INTRODUCTION
The purpose of this assignment is two-fold: to assess your knowledge of consumer
behavior and to develop an artifact you can use on job interviews. A consumer persona is
a fictional representation of an ideal consumer. The exercise of creating fictional people
based on ideal consumer attributes helps clearly define, segment, and understand an
organization’s target market(s), thus helping the organization develop effective marketing
strategies. Once you have successfully completed this assessment, you will have a
consumer persona that can be included in your portfolio to demonstrate your knowledge
and skills.
You will use two templates to complete this assessment: the “Consumer Persona
Template” should be used to complete the requirements in part A, and the “Consumer
Persona Executive Summary” should be used to complete the requirements in part B.
These two forms will be your submission for this assessment.
In order to use the provided “Consumer Persona Template,” you will need the Adobe
Acrobat Reader application. It is free to download and a valuable application to have as it
is widely used across industries and professions, especially marketing. A link to download
this application from Adobe’s website has been provided.
SCENARIO
Pawfect PetCare is a new company operating in the pet care service industry; its mission
is to meet pet owners’ individual needs by providing personalized in-home pet care.
Pawfect PetCare’s business model is based on tiered subscriptions and operates only in
the in-home pet care space. Base services include drop-in visits that include walking,
feeding, and playtime customized to the pet’s needs. Customers can purchase add-on
options such as multiple pets, overnight sitting, grooming, vet visits, medication
administration, and other special requests.
These services are available for all domestic pets, including dogs, cats, bunnies, guinea
pigs, hamsters, chinchillas, fish, birds, and reptiles.
Given that pets and their owners have individualized needs, customers can purchase
tiered subscriptions for each of their pets, and customers have the ability to customize
days. Furthermore, customers have the option to skip a month whenever the services are
not needed without having to cancel their subscription. The tiered subscriptions are as
follows:
• Level 1: 4 visits per month
• Level 2: 8 visits per month
• Level 3: 20 visits per month
As a marketing consultant, you have been asked by Pawfect PetCare to assist with its
marketing strategy by developing a consumer persona and a positioning statement.
REQUIREMENTS
A. Create a consumer persona of the targeted pet owner using the provided
“Consumer Persona Template.”
1. Create the consumer’s profile to include age, gender, education, occupation,
income, and geographic location.
2. Identify the following internal influences for the consumer:
i. three lifestyle factors
ii. two motives, one from Maslow’s hierarchy of needs and one from
Murray’s psychogenic needs
iii. two perceived risks
3. Identify the following external influences for the consumer:
i. one family characteristic
ii. two cultural values
iii. two specific subculture groups
4. Identify one of the consumer’s problem/pain point that Pawfect PetCare will
address.
i. Explain how Pawfect PetCare will address the identified consumer
problem/pain point.
5. Identify three of the consumer’s communication sources.
B. Develop an executive summary of the persona you created in part A using the
provided “Consumer Persona Executive Summary Template.”
1. Provide an introduction of the consumer persona you created in part A.
2. Justify all of the consumer’s internal influences, encompassing the lifestyle
factors, motives, and risk elements, based on the persona.
3. Justify all of the consumer’s external influences, encompassing family
characteristics, cultural values, and subculture groups, based on the persona.
4. Create a positioning statement for Pawfect PetCare based on your consumer
persona, including Pawfect PetCare’s target audience, the need being addressed,
the benefit provided, and why Pawfect PetCare is a better choice over the
competition.
C. Acknowledge sources, using in-text citations and references, for content that is
quoted, paraphrased, or summarized.
D. Demonstrate professional communication in the content and presentation of your
submission.
