Short Report - Direct Marketing/Case Study - Segmentation

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1a. Develop brief profiles for Richard’s target market
Since their beginning, Richard’s Hobby and Sports Store rely on customer relationship, fulfilling their wants and needs has been their goal, such as after a few years in the market they have segmented their business into Hobby and Sports Goods. The first step to understand their clients is segmenting and identifying customer’s attributes such as demographics, geographic, psychographics or behavioural, using as source of information: internal (case study/intuitive) and secondary data researched on Australian Bureau of Statistics (ABS) and marketing textbooks. Hobby Goods Customers Profile|

DEMOGRAPHICS| |
Age| 15 to 50+ (users and/or buyers)|
Gender| Male and Female (70% male)|
Family Lifecycle Stage| Young single, Dinks, Married w/ children and single parents| Education| Higher Education|
Occupation| Any|
Religion/Ethnic/Culture| Any|
Income| $36,000 p.a. and above|
GEOGRAPHIC| |
Region (In store)| 35km radius surrounding store|
Region (mail/online)| National wide, but still concentrated at metropolitan areas. | Region Size (In store range)| Southern Metropolitan Melbourne; over 55.000| PSYCHOGRAPHIC| |
Social Class| Middle class and above|
Personality| Introverted, extroverted, sociable, connected| Lifestyle| Enthusiasts, Collectors and Leisure oriented.| BEHAVIOURAL| |
Benefits desired| Wide variation, rarity, detail and scale, performance, quality, reliability, price positioning| Usage rate| Non user, light user, heavy user|
Loyalty Status| Loyal and Advocates|
Sport Goods Customers Profile|
DEMOGRAPHICS| |
Age| 12 and over (users and/or buyers)|
Gender| Male and Female (65% Male)|
Family Lifecycle Stage| Young single, Dinks, Married w/ children and single parents| Education| Elementary and above|
Occupation| Any|
Religion/Ethnic/Culture| Any|
Income| $20,000 p.a. and above|
GEOGRAPHIC| |
Region (In store)| 15km radius surrounding store|
Region (mail/online)| National wide, but still concentrated at metropolitan areas. | Suburb Size (In store range)| Under 25.000|
PSYCHOGRAPHIC| |
Social Class| Lower middle class and above|
Personality| Extroverted, introverted, sociable, active, connected| Lifestyle| Enthusiasts, Fans and Sports oriented.|
BEHAVIOURAL| |
Benefits desired| Rare/unique goods related to preferred sport, quality, fair price| Usage rate| Non user, heavy user|
Loyalty Status| Loyal and Advocates|

1b. Explain how Richard could use these profiles when developing his business After extensive research and careful data collection and analysis, Richard should set as priority the use of direct marketing to enhance in store and online/mail order experience, social visibility and value, building long lasting customer relationship and setting up a social environment at store. As result an increased traffic of customers will generate new and repeat sales, attracting and renewing constantly referral advertising (mouth to mouth). Hobby Segment

* In store: Workshops, Exhibitions and Competitions.
* Online/Mail Catalogue Order: Promotional Contest, Freebies (orders over $250), Season/Commemorative direct and personalized mail (Birthday, Christmas, Sales Season, etc.) and occasional special deals suggestions (cross sales). Sport Segment

* In store: Tickets sale for all major league matches and sport events in Melbourne (Cricket, Rugby League, Formula 1, V8 Supercars, Melbourne Cup), Seasonal product mix (Summer/Winter/Autosport), memorabilia signing days with Australian sports legends/idols and rare/exclusive products in store only. * Online/Mail Catalogue Order: Discounted Tickets for National Sports Events, Wider product mix and special deals suggestions (cross sales). Both Segments

* All clients: Development and implementation of the Richard’s Loyalty Club (points p/sale based system)....
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