1. Introduction: What are the 3 chosen products? (description, sale ranks, competition condition etc …) Apply BLOCK 1 in your discussion. (300 words max)
2. Customer decision journey. (700 words max)
3. CUSTOMER PROFILING – using Facebook – compulsory
A. Customer interests – general (200 words max)
B. Investigate customer interests for 3 products, compare and contrast them. (800 max)
C. Design 3 customer profiles based on your analysis in 3B, each profile is for 1 product. Rationale and/or explain the profiles. Explain why targeting the profiles you develop would give brand competitive advantage over conventional demographic targeting. (1000 words max).
Appendix
Provide references of all statistics and sources if you obtain them from places other than Facebook.
Regarding Facebook searches, provide screenshots of your search results here. This is compulsory, especially for search results that support important direction in your customer profiling decision. Merely provide a URL to Facebook is not sufficient.
Tips:
Do not start your analysis with demographics.
Do not choose brands that are too famous.
Novelty products are more interesting than utility products to talk about.
Be ANALYTICAL – not DESCRIPTIVE
Use tables, charts, diagrams and other visuals to demonstrate your answer.
Always, always, always draw a thoughtful conclusion at the end of your assignment (a thoughtful conclusion isn’t a summary).