Video Case Study Auntie Anne's Part 1

.docx

School

Texas Christian University *

*We aren’t endorsed by this school

Course

30153

Subject

Marketing

Date

Apr 3, 2024

Type

docx

Pages

2

Uploaded by DeanRoseGoldfinch26

Ch. 4 Video Case Study: “Auntie Anne’s Part 1” -SEGMENTATION 1. Navigate to your Stukent account, launch your courseware, and locate the Auntie Anne’s video case study which is located between Ch .3 and Ch. 4. 2. Now the fun begins! Open the “Report” tab and download the blank case report form. That is what you will complete for submission. When you finish completing the case report, come back to here to D2L and upload your completed case report. IMPORTANT: Please make sure you do your best on this assignment. You will see questions on your midterm exam that correspond to this assignment. I recommend saving a copy of your finished product so you will have it as a study tool for the midterm. Helpful hints: Desirable target markets are identifiable, sizable, stable, accessible, and congruent. The best marketing decision is to have a product or business that fulfills a real and compelling need for a real and defined group of people. Target marketing and buyer personas need to be based on research. The more that is known about a target consumer, the more effective value can be provided. Creating a buyer persona is an effective way to help companies visualize who they are marketing to, and it can be a helpful tool when making marketing decisions. Commonly asked questions when completing this assignment: Q: Can we start by creating our buyer persona first? A: Not realistically. With real-world applications of the buyer persona, traits are based off of the company’s research in demographics and psychographics. If the target market is largely female, the buyer persona would be female. If it is between the ages of 25 and 35, the buyer persona would be 29. Students should start with thinking about who makes sense as a target market, define those characteristics,
and then narrow them into an idea of one specific consumer to be your example: your buyer persona. Q: How detailed should our buyer persona be? A: While students don’t need to plan out a full backstory for your persona, detail makes the difference with a buyer persona. They want an image of someone in order to help them make decisions about the persona. Have students think about a friend. Would they be able to pick out a gift for him or her? If so, what would they think about? They might think about how old he or she is, what places he or she likes to shop, or something about where her or she grew up or went to college. Students should start with details like this and then add details that clarify the buyer persona. Q: Can I contact Auntie Anne’s or its competitors? A: While students may feel free to do online research into these companies, it is discouraged to call, email, or otherwise contact these companies to avoid interfering with each company’s ability to handle day-to-day sales and other business responsibilities. Of course, students can always stop by the location to try the food.
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