Analyze your decision-making process for the persona you created. Why is he/she a good target audience for the product? How has focusing on this persona helped you better understand how to target your

PERSONAS AND POSITIONING STATEMENT 4

Personas and Positioning Statement

Name

Institution Affiliation

Persona profile

John Collymore is a large-scale farmer who deals in planting and harvesting grasses to make hay rolls and to sell to livestock keepers. Also, other farmers deal in the same farming activities as him. John uses different equipment to running his farming activities. Husqvarna robotic lawn mower is one harvesting equipment that he uses to clear the farming ground for plantation purposes. Besides, John and other farmers use other equipment to prepare their land while waiting to plant their crops. Below is John’s persona profile.

Name: John Collymore

Age: 42

Occupation: Farmer (Haymaker)

Hobbies: Playing table tennis, playing golf, travelling and swimming.

Habit and personalities:

Introvert, intuition, perceiving, drinking chocolate and drinking tea.

Roles:

Clearing farming grounds, planting of grasses on maturity, weeding of the plantation, harvesting the grasses and making of hay rolls.

Occupational goals

To be the leading haymaker who make the best quality of hay rolls for animal consumption.

To be the leaders of haymakers in both local and global markets.

General goals

To remain focus to achieve his objectives in farming to increase his production level.

Geographical segmentation

John has a farm in a strategic location where farming history is well known due to the numbers of farmers in the area. As such, there is a high demand for farming and land preparation equipment.

Behavioral segmentation

Most farmers change the use of farming and land preparation equipment based on their efficiency.

Demographical segmentation

Farmers who use Husqvarna robotic lawn mower to clear their farming grounds to come from different demographic backgrounds (Lantos, 2015).

Statistically, the demand for Husqvarna robotic lawn mower equipment is based on the level of satisfaction consumers derive from the product.

Positioning statement

Husqvarna robotic lawn mower is one of the leading equipment used by most farmers. It is primarily used to clear planting ground before planting; its selling rate is higher than those of its competitors. Besides, the ability of Husqvarna robotic lawn mower to operate in different areas makes it more preferable by most customers compared products of other competitors (Gunter & Furnham, 2014). For instance, Husqvarna robotic lawn mower can work both in rainy or dry grounds without failing. As such, the equipment can satisfy consumers' needs which has increased the company's sales turnover. Besides, Husqvarna robotic lawn mower is self-operated equipment that does not need human assistance. Once it is set to clear a piece of land, it works without technical failure. Therefore, this product is capable of filling the gap in the current market. .

References

Gunter, B., & Furnham, A. (2014). Consumer profiles (RLE Consumer Behaviour): An introduction to psychographics. Routledge.

Lantos, G. P. (2015). Consumer behaviour in action: Real-life applications for marketing managers. Routledge.