MKT70017 - Audience Persona Development Report for Kmart Australia

This report focuses on the development and analysis of audience personas for Kmart Australia, aiming to improve audience engagement through digital marketing strategies. It begins with an executive summary and table of contents, followed by an introduction outlining the importance of audience personas in understanding target audiences and enhancing digital marketing efforts. The report then delves into the analysis of Kmart's digital target audience, considering socio-demographic characteristics and buying behaviors. Five detailed customer personas are created, each with specific characteristics, motivations, goals, and behaviors. A target audience statement summarizes each persona. The report also provides an overview of typical customer journeys for each persona, outlining consumer goals and channels used at different stages. Recommendations are offered to enhance Kmart's marketing efforts, with a focus on reaching the youth demographic. The report concludes by emphasizing the value of creating a unique value proposition that differentiates Kmart from competitors. The report includes references to support the findings.

Running head: AUDIENCE PERSONA DEVELOPMENT
AUDIENCE PERSONA DEVELOPMENT
Name of the Student
Name of the University
Author Note

1AUDIENCE PERSONA DEVELOPMENT
Executive Summary
The study focuses on effectively analyzing the prospects of Audience persona development in
the context of the Kmart organization. The development of persona and its effective
implementation has been considered. The digital target market has been analyzed. The analysis
of Kmarts important customer persona has been made. The detailed profile statements have been
provided. The customer journey have been provided.

2AUDIENCE PERSONA DEVELOPMENT
Table of Contents
Introduction......................................................................................................................................3
Audience Personas and journeys.....................................................................................................3
Analysis of Kmart’s digital target audience................................................................................3
Common characteristics of the broad digital target market of Kmart.........................................4
Target Audience Statement..........................................................................................................8
Overview of the typical journey..................................................................................................9
Recommendations..........................................................................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13

3AUDIENCE PERSONA DEVELOPMENT
Introduction
The report is focused towards studying the audience persona development and its
contributions towards improving the audience engagement of various brands. The organization
that is selected for the study is Kmart Australia. The audience persona for Kmart would be
analyzed and evaluated through the report. Personas refer to the fictional representation of
typical members of the target audiences. However, the representation is based on real and
important customer data. The formation of the audience persona helps the organization to know
its audience better. Subsequently, better audience engagement is possible. It is an important
criteria in digital marketing. This helps the organization to better reach the target audiences and
create engagement value that might not be otherwise possible. Identifying and understanding
digital target audiences through the development of effective personas is an important aim of the
study. Digital marketing context is used to make the study more effective since modern large
organizations are more focused towards reaching their audiences through the digital platforms.
Audience Personas and journeys
Analysis of Kmart’s digital target audience
Kmart is one of the most recognizable retail stores across the world. It has significant
presence in Australia as a subsidiary of the Wesfarmers group. The digital customer audiences of
Kmart Australia need to be analyzed in order to understand their buying intentions better and
more effectively. At first it is important to consider that the customers of Kmart in Australia
would be different from the normal retail market audiences (Kmart.com.au 2019). The normal
retail chain audiences of Australia are more inclined towards shopping in the more strongly
established brands such as Coles and Woolworths. Hence, the target audiences of Kmart are
somewhat different to that of the other retail stores.
The digital target audience of the organization can be analyzed and measured through
many different metrics. Socio-demographic representation of these audiences are more likely to
be the more culturally diverse people. Hence, more Asian, middle-eastern and a fair share of the
Americans that are living in the county are target audiences. They can have Middle Eastern,
mongoloid or slightly brownish skin tones. They are more interested in getting all the things they
need from the same place. They go to gym and are much considerate about their fitness. They are
mostly interested in the outdoors and travelling. They are socially active people with active

4AUDIENCE PERSONA DEVELOPMENT
engagement with the social media. They need all products from a single place. They are more
inclined towards buying items with high aesthetic value. They desire a good and healthy life and
want to be with their friends in the weekends and their spare time. Their goals are to get success
in life and at the same time enjoy their spare times. They are frustrated if they are unable to
utilize their work effectively (An et al. 2016). They feel frustrated when they do not get ample
amount of work-life balance. They desire a good and optimal life. They are health conscious and
effective in terms of managing their life functions. The target audience are much more inclined
towards taking the advice of their friends rather than the normal reviews available on the
internet.
Common characteristics of the broad digital target market of Kmart
The audience unique profile would be created to provide a range of customers that can
form the significant consumer base for the Kmart organization.
Persona 1
Ethnicity- Asian
Gender- male
Age- 20-24
Occupation- College graduate, pursuing higher education
Lives in- Melbourne
Personal- Single
Motivations
 Going outdoors
 Meeting new people
 Using social media
 Getting appreciated by their peers
 Getting more value from the people around them
Goals
 Get a stable career

5AUDIENCE PERSONA DEVELOPMENT
 Decorate the home
 Finding a suitable partner
 Starting a fresh personal and professional life
Behaviors
 Very active in social media
 Engaged in various social groups
 Advocates human rights
 Active in environmental groups
Persona 2
Ethnicity- Middle Eastern
Gender- male
Age- 23-25
Occupation- Clerk, Accountant
Lives in- Melbourne
Personal- In a relationship
Motivations
 Frequent traveler wants to explore
 Goes out with friends to socialize
 Meets up with friends and families as often as possible
 Goes shopping with family members and girlfriend
Goals
 Wants to get settled
 Wants to work for some companies and gain experience
 Wants to start his own business
Behaviors

6AUDIENCE PERSONA DEVELOPMENT
 Gives much importance to families
 Very closely knit with the community
 Wants to make friends
 Conscious about not getting duped
Persona 3
Ethnicity- Asian
Gender- Female
Age- 25-30
Occupation- banking clerk
Lives in- Adelaide
Personal- Live-in
Motivations
 Hanging out with friends
 Goes occasionally on long drives
 Travels during holidays
 Gets motivated by watching movies and listening to music
Goals
 Wants to improve career prospects
 Get settled with partner and own a large house
 Rise up in the corporate ranks
 Wants to buy products that are healthy
 Develop good relations with the community
Behaviors
 Associated with various social causes
 Interested in improving the neighborhood
 Developing better relationship with the community

7AUDIENCE PERSONA DEVELOPMENT
 Goes shopping for leisure at times
Persona 4
Ethnicity- South Asian
Gender- male
Age- 26
Occupation- Accountant
Lives in- Sydney
Personal- Engaged
Motivations
 Gets motivated by engaging with friend and family members
 Motivated by being praised at work
 Develops strong relationships with office clerks and managers
 Gets motivated by inspirational leaders
Goals
 Getting settled in life
 Working in a top post of a large organization
 Develop strong relationship with the family
 Own personal company after a time
Behaviors
 Very active in the community
 Active participant in the festivities
 Wants to learn more about the neighborhood
 Concerned about the market and the things that he buys
 Conscious about the expenses
Persona 5

8AUDIENCE PERSONA DEVELOPMENT
Ethnicity- Caucasian
Gender- Female
Age- 30-36
Occupation- General Manager
Lives in- Perth
Personal- Single
Motivations
 Wants to engage in social causes
 Goes to various music festivals
 Attends conferences dealing with humanitarian issues
 Attends business conferences
 Involved in the CSR functions of the organizations
Goals
 Gain further success in the corporate sphere
 Engage with the local community organizations
 Travel the world
Behaviors
 Normally engages in online shopping
 Gives value to audience review before buying
 Considers quality to be utmost important
Target Audience Statement
Persona 1- The audience persona is male Gender- male age- 20-24, Asian living in Melbourne
with interests in outdoor and likes to buy things that are trendy and cost effective to improve
social value.

9AUDIENCE PERSONA DEVELOPMENT
Persona 2- The customer is male aged between 23 and 25 living in Melbourne with interest in
traveling and exploring and family oriented. It is evident that the customer would like to have
items that are comfortable.
Persona 3- The customer is female between the ages of 25 and 30 interested in hanging with
friends and likes to go on short trips. The customer wants to buy commodities that are healthy
and important. The customer prefers buying all things from a single place.
Persona 4- The customer is male aged 26 based in Sydney is comfortable within family and
friends and highly work oriented. The customer wants things that are approved by his friends and
family members.
Persona 5- Customer is female aged between 30 and 36, lives in Perth. Customer is highly social
in terms of formal meetings. Customer engages in online buying. She is more inclined towards
buying products that have higher user ratings.
Overview of the typical journey
Persona Journey Stage Consumer Goals Channels Content

10AUDIENCE PERSONA DEVELOPMENT
Persona 1
Persona 2
Persona 3
1. Consider-
2. Evaluate
3. Buy
4. Consume
5. Advocate
6. Bond
1. Consider-
2. Evaluate
3. Buy
4. Consume
5. Advocate
6. Bond
1. Consider-
2. Evaluate
3. Buy
4. Consume
5. Advocate
6. Bond
1. Trends
2. Values and
motives
3. Provide
essential value
4. Product value
5. Trend
orientation
6. Creation of
essential bond
1. Family value
2. Need for
family
engagement
3. Buy what best
suits the persona
4. Gratification
5. Advocate
shared value
6. Comfort
1. Independence
2. Customer
motivations
3. Buy what
caters to
aesthetic pleasure
4. Consume
quality
Facebook,
Twitter
Online channels,
social media
Youtube,
Snapchat
Outdoor themed
product
advertising
Family value,
something for the
entire family
Creation of
aesthetic pleasure

11AUDIENCE PERSONA DEVELOPMENT
Persona 4
Persona 5
1. Consider-
2. Evaluate
3. Buy
4. Consume
5. Advocate
6. Bond
1. Consider-
2. Evaluate
3. Buy
4. Consume
5. Advocate
6. Bond
5. Feel good
factor
6. Creation of
strong value
1. Value
2. Need for
family
engagement
3. Buy what best
suits the persona
4. Gratification
5. Advocate
shared value
6. Comfort
1. Creating
special bond
2. The
sustainability
value
3. Optimally
functional
commodities
4. Things that
add more value
5. Shared value
6. Developing
better value
Youtube,
Facebook,
Online
advertisements
Youtube,
Facebook,
Twitter, Linked
In
Creating value
for the
customers. The
content should
create a
comfortable
environment.
The focus should
be on providing
essential value.
The message
should be
straight forward
and simple.