Ecc 3 Final Project Templates Task 1

ECC 3
Creating Marketing Persona

(Understanding the Industry and Target
Market)
TEMPLATES by Prof. Edmund G. Arias

Industry Landscape
▪ Historical Overview
- Trace the evolution of the shoe and leathercraft
industry, highlighting key trends and milestones.
Provide citations.
▪ Current Market Dynamics
- Analyze the current state of the industry,
including market size, growth rate, major players, and
emerging trends. Provide citations.
▪ Competitive Analysis
- Identify direct and indirect competitors, assess
their strengths and weaknesses, and pinpoint
opportunities for differentiation. Provide citations.
Business Background and Mission
▪ Company Overview
- Provide a concise overview of your business,
including its history, mission, and vision.
▪ Core Values
- Articulate the core values that underpin your
business philosophy.
▪ Unique Selling Proposition (USP)

- Clearly define what sets your business apart
from competitors.
Target Market Segmentation
(Marketing Persona)
▪ Demographics
- Identify key demographic characteristics such as
age, gender, income level, and geographic location.
▪ Psychographics
- Analyze psychological factors like lifestyle,
interests, values, and attitudes.
▪ Behavioral
- Consider factors such as purchasing habits,
brand loyalty, and usage rate.
Use template: Target Market Segmentation (Marketing Persona)

Product Positioning and Innovation
▪ Product Line
- Define your product range, including core
offerings and potential extensions.
▪ Product Differentiation
- Highlight the unique features and benefits that
distinguish your products from competitors.
▪ Innovation
- Discuss any innovative technologies, materials,
or design elements incorporated into your products.
User Problem and Validation
▪ User Pain Points

- Clearly articulate the specific problems or
challenges faced by your target users (based on
primary and secondary data). Provide citations.
▪ Market Research Evidence

- Cite relevant statistics, surveys, or case studies
to substantiate the existence of these problems.
Provide citations.
▪ User Validation (Co-Creation)

- Describe any user testing or feedback that
supports the viability of your product solution (based
on your user’s feedbacks and secondary data).
Provide citations.
Use template: User Validation (Co-Creation with User)
Marketing Research Objectives
▪ Market Penetration
- Determine the optimal strategies to gain market share and
increase brand awareness.
▪ Customer Insights (Empathy Study)

- Gain a deeper understanding of customer needs,
preferences, and behaviors.
▪ Competitive Intelligence
- Monitor competitor activities and identify opportunities for
strategic advantage.
▪ Product Development
- Gather insights to inform future product development and
innovation efforts.
▪ Brand Positioning
- Develop a strong brand identity and positioning
strategy. Use template: Customer Insights (Empathy Study)
4. Margins: 1” on all Sides
Understanding the Industry and Target
5. Paper Size: Letter
Market • Industry Landscape 6. Use APA format (See:
• Business Background and Mission http://owl.english.purdue.edu/owl/resource/560/01)
• Target Market Segmentation (Task 3) Accomplish the following tasks and submit it on/before
• Product Positioning and Innovation given dates:
• User Problem and Validation Task 1: Customer Insights (Empathy Study) – Nov.14
• Marketing Research Objectives (Task 1 Task 2: Product Development (Co-Creation with User) –
and Task 2) Nov. 21
Task 3: Target Market

Format:
Segmentation (Marketing Persona) – Nov. 28
1. Font Type: Times New Roman
2. Font Size: 12 Nov. 28 – Presentation of Marketing Persona and
3. Paragraph Line Spacing: 1.0 (before: 0pt/after: 0pt) Product Prototypes in Gallery Walk.
Task 1: Customer Insights (Empathy Study)
Existing Product that is similar to your proposed product:
___________________________________________________________________________________________ Your Target Market/User:
________________________________________________________________________________________________________________
_______
Demographics: •Age Psychographics: •Lifestyle Values and Beliefs: •What are the your user face with the existing
•Gender •Interests core values that guide your user's products?
•Location •Hobbies life? •How can this existing product •What goals or aspirations do they
•Occupation •Income Level •Values or service align with these values? have?
•Education Level •Beliefs Needs and Pain Points: •What specific needs does existing
•What problems or challenges does product or service address?
•Marital Status Fears and Insecurities:

•Family Size •What are your user's biggest fears or anxieties
related to your product or service?
Aspirations and Dreams: •What insecurities might hold them back from
•What do your users ultimately hope to achieve? making a purchase or taking action?
•How does existing product or service fit into
their long-term goals? Product Usage
Preferences and Behaviors •How often do your user use this product?
•What are your user’s favorite brands or •In what situations do they typically use this
products? product? •What do you like most about this
•How often do your user purchase this product? product?
•Where do you typically shop for this product? •What do you dislike most about this product?
•What factors influence their purchasing •What features or benefits are most important to
decisions? you?
•What is your preferred method of shopping
(online, in-store, etc.)?
•How do you research products before making a
purchase?
•What is your preferred mode of payment?
Motivations and Triggers: Future Expectations
•What drives your user to make a purchase or take action in buying this •What features or improvements would you like to see in [product
product? category]? •What new products or services would you be interested in?
•What emotions or desires influence their decisions? •How do you envision the future of [industry]?
Problem Statement:
____________________________________________________________________________________________
_
____________________________________________________________________________________________
____________________
Task 1: Customer Insights (Empathy Study)
Existing Product that is similar to your proposed product:
___________________________________________________________________________________________ Your Target Market/User:
________________________________________________________________________________________________________________
_______
Demographics:
•Age
•Gender
•Location
•Occupation
•Income Level
•Education Level
•Marital Status
•Family Size
Aspirations and
Dreams:
Psychographics:
Values and Beliefs:

Preferences and
Behaviors
Other areas relevant to the problem

statement:
Questions:
Questions: Questions:
Problem Statement:
____________________________________________________________________________________________
_
____________________________________________________________________________________________
____________________

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ECC 3

Creating Marketing Persona

TEMPLATES by Prof. Edmund G. Arias

▪ Unique Selling Proposition (USP)

Use template: Target Market Segmentation (Marketing Persona)

▪ User Pain Points

▪ Market Research Evidence

▪ User Validation (Co-Creation)

▪ Customer Insights (Empathy Study)

Task 3: Target Market

•Marital Status Fears and Insecurities:

Values and Beliefs:

Other areas relevant to the problem

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