In a previous post I presented a NABC analysis on the trendy fitness customer. The results of that analysis are based on some results from mine and our previous field visits and a 4P's analysis on the targetet customer segment. This particular segment is derived form the trendy young adult group we had earlier. We wanted to specify our segments even further to get even more targeted solutions, to activate a whole possible customer segment and to find a niche which was not yet exploited. We looked at the tribal theory and looked att young trendy tribes in the local area. A big trend that creates tribes is fitness and we decided to focus on that. We wanted to determine specific charachteristics for the tribe and furthermore maybe find some tribal leaders to target and then get the rest of the tribe to follow.
The NABC analysis looks at the needs, approaches, benefits and competition of the matter in quesiton. This can be adapted to nearly anything form business ideas, to products, to customers. I used it on latest in this case.
As a base I used the basic marketing theory of the 4P's: Product, Price, Place, Promotion. By looking at these four aspects regarding the researched customer segment I could determine some charachteristics. These results are useful as we see what needs to be done to attract the new possible customers, but also to see what they have in common with the exisitng customers and what possible charachteristics could clash and drive away either customer group.
// Otto
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