Az adott célcsoport besorolása vásárlási szokásaik szerint
Preparing a Marketing Campaign of Head & Shoulders (2) -
David Brown’s Presentation
David Brown: Dear Ladies and Gentlemen! 8 months ago I was appointed as the Manager of Strategy and Planning. Let me tell you about our findings. Our team has developed detailed knowledge of consumer needs and attitudes. While we were doing this marketing research, our team members, with some help provided by a clinical psychologist, attempted to create a psychological profile of the most characteristic segments within the whole group of consumers. We’ve found that there are three basic types that should be targeted in the future:
1. ‘Simplicity Seekers’ – they are loyal caring and sensitive. The complexities of everyday life frustrate them;
2. ‘Safety Firsters’ – they like the order and comfort of the familiar. They prefer to buy the same products for several years;
3. ’Fashion-Conscious Shoppers’ – they are aware of the latest fashions and they also want to follow them.
Célcsoport viszonyának rendszeres megfigyelése egy adott termékcsoporthoz
Preparing a Marketing Campaign of Head & Shoulders (1)
Marketing Manager 1: Our task will be to have thousands of our employees in different shopping malls and cosmetics shops in order to find out about consumer needs and attitudes.
Marketing Manager 2: How many people do you think will be asked during these 8 months?
Marketing Manager 1: I’d estimate the size of our customer segment somewhere around 55,000 people.
Marketing Manager 2: Actually I’d also like to appoint David Brown as the Manager of Strategy and Planning, which also means that he will be responsible for giving us a summary of our findings at the end of these 8 months.
David Brown: Thank you very much. It’s an offer that does me great honour.
21. századi közoktatás - fejlesztés, koordináció (TÁMOP-3.1.1-08/1-2008-0002)
