Jewelry for All - Research Paper Example

 Jewelry for All Company Overview: The company is an e-commerce based internet retailer. It excels in selling fine and costume jewelry that includes necklaces, rings, earrings and bracelets. The company has been in motion since 2001 while its gross revenue stood at 1.5 million dollars in 2008. Their product line includes all kinds of jewelry comprising of gold, silver and platinum settings. They have a variety of stones that includes diamonds, sapphires, emeralds and rubies. They also make costume jewelry from relatively cheap gems and materials and zirconium. The company’s target market includes husbands shopping for their wives and boyfriends shopping for their girlfriends. There are women shopping for them too at times or then women shopping for their mothers. The competitive edge of the company rests on its excellent customer service. They provide one on one personal shopper service to their customer. On the company’s website, there is a live chat option. The customers can use the live chat to get in touch with company representatives. The representatives are there to help the customers select the best piece of jewelry which is within their budget and desires. The company witnesses variations in sales at different times of the year. Visits to the site peak around holiday seasons such as Christmas and New Years. They hope to double and triple their revenue in the next couple of years and also increase site traffic. Customer segments: User Profiles: 1. Mrs. Peter Mrs. Peter’s full name is Mrs. James Peter. She is 32 years old has been working as a Senior Brand Manager at one of the leading cellular networks in America. She has been in the industry for over 5years now. She is looked up to by many of her sub-ordinates. She has a keen sense of fashion and enjoys trying and experimenting with recent trends even at this age. She enjoys sharing her insight on fashion with other people around her. Mrs. Peter works for 12 hours a day and is living a very settled life in New Jersey with her husband, Mr. Peter. Both husband and wife work. Mr. Peter works as a controller in an accounting firm. She has a son and a daughter to tend after. She leaves her house at 8 am in the morning and comes back roughly around 8:30 pm. She has a busy life as she then gets pre-occupied in looking after her children and their work. Mrs. Peters has a strong fetish for accessories like diamonds and rubies in the form of earrings and rings since a very young age. She loves buying them. She has a fat income so expenses are not an issue for her. She is an active member on social networking sites like face book and twitter and also watches TV very avidly so she keeps herself updated n the latest trends through these media interventions. She claims to have a huge collection of jewelry all for herself. 2. Angelina Anderson Angelina Anderson is 19 years old and a fresh man at Midwestern College. It is a small liberal arts college which is home to a population of barely 4000 students. Angelina is keen on pursuing a career in journalism. In this bid, she will carry 14 credits during her first semester at mid western. Angelina has had a keen interest in writing. She was the co-editor of the student newspaper at her high school and now she hopes to work with the Student Chronicle, the official college newsletter. Angelina is not an impulsive buyer. She has a modest pocket money given to her by her family to support her living. However she loves accessorizing herself. She is not brand conscious and will buy it if she likes it as long as the accessory is within her budget and means. For expensive items, she has the habit of piquing and undergoing a thorough research before making the final call. Typically, she enjoys accessorizing and experimenting with new looks but within her budgets constraints. She barely has any diamonds and rubies. Most of the jewelry wears are made from gems and other cheap material. However, she wears them very efficiently and smartly. Like most of her peers she is very active on all social networking sites. She also follows fashion magazines like Cosmopolitan and Vogue to keep herself updated. She doesn’t necessarily follow trends in fashion but is more particular about comfort level when it comes to fashion. 3. Elizabeth Garden Elizabeth Garden is in her early sixties and is a mother of four children and a grandmother of around thirteen children. She has 5 granddaughters living with her, whom she intends to marry them off. She lives in her own residence. She loves baking and hence bakes a pie once every week. She also bakes cakes, brownies and other bakery good and preserves them for her Sunday visitors. She tends after two cats too. The cats are named Smokey and Chunky. Mrs. Garden is also fond of knitting and needle work. She frequently makes cardigans and sweaters and gifts them to her family. She is a morning person and loves to go on morning walks across the lake when the weather is good. If it’s a bad day, she will go to a nearby mall and have coffee or tea there. She is living on a modest income and is a middle class retiree. She occasionally holds exhibition of her knitwear from which she earns some income too. She owns one credit card which she uses barely ever and most of her mortgage has been paid off. She has never ever used the ATM though she has been the bank for the past 57 years. However, she saves up and keeps collecting jewelry to pass on to her granddaughters when they marry in the form of dowry. ` Most of her grand daughters are at a marriageable age and she realizes the immense responsibility on her shoulder in this regard. So the only investment she makes even to date is in jewelry when she has saved up enough money. She is not into any social media and the most she watches is television Mr. Kevin Clarkson Mr. Kevin Clarkson is a 29 year old man who is in a live-in relationship with Jennifer Eliot and is currently residing in Las Vegas. He has done has post graduate and is a finance major. He is currently working with Morgan Stanley at a very heavy income. He has had a very stable relationship with his girlfriend, for the past 3 years though the two are not keen on marrying at the moment. For Mr. Clarkson and his girlfriend, shopping is an adventure. They both love shopping everything and anything. Since he is a diehard romantic, he loves gifting her girlfriend and surprising her with rubies, sapphires and diamonds. Together the duo owns a whole stock of rubies and diamonds and jewelry woth $6,000000 atleast. However sometimes time constraints don’t give them enough time to indulge into extensive shopping outings. They’d love to have a personal assistant who will keep them updated on the best in the market and help them in making the right choice whenever they want to irrespective of their time contstraints. Mr Clarkson and her girlfriend are active users of all forms of social media. Bibliography Calabria, T. (2004, March). An introduction to personas and how to create them. Retrieved Mar 7, 2011, from Step two: http://www.steptwo.com.au/papers/kmc_personas Industry Research. (n.d.). Retrieved Mar 7, 2011, from Jewlry Stores: http://www.ibisworld.com/industry/default.aspx?indid=1075 Trilliztsch, T. (n.d.). Personas. Retrieved March 7, 2011, from http://www.uni-koblenz.de/~trilliti/akademy05/personas.pdf Writing Personas and Scenarios. (2006, Nov 9). Retrieved March 7, 2011, from MSDN: http://social.msdn.microsoft.com/Forums/en-IE/vstsmsf/thread/d280819f-5850-4205-85a8-d87877dd32e2 Read More