The Canadian Coffee Consumer
Consumer Persona & Digital Journey Project
In my Digital Marketing Certificate program with York U, I was given a project to develop a consumer persona for a brand utilizing the Market Analysis Framework Consumer Markets (Adapted from Kotler P. and Keller, K.L. (2016), A Framework for Marketing Management. United States: Pearson Education Inc.) to describe them with the following attributes; Demographics, Psychographic (lifestyle and values), Behavioural Buying, Digital Usage. Individuals will be expected to prepare a paper no longer than 1400 words that provide a short background on the chosen organization, the completed consumer segmentation framework, and a summary of their recommendations of digital advertising and targeting to reach the desired segments should all be included in their final submission for this assignment.
Deliverables
Written proposal with consumer segmentation framework + consumer persona infographic
Written Proposal
