Customer Analysis Marketing Plan

The best method for writing a Customer Analysis Marketing Plan

Last update: August 2022

Before you start

You need to pinpoint exactly:

  1. Who your customers are
  2. What are their needs
  3. What drives their decision 
  4. How your product meets their needs 

You’ll be significantly better positioned to successfully market your product to your targeted customer with a well-written customer analysis marketing plan.

The 3 main steps you should follow:

  1. Identify and research your customers and their needs
  2. Identify your customer’s main decision drivers and specific behaviors
  3. Show how your product meets the customer’s needs

However, despite these clear steps, some questions still remain:

  • How do you write an effective and efficient customer analysis marketing plan? 
  • What should be the exact content? 
  • How can you avoid making mistakes?

Ready to start writing your Customer Analysis Marketing Plan? 🚀

1st Step: Identity and research your customers and their needs

In both B2C and B2B sales and marketing, you need to know exactly who your product is meant for. 

You need to know everything about your target market.

Useful data and demographics for your customer analysis marketing plan may include:

1. Income / Revenue

Your marketing plan must include data regarding your target market’s income level. This is one of the most effective ways to implement market segmentation. There will be customers and clients that can afford the high-end products and services. However, there will also be other consumers who are only able to stretch to the lower versions of those products and services at a much more affordable price. You must be able to satisfy the needs and wants of every market segment.

2. Age range

You also need to consider the age range of your target market. This will ensure that you create products and services that fit their needs. Younger generations may have different tastes and preferences in comparison to more mature customers. This is one of the reasons why you need to consider age range in your customer analysis 

3. Lifestyle

In writing your customer marketing plan, it is important that you include the lifestyle of your potential customers and clients. You must know whether these people prefer simple products that are affordable, or whether they prefer paying additional premium for luxurious items. You also need to learn about their preferred product brands as part of your customer profiling

4. Geographic location

You need to learn where your target market is located. You need to assess whether the type of product or service you are offering is readily available in their community. You need to know where they are currently buying similar products and services. The convenience of the location of a store has a strong effect in the buying behavior of a consumer. Having data about geographic location can help enormously in establishing an effective customer profile

5. Scope (Number of potential customers)

Before launching marketing campaigns for your business, you need to know first if it is worthwhile to do so. Assess the number of potential customers for your products and services and see what you could potentially gain from the campaign. The revenue generated from marketing campaigns must be always larger than the cost of running them.

6. Customer base

You also need to conduct a situation analysis for your current customer base. You need to assess whether your market share is growing or diminishing. Understand the reasons behind such movement in the size of your market share. This will greatly help in crafting the best marketing strategy for your business. 

7. Purchase history

Understand the buyer’s behavior with the use of data regarding his or her past and present purchases. You will know what products they buy and the exact volume of the purchase. This will help you create a customer loyalty program for repeat customers to boost your sales. 

Number of employees 
Decision-makers’ position in the organization 
Geographical location 
Scope: How many potential customers 
Growing/shrinking customer base 
Past behavior, e.g. purchase history 
Stated projection of future needs
Age range 
Geographical location 
Scope: How many potential customers 
Growing/shrinking customer base 
Past behavior, e.g. purchase history 
Future needs/wants

The above information should help you determine your customer’s exact needs. State it precisely in your customer analysis marketing plan. 

2nd Step: Identify your customer’s main decision drivers and specific behaviors

You may want to know how they are affected by a combination of these factors:

  • Price of Product
  • Quality Of Product
  • Existing Competition
  • Urgency Of Finding Solutions To Existing Problems
  • Product / Industry Knowledge of Customers
  • Source of Knowledge Of the Customers
  • Current Relationship With The Customers
  • Preferred Supplier Of The Customers
  • Product Compatibility Of The Products Used By Customers
  • Effect of Product to current operations of the customers

3rd Step: Show how your product meets the customer’s needs

It’s time to show how your solution fits the customer’s needs.  If you don’t know this yourself, you won’t be able to convince the customer!

Look at your position:

  • What are your core values and positioning in the market?
  • How does this match the customer’s needs?
  • Does anything to be redefined in terms of marketing and branding?

You must clearly draw the line between your customer’s needs and your solution, keeping in mind their decision drivers. Finally, turn your results into a precisely and completely stated value proposition in your customer analysis marketing plan.

Use Executive Education to perfect your customer analysis marketing plan writing Skills

Today’s constantly changing business landscape means that you need to be more precise and sharp than ever to create a great customer analysis marketing plan. A good strategic marketing course from one of the top international business schools can offer the skills, knowledge, and strategic thinking you need.

You’ll also hone more general management, business, marketing, and leadership skills so you’re action-ready for all your marketing and branding challenges, including the development of a fully on-target customer analysis marketing plan. 

Still looking for Customer Analysis Marketing Plan writing skills?

Discover how IMD’s Foundations for Business Leadership program can prepare you for more senior management positions.

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