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DEVELOPING A CUSTOMER PROFILE - PAGE 1

V. Ryan 2008

 

A customer profile is an outline of the type of customer likely to purchase your product. Most companies / businesses constantly update the profile of their customers. A customer profile may vary from one product to another. Developing a customer profile will help you target your advertising and marketing and is an essential analysis tool. This will cut your advertising costs and allow you to concentrate on real potential customers rather than too wide a range of people. Concentrating on potential customers will save you time and money.

 
 
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EXERCISE 1

A specialist company designing and manufacturing electric guitars is putting together a customer profile. One of the questions they need to answer is based on the age group and target market of potential customers. Look at the two people shown below. In your opinion which one is the real potential customer?

Who is likely to be interested in purchasing a new, specialist electric guitar?

 
 
 

Why is your selected person more likely to buy the guitar ?

 
 
 

Is it worth the cost, time and effort marketing the new guitar to the other person ? Explain your answer.

 
 
 

 

EXERCISE 2
The mobile phone shown below has a vast range of functions including: voice recorder, data storage, text messaging, internet connection, media player (music and video), blue tooth, FM radio, wordprocessor, spreadsheet function and many more.

 

 
Create a customer profile that outlines the type of person you think is likely to purchase this type of mobile phone. For each point of your profile write a brief explanation.
   

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