is the competitive market, many similar products from different companies are in the market, so to best suit in the customer shoe is tough, but if the customer gets satisfied with the services it can become a loyal customer too.

Part 2-  Factors influencing customer decisions

Geographic characteristics like location, region, population size or climate affect customer decisions for mobile users. As this product is not directly connected to it, rather networking companies are affected by these characters. Mobile users require and utilize them in the same way as in favorable locations. The retailers and suppliers may have issues in location as the footfall is effected in the area like hilly and mountaineer region, rural areas were the population is less and have less knowledge about the best features in the best optimum price. The people having geographic issues mostly prefer mobiles for there a basic purpose that is communication, not for some other features.

Personal and demographic characteristics- like age is an important factor that influences customer decisions young prefer classy, less costly but good feature mobile, office going or middle age prefer according to the status or using mobile which is classy good features, durable and more app handling features moreover old people prefer features which user friendly and not so technical. The gender says girls and ladies are more interested to look and color with smart features and male and young ones are more interested in the technical part and features according to their knowledge. The family size and family life stage is affected only in the rural areas where mobile usage is common basically for communication purpose, or income targets customer and their preferences like Apple shares different market than other brands because only good income people can afford it so income influences buying behavior of the customer which best suits him. The personality is all the combination of age, gender, and income which influences customer decisions, some have a simple living personality who is not much demanding whereas some are more demanding having many features in one mobile in less value.

Social and psychological characteristics influence customer decisions in such a way that they make beliefs their loyalty towards brands which makes them stick to them and their family. The reference group plays very important roles, gives a positive or negative remark which influences customers mind. The culture and social class influence the beliefs of simple living or follow the same approach for the whole family trying to use mobile for just communication, not for trendy usages like social media or e-commerce. But in the same way, people are different with different mindset some feels motivates using more advanced and technical mobile for their daily purpose, they make more use of mobile in communication, internet usage, playing games, e-commercing and many more. This all is the attitude and psychological factors.

Part 3 Reaching customer

The best marketing strategy or tactics is the promotion of mobile brands, the mobile market is competitive, large, and demanding according to the trend. The advertisement should be a strategy to connect with customer's minds on a daily basis in television, digital or print media. When customers will see the advertisement regularly and will connect to the promotional activity he will be influenced. This is the best strategy to target every age group at the same time. The second strategy could be targeting a marketing company or the tie-ups with a company on a large scale, most of the company provides mobile to their employees especially to the sales and marketing employees who are on the field. The mobile company can setup B2B with them. The best services like active customer care services with some value-added services like exchanging mobile old to new on discounted rates, giving offers, interesting EMI, etc. These factors help a customer to be easily targeted and focused. This helps in retaining a customer and their loyalty when the market is tough so to become best with time is the only strategy to survive, making a customer happy and satisfied is a mantra to make business progress.

"Please upvote if you find this answer helpful, Thank you so much"