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Consumer Behavior Present

Juno targets two main age groups of customers: 24-30 years old and 31-40 years old. These target customers are middle-to-high income women interested in fashion trends. Juno differentiates itself by producing shoes in Vietnam that honor Vietnamese values and retail between 300,000-650,000 VND. The company aims to improve product quality through differentiation and enhance customer service through good policies and quality service.

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108 views2 pages

Consumer Behavior Present

Juno targets two main age groups of customers: 24-30 years old and 31-40 years old. These target customers are middle-to-high income women interested in fashion trends. Juno differentiates itself by producing shoes in Vietnam that honor Vietnamese values and retail between 300,000-650,000 VND. The company aims to improve product quality through differentiation and enhance customer service through good policies and quality service.

Uploaded by

Vo Thi Thuy Vy (K17 HCM)
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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III.

CONSUMER BEHAVIOR:

In Juno's strategy, they do not focus on any object, but the face can be seen the
general level of Juno fashion products as well as the number of customers from
many industries and female office workers.

Investing in shoes and bags, Juno chooses the mid-market segment, which is the
largest customer segment today

Main segmentation of Juno:

After analyzing products and market segments, Juno identifies the target
market into 2 main groups at 2 age groups.
Juno's target customer table:

Focusing on the target market on the above two age groups, Juno mainly
focuses on women, middle-income customers and above, having a love and
understanding of fashion trends, and a passion for buying purchase and have
personal enjoyment needs. Especially Juno cares about the target customers
in the age group of 24-40 years

1. Differentiation:

In general, Juno has a relatively clear positioning strategy for its shoe
products. Juno's specific actions are as follows:

 Positioning through product characteristics: Juno's shoes are different


from other products. Juno's difference from competing brands can be
listed as follows:
 Products "Made in Vietnam", honoring Vietnamese values
 Retail price in Vietnam ranges from 300,000-650,000 VND
 Honoring women: creating confidence, luxury and fashion
 Location through service
 Friendly marketing staff: The marketing staff always have a warm,
friendly attitude. Friendly attitude is the core factor to bring comfort
to customers when shopping
 Online staff dedicated service: on online sales channels, Juno's
customer care staff are always dedicated, trying to satisfy customers
when consulting
 Professional customer care and support policies: through product
return support policies, even with promotional products
 Positioning through images: Juno target group of women, who have
fashion style and like to update trends. Grasping that trend, Juno used
the image of women, independent, brave and knowledgeable about
fashion such as Ngoc Trinh, Ninh Duong Lan Ngoc, Toc Tien.
2. Targeting of Juno:
The goal of the strategy is to create a distinct advantage in products and
services. Since then, to increase the output and market share of the Juno shoe
product line in the market, Juno clearly states the following goals:
- The first is to improve product quality: create product differentiation.
- The second is to improve Juno's customer service through good
customer care policies and improve quality. Juno's goal is to develop
service quality along with product quality.

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