Scribd Logo
Upload

Welcome to Scribd!

  • Customer Personas 1.0: DIY Pattern

    Uploaded by

    sakshi rana
    11 views2 pages
    The document analyzes customer personas for the DIY crafts and home decor market. It identifies 4 key personas - Usha, a concerned mother from Amritsar who does DIY activities with her kids to minimize costs; Akash, a conscious DIY enthusiast from Mumbai who learns techniques from online sources; Avin and Alia, a young couple from Pune who decorate their new home doing DIYs together for quality time; and Srikanth, an advanced Delhi-based DIY enthusiast who experiments with new materials and regularly shares his creations online. The document also maps out the consumer decision journey and identifies various touchpoints like influencers, blogs, exhibitions etc. that companies can target at different stages from need

    Original Description:

    Original Title

    Sakshi AP

    Copyright

    © © All Rights Reserved

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    The document analyzes customer personas for the DIY crafts and home decor market. It identifies 4 key personas - Usha, a concerned mother from Amritsar who does DIY activities with her kids to minimize costs; Akash, a conscious DIY enthusiast from Mumbai who learns techniques from online sources; Avin and Alia, a young couple from Pune who decorate their new home doing DIYs together for quality time; and Srikanth, an advanced Delhi-based DIY enthusiast who experiments with new materials and regularly shares his creations online. The document also maps out the consumer decision journey and identifies various touchpoints like influencers, blogs, exhibitions etc. that companies can target at different stages from need

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    11 views2 pages

    Customer Personas 1.0: DIY Pattern

    Uploaded by

    sakshi rana
    The document analyzes customer personas for the DIY crafts and home decor market. It identifies 4 key personas - Usha, a concerned mother from Amritsar who does DIY activities with her kids to minimize costs; Akash, a conscious DIY enthusiast from Mumbai who learns techniques from online sources; Avin and Alia, a young couple from Pune who decorate their new home doing DIYs together for quality time; and Srikanth, an advanced Delhi-based DIY enthusiast who experiments with new materials and regularly shares his creations online. The document also maps out the consumer decision journey and identifies various touchpoints like influencers, blogs, exhibitions etc. that companies can target at different stages from need

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 2

    Market Landscape Consumer Marketing Strategies Product Mix Stakeholder Analysis

    CUSTOMER PERSONAS 1.0


    Usha, 40, Amritsar(tier 2) Akash, 22, Mumbai (Tier 1)
    Housewife, Wants creative growth of kid Middle class, Raised in culture of 3Rs
    DIY Pattern
    The concerned mother

    The conscious Jugaadu


    DIY Enthusiast – Nascent Painted his room himself
    1-2 paintings made/week Retail store purchase of spray paints
    Buys from nearby stationary Learnt from , local store & painter
    Scribbles/paints with her children Motivation COVID situation
    Tries to minimize expenditure Urgency to paint – Damaged walls
    Doesn’t depend on others Give new life to products (Upcycle/Recycle)
    Occasion
    Festivals; House celebrations Weekends without any plans
    Exhibitions; art homework Decide between throwing/keeping
    Avin & Alia, 26-28, Pune Tier 2 Srikanth, 28, Delhi (Tier 1)
    Working, recently moved in, set up new home Heavy Interest in Décor, DIY Enthusiast
    (Advanced)
    DIY Pattern

    Décor savvy people


    Painted/decorated their room Experiments with new crafts/material
    Head over heels

    1-2 DIY made/tried/week 2-3 artifacts/DIY made/week


    Buys Online Buys online/from stationary
    Motivation
    Want to make house home Craze for creating unique craft
    Way to spend quality time together Self motivated: Passion, Time
    Have time and interest to do it Regularly shares on social media - influencer
    Occasion
    Renovations, New beginning Special days: festivals, valentine’s week
    Do small repairs themselves Regularly shares on social media
    Research Insights Product Mix Marketing Strategy Market Landscape

    Consumer decision making journey in DIY category & touchpoints to address


    Need/Awareness Information
    Informationsearch
    Search Evaluation
    Evaluation Purchase
    Purchase Advocacy
    Advocacy

    Active Creative/Fun outlet, Influencers, Blogs, Ease of Use, High Chances of


    Prefers online
    DIY Go for Customized Availability repeat purchase;
    Craft, Self Blogs purchase than
    Enthusi New Art Work, product related Product Quality durability Loyalty
    from stationary
    ast search, Exhibitions Creative Outlook reviews from DIY
    Latest trends shops loop

    Health & Hygiene Online: , blogs Proper Support Offline & online. Customer
    Inspire No knowledge on Offline: Peers, Team Online is time Support,
    d by DIY, Festival push retailers, interior Less time consuming as WhatsApp bot DIY
    Covid Wall paint; Home designers investment variety of Reviews Enthusiast
    repair options like
    working on
    Room makeover Online websites, Search for products Prefers buying Blog, chatbot,
    Wanna new ideas
    before festivities, blogs, Instagram suggested in DIY from stationary reviews from &
    be DIY
    peer pressure, self tutorials, You Tube videos in online store or online verified experiment
    Enthusi
    expression for design/décor channels customers
    ast new crafts
    inspiration ideas & material
    Friends, peers, SEO Colour and hence
    Touch TG for
    colleagues outcome/finish
    Points/ Influencers repeat
    Motivat Time of the year-
    Festivals/wedding App purchase
    ors Ads Stores Support Team
    season/ New House

    You might also like