Case Study
Caiti is a marketing associate for an independent film distributor. She has been given the customer database, which consists of individual customers as well as business customers. She has created three initial segments to work with. These are:
-
New individual customers (who have only ordered one film previously)
-
High-profile business customers
-
Loyal individual customers (who have ordered films consistently for the past five years)
- What three personas would you imagine represent each of the three segments?
-
How do you imagine the marketing mix would differ between the three segments?
-
How could Caiti break these three segments down into even more detail? For example, new individual customers who are female and between the age of 25 and 34.
It is rare that there is just one way to respond to a scenario or situation, so do not consider that the responses you have to the above scenario will be judged as right or wrong. Share your scenario with a work colleague or friend and ask them to tell you whether they think you have responded appropriately. Ask them to challenge your response if necessary. You do not need to submit this task for assessment unless asked to do so by your assessor.