Your "customer" definition

From Internet Web School

(Difference between revisions)
Jump to: navigation, search
 
Line 32: Line 32:
to provide services targeted at 20% of customers than to provide services to all customers.
to provide services targeted at 20% of customers than to provide services to all customers.
 +
 +
Pareto chart
 +
 +
[[wikipedia:Pareto chart]]
 +
 +
Persona marketing
Persona marketing

Latest revision as of 04:09, 3 July 2020

Back to:

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

wikipedia: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".

Personal tools