client wants to see two new customer segments that might be interested
in the new and improved product. For additional information on how to
develop a customer profile, visit this Web site.
Develop a brief customer profile for your client. The profile will include the following:
Choose two new customer segments for the newly repositioned brand, and
name them. You can make up a name based on their characteristics. For
example, if you were selling a coffee brand, you might have Serious
Sippers as a customer segment and Dabble Drinkers as a second segment.
• Identify the primary and secondary markets.
o The primary market is often larger than the secondary market. These customers are often the primary users of the product.
o The secondary market can include “in-between” customers who might use or be interested in the product occasionally.
• Detail the demographics and psychographics of both segments.
Include the basic characteristics of your current and potential
customer such as age, income, education, and geographic locations.
o Evaluate your customers’ lifestyles such as hobbies and other interests.
• Based on what you learned from your brand value research, complete the following
o Develop 1 advertisement that matches the customer’s buying behavior.
Explain the communication channel or venue where the advertisement will
appear. Consider both online and offline opportunities.
REQUIREMENTS: Original & 800+ words
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