I am not sure how to create a customer profile for my consumer brand Pampers disposable diapers

Question

For my marketing class, we had to pick a consumer brand, mine is Pampers disposable diapers. My assignment is to create a brief customer profile and two customer segments. I am not sure how to start it or where to go. My assignment is due tomorrow 1/26/2015. Please can someone help get me started?

Answer 1

Hallo!

 

I know this answer comes after your due date, but perhaps it will help others who face a similar situation in the future.

 

The purpose of marketing is to reach one or more types of customers of a brand / product that is available for sale. However, there are so many brands. products, variations, purchase locations, and competing sale prices that product creators can't rely on customer loyalty (repeat purchasing) happening naturally. Therefore, marketing is essential.

 

The way to maximize your marketing dollar, time, and effect is to try to "Typecast" your customers. This leads tocreating a customer profile so that marketing can be tailored and fine-tuned to focus properly on the customer(s) who are most likely to spend money if you reach them right, to be repeat customers, and who might also refer your product to others.

 

With diapers as an example, it is pretty easy to focus on the specific customer base of new / toddler parents who choose to use disposable diapers. In this profile, you might consider the key segments of the immediate customers (new young parents, existing multi-child family parents, and busy professionals who might be older parents. An additional segment might be businesses that use the product, like hospitals, daycares, etc.

 

After defining one or more ranges, you then develop a profile based on lifestyle, budget, and product availability. Also on what might be important to the customer buying the product. An example might be young parents who are inexperienced, juggling a lot of new stress, and who have tight finances. You would profile the lifestyle they have and market to that, such as product durability, cost-effectiveness, availability anywhere, deals and coupons, and how happy and stress-free Pampers babies are for parents. 

 

I hope this helps.