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. ◦The primary market is often larger than the secondary market. These customers are often the primary users of the product.
◦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.
◦Evaluate your customers’ lifestyles such as hobbies and other interests.
•Based on what you learned from your brand value research, complete the following ◦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.
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