UNDERSTANDING THE WHO That is - the CONSUMER. Understanding the WHO, or Understanding the CONSUMER is the first and most important part of any marketing planEverything is based around a good understanding of your target audience. Exceptional brands are built on this strong foundation. Let's look at some aspects of the WHO in greater detail.TARGET CONSUMER What Is a Target Consumer ? What is a Consumer? In its simplest terms, a consumer is someone who avails of a product or service. ¥ Sowhatis a Target Consumer? There might be many sets of consumers that avail a certain product. A Target Consumer’ is the selection of ONE of the sets of consumers that the brand thinks is most relevant to the product or brand. Focusing on the target consumers helps achieve better » results vs. focusing on everyone.Choosing A Target Consumer How do you choose a Target Consumer? The selection of target consumers can be based ‘on any of the following reasons: Geographic Reason 1s your product more relevant to people in a certain region? Is it only possible for you to reach out to consumers in a particular region? For example, what are the geographical regions that you can reach out to personally for your brand AmbiPur? Are you restricted by your college campus, Family neighborhood, city/town, state or country? Socio-Economic Reason Sometimes certain products only make sense to a particular gender, age, income, education or occupation. Who in your circle of reach do you think is most likely to find your brand Ambipur relevant? Women? Men? Girls your age, or Women your mothers age? Will well-off families be more likely to buy than others? Choosing A Target Consumer Psychographic Reason Certain brands and products are better targeted at people with a particular attitude, certain values or a more defined lifestyle. What kind of people do you think are more likely to buy your brand Ambipur? Will it be someone that cares more about keeping their home looking good and feeling fresh at all times? Will it be someone who is more particular about what guests think? Will it be someone that cares for their car and how it looks and smells deeply? Will it be a boy trying to impress a girl when she visits his room or car? ‘So go ahead, paint a mental picture of who you think your consumer will be and how you envision selling your product to them.CONSUMER RESEARCH —_ Consumer Research and its Applications What is consumer research? Consumer Research in simple terms is the study of consumers to better understand their behavior, attitudes and preferences. ‘What all can consumer research be used for? Consumer Research has a vast scope including some of the following: Market Research Determining the size of the current and potential markets assessing the purchase trends, assessing the strengths & weakness of the competitors offerings etc. How do you think = your brand Ambipur matches up to its competitors in the market? Product Research: Assessing modifications needed in the product, Consumer acceptance/rejection of the product etc. How product feedback do you consumers have for Ambipur?Consumer Research and its Applications Advertising Research Testing of Advertising messages and effectiveness of the Ad. Are you consumers finding the way you talk about your brand Ambipur effective enough? Insight Research Understanding your consumer's personality, preferences, behavior, attitudes and overall lifestyle habits. Do read the consumer insight section of this handbook for more on this topic. Types of Consumer Research ‘What are the types of consumer research? There are two types of research. marketers usually use a combination of both to make strategic deci Quantitative Research This consists of experiments, surveys and observations. The findings can be generalized to a larger population. Qualitative Research This includes in-depth interviews, focus groups, metaphor analysis and projective techniques. The sample sizes here are Usually small so cannot be generalized for the larger population but is usually used to obtain new ideas or insights.CONSUMER INSIGHT Definition and Scope of Consumer Insight What is a Consumer Insight? A discovery about the target consumer (usually a deep unrevealed behavior or attitude) that establishes a link between the brand and the consumer. Usually a revelation that makes everyone on the brand team go ‘Aha! Why isit important? A company’s competitive advantage relies on the consumer insight. They are like headlights. Once the path is lit up, it reduces the possibility of hazards or even allows you to go faster. It's Important to give a consumer what they are ‘really’ >» looking for and therefore a thorough insight study is always recommended.Discovering Insights .How do you discover an insight? Gsechcome rom asiglesgurce bata marel sonous sudies Tete ae several ways to discover an insight. Here are 3 popular ones. Inspirational Insight WHY for instance does your consumer use your brand AmbiPur? Emotional Insight HOW does your consumer FEEL when using your brand? Intensity Insight: WHAT is the DEGREE of Satisfaction with your brand? Is it almost surprisingly MAGICAL? ‘So what do you think is the consumer insight that links your consumer to your brand AmbiPur?TRIAL BARRIERS Definition of Trial Barriers What is a Consumer Trial Barrier? The first step to success is having a clear understanding of what potentially could be the trial barriers for your consumer. That is, what are the various reasons that could possibly be stopping them or cause them to hesitate to buy or try your brand, Consumers are habitual and changing their habits is touch. That's why in order to succeed, it's very important for you to try and break these trial barriers early on, EE i a ae Be ee EEECommon Trial Barriers What are some common barriers to trial? Insufficient brand awareness Not enough of your target consumers KNOW about your brand AmbiPur. Brand is not available Your consumers don’t know where they can buy it. In the case of AmbiPur, you know they can always buy it even online! Brand is not Seen as Relevant Consumers don't see the brand as being relevant to them which results in little motivation to purchase. You need to help your consumers see how relevant AmbiPur is to them by showing them how it helps meet their needs of keeping their home and car always smelling fresh and ready for guests. Common Trial Barriers Need to Change Habit is Not Strong Enough They are already happy with their current practice and don't recognize the benefits of change. For instance, consumers can be nose-blind or so used to the bad odors around them that they don't even notice it anymore. You need to help remind them that their habit needs to change, because OTHERS around them can smell these odors. ‘The Benefit is Not convincing Consumers don't believe the benefit or are unclear about what the unique benefit it. In the case of AmbiPur you can clearly tell them how it doesn't just mask the bad odours like ‘other air freshners do, but actually eliminates them. Confusion on Choice or Usage Consumers are confused as to which product is the right one for them. For your brand Ambipur you could help them see if a spray, car vent clip or set-n-refresh variant might suit their needs best.Common Trial Barriers Value Consumers don't see the value as worth the price. For AmbiPur, this is where you can tell rer bother this brand is from the same house of fragrances as Dolce Gabbana Gucci and Hugo Boss.