23057156 Bibek Karmacharya Week 2

 Week 2: Market Segmentation & Client Persona Building

Work Placement Experience

This week, I focused on customer profiling using Trekking Team Pvt. Ltd.’s CRM system to support targeted marketing efforts. My main task was to analyze past client data across key attributes such as age, gender, nationality, travel style, and booking history. This segmentation helped identify emerging trends and commonalities among different customer types.

One significant insight was the growing number of solo female travelers, prompting deeper analysis into their preferences and motivations. I used these findings to help create detailed client personas—fictional profiles that represent typical customers—to guide the development of more personalized campaigns.

I also collaborated with the marketing team to interpret the data and ensure that the personas accurately reflected both behavioral trends and brand values. This hands-on experience enhanced my understanding of data-driven marketing and showed how strategic segmentation contributes to stronger customer engagement.

Key responsibilities included:

  • Analyzing past client data based on:

    • Demographics (age, gender, nationality)

    • Travel styles (solo, group, luxury)

    • Spending history and trek preferences

  • Assisting in the creation of distinct client personas to support targeted marketing efforts.

Challenges faced:

  • Interpreting incomplete or unstructured data entries.

  • Balancing quantitative trends with qualitative behavior patterns.

Contribution to the Organization

  • Discovered that 30% of recent clients were solo female travelers.

  • Recommended content and messaging strategies to address this segment’s values:

    • Safety assurance

    • Women-led treks

    • Empowerment storytelling

  • Helped initiate a pilot campaign targeting this niche audience.

Outcome:
Contributed to a strategic shift toward more inclusive, persona-driven marketing planning.

Learning & Application of Theory

  • Porter’s Value Chain: Showed how customer insights strengthen both marketing and service delivery.

  • Consumer Behavior theory: Applied frameworks for building personas using lifestyle and motivation variables.

  • STP Model (Segmentation, Targeting, Positioning): Reinforced in practical segmentation tasks.

Critical Analysis & Evaluation

Strengths:

  • Strong data analysis and CRM tool usage.

  • Clear synthesis of patterns into actionable marketing ideas.

Areas for improvement:

  • Hesitated to rely on creative inference when data lacked precision.

  • Need to balance analysis with storytelling and empathy in persona building.

Reflection:
The week highlighted the importance of understanding customer behavior beyond numbers. It strengthened my data interpretation skills and exposed the need to develop marketing empathy and narrative crafting.

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