CUSTOMER ANALYSIS MARKETING PLAN
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Customer Analysis Marketing Plan

Your customer analysis marketing plan is a critical part of your marketing strategy plan that pinpoints exactly who your customers are, what they need, what drives their decision-making and how your product meets their needs. It’s your roadmap for getting your product to them. Just like a real roadmap, if it’s vague or unclear, you might take wrong turns and miss opportunities... if it’s wrong, you may be completely lost. You’ll be significantly better positioned to successfully market your product to your targeted customer with a well-written customer analysis marketing plan.

Identify your customers and their needs

In both B2C and B2B sales and marketing, you need to know exactly who your product is meant for. Useful data and demographics for your customer analysis marketing plan may include:

  • Income
  • Age range
  • Lifestyle
  • Geographic location
  • Scope: how many potential customers
  • Growing/shrinking customer base
  • Past behaviour, e.g. purchase history
  • Future needs/wants

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B2B

B2C

  • Revenue
  • Number of employees
  • Decision-makers’ position in organization
  • Geographic location
  • Scope: how many potential customers
  • Growing/shrinking customer base
  • Past behaviour, e.g. purchase history
  • Stated projection of future needs
  •  Income
  • Age range
  • Lifestyle
  • Geographic location
  • Scope: how many potential customers
  • Growing/shrinking customer base
  • Past behaviour, e.g. purchase history
  • Future needs/wants

The aboveinformation should help you determine your customer’s exact needs. State it precisely in your customer analysis marketing plan. 

Identify your customer’s drivers

Research and outline your customer’s drivers and behavior in the customer analysis marketing plan. You may want to know:

  • Are they primarily motivated by price or quality?
  • How informed are they and how/where will they gather information to make their choice?
  • How will your current relationship impact their decision-making?
    • Are you already a preferred supplier?
    • How heavy is your competition?
    • How important is finding a solution?
      • Must-have
      • Improves current operations/situation
      • Nice-to-have
      • How does the product fit with other resource holdings (e.g. if your product enhances, works in tandem or replaces a currently used product)
      • Will they need to invest resources into implementation, such as training staff?

Show how your product meets the customer’s needs

It’s time to show how your solution fits the customer’s needs – if you don’t know this yourself, you won’t be able to convince the customer! Look at your position: what are your core values and positioning in the market? How does this match the customer’s needs? Does anything to be redefined in terms of marketing and branding?

You must clearly draw the line between your customer’s needs and your solution, keeping in mind their decision drivers. Finally, turn your results into a precisely and completely stated value proposition in your customer analysis marketing plan.

Use executive education to perfect your customer analysis marketing plan writing skills

Today’s constantly changing business landscape means that you need to be more precise and sharp than ever to create a great customer analysis marketing plan. New tools such as social media and advanced IT databases will help you gather needed in-depth data – if you access them. A good strategic marketing course from one of the top international business schools can offer the skills, knowledge and strategic thinking you need. You’ll also hone more general management, business, marketing and leadership skills so you’re action-ready for all your marketing and branding challenges, including the development of a fully on-target customer analysis marketing plan.

Still looking for Customer Analysis Marketing Plan?

Discover how IMD's Foundations for Business Leadership program can prepare you for more senior management positions. Download the (NEW) program brochure now.

 

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