Who is the target consumer of a Tasmanian wine cellar? Utilizing the case study and external research, build a data-based persona.

Who is the target consumer of a Tasmanian wine cellar? Utilizing the case study and external research, build a data-based persona.

            Since its formation, Tasmanian Wine Cellar offers a conducive atmosphere where consumers/customers experience cellars doors, wineries, and other wine lovers. With a large number of licensed wine producers, there is a high market competition that forces investors to consider consumer behavior in marketing their services and products. The target consumers for Tasmanian Wine Cellar are wine lovers and wine tourists. This is constituted by a group of middle-aged, highly educated, and middle-income market segments. Analysis of consumer’s basic needs and behaviors enable Tasmanian Wine Cellar to attain high-involvement consumers. Besides, Tasmanian Wine Cellar looks into the situational and environmental factors influencing their consumer’s behavior to facilitate the formulation of excellent decisions. Such strategic measures enable Tasmanian Cellar Wine to tap into the desires of their consumer. Similarly, cultural consumers are among Tasmanian Wine Cellar’s target audience/market (Lewis, G. & Lehman, K, 2014, 1). The integration of cultural aspects, including foods, arts, and music, enables Tasmanian Wine Cellar to address their consumer’s needs and specifications. The management team appreciates the need to adopt a logical mixture of experiences and products by ensuring that the target consumers drink high quality wine, providing food fanatics with fine foods, and fine music with cultural event s reflecting on the consumer’s needs and specifications.

Data-Based Persona

Market segmentation is a significant consideration by Tasmanian Wine Cellar when formulating market decisions. The demographics segmentation of the market structure is critical and considered by Tasmanian wine cellar when formulating strategic market decisions. Primary considerations about demographics relate to age, levels of income, religion, levels of education, and nationality, among others. Surveys and customer support systems acted as the primary sources of the information concerning Tasmanian Wine Cellar’s customers. Understanding the demographic segmentation of such different customers enables the employees to handle clients in a manner leading to the best experience. Four different target consumers are differentiated based on the factors mentioned above. These include;

1. The Wine Snob
2. The Just Turned-Legal Drinkers
3. Regular Customer
4. James, the Win Snob

2. Lionel, The Just Turned-Legal Drinkers

3. Regular Customers

Q2.

Why is customer experience significant? What is the experience offered in Tasmanian Wineries?

Tasmanian Wine Cellar considers customer satisfaction as one of the significant dictates to the continued success realized in the industry (Lewis, G. & Lehman, K, 2014, 1). Customer experience, which is associated with consumers’ perception concerning their interaction with the organization, is one of the strategic considerations leading to the realization of competitive advantage. Utilization of successful customer experience strategy in an organization is essential, and this dictates the reasons why firms ought to consider the concepts when formulating operational decisions and policy frameworks. Consumer satisfaction is realized when producers utilize the idea of customer experience successfully. Maintaining dependable and accurate brands enable organizations to meet their customers’ expectations hence influencing them to continue using the product (Frichou, F. 2018, 1). The satisfied customer remains loyal and willing to not only continue using the product but also refer their friends hence enabling the firm to maximize sales and profits. Secondly, the application of the knowledge of customer experience allows an organization to create consistency (Hyken, S. 2018, 1). Such consistency is critical, especially when dealing with big corporations. Creating consistency for the consumer helps in reducing confusion, which might have influenced such customers to opt using products from rival firms. Building trust and the attainment of a personal bond with the consumers form another importance associated with customer experience. As briefed earlier, changes in market demographics have translated to an intensified competition. Consumers are presented with many adverts and brands hence building trust with the existing customers is critical to enable an organization to enjoy a competitive advantage. Arguably, customer experience would allow investors to make their consumers feel unique and special therefore influencing them to continue buying and using the product (Frichou, F. 2018, 1) Knowledge associable with customer experience enables investors to interact with consumers in a manner translating to a personal relationship and strengthening of their trust for the brand. Consumer purchase decision making is an aspect that needs consideration if at all, an organization has to achieve the set functional outcomes. Besides, customer experience enables an organization to segment consumers by types, thus leading to a better experience. It helps workers to group customers solely by demographics considering fundamental aspects such as purchase decision making and buying behavior (Shridhar, A. 2019, 5). Arguably, the consideration leads to brand loyalty and ultimate profit maximization. Lastly, but not the least, customer experience enables the organization’s management team to turn their new clients into loyal consumers. Such loyalty translates to an increased volume of sales.

In terms of experience, Tasmanian Winery offers various services and products aimed at giving them a positive perception as far as their interaction with the company is concerned. First, Tasmanian Wines Cellar recognizes that customers demand enriching experiences (Lewis, G. & Lehman, K, 2014, 1). The evolution into a hub of leisure activities is one of the notable offers based on customer experience. Tasmanian Wine Cellar offers its clients an opportunity to enjoy different experiences depending on time, day, or season. For example, the company provides customers with a chance to stroll cultural activities. Hosting musicians and displaying artworks are some of the strategic approaches used by Tasmanian Wine Cellar to give their consumers a fantastic experience. The provision of entertaining and rich wine experience is similarly crucial in influencing the success realized by investors in the industry. Furthermore, Tasmanian Wine Cellar appreciates the customer’s desire for the cultural experience. As such, Tasmanian Wine Cellar connects with local artists to ensure that clients realize the desirable cultural experience. A combination of music concerts, wine, and art is another aspect of customer experience which dictates the levels of functional success attained in the industry. For example, Moorilla Estate Cellar door in Hobart combines music concerts, wine, and art to give clients a fantastic experience. Achieving customer loyalty influences consumer behavior (Zhang, J. & Breugelmans, E. 2012, 50-65). Offering services and products with sensitivity to the experience of their customers enable Tasmanian Wine Cellar to achieve customer loyalty and maximize profits.

Q3.

Utilizing motivation theory explains how Tasmanian wine producers influence customer experience, satisfaction, and desire to visit.

Diverse factors influence the customer’s decision to buy the product. As briefed earlier, customer experience is a major factor dictating the levels of success attained by the organization. Customer experience influences the decisions adopted by Tasmanian wineries concerning the products to offer in the market. The persistent increase in the volume of sales ascertains the success realized by the industry in meeting their customer’s needs and desires. According to motivation theory, a person’s unfulfilled wants, desires, and needs play an essential role in influencing the behavior. The significant behavior adopted by such an individual is aimed at achieving/fulfilling the needs, desires, and wants. Maslow’s motivation theory reflects the hierarchy of needs and how they contribute to influencing a person’s behavior (Kaur, A.2013, 1061-1064). As such, Maslow revealed that individuals’ day-to-day life endeavors are aimed at achieving such needs.

The concept of motivation is applicable in the case. Diverse factors motivate different customers visiting the facility. Consumer motivation is at the center of the operational policies and decisions adopted by investors in the industry. Most of the consumers are motivated by the need to achieve and satisfy their self-esteem, social, and self-actualization needs. They are driven by the desire for self-gratifying experiences and passion for pleasure. Similarly, the concept of a high level of consumer involvement dictates their consumption behavior. Understanding consumer behavior is fundamental in enabling organizations to achieve functional success (Schiffman, L. et al., 2017, 1). The consumers are not only influenced by the product but also the environmental and situational factors. The concept of emotional connection is similarly a critical aspect influencing the consumer’s behavior. Tasmanian wine producers benefit from such information. Visually pleasing premises attract customers. This dictates the reason why the cellar and wineries door establishments are in a manner that leads to such delightful experiences. Besides, the producers consider such concepts to adapt and create an experience that is enriching and attractive to their consumers. This is achieved through the connection with culture. Various aspects of culture, such as live music, art galleries, wine tastings, and festivals, are considered thus appealing to their clients.

Q4.

Apart from the level of involvement, what are other characteristics that influence consumer needs and motivation?

Even though the levels of involvement plays an essential role in influencing customer’s needs and motivation, there are other critical aspects that organizations ought to consider. An in-depth consideration of such factors enables investors to make informed decisions, thus leading to successful investment endeavors. Marketing campaigns and economic conditions are among the significant factors that may influence consumer motivation and needs. As such, successful investors consider such factors when formulating operational decisions. Effective advertising may influence a consumer to purchase and use a particular product. On the other hand, the prevailing e4conomic situation changes a consumer’s spending behavior. Group influence and personal preferences may also dictate consumer needs and motivation. Dislikes, values, likes, morals, and priorities are some of the individual preference factors that may influence a consumer’s need and motivation. A consideration to such factors enable an organization to adopt excellent decision thus succeeds in their investment endeavors.

Q5.

“What other experiences could wine producers offer at their cellar door to attract their consumers?”

The success of an organization influences profit maximization in maximizing all the opportunities available (Porter, M. & Kramer, M. 2019, 323-346). Such a move enables a firm to outshine close competitors in the industry. There are other distinct experiences that wine producers offer at the cellar aimed at attracting more customers and maximizing profits. Focusing on quality and personal referral forms basic approaches towards achieving such ultimate goals. The producers ensuring that the products offered are of good quality, thus influencing their customers to visit the facility more. Satisfied customers refer their friends to the facility, thus dictating the reason why the producers enjoy a persistent increase in the number of customers. Secondly, the producers remain sensitive to their consumers’ tastes and preferences. The move enables the firms to strengthen their brand hence an increasing trend in customer’s desire to use their commodities. Similarly, the producers are sensitive to their consumers’ needs. The producers manufacture their products with the primary aim of satisfying their customers’ needs. The producers further integrate cultural activities to ensure that their client’s needs and desires are adequately addressed. The adoption of art exhibitions, integrating cooking classes in their restaurants, adopting tours of vineyard and winery, and outdoor summer concerts are some of the experiences that can help to retain and attract more customers.

Bibliography

Hyken, S. (2018). Customer Experience Is The New Brand. [online] Forbes.com. Available at: https://www.forbes.com/sites/shephyken/2018/07/15/customer-experience-is-the-new-brand/#399129967f52 [Accessed 26 Jan. 2020].

Frichou, F. (2018). 5 Reasons Why Customer Experience Is The Pulse Of Every Business. [online] Trustpilot Business. Available at: https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business [Accessed 26 Jan. 2020].

Kaur, A., 2013. Maslow’s need hierarchy theory: Applications and criticisms. Global Journal of Management and Business Studies, 3(10), pp.1061-1064.

Lewis, G., and Lehman, K., 2014. Tasmanian wine: Best served with a unique cultural experience. Schiffman et al., Consumer Behaviour, 6.

Porter, M.E., and Kramer, M.R., 2019. Creating shared value. Managing sustainable business (pp. 323-346). Springer, Dordrecht

Schiffman, L.G., and O’Cass, A.P., A. & Carlson, J.(2013). Consumer Behaviour.

Shridhar, A. (2019). 2019 Survey Results using Consumer Type to Understand the Path to Purchase.

Zhang, J., and Breugelmans, E., 2012. The impact of an item-based loyalty program on consumer purchase behavior. Journal of Marketing research, 49(1), pp.50-65.