MKTG 2150 Research Supported Customer Persona and Segment Description Assignment

Later in the course we will be competing in a Marketing Simulation Game and we will be creating marketing strategies for a backpack. This assignment will help you to understand the different target market groups (segments) for the game and have some background information researched about them. Within your team, each team member will pick one segment and create a persona for a specific customer (each person should pick a different target market for their persona) who could purchase backpacks and, using research, a description of the larger segment that your persona belongs to. The segments are as follows:

1) School Children

2) University Students

3) Urban Commuters

4) Outdoor Enthusiasts

5) Luxury Trend followers

As a group hand the personas in together with a cover page, making sure that each clearly has the name of the creator on it. There are many examples of personas out there as well as an example in your text.

Your finished product will include the following for each segment:

1. 1 page persona including a detailed description of a typical member of the chosen segment:

a. include in this a name, picture, quote and elements of all of the segmentation variables (demographics, geographics, psychographics and behaviouristics)

b. Use PowerPoint or Google slides to most easily create a visually appealing persona that uses design elements, fonts, colors and style consistent with the segment.

c. Cite photos using APA format

2. 1 page written description of the chosen market segment including:

a. properly cited integrated paragraphs that describe this group of customers (segment) using the segmentation variables.

b. Use normal writing conventions such as paragraphs, introduction, conclusion etc.

3. APA reference list with an entry for each source that was cited including websites, databases, images, videos etc. This must include at least 7 high quality secondary sources.

Be thoughtful about the appearance of the document, be consistent with your persona. In the past students have found PowerPoint or Google slides to be useful tools for formatting their persona, information about the persona and the elements below can be found starting on Page 151 in your text, along with a couple of examples. The assignment will be graded out of 50 marks but will be given an automatic 0 (zero) if not properly referenced.

Here are the elements that must be included fulfill the requirements of the assignment:

Persona

After doing some research and making some assumptions describe in detail a typical customer. Give life to the description above so you can have a keen understanding of the desires and motivations of this particular customer

Segment Description

Describe in detail people who are like the one you described in the persona. Each of the elements below need to be supported with research, properly intext cited and referenced

Customer Name and Photo – Develop a specific name and find a photo that represents your specific persona. Description of market segment in North American (size, trends, locations, etc.) describe the overall generation that fits your persona, age range, size, etc.
Quote from customer relating to use of product 

Develop a quote – based on research – on how your customer feels about the product and how they would use it.

Demographic Description – Describe your target market persona based on age, generation, gender, income, occupation, education, ethnicity
Demographic Description – Describe your target market persona based on age, generation, gender, income, occupation, education, ethnicity Geographic Description – Where does your customer persona live? What are the conditions? i.e. urban or rural, weather conditions, apartment vs house etc.
Geographic Description – Where does your customer persona live? What are the conditions? i.e. urban or rural, weather conditions, apartment vs house etc Psychographic Description – What do they like to do in their spare time? What is their personality and lifestyle? Use references to support your assumptions
Psychographic Description – What do they like to do in their spare time? What is their personality and lifestyle? Use references to support your assumptions Behaviours and Benefits – How do they use the product? How often? What are the benefits they are looking for?
Needs specific to this product – based on description of segment/person Other products they might be interested in – using research what other products would your segment use.
Behaviours and Benefits – How do they use the product? How often? What are the benefits they are looking for? Needs specific to this product – based on description of segment/person
Other products they might be interested in – using research what other products would your segment use.

Assignment Part 1 – Worth 10% of overall course grade

Names ______________________________________________________________________

*NOTE: Assignment will not be graded if citations and references are not included. (Academic Misconduct)

If there are no citations you will receive a grade of zero and a warning for Academic Misconduct.

If references are also absent, you will receive a grade of zero and an Academic Misconduct report will be filed.

EXPECTATIONS Potential marks Actual marks
Research

· Relevant and credible sources

· Fully and correctly cited and referenced*

· Clearly informs Persona

· At least 7 high-quality secondary sources

10 10 7-9 5-6 0-4
Customer Persona and Segment Details

· Very insightful and detailed description or persona and larger segment /5

· Shows strong knowledge and application of market segmentation factors

· Includes all elements with specific details and supporting research

· Demographic /4

· Geographic /3

· Psychographic /4

· Behavioural /4

· Other products /3

· Market segment /4

· Clear insight into customer’s needs /3

30 26-30 21-25 15-20 0-15
Overall Impact

· Thoughtful Design consistent with persona

5 5 4 3 0-2
Correctness Level

· No grammatical, spelling or punctuation errors

5 5 4 2-3 0-1
TOTAL: 50