Your Client Wants To See New Customer Segments

Your Client Wants To See New Customer Segments That Might Be Intereste

Your client wants to see new customer segments that might be interested in the new and improved product. For additional information on how to develop a customer profile, visit this Web site. Develop a brief customer profile for your client. The profile will include the following: Choose 2 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 which customer segments are 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 occasionally use or be interested in the product. Detail the demographics and the 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.

Paper For Above instruction

Introduction

In the highly competitive marketplace, identifying and understanding new customer segments is vital for the successful repositioning of a product. Such segmentation allows a brand to tailor its marketing strategies to meet the specific needs and preferences of diverse consumer groups. This paper develops a customer profile for a hypothetical brand, proposing two new customer segments based on their demographics and psychographics. These segments are distinguished as primary and secondary markets, each characterized by unique lifestyle traits, purchasing behaviors, and demographic attributes.

Selection and Naming of New Customer Segments

For this exercise, the product under consideration is a newly repositioned line of eco-friendly backpacks. From market research and consumer trends, two potential customer segments are identified and named: “Eco Explorers” and “Urban Nomads.”

- “Eco Explorers” represent environmentally conscious consumers who prioritize sustainability and outdoor activities. This segment is likely to include young adults aged 18-35, college students and young professionals, residing predominantly in urban and suburban areas with access to outdoor recreational spaces. Their income levels tend to be middle to upper-middle class, with college education or higher. They are active in hobbies such as hiking, camping, and environmental activism, reflecting a lifestyle aligned with outdoor adventures and eco-friendly living.

- “Urban Nomads” are urban dwellers aged 25-45, often professionals or freelancers who value convenience and style. They are typically residents of large metropolitan cities, with income levels ranging from middle to high. Their education is often college-degreed, and they engage in hobbies such as city cycling, art, and street culture. This segment seeks stylish, functional accessories that suit a mobile, fast-paced urban lifestyle, and are interested in products that reflect their identity and values.

Identification of Primary and Secondary Markets

The primary market for the eco-friendly backpacks is the “Eco Explorers,” because they are more likely to be the main users and most consistent consumers of the product. Their high interest in sustainability and outdoor activities positions them as the core demographic for the brand. The secondary market comprises “Urban Nomads,” who may occasionally purchase the backpacks for their style or convenience but are not the primary users. They represent an in-between segment that could be converted into regular customers with effective marketing strategies emphasizing style, versatility, and eco-consciousness.

Demographic Characteristics

The demographics of the “Eco Explorers” include age primarily between 18-35 years, with a balanced gender distribution. They tend to have a college education or higher, with annual incomes ranging from $30,000 to $75,000. Geographically, they are concentrated in urban and suburban regions with access to natural outdoor spaces. Their environmental awareness influences their shopping behaviors, favoring brands committed to sustainability.

The “Urban Nomads” demographic features individuals aged 25-45, with a slight skew towards younger professionals. Their income mostly exceeds $50,000 annually, reflecting a middle to upper-middle-class status. They are well-educated, with bachelor’s degrees or higher, and are predominantly located in major cities across the country.

Psychographics and Lifestyle

“Eco Explorers” are characterized by active lifestyles centered around outdoor recreation and environmental activism. They are passionate about sustainability, preferring products that align with their eco-friendly values. Their interests include hiking, camping, eco-volunteering, and adventure travel. These consumers often participate in community environmental groups, seek authentic outdoor experiences, and prefer brands that demonstrate social responsibility.

“Urban Nomads” prioritize convenience, modern aesthetics, and flexibility. They enjoy city cycling, attending cultural events, and participating in creative and social hobbies. They are trend-conscious and value products that reflect their urban identity and personal style. While less concerned about environmental issues than “Eco Explorers,” they show increasing interest in sustainable products, especially when these also serve a functional or fashionable purpose.

Conclusion

Developing detailed customer profiles for new market segments helps brands identify target audiences and tailor their marketing efforts. The “Eco Explorers” and “Urban Nomads” represent distinct segments with specific characteristics and needs that influence their purchasing behaviors. Recognizing the primary and secondary market roles of these segments enables strategic focus, resource allocation, and messaging refinement. For the environmentally conscious outdoor enthusiasts, emphasizing sustainability and authenticity will be key, whereas for the urban professionals, highlighting style, functionality, and convenience will drive engagement. By understanding these segments deeply, the brand can enhance its repositioning success and foster long-term customer loyalty.

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