Who makes the decision?

[nusaiba127]

Analysis of the client's current marketing errors Mistake 1. No clear segmentation of the target audience
To create a USP for clients, we conducted an analysis of the target audience according to the following criteria:

general information about the segment, demand for goods and services;
% new clients;
LPR (person who makes the purchasing decision);
products that satisfy the demand of the segment;
the main competitive advantage in the segment;
current segment problem;
segment share;
average bill;
main representatives;
main competitors;
terms of work.
After that, the target audience was divided into three segments: private customers, public facilities and wholesalers. For each, motivation was determined and a USP was created.

This is what we got in the end:

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Private customers

Who makes the decision?
:

owners of private houses.
Motivation to purchase:

aesthetic pleasure;
the desire to stand out from the crowd.
Trade offer:

individual design solutions;
order fulfillment period – from 1 week;
stock of goods in our own warehouse;
ready-made budget solutions;
discounts from 5 to 20%.
Representatives of public facilities

Who makes the decision?
:

company representative;
contractor's representative.
Motivation to purchase:

compliance with legal requirements;
the desire to stand out from others;
aesthetic considerations.
Trade offer:

individual design solutions;
order fulfillment period – from 3 to 35 days;
stock of goods in our own warehouse;
ready-made budget solutions;
discounts up to 20%.
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Wholesalers


:

purchasing manager;
store manager.
Motivation to purchase:

buy products that are in demand on the market russia consumer email list on favorable terms for subsequent resale in order to make a profit.
Trade offer:

short delivery times;
large warehouse stocks;
wide range;
product warranty;
the company's reputation in the holiday lighting market.