Marketing Persona and Segment Description

Overview of the Project

As a group you will hand in ONE persona, segment description with references as well as a cover page indicating the chosen segment, all group member’s names and student numbers.

Your finished product will include the following for each segment:

1.  1 page persona including a detailed description of a typical member of the chosen segment:

a. Include in this a name, picture, quote and elements of all of the segmentation variables (demographics, geographics, psychographics and behaviouristics)

b. Use PowerPoint or Google slides to most easily create a visually appealing persona that uses design elements, fonts, colors and style consistent with the segment.

c. Cite photos using APA in-text format

2. 2 page max written description of the chosen market segment including:

a. Properly cited integrated paragraphs that describe this group of customers (segment) using the segmentation variables as well as describes the market environment using the CRESTD categories

b. Use normal writing conventions such as paragraphs, introduction, conclusion etc.

c. 12 pt font, single spaced

3. APA reference list with an entry for each source that was cited including websites, databases, images, videos etc.  This must include at least 10 high quality secondary sources.