Assignment 2

1. Topic Name: Understanding Your Customer

2. Source Content:

http://janmariedore.com/demographics-psychographics/

http://blog.hubspot.com/insiders/marketing-psychographics

http://www.forbes.com/sites/alanhall/2012/06/14/to-succeed-as-

an-entrepreneur-know-your-customer/#5ae51af1755e

http://www.businessmodelsinc.nl/3-simple-steps-to-understand-

your-customers-and-win/

https://blog.hurree.co/blog/behavioral-segmentation https://www.forbes.com/sites/williamcraig/2018/07/10/10-key-

principles-for-truly-understanding-your-clients/#4e9038786504 https://extension.psu.edu/understanding-your-customers-how-

demographics-and-psychographics-can-help https://audienceops.com/5-steps-to-identify-your-ideal-customer/ https://www.hotjar.com/blog/psychographics-in-marketing/

3. Target Audience: Prospective young entrepreneurs in the age group 22-

30 years. They need to understand how to identify target customers for

their product or service. Most of the audience would be at least graduates.

Name: Anubhuti Upadhyay

Email ID: anubhu.1989@gmail.com

Traditional E-learning Script

S.N

o.

Instructional Text Visual and Programming Notes

1. Look at the given words. Do they ring a bell?

Customer satisfaction, Customer First, Customer Experience, Happy Customer

Can you identify the common term in all these words? Yes, it’s the term ‘customer’!

Customers form the foundation of the success of any business. Thus, identifying their needs and ensuring that they are satisfied are of prime importance.

Visual notes: Title at the top of the screen: Look at these words. The following words to appear one by one on the screen—customer satisfaction, customer first, customer experience, happy customer. The VO for the instructional text and these words would be in sync with the order in which they appear on the screen.

When the VO says ‘customer’, bring the word to the centre of the screen, and give it a glowing effect. Behind the word, give a faded illustration/icon depicting a customer. Retain this on the screen till the last VO.

Programming notes: Give a Next button at the end of this frame.

2. In this module, we will be learning about the following:

Who is a customer?

How do we find the ideal customer?

How can we classify our customers?

How do we understand our customers?

Visual notes: Title at the top of the screen: Objectives

The bullet points will come one after the other, in sync with the VO.

Programming notes: Give a Next button at the end of this frame.

3. A customer can be defined as a person or business that receives, buys or consumes a product or service. A customer always has the choice to opt for different goods and suppliers.

You must have heard the adage ‘The customer is always right.’ This is true as happy customers are more likely to lend more business. As a result, many businesses keep a track of their customer relationships in order to improve their products or services.

Visual notes: Title at the top of the screen: Who is a Customer?

Each word would be panned in sync with the VO. When the VO says that ‘the customer is always right’, show an image of a placard that says ‘The customer is always right’.

When the VO talks about keeping track of customer relationships, show an image of an employee calling a customer, and talking.

Programming notes: Give a Next button at the end of this frame.

S.No. Video Script (Free Form)

1. (A soft music to be played in the background throughout the video)

Narration: Look at the given words. Do they ring a bell?

OST: Customer satisfaction, Customer First, Customer Experience, Happy Customer (words to be written on the screen one after the other, in a calligraphic font, in different colours)

Narration: Can you identify the common term in all these words? Yes, it’s the term ‘customer’!

OST: The word ‘customer’ to be highlighted on the screen

Narration: Customers form the foundation of the success of any business. Thus, identifying their needs and ensuring that they are satisfied are of prime importance.

2. Narration: In this module, we will learn about the following:

OST:

Who is a customer?

How do we find the ideal customer?

How can we classify our customers?

How do we understand our customers?

Graphic notes: The objectives to be panned and shown on the screen, in sync with the VO of the presenter, the above image to be faded and given as a background to the screen

3. Graphic notes for the OST: Show a flowchart similar to the image given below, as the presenter talks about a customer. In the flowchart, show ‘Customer’ connected to the words ‘product’ and ‘service’. Show three interconnecting lines between the 2, labeled as ‘receives’, ‘buys’ and ‘consumes’.

VO of the presenter: A customer can be defined as a person or business that receives, buys or consumes a product or service. A customer always has the choice to opt for different goods and suppliers.

Narration: You must have heard the adage ‘The customer is always right.’ (an image of

the same being written on a blackboard to be shown here)

Narration (continued): This is true as happy customers are more likely to lend more business. As a result, many businesses keep a track of their customer relationships in order to improve their products or services.

4. Narration: To understand your customer even better, you need to visualize your ideal customer. In other words, you need to create a mental picture of your customer.

Now, we can find the ideal customer in the following ways:

Graphic notes for the OST: (VO to be that of the narrator)

By interacting with our current customers (related image to be shown on the screen)

By getting to know your customers ‘inside out’ (related image to be shown on the screen)

By analyzing their purchases and spends (related image to be shown on the screen)

Narration: Interacting with your customers and analyzing their purchases are extremely important to visualize your ideal customer. Let’s focus on the other point here—getting to know your customers ‘inside out’. This means obtaining vital information not just about their age, gender, location, etc., but also about their personal choices, personality, interests, beliefs and lifestyle.

When we classify customers on the basis of such factors, it is called segmentation.5. Narration: Let us know more about segmentation. We can classify customers on the

basis of a number of factors:

OST:

Age, gender, occupation, culture, location, education level, income level

Personal characteristics, lifestyle, attitude, principles and beliefs, activities and interests

Graphic notes: (VO to be that of the narrator)

VO: So, if you examine these 2 lists, you would identify them as falling under the categories ‘factual information’ and ‘subjective information’. Show 2 columns (as

shown below), with the first list grouped under factual information and the latter grouped as subjective information.

Narration: The former kind of segmentation, involving factual data, is called demographic segmentation; (the first column to get highlighted on the screen) and that involving subjective data is termed psychographic segmentation (the second column to get highlighted on the screen).

6. Narration: Let us understand these types of segmentation with some examples.

Avinash is an entrepreneur. His company manufactures high-quality woollens. How could demographic analysis help Avinash? (a question mark to pop up on the screen)

On-screen graphics with VO: His company could obtain more customers from the countries with extremely cold climates (show a world map, with Alaska highlighted on it. Show snowing effect there to indicate cool climate). Thus, conducting a demographic analysis would be of great help. (a tick mark to pop up on the screen)

7. Graphic notes: The following to be shown as an animation. Sia, a corporate professional is thinking about something. The factors would appear as pop-ups on her head. The words ‘Price’, ‘Calories’, ‘Protein’ and ‘Hungry’ would be highlighted on the screen as well.

VO (to be spoken by the narrator): Sia is the marketing head of Rush, the company

that manufactures energy bars. She needs to develop a sketch of the ideal customers of this bar. She did a psychographic research and understood that the choice of the customer could be based on any of these parameters—Price, calories, amount of protein, etc. People who are just hungry, and have no such preferences in mind could also buy it.

Narration: Keeping these things in mind, Sia worked on different kinds of messages and marketing material for different kinds of customers. She knew that health-conscious people could become their most loyal customers, so she designed a poster to be put up in gyms, and online advertisements to be shown on websites selling workout clothes or accessories.

Did you realize how demographic and psychographic analysis helped Sia and Avinash?8. Narration: Now, can you answer these questions on the basis of your understanding?

Narration and OST: Which of the following is NOT an attribute of demographic segmentation?

a. Age

b. Gender

c. Lifestyle

d. Education level

Graphic notes: Correct answer (c) to be highlighted in yellow.

Narration: The correct answer is c. This is because lifestyle is an attribute of psychographic analysis.

9. Narration and OST: Sana works as the marketing manager for a company that manufactures bathing suits. In which of these places would she NOT find many customers?

a. Brazil

b. Caribbean

c. Italy

d. Alaska

Graphic notes: Correct answer (d) to be highlighted in yellow.

Narration: The correct answer is d. This is because Alaska experiences an extremely cold climate throughout the year.

10. Narration: So far, you must have understood the relevance of conducting a demographic and psychographic analysis. The data obtained from this analysis helps a lot in understanding the customer. Let’s understand how to obtain demographic and psychographic data.

Some common ways to obtain this data are:

Graphic notes (and OST): The following points to appear as part of a word web, with Customer Segmentation written at the centre.

Conducting surveys

Interacting with existing customers

Keeping a track of the activity on one’s website

Using social media

Narration: Obtaining this data helps the marketers to design target-oriented promotional material and drive sales.

11. Narration: Let’s understand how some big firms analyze their customers and use the obtained data for marketing and sales.

Graphic Notes: Show the brand logo of all the 3 companies as the background when they are being talked about. The bullet points would be given one by one, in sync with the VO, and would be panned.

Narration and OST: Coca-Cola, the largest soft drink company, analyzes the behavior of its customers, both online and offline. They track the following:

the activity on their website

the activity on their social media handles

the benefits sought by their customers, such as refreshing taste, uniqueness of product, coolness of the brand and promotional benefits

They use the obtained data to tailor their content, products and messages.

Narration and OST: Airbnb is the world’s largest accommodation-sharing site.

They generate insights from the user reviews posted on the webpage, via different software. These insights are the first things that prospective users see or click on when visiting the site.

They note the preferences and online behaviour of potential guests, and match them with the preferences of the hosts to produce appropriate listings.

They also use cookies to save the information from previous searches. Using this saved information, they personalize the content for their target audience.

Narration and OST: Netflix, world’s leading entertainment streaming service, personalizes the content as per the behavior or watching history of the user.

This personalization begins as soon as a user creates an account on the website, or if he/she streams even one show or movie.

This personalization is evident in the homepage layout, the recommended content, and even the visuals, as soon as the user opens the website.

12. Narration: On the basis of your understanding, try to answer the following questions.

Narration and OST: Coca-Cola tracks the activity of the customers on their website and social media handles. Which of the following statements is true in this regard?

a. Tracking website activity is an example of a demographic analysis.

b. Coca-Cola uses the information obtained from these activities to tailor their content, product and messages.

c. Coca-Cola only analyzes the online behaviour of its customers.

Graphic note: Correct answer (b) to be highlighted.

Narration: The correct answer, here is b. Tracking website activity is an example of a psychographic analysis. Coca-Cola analyzes both online and offline behaviour of its customers.

13. Narration and OST: Which of the following firms utilizes personalization as a primary tool to engage its customers?

a. Coca-Cola

b. Airbnb

c. Netflix

Graphic note: Correct answer (c) to be highlighted.

Narration: The correct answer, here, is c. Netflix personalizes the homepage layout, the recommended content, and even the visuals, according to the preferences of its users.

14. Narration and OST: The psychographic analysis conducted by a food delivery service revealed that its customers care deeply about the environment. What could they possibly do about it?

a. Stop delivering non-vegetarian items

b. Start getting more vegan restaurants onboard

c. Deliver meals in biodegradable containers

Graphic note: Correct answer (c) to be highlighted.

Narration: The correct answer, here, is c. Delivering food items in biodegradable containers would help the environment and contribute towards customer satisfaction.

15. Narration: Look at the given picture.

OST:

Narration: It shows the demographic and psychological analysis of a customer. Imagine yourself as the marketing head of a beauty brand. Your company has

manufactured a new anti-aging cream. Research and prepare a profile of an ideal customer for this product. Present your answers in the same format as shown.

16. OST: Thank you! (a related image to be shown on the screen)