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Wednesday, December 8, 2010

Customer Profile Example

Target Marketing
Here is a customer profile of Marine Art of California, a start-up company in Newport Beach, marketing the works of California artists through a direct mail-order catalog. The product line is a unique combination of art, gift items and jewelry, all tied together by a marine or nautical theme.

Who are my customers?

1.  Profile:
Economic level: middle to upper-class
Psychological makeup: art lover, jewelry lover, fashion conscious, ocean lover, eclectic taste, college educated, discriminating buyer, upwardly mobile life-style.
Age: 35 to 55
Sex: Male/Female
Income level: $75,000 and above.
Habits: high-expense entertainment, travel, marine-oriented hobbies (shell/dolphin collectors, scuba diver, boat/yacht owner, etc.), patrons of performing arts, concerts and museums.
Work: professional, business owners, business executives, middle management, interior designers
Shop: middle to high-profile retail establishments.

2. Location:
Orange County: coastal areas - home value of $500,000 and above.
San Francisco County, San Diego County, San Bernardino County

3. Market size:
Mail list purchased through wholesale mail list companies. The consumer base will range from 20,000 to 100,000 in the first year of operations.

4. Competition:
Minimal due to unique 2-pronged marketing concept of marketing exclusively California marine art, custom-designed jewelry and giftware by way of (1) direct mail-order catalog and (2) retail showroom. No known operation in their category.

5. Other factors:
As acting distributor for several artists, I am able to retain exclusive marketing rights and, in most cases, have contracted to purchase at 10 to 15% below published whole sale price lists.


  1. shallow and padantic

  2. The realm of fashion design, by its sheer glamour and grace, has always been exciting and intriguing. When we talk of fashion design, it implies a form of art that incorporates the nuances of creating clothes and accessories.

  3. It's really appreciable message for everybody thanks for sharing this information.
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