UNDERSTANDING CUSTOMERS- ANALYSING CUSTOMERS USING MOSAIC

Imagine you are the Customer Marketing Manager for Marks and Spencer. You are concerned that the existing
customer base is not visiting the store. Research data is required to understand the Marks and Spencer
shopper and two of its competitors in the fashion clothing market. Explain how Marks and Spencer might try
to understand the profile of their customers. How can Experian help Marks and Spencer to understand their
customers? Describe and explain the importance of segmenting and profiling a business’ customers. Why do
organizations need to do this? Explain your reasoning by referring to theory, frameworks and concepts that
you have read about in the core text Pepper and Rogers, 2011.
What marketing initiatives might you implement to build customer loyalty for Marks and Spencer.Give your
reasons by referring to relevant theory.

Format of assignment – Business Report
Your report is expected to follow the following suggested format of sections
The appendices should be no more than 3 pages in length. The title page, contents pages are not included in
the final word count of the assignment report
To make your report logical and comprehensive you must focus on and include all the following sections in
writing up your report:
Section 1: Introduction (200 words)
An introduction includes context and order of your report.
Explain why marketers should try and understand the profile of their customers. Why is this important to
them? Which business tools are available to marketing managers to profile customers. (10marks)

Section 2: Analysis of the Mosaic Profile system (500 words)
PDF files available in the courswork folder on Studynet.
Explain your understanding of Mosaic. N.BPlease do not copy large chunks from the website but explain in
your own words what you understand this business tool does.
What sort of organizations use Mosaic? Why do you think they will find Mosaic useful to understanding their
customers.(15 marks)

Section 3: Data and information reports by Experian (1000 words
Looking at the market research reports produced by Experian for the three retailers show your understanding
of the data for each of the organisations. How does the profile differ and what does this mean for the
marketers of each of the retailers. What is the impact on their consumer marketing strategy.(40marks)

Section 4: The Importance of segmentation (500 words)
Discuss the theory that supports segmentation. Explain its importance to the development of marketing
communications.(15 marks)

Section 5: Business case study (about 200 words approx)
Based on your discussion and analysis from sections 2, 3&4 above, provide consumer marketing ideas for
marketers of fashion retailers who may well want to target one specific Mosaic Group. What sort of marketing
communications might you suggest? (10 marks)

Section 6: Summary (100 words approx)
Provide a summary of the above sections by highlighting the most important aspects of each section. Make
sure NOT to introduce any new information in this section.(5 marks)

Format and referencing
Report format, appropriate English grammar and Harvard Referencing skills.(5marks)

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