Your "customer" definition
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Marketing Research and Pathfinding
Overview
"Separate" customers
By grouping and classifying customers who have the same or similar personal attributes and
characteristics, "By segmenting customers with similar tendencies into several groups,
the customer market can be subdivided into specific categories. The need to "divide" customers is the STP theory
of Philip Kotler (first, after market analysis,
(1) segmentation of markets and customers (segmentation), then
(2) Narrowing down (targeting),
(3) Differentiating from the target market and customers (positioning)) is the first step.
"Narrow down" the target customer base
According to Pareto's law discovered by Italian economist Vilfredo Federico Damaso Pareto, 80% of sales in
business are generated by 20% of all customers. Therefore, in order to increase sales, it is more efficient
to provide services targeted at 20% of customers than to provide services to all customers.
Pareto chart
Persona marketing
There is also a “persona marketing”, which is a marketing method that has a meaning close to “narrow down”.
Instead of creating fictitious "customers" by imagination, quantitative data such as name, age, sex,
place of residence, occupation, work place, annual income, family structure, and physical characteristics,
personality characteristics, lifestyle, values, etc. Based on both qualitative data such as hobbies and tastes,
we find the target pattern, and make full use of our imagination to create a specific customer image, "persona",
and create our own products for that target. Marketing services. By clarifying the target to focus on, “customers”
can be narrowed down and deeper “piercing” marketing can be developed.
Do not narrow down the customer base
UNIQLO example: Targeting consumers beyond the boundaries of gender and age.
Based on the concept of "high-quality basic casual wear that anyone can wear anytime,
anywhere", we always consider and provide "what is good clothes".
