link to the website:www.pdpaola.com
OBJECTIVES
P D Paola has various types of objectives:
Canon (https://www.usa.canon.com/internet/portal/us/home) is a Japanese company specializing in optical products and image capture and reproduction. Includes photography, video, photocopiers and printers. It is currently the leader in photography.
Canon believe in the power of image: the power to communicate quickly and easily, to convey the slightest of subtleties, to elicit the strongest emotions and to simplify the most complex of tasks.
Audience analysis
As for geographic and demographic segmentation, we will focus on Canon Europe. Canon is aimed at men and women between 18 and 42 years, middle and upper-middle class, since they need to have a medium-high purchasing power to get their products. Its consumers usually have studies and interest in photography.
Finally, as far as the psychographic profile is concerned, we find people with a lifestyle determined by creativity. They are considered achievers, adventurers and strivers. Normally they used online platforms to publicize their work, learn trends, and meet new editing techniques…
In a world where personal life and experiences are shared, photography has become a routine element of everyday life. But it is not only important to share and make known, but also what you share. Quality and perfection is sought and determinates what shared or not.
Lush is a cosmetic retailer founded in England in 1995. The company’s core business is to produce face, hair, and body cosmetics using only vegetarian or vegan recipes. Their products can be purchased both online and in their colourful physical stores, located in 46 different countries.
Because of its handmade and ethical products, it is considered a unique company with a strong brand identity. Its core value is its green behaviour of being against animal testing, using eco-friendly packaging and producing only with organic materials.
The target market of Lush Cosmetics is composed by the following characteristics:
Demographic profile
The main target audience of Lush Cosmetics are working women between 18 and 45 years old. These women have a higher education and middle-high incomes. Furthermore, they usually live in cities or nearby, so they are able to do their shopping there.
Psychographic profile
Lush has strong values, for this reason its audience tends to be very specific. The company bases all its products on organic and natural ingredients so they can be considered as environmental sustainable and social responsible. Therefore, its target is composed by people that care about the environment, the wildlife and their health.
Some of its products are packaging-free and none of them contain parabens, aimed at those consumers with an organic and eco-friendly lifestyle. Its fare trade ingredients attract those concerned about social justice. Additionally, Lush does not test its products on animals, what attracts vegans, vegetarians or any customer fighting for animal rights.
Lush products tend not to be the most effortless products; You cannot find them on your habitual grocery store, so you have to buy them online or in their own stores. The absence of parabens and preservatives make the product last less than a regular not-fresh product. And finally, the solid cosmetics do not usually attract the attention of the lazy consumers, because you have to learn how to use them and and how to take care of this products. For these reasons, Lush customers usually are open-minded and concerned about the same things the company is, so they are willing to make these efforts.
In short, it is very likely that Lush products are not the only eco-friendly consumed by these audience, since we are talking about a profile that besides taking care of his health, cares about the planet.
Lush customers on the online world
Referring to Lush’s target audience, they feel comfortable surfing the net, even buying through it. They are interested on news products, so it is very likely that they are inscribed on the company’s Newsletter.
This target is present in much of the social networks, being more frequent platforms like Instagram, Twitter or Facebook. They also read the newspaper online and follow environmental news.
Link: https://uk.lush.com
D’ESTRËE Paris is a small luxury brand from the magical city Paris. Was founded in 2015 between London and Paris.
The conceptualization to design was formed in english city but the inspiration and heart always stayed in la cité de l’amour. This city was inspired to her designer.
The first step to understanding the hearing of this contemporary Parisian is to know the inspiration on which it is based.
In the second place, D’Estrëe has two key pieces, hats and bags. It is for this reason that the hearing focuses on women 20 to 35 years, mainly (some models of hats have been sold also among men).
Taking into account the price of hats (between 250-350 euros) and the price of bags are 1.250 euros, causes that consumers of the brand are people of high class.
Source: Instagram account from /destree_paris
The activity of the online brand is focused on Instagram, in which behave content brand and brings value to consumers.
In addition, the account share pictures from users that label to the mark on his own account of Instagram. Bidirrecional and create a relationship between the audience and the brand image.
It should be noted that all purchases are routed and managed from the web page (eCommerce), in which have a similar design to an art gallery, as well as a portrait (explains the origin of the brand and the #HatInspiration), in addition to press where all the publications where the mark has been the protagonist.
Source: Done for me
The audience of D’Estrëe is international, with strong European inspirations (French, British, Italian,…) with an aesthetic interest you are looking for the perfection of the details. As well as a concern for art and painting.
With all this, the time has come to see why a brand like this is related to a specific person, with me, the personal college (the first photo) and my personal college label by D’Estrëe Paris (second photo).
Source: Done for me with a photos from network and my personal album.
A person active in social networks, with a particular taste in architecture, design, and you would like to spend the afternoon in an art gallery and not in front of a TV.
That does not pass the opportunity to travel to other cities and explored the particular streets, observe the people around you, and, of course, always accompanies the phone and a classic book, by Jane Austen or Fitzgerald.
Looking for a brand that represents him not only for his pieces designed but by its brand philosophy and the activity that keeps with the public, the interactivity in the networks.
Website: https://www.danielwellington.com/uk
Daniel Wellington is a Swedish watch company, founded in 2011 by Filip Tysander. Headquarted in north of Stockholm in Sweden, the company has different networks in over 25 countries. The manufacture has known success through a special digital strategy and an important presence on social networks like Instagram which have over three million followers.
Daniel Wellington’s audience are men and women aged 20-35, that is, middle-class / upper-middle-class young people. They can live all over the world, because shops can be found in many countries. They are likely to live in cities or large towns, which means, they are urban people.
The education they have is higher education, for example, university degrees.
Secondly, about psychographic variables: They are fashionable and spend money in clothes and complements as a jewelry or watches, they always are looking for the best look. They are restless people for the world of art and photography, who give importance to small details always looking for perfection. The style which they dress is classy and sporty, useful every day to work, study and go out.
On the other hand, referring to the online environment, they spend a good amount of time in social networks like Instagram or Pinterest looking for inspiration and following brands like Daniel Wellington. Normally, they use the mobile phone to get internet connection, search and communicate with others. Daniel Wellington’s consumers like to travel and share nice photos on their social networks, they are restless people. In addition, they tend to be followers of Instagramers and campaigns like the one that made the brand impacts them.
As you can see in the previous photo, Daniel Wellington’s consumers like to travel and we know it because the brand shares their photos on the website and social networks.
ABOUT THEM
Adidas is a German multinational sportswear company headquartered in Herzogenaurach, Germany. The company originally called “Gebrüder Dassler Schuhfabrik” was founded by Adolf Dassler in the early 1920s along with the help of his brother Rudolf Dassler, who for personal differences with Adolf Dassler founded PUMA AG in 1948. As Consequently, Adolf Dassler took control of the company and decided to rename the firm as “adidas”. The name of the company comes from the name of its founder, “Adi” is the diminutive of Adolf, and “gives” the first syllable of the surname “. With more than 60,000 employees in more than 160 countries, Adidas produces morethan 850 million units annually and generates sales of 19,000 million euros. The brand has different logos with which to identify it. As part of the Munich Olympic Games in 1972, Adidas would present the famous clover as a new logo that, like stripes, would remain in force despite the years. With this, Adidas, in addition to being present at the most important sporting events in the world, would continue to expand intoother disciplines such as tennis and even mountaineering. In the early 1990s, the traditional clover became a triangle that represents a significant message: it symbolizes a mountain that represents the challenges to be overcome.
AUDIENCE ANALYSIS
The main target audience for Adidas is of around 13-30 yer old consumer who are involved in any given discipline or sport. Adidas makes high end. High quality products for all sports, so this will interest this audience at ir’s affordable price, especially if their discipline is football as a teenager (teenagers go mad for the new pair of Predator football boots released just about once a year). Mostly male based, and mainly working-middle class families or individuals. Along with this audience, there is also the smaller audience of those who aren’t into sports. They shop at Adidas for the big logo’s and the look of the shoes for a fashion statement. These are between 16-25,working-middle class both males and females.
ABOUT THEM
Adidas is a German multinational sportswear company headquartered in Herzogenaurach, Germany. The company originally called “Gebrüder Dassler Schuhfabrik” was founded by Adolf Dassler in the early 1920s along with the help of his brother Rudolf Dassler, who for personal differences with Adolf Dassler founded PUMA AG in 1948. As Consequently, Adolf Dassler took control of the company and decided to rename the firm as “adidas”. The name of the company comes from the name of its founder, “Adi” is the diminutive of Adolf, and “gives” the first syllable of the surname “. With more than 60,000 employees in more than 160 countries, Adidas produces morethan 850 million units annually and generates sales of 19,000 million euros. The brand has different logos with which to identify it. As part of the Munich Olympic Games in 1972, Adidas would present the famous clover as a new logo that, like stripes, would remain in force despite the years. With this, Adidas, in addition to being present at the most important sporting events in the world, would continue to expand intoother disciplines such as tennis and even mountaineering. In the early 1990s, the traditional clover became a triangle that represents a significant message: it symbolizes a mountain that represents the challenges to be overcome.
AUDIENCE ANALYSIS
The main target audience for Adidas is of around 13-30 yer old consumer who are involved in any given discipline or sport. Adidas makes high end. High quality products for all sports, so this will interest this audience at ir’s affordable price, especially if their discipline is football as a teenager (teenagers go mad for the new pair of Predator football boots released just about once a year). Mostly male based, and mainly working-middle class families or individuals. Along with this audience, there is also the smaller audience of those who aren’t into sports. They shop at Adidas for the big logo’s and the look of the shoes for a fashion statement. These are between 16-25,working-middle class both males and females.
Analysis Aware clothing
I have chosen the website of a brand called Aware Clothing for the analysis. Aware is an online company that makes original clothes and was created by Carola Baños, from Barcelona. The name of the brand found her. While she was reading a curious article titled “Great words that have no translation”, she found the word AWARE, coming from Japanese. And so, unwittingly, she discovers one of the most beautiful and important concepts she learned. The meaning of this word is a deep feeling of appreciation and shock at the transience of things. “Nothing lasts forever, and that is precisely what makes something beautiful and artistic sea. Beauty expires, that’s why it’s beauty. The conscious is that feeling that arises in a flower, a summer sunset or a morning spring morning. It is the feeling of finding the reason for being of a thing and of being aware of its fin, but at the same time of its eternity; is to find the truth anytime, anywhere. Aware is found momentarily reflected in the world”
Aware Clothing are aimed at sweeping, sensual and elegant girls, who seek to dress differently and feel special on any special occasion. That’s why their target are all those woman who wants to feel unique. Aware Clothing offers them style and a chic touch of trend special tops.
These type of clothes are addressed to all those women that need to be different in a fashion world that a lot of people dress with the same clothes. Aware makes each product unique, special and different, with a combination of colours and also textures like brilli-brilli or velvet.
All these characteristics of Aware Clothing can be easily recognised taking a quick look at his website which shows all his pieces with a little minimalist and elegance touch.
We can also deduce that Aware is trying to create a lifestyle and a community with its costumers by a blog which anyone can take a look for inspirations and information about the brand and it’s ideas. In the blog, Carola share looks and iconic fashionable woman’s that she was inspired to create their pieces. They are active on Instagram and Facebook too.
For all this reasons and after the analysis I think we can say that the audience of Aware is a woman from 16-30 years old with a middle-high income (clothes go from 25€ to 150€) that, has a very active life and wants to feel special and out of the ordinary in any special occasion of their lives.
In conclusion, an Aware costumer is a women that wants a fresh change in her life, who looks for different garments and wants to wear original, atypical and trendy clothes.
Personas collage:
Google Arts & Culture is an online platform through which the public can access high-resolution images of artworks. The website offers the opportunity to discover artwork, collections and news about art from all around the world. The project was launched on 1 February 2011 by Google, in cooperation with 17 international museums, including the Tate Gallery, London; the Metropolitan Museum of Art, New York City; and the Uffizi, Florence. Nowadays, The platform has more than 32,000 artworks from 46 museums, they offer video and audio content and users can virtually ‘walk through’ the galleries of each partner museum, using the same controls as Google Street View.
There are 2 kinds of important targets for Google Arts & Culture:
The first one is between the ages of 40 and 45. They are generally divorced, they have a lot of time for themselves. The audience is mostly middle class and they have a college degree. It’s people that care about art and culture, people that try to be wiser day by day because they think that to have culture make us better, deeper and more sensitive. They usually go to the cinema, read a lot, buy tickets for theatre… It’s sophisticated people and they don’t care to spend money if it’s something that is going to make them grown intellectually. The target uses social media like Youtube, Facebook and most of them have a blog in WordPress account. They consume TV to watch documentaries, news and specific channels of history.
The second target is young people, between the ages of 21 to 28. The audience is mostly middle class. They are doing a college degree and internship at the same time. People that enjoy going out with friends and socialising. Our target its open minded because they have been educated on freedom and respect. They have learned fathers, they are used to going to museums, read and talk about deep issues in their homes. This target as the first one, it’s sophisticated people and their fathers don’t care to spend money if it’s something that is going to make their sons grown intellectually. They love Instagram, Pinterest, Tumblr, Netflix and they don’t consume TV frequently.
Jarre Technologies history, initiated since 2005 by Electronic music pioneer Jean Michel Jarre and Music Life Company, was brought to public with the launch of revolutionary AeroSystem One® speaker in 2010. It’s philosophy since its starts has been to conceive, produce and bring to the market and to the people a differentiated technological style products that combines both a contemporary style and ultimate performance, without forgetting simplicity.
We can say Music Life & Jarre Technologies represent the fusion of contemporary design, acoustic prowess and innovative audio technology, offering a distinctive product that has nothing to do with all the other brands of the market.
Regarding the target and the consumer profile of the brand, we can say that it is really focused and particular because it is a kind of product that only fits with a determinate style. Our brand is addressed to both men and women between 18 to 50 years old, which belong to a medium-high or high social class and have considerably high incomes.
They are cosmopolitan and avant-garde people who are looking for the best technologies but at the same time they want a very careful and elaborate design. They also look for certain exclusivity in products, since the price of these is considered high not everyone can buy it, and this denotes distinction.
Concerning the factors that determine the customer behavior we can say that they are hardly influenced by the cultural factors because they belong to a social status and are associated with a type of people who value the quality of the products as well as being in the latest fashion in every way, especially in the technology. The social factors are really important because they show how the people really are, we can say that Jarre consumers are trendy and stylish people, who loves shopping and adore music, that’s why they want to have the better technology for listening to their favorite hits but that at the same time is visually attractive. Finally, the psychological factors are clearly having the latest tech for music and of course the brand is a motive because they prefer and choose it rather than another.
Persona
Advertising Communications Technology 