Interpret your customers based on the following segments

Demographic (who they are)

•Based on:
•Age
•Income
•Marital status
•Education
•Family size
•Gender
•Geographic location
•Social circles
•Occupation

Psychographic (how they think)

•Based on:
•Brand preferences
•Price sensitivity
•Hobbies/interests
•Lifestyle
•Relationships types

Behavioral (what they do)

•Based on:
•Purchase history
•Where they shop
•Store preferences
•Memberships
•Internet usage
•Buying impulsiveness
Targeting
Determine your target market after reviewing and
analyzing your market segments. Select segments who
are likely to purchase your products and explain your
justifications.
Positioning
Once you have your “target,”
develop at least three
positioning maps.

Determine attributes (e.g.

quality/price,
moisturizing/deodorant, etc.)
of your product and compare
with existing products or
competitors.

Study examples provided as

a guide.