This lesson we will be putting theory into practice

Customer Characteristics

Customer Profiling

www.njhunter.co.uk

www.njhunter.co.ukNO IDEAI NEED HELP

NEVER HEARD OF IT

OKI CAN DO THIS WITH SUPPORT

SOME GUIDANCE NEEDEDNEARLY AT MY TARGET

GOT IT!VERY CONFIDENT

WILL HIT MY TARGET GRADE

EXCEED TARGET

Success Criteria< C (All) Describe the target market for Zumba Fitness and its products using, age, socio-

economic, lifestyle, physiological

C > •Most) Analyse this market looking at data (research) to support statements

B > (Some) Will have an in-depth appreciation of the target market.

A > Recommendations

LEARNING OBJECTIVESExplore Zumba’s Customer Profile / Characteristics.

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AO1 - Explains the main objectives of the promotion campaign, the range of promotional activities available to the business and the characteristics of the targeted

customers.

Match the customer to the product/service

Customer• Pregnant Mother• Working Cat Owner• Elderly Lady• 13-18 Yr old boy• Health conscious• Unemployed adult in debt

Product/Service• Finance Consolidation• PS3 Game• Tena lady• Gym Membership• Moisturiser• Cat Flap

A2 Specification states that to meet Assessment Objective AYou need to: Produce a plan of a promotion campaign, working within an allocated budget, for a new or existing business, which:•Explains the main objectives of the promotion campaign•The range of promotional activities available to the business•The characteristics of the targeted customers.

Age Old, young?? Be specific?Put into brackets – use your research and data.

18 – 24 years old? – why/justifyExtension – risks of excluding other groups / why exclude other groups

Socio-economic Group Social Grade Hand-outUsing a high lighter highlight the groups that apply to us, at the side (annotate these saying how this applies to your research)

Lifestyle Married? Single? With Kids? Homeowner? Employed? Busy/ “time starved affluent?” physical /active lifestyle (up and about) educated?

Physiological Profile Behaviour basicallySpenders?, savers?, social?, homely?, hobbies? Interests?

GEN Y Secondary Research