Part 1: 1. Brainstorm ideas as to what information a marketer and company need i
ID: 346233 • Letter: P
Question
Part 1:
1. Brainstorm ideas as to what information a marketer and company need in order to establish a target consumer persona. Using the company: Apple. Generally, a business wants “to know who the person is, what they value, and how best to speak to them”
2. Create a company buyer persona for Apple and organize information in a point form list
Part 2:
1. Select a business that you have purchased from in the past. Conduct some research on it (e.g. its products and/or services, history, etc)
2. Depending on the business, a company should have anywhere from one to five buyer personas to represent its target audience. Create one persona using the list that you made in part 1.
3. Present a brief overview of the company you selected and the persona you created.
Explanation / Answer
1. Buyer Persona for Apple -
Lifestyle - Upper middel class and above. Earning upwards of $60000. University education, Living in urban or semi urban setting. College students with strong peer groups, professionals and salaried workers. Socially connected through work or community related groups.
Personal - 18-45 years. Both genders,Love fun and innovation. Looking for the best things in life. Interested in technology and design. Opinion makers and leaders.
Financial : Reasonably well to do. Can pay premium for quality and design features. Money is not an issue, the taste matters.
Challenges - Desire to be one up among the peers. To be the drivers of the change by clicking the best pics, sporting best looking and fuctioning device, high on style quotient.
Part 2 - The business is an quick service restaurant " Kwo chai" operating in the neighbourhood of a university, run by a Vietnamese couple. The outlet is known for its Vietnamese cuisine, that is cheap, hygienic, nutritious, easy on stomach and high on taste and versatile. I often buy a bowl of "pho" - a tasty broth and many other items that make a great buy and a hit among the college goers.
The persona is given below. A typical customer is a college student or a dweller in the university district.
Lifestyle - On the go lifestyle. Prefer to sample multiple items than a fix lunch. Explorers. No gastronomical expertise. Nutrition conscious. Wants to sample exotic tastes. Loves novelty, be it food, clothes or fashion. Wants to go with the trend and have what is in vogue. Food is a way to have fun with friends
Personal : 15-30 years old. Student with limited spending power. Thrives on pocket money and limited resources. Loves value for money food that is healthy and tasty too. Loves to experiment. Urban or semi urban dwelling.
Financial : Has limited money, and is cost conscious. Wants a filling food for less without compromise on taste and quality.
Challenges - Be trendy, yet economical and health conscious in terms of food.