Discuss demographic characteristics.

Watch the  Pinkberry case study in the LEARN section this week.  Then determine the  target market for Pinkberry using ALL the bases of segmentation to  describe the customer profile. Here is an easy way to get started.

• Don’t  fall into the trap of thinking that a target audience can be everyone!  One of the best ways to overcome this trap is to think of your target  audience as an individual person rather than a group of people. Here is a  very simple buyer persona exercise that you will find helpful. And this  is a great chance to be creative.

• Visualize  the person that you think is the Pinkberry target customer. In terms of  our bases of segmentation, where does this person live? Where else  could they live beyond just West Hollywood, CA? Are they in an urban  environment, the suburbs, or way out in the country?

• Now  describe that person in terms of their demographic characteristics. How  old are they? What gender are they? Where are they in their family life  cycle? What is their education level? What do they do for a living,  etc.

• Move  on to the psychological, or psychographic, profile of the person that  you are visualizing. What are their hobbies, lifestyle, values, and  attitudes? What do they hold important to them? One of the areas to look  at might be the VALS research. This may help you identify more about  this specific person from the inside out.

• Finally,  with this same person in your head, how can you describe them  behaviorally? Do they eat frozen yogurt? Do they eat frozen yogurt from a  competitor? Have they never eaten frozen yogurt before?

• Once  you go through this mental exercise of visualizing your specific  customer, it will be easier to use the bases of segmentation to define  your target person.  After all, you talk to a person with your  communication.

• Finally, describe each level of Maslow’s Hierarchy of Needs for this person and you got this!

• This should be a 300 – 500-word discussion.