Milestone Two Buyer Persona Table

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INT 640

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Feb 20, 2024

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INT 640 Buyer Persona Template Background How would you describe the most important customers in your industry? What customers are in your domestic and foreign target market? Are they any different? Could you create a marketing mix to engage these consumers with precision accuracy for both conventional and digital channels? It is impossible to develop a marketing mix that drives a sustainable competitive advantage for any firm if it doesn’t start with clear strategic market objectives and a crystal-clear target market segmentation to aim for. So, how well do you know your ideal customers’ backgrounds, their goals, and their challenges? How well do you understand their interests and aspirations? How old they are? Are they educated, or does that matter? Does their culture have unique norms, expectations, or mindsets informing the firm how the decisions are made? Can you walk through the day and how your product impacts it? Do they like your firm’s country? These questions may sound specific, but here’s the thing: creating very specific buyer personas can dramatically improve your business results. Buyer personas help you understand your customers (or potential customers) better. This makes it easier for you to tailor your content, messaging, product development, and services to the specific needs, behaviors, and concerns of diverse groups. In other words, you may know your target buyers are caregivers, but do you know what their specific needs and interests are? What is the typical background of your ideal buyer (Vaughan, 2018)? To fully understand what makes your best customers tick, it’s critical to develop detailed personas for your business. It’s also just as critical to develop negative personas of customers you cannot or do not want to reach (Vaughan, 2018). The strongest buyer personas are based on your own primary research as well as insights you garner from secondary industry and foreign market research. Primary research in international markets can be particularly difficult and costly. Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. Therefore, personas for international market planning often rely on more secondary research about cultures, lifestyles, and even rivals and partners along the industry value chain.

Skill-Building Resources on Leveraging Marketing Personas Professionally  Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey . Journal of Marketing, 80 (6), 69–96.  Pruitt, J., & Grudin, J. (2003, June). Personas: Practice and theory. Paper presented at proceedings of the 2003 Conference on Designing for User Experiences (pp. 1–15). ACM.  Revella, A. (2015). Buyer personas: How to gain insight into your customer's expectations, align your marketing strategies, and win more business . Hoboken, NJ: Wiley. Persona Template Directions While no template can be perfectly targeted to any one industry, foreign market, or firm, the analysis and creation of buyer personas to illustrate your consumer’s journey can become a standardized process adapted to your industry and firm. A quick Google search will demonstrate a variety of ways to present your personas visually. This template will help you consider essential criteria of a typical marketing persona. Remember to consider nuances of your country and industry consumers as well. Use this guide to construct at least two positive (most important) and one negative (most likely to object to purchase) marketing buyer personas. Your discussion of Milestone Two elements should integrate the personas developed here. Repeat the template as necessary in this document for the number of personas you develop. Buyer Persona One Persona Name (Enter in blank cell below) Lakshmi Chada Characterize your persona by giving it a distinctive name in the blank cell below. Young Mom of Two Indicate Persona Type (Use check box to indicate.) ☒ Positive ☐ Negative Section One: “Who”

Identify your persona’s background, demographics, and country or professional-sociocultural identifiers (like demeanor and communication preferences). Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Personal Background Young married women with two children under six years old Lakshmi grew up in and stayed in New Delhi. Lakshmi’s family lives in a small home with two other generations of her husband’s family. Professional Background Stay at home mother Demographics 30 years old, female, married Sociocultural Identifiers Hindi, low-income, low caste/class Lakshmi had no formal education beyond age 18 and her husband works an informal (“unskilled’) job Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: Lakshmi is a married woman with young children and a working husband who are all looking for convenient and affordable medical help. Section Two: “What”

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I dentify your persona’s goals and unique challenges, followed by what your business can do to help them achieve their goals and overcome their challenges. Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Goals (primary and secondary) Lakshmi’s primary goal is to have easy access to healthcare for her young kids and working husband. The secondary goal is to have somewhere to have initial consultation before taking on a large expenditure if it isn’t necessary. Challenges (primary and Secondary) The first challenge would be affording appointments. The second challenge is having the time to get to the clinic. Solutions From Firm (to help persona achieve their goals or overcome their challenges) CVS will be working with the government’s efforts to provide more healthcare to India. It is a CVS value to provide affordable healthcare. The Minute Clinic only has a few services for under $200 out of pocket. New Delhi is the capital of India and CVS is going to focus on opening locations in the places they will be able to help the most people. (MinuteClinic, n.d.) Optional (please title) Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research:

Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) CVS is looking to help consumers like Lakshmi, a busy woman with small kids, who are looking for healthcare they can use to address the smaller issues in a more accessible way they can afford easier.

Section Three: “Why” Give voice to your persona. How would potential and actual customers speak to their needs, journey, and perspective? (When real quotes are available from primary research, marketers should use them. Industry articles, user websites, and so on may offer actual examples since conducting your own research is not possible.) Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Real Quotes “What a great experience and staff today. I could make an appointment. They saw me in a timely way- and the provider was so thorough, helpful, kind and supportive. I feel she really gave me case so much attention and was so attentive. Also my copay was lower. I will be coming here instead of urgent care from now on.” - AJ (MinuteClinic at CVS, 2023) Created Quotes (things the customer would likely voice about challenges and goals) “The CVS MinuteClinic was the perfect place to bring my kids when they started getting sick. We were able to make sure it was just a cold and get some medicine to help them get better sooner and keep the rest of my family from getting sick.” – Lakshmi Common Objections (why wouldn’t they consider or buy product/service) “I hesitated because of how costly doctor’s visits can quickly become, but we were treated well and only paid for the tests and medicine that weren’t fully covered for us.” Optional (please title) Optional (please title)

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Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: This buyer segment for the MinuteClinic services is married women like Lakshmi that have busy husbands and young kids who may all need low cost, quality healthcare services that are simple and easily accessed. Section Four: “How” How should you describe your marketing messaging to this persona? Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Marketing Core Message (what main benefit[s] must a message cover?) CVS cares about your health and your wallet! Elevator Pitch (sell the persona on your solution[s] to their problems) At CVS we value your time and your health. We want to provide care for people who need the quick help at a low cost. The injuries and sniffles that shouldn’t take too much of your day to patch up and be on your way. The MinuteClinic is low-cost, high quality, and we are ready and more than willing to help.

Buyer Persona Two Persona Name (Enter in blank cell below) Ravi Nadar Characterize your persona by giving it a distinctive name in the blank cell below. High Income, tech guy Indicate Persona Type (Use check box to indicate.) ☐ Positive ☒ Negative Section One: “Who” Identify your persona’s background, demographics, and country or professional-sociocultural identifiers (like demeanor and communication preferences). Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Personal Background Comes from a wealthy family, higher education degree, married with two kids Values high quality products and services, holds strong prejudice against low-income families of lower castes, very traditional values Professional Background works for a lucrative tech company in Mumbai, lives in large house outside of the main city. Ravi has an easy life with little to no struggle and has the time and money to access whatever he desires.

Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Demographics 52 years old, male, conservative, Hindi, married, two kids in their late 20s both have degrees and work in high income jobs Sociocultural Identifiers Born into generational wealth, high standing in the city, well respected in the tech industry, large network in tech and with other sectors through university. Ravi holds a superiority over those with “unskilled” jobs that make less. He believes in the outdated caste system and feels that those living with higher standards in better means should be allowed to remain separate from those who are not well off. Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: Ravi is a privileged man with a safe job and grown-up children who live lives with plenty of time and resources. Section Two: “What” I dentify your persona’s goals and unique challenges, followed by what your business can do to help them achieve their goals and overcome their challenges. Fill in the blank cells in the table below.

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Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Goals (primary and secondary) Ravi’s primary goal is to increase his financial gains and find more success at his job. His secondary goal is to keep his family safe and separate, so their bloodline isn’t dirtied. Challenges (primary and Secondary) Ravi is very family oriented, but he is also so traditional that his mind has become very closed off. He also values money and living an expensive life more than most other things. Solutions From Firm (to help persona achieve their goals or overcome their challenges) CVS has a very high-quality clinic service that is intended for anyone and everyone to access. It’s quicker than typical hospital ERs and saves you a few dollars. CVS even offers virtual visits that could allow people who don’t want to be around others. Optional (please title) Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: Ravi is much too focused on how using certain brands would look and would likely be upset if he used a company associated with people he views as lesser. CVS would also not want to associate their intended audience with people who are biased. Section Three: “Why”

Give voice to your persona. How would potential and actual customers speak to their needs, journey, and perspective? (When real quotes are available from primary research, marketers should use them. Industry articles, user websites, and so on may offer actual examples since conducting your own research is not possible.) Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Real Quotes “DO NOT USE THIS CLINC. They do not care about you and will not go out of their way to help you.” - Lidia (MinuteClinic at CVS, 2023) Created Quotes (things the customer would likely voice about challenges and goals) “I tried to go to the MinuteClinic for a quick check up on my lunch break and the waiting room was dirty, the people waiting were sick all over the place, and when I finally got in the treatment was dismissive and beneath me.” Common Objections (why wouldn’t they consider or buy product/service) “I thought it would be alright because of CVS’ reputation, but the price really reflected the cliental and atmosphere. I should have known better than to identify myself with people like that.” Optional (please title) Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: Ravi thinks more of himself and family than of others and it is important for people like him for all of the possessions and habits are backed by big, expensive brands and harbor an exclusivity complex when that isn’t achieved.

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Buyer Persona Three Persona Name (Enter in blank cell below) Arjun Pawar Characterize your persona by giving it a distinctive name in the blank cell below. Single male student Indicate Persona Type (Use check box to indicate.) ☒ Positive ☐ Negative Section One: “Who” Identify your persona’s background, demographics, and country or professional-sociocultural identifiers (like demeanor and communication preferences). Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Personal Background Arjun is a young man from small town/village in the south of India. He comes from a middle-class family and is attending a university in Kottayam in the state of Kerala He is there on an academic scholarship. He lives on campus while he studies engineering. Professional Background He works in a part time retail job to have money to go out with friends and to save for after school. Demographics 20, male

Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Comes from a large family who has lived comfortably and saved up for him to move to the city. Mother and father work mid-paying jobs, has two younger siblings still in grade school. Sociocultural Identifiers Arjun was raised Buddhist and is progressive politically. He has a lot of friends who are of the same class and are studying for similar professions. Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: Arjun is a busy student with little spending money and high risk of getting sick living in shared spaces with lots of people. Section Two: “What” I dentify your persona’s goals and unique challenges, followed by what your business can do to help them achieve their goals and overcome their challenges. Fill in the blank cells in the table below.

Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Goals (primary and secondary) Arjun’s primary goal is to be able to save as much as he can to be able to afford staying in the city after he graduates. His second goal is to stay healthy and be able to keep his studies unimpeded. Challenges (primary and Secondary) The first challenge is being able to afford good healthcare near campus. The second challenge is making sure he has time to prioritize his health with such demanding schoolwork. Solutions From Firm (to help persona achieve their goals or overcome their challenges) CVS offer online services for making appointments at times that are best for the patient. The location would be in the heart of the city, most convenient for as many people as possible. It is a main value of CVS for people of all backgrounds and ages to be able to access our care and that manage the cost. Optional (please title) Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: Student like Arjun are a segment of the audience that will benefit heavily from attainable healthcare while they balance their school life and their social life.

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Section Three: “Why” Give voice to your persona. How would potential and actual customers speak to their needs, journey, and perspective? (When real quotes are available from primary research, marketers should use them. Industry articles, user websites, and so on may offer actual examples since conducting your own research is not possible.) Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Real Quotes “Great care quick! I made an appointment online. Once I arrived I checked in and was given a 9 minute wait time. Was treated and picked up my RX in less than an hour!” (MinuteClinic at CVS, 2023) Created Quotes (things the customer would likely voice about challenges and goals) “I love how quick of a walk from campus the clinic is. I was in and out with enough time to sit down for lunch before my next class.” Common Objections (why wouldn’t they consider or buy product/service) “I was worried about the price, being a student with little free time. It was not free but it was more attentive care than the small center provided by the school and that’s worth paying for.” Optional (please title) Optional (please title) Create a single sentence that definitively characterizes the buyer segment for targeting your marketing mix based on your research: Young people, with or without kids, who cannot be fully supported by their parents, are looking for easy to afford healthcare that will still provide them with more than a quick, temporary fix.

Section Four: “How” How should you describe your marketing messaging to this persona? Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Marketing Core Message (what main benefit[s] must a message cover?) CVS MinuteClinic provides fast, accessible medical care that anyone can afford. Elevator Pitch (sell the persona on your solution[s] to their problems) Students and families alike are always in need of care that helps them stay on schedule. And stay healthy! CVS is dedicated to serving the people and bringing to them the best medical attention without breaking the bank. Reference MinuteClinic at CVS . (2023, May 30). Yelp. https://www.yelp.com/biz/minuteclinic-pinecrest-2?rr=5 MinuteClinic . (n.d.). CVS.com. https://www.cvs.com/minuteclinic/services/ Vaughan, P. (2018). How to create detailed buyer personas for your business [free persona template]. Blog.hubspot.com . Retrieved from https://blog.hubspot.com/marketing/buyer-persona-research

Milestone Two Buyer Persona Table

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