Characteristics of Target Market for Desklib

Personas/Target market characteristicsWhat are characteristics (e.g. life style, age, level of income, interests,
values, motivations, needs, wants) of the target market?
 The image describes the routine grocery shopping by women for her family.
 For people who spends wisely, irrespective of the income group
 Regular discounts vouchers for groceries, fruits and vegetables
 Variety of things to cater to the needs of all age groups
 Biscuits for kids, fresh and nutritious vegetables and groceries for family
 Online and offline shopping, both available, depicts time saving aspect
Value of the product/service
What meaning do we want the target market associate with this
product/service?
What type of value can consumers gain by using the product/service?
 Best quality with cheap prices
 Variety of things at one place, one stop solution for monthly eatable needs
 Convenient and comfort oriented, picking goods of your choice and keep it in
cart
 Moreover, online shopping is also available at half price than market rates;
getting things at our home
 Environment friendly and reusable bags are promoted to avoid plastic usage
The of the message contentWhat factual information does
the ad provide about the
product/service attributes?
How detailed is the information?
What does the message include
(e.g. emotional or rational
appeal or fear, humor, or sexual
references; art forms or
metaphors)?
 The appeal is rational appeal,
attract customers by giving 50%
discount on purchase of products
(1/2 Price)
 20% save if payment done online
 Online coupons are given for
motivating customers for
shopping online
 Happiness in eyes of ladies as
given in different images
 Overall market positioning as cost
effective shopping option of
monthly eatables
 Very cost-effective pricing across
the industry.
Visuals
What images can be used to communicate the meaning of the product/service to
consumers?
The source
What factors enhance the
effectiveness of the message
source?
What source credibility aspects are
required depending on the nature of
the product/service? What source
attractiveness aspects are required
depending on the nature of the
product/service?
 Marketing Woolworths by giving 50%
discount from market rates
 Encourages feedback system and
shopping cards by giving 500 dollar
bonuses (woolworths.com.au, 2019)
 Lady is buying fresh vegetables for
her family and kids
 Store employees are promoting the
store
 Promotion using environmental
friendly bags (Blake, 2018)
 High quality with low price
 Different variety of food.
 Source (wife and company employees
promoting)
Points of DifferenceWhat are determinant attributes to differentiate the product/service as
compared to the product/service offered by competitors?
 Cost effective items and quality products as compared to Tesco and Wal-
Point of parity
What elements are considered mandatory for the product/service to be
considered a legitimate competitor in its specific category? In other words,
what attributes should the product/service have so that consumers consider