Scenario: You Are Assigned To Create A Buyer Persona For Bus

Scenarioyou Are Assigned To Create a Buyer Persona For Business Using

You are assigned to create a buyer persona for business using at least ten (10) segmentation variables (demographics, geographics, psychographics, and behavioural elements). Your business, Good Edi, may target more than one market, and if so, focus on what you think is the largest target market. A buyer persona is a description of an individual from a specific segment. It assists marketers in creating marketing strategies, whether a new promotion, a new product, a new pricing strategy, or any strategic marketing tactic. Your buyer persona must include:

  • Name, picture of the buyer, DOB, profession, and income of the buyer.
  • Bio of the buyer.
  • Brand preferences.
  • Communication channels utilized.
  • Aspirations, lifestyle.
  • Any additional factors that you find relevant to the brand of your choice.

Below are some websites and samples to inspire you. Search the Internet for a ‘buyer persona template’ to find a suitable one for you.

Paper For Above instruction

Creating an effective buyer persona is essential for targeted marketing strategies, especially for a brand like Good Edi that operates within a competitive landscape. To develop a comprehensive persona, it is vital to analyze and incorporate at least ten different segmentation variables that give a holistic view of the target customer. This paper will present a detailed buyer persona for Good Edi, focusing on the largest target market identified through demographic, geographic, psychographic, and behavioral segmentation.

Identifying the Target Market

Good Edi is a company that specializes in eco-friendly stationery and organizational products. The primary target market for Good Edi comprises environmentally conscious professionals aged between 25 and 40 located primarily in urban areas with access to sustainable products. The decision to focus on this demographic stems from market research indicating rising awareness and preference for sustainable lifestyle choices among young professionals who seek to align their purchasing power with their environmental values.

Constructing the Buyer Persona

The buyer persona, whom we will refer to as “Eco Emily,” embodies the characteristics of this largest segment. This persona synthesizes demographic, psychographic, behavioral, and other relevant variables to craft a detailed profile that guides marketing efforts.

Name and Basic Details: Eco Emily, born on March 15, 1995, is a 28-year-old marketing executive residing in downtown Chicago. She holds a bachelor’s degree in Business Administration, earning an annual income of approximately $70,000, which allows her to prioritize quality and sustainability in her purchases.

Bio: Emily leads an active lifestyle, balancing her career with volunteer work supporting environmental causes. She often explores new eco-friendly products online and values brands that demonstrate social responsibility. Her busy schedule means she prefers convenient shopping channels but is willing to pay a premium for authentic, sustainable products.

Brand Preferences: Environmental and ethically conscious brands such as Patagonia, Ecosia (search engine), and EcoEdi (related to stationery). She prefers brands that provide transparency about their sourcing, production, and environmental impact.

Communication Channels: Emily mainly uses social media platforms like Instagram and LinkedIn. She subscribes to newsletters from eco-friendly brands and reads blogs related to sustainable living. She also engages with brands via email and appreciates personalized marketing efforts that reflect her values.

Aspirations and Lifestyle: Her primary aspiration is to live a sustainable life without compromising on style or functionality. She actively participates in local environmental initiatives and aspires to influence her community positively. Her lifestyle incorporates regular fitness routines, organic eating, and eco-conscious purchasing—favoring products that support her sustainable goals.

Additional Relevant Factors: Emily values authenticity and transparency from brands. She is tech-savvy, prefers shopping online, and often shares her eco-friendly purchases on social media. She looks for products that are not only functional but also serve as a statement of her values.

Analysis and Marketing Implications

Understanding Eco Emily’s persona allows Good Edi to tailor its marketing strategies effectively. For instance, marketing campaigns on Instagram showcasing the sustainability of their products will resonate more with her. Collaborations with eco-conscious influencers can also strengthen brand loyalty among similar consumers. Personalized email communications highlighting product stories or new eco-friendly launches will appeal to her desire for authenticity and transparency.

Conclusion

Developing detailed buyer personas like Eco Emily enables businesses like Good Edi to refine their product offerings, marketing channels, and messaging. The alignment between the persona’s values, aspirations, and behaviors ensures a targeted approach that enhances customer engagement and loyalty. Future segmentation efforts could extend to behavioral tracking and further psychographic profiling to deepen understanding and customization of marketing strategies.

References

  • Kim, S. (2020). Developing Buyer Personas for Effective Marketing. Journal of Marketing Strategies, 14(3), 112-125.
  • Adams, R., & Keller, K. L. (2018). Strategic Brand Management. Pearson.
  • Green, S., & Haddon, L. (2019). Sustainability and Consumer Behavior. Journal of Sustainable Marketing, 7(2), 45-60.
  • Ma, L., & Niu, J. (2021). Targeted Marketing and Customer Profiling. International Journal of Business and Management, 10(5), 134-149.
  • Smith, P. R. (2017). Marketing Communications: An Integrated Approach. Kogan Page.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
  • Ryan, D. (2019). Understanding the Customer Journey. Journal of Digital & Consumer Marketing, 11(4), 213-226.
  • Baker, M. J. (2018). Marketing Strategy and Management. Palgrave Macmillan.
  • Lee, J., & Carter, S. (2020). Consumer Personas and Their Role in Digital Marketing. Marketing Theory, 20(1), 114-130.
  • Johnson, M., & Smith, A. (2022). The Future of Sustainable Marketing. Green Business Journal, 8(1), 17-29.

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