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This lesson we will be putting theory into practice Customer Characteristics Customer Profiling www.njhunter.co.uk.

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Presentation on theme: "This lesson we will be putting theory into practice Customer Characteristics Customer Profiling www.njhunter.co.uk."— Presentation transcript:

1 This lesson we will be putting theory into practice Customer Characteristics Customer Profiling

2 NO IDEA I NEED HELP NEVER HEARD OF IT OK I CAN DO THIS WITH SUPPORT SOME GUIDANCE NEEDED NEARLY 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 OBJECTIVES Explore Zumba’s Customer Profile / Characteristics.

3 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.

4 Match the customer to the product/service Customer Pregnant Mother Working Cat Owner Elderly Lady Yr old boy Health conscious Unemployed adult in debt Product/Service Finance Consolidation PS3 Game Tena lady Gym Membership Moisturiser Cat Flap

5 A2 Specification states that to meet Assessment Objective A You 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.

6 Age Old, young?? Be specific? Put into brackets – use your research and data. 18 – 24 years old? – why/justify Extension – risks of excluding other groups / why exclude other groups Socio-economic Group Social Grade Hand-out Using 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 basically Spenders?, savers?, social?, homely?, hobbies? Interests? GEN Y Secondary Research


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