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Preparation and auditing of brands

Definition of socio-demographic characteristics

Each toy has a label indicating the age category for which it is intended. Similarly, every product has its target consumers, which can be classified according to age, gender, social and other characteristics. The goal of every business project is to define and study your target audience.

Some goods and services can be attributed to the mass segment, which covers almost all consumers in the market (for example, bread or hairdresser). Any marketing and advertising activities to increase sales of goods of mass consumption. Other suggestions are a buyer in a specific narrow niche. To stimulate the sales needed surgical exposure of the target character. In this case, the proper market segmentation is an important marketing event, which ultimately determines the success of the sales Department.

To form the correct opinion on the conduct of business, the entrepreneur should answer the following questions:
  • At what age and gender category of the customer designed product/service?
  • What level of income necessary for a person to become a regular customer of goods/services?
  • People with some level of education will be regular customers? What is the family status of clients?
  • Product/service refers to everyday objects or luxury items?
  • What your customers value in the product/service? Quality? Affordable prices? The level of service?

  • What features make a product/service unique?
  • will you Need to plan the purchase of goods/services, or you can focus on spontaneous purchases?
  • What information can help the customer to make a choice in favor of the product/service?

The answers to these questions give an understanding of the most effective points of force application. For example, clients can obtain data online. In this case, you should think about promoting your own website, contextual advertising and viral marketing. Some customer segments conveniently "find" via radio or television, others may go for direct contact.

The entrepreneur should take into account seasonal factors – for example, in late summer, the barbers always have a influx of customers (children are preparing to go to school). In the spring and early summer you can expect a lot of graduates that make hairstyle for prom. Knowledge of the market and characteristics of demand helps to focus efforts and to influence the audience with maximum efficiency.

Use of demographic data to understand the market.

No one company may not work for all people. Business always encompasses the specific target audience and solves a limited range of problems. The entrepreneur must accurately define their potential customers. You need to know about all the information available. Thus, there are additional opportunities to solve problems and meet the needs of your target audience. To conduct their own demographic studies is an expensive and troublesome task. Modern technology (especially the Internet) allow to obtain relevant data without significant effort.ple feel with maximum impact.


Studies should be carried out with reference to the region in which the business is conducted. This means that the demographic studies conducted on the whole territory of Russia, have limited validity in the case of Moscow and Moscow region. Search engines allow you to find information about the last census of the population in the regions. It contains data on the age and sex composition of residents in each major settlement.

geography and way of life

Entrepreneurs need to think about where his potential customers as they move around the city if they can afford to regularly purchase goods and services. The answers to these questions should be considered when positioning products, pricing and methods of sales.

customer Needs

The businessman should think about the reasons why people buy its product/service. For these reasons, the basic needs of customers. For example, why consumers go to the sports center? Whether they wish to study individually or in a group? What time for your customers to do sports? Maybe some customers will appreciate the fact that the sports centre runs parallel to the children's section?

You can get information first hand – enough to talk with friends and acquaintances who attend health centres.

Business project associated with the cafe? Care must be taken about its location, Parking lot for clients, the number of tables. How many visitors can simultaneously serve the institution? How many customers will want to just drink a Cup of coffee and a substantial snack? Demographic data helps with high probability to draw the profile of the future client. This factor is important in forecasting the development of a business project.

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