1. Individual Customer Profile 1000 word Report
This report would analyse and describe the marketing environment of Tully B’s which is a new artisan
produce business based in Dublin, Ireland. The report discussed the prospects of successfully
introducing the product to the larger cities in Ireland.
Marketing Environment
Tully B’s stated aim is to bring new and exciting products to the Irish market, products that have not
been explored in Ireland that much or at all and will be new and exciting to the consumers taste buds.
The business was set up in 2011 by David Kirby who has always been passionate about cooking and
entrepreneurship.
The shift in consumer demand for health driven products is well demonstrated in the Tully B product.
All of their products are 100% hand made in Ireland and are produced using only the freshest
ingredients. They focus primarily on producing a product that is 100% hand made in Ireland and is
produced using only the freshest ingredients. They describe how they hand bottle their sauces, hand-
label their bottles and hand stamp their labels. They describe how David Kirby works with his family
to produce products that will represent quality and innovation in a highly competitive market. Their
message is one of health and it stresses the personal touch that they bring to the manufacture of their
sauces.
It is well recognised that consumer behaviour is effected by culture, attitudes, values and beliefs. In
Ireland consumers now maintain a positive attitude toward certified organic produce. A difficulty with
this type of artisan produce is that it can often by reflected in a higher price of the product. The
problem that Tully B’s may encounter is the importance of educating their consumers about how
much labour and time is needed to produce certified organic produce by promoting the involvement of
Mr Kirby’s family in the production of the products. It enhances the intimate and family oriented
nature of the business which will be attractive to purchasers and particularly purchasers who may be
anxious to share the promotion of a healthy lifestyle to family and friends. Coupled with this, is the
way in which Tully B’s stress the convenient ready to use nature of the product and its extreme
versatility. The marketing environment has to reflect the social climate currently prevalent in Ireland.
In other words, the importance of a healthy lifestyle, the importance of supporting and promoting that
attitude by, for example, mothers toward their family members. The environment into which Tully B’s
is selling is a competitive one and it is apparent that may artisan products are now actively marketing
in the higher end convenience stores such as Avoca, Donnybrook Fair etc. Once again, the inclusion
of the Tully B’s product in shops such as this would support a higher pricing of the product given its
target market towards more middle class families.
Customer Profile
a.) Geography/Demographics

2. This is a product which can achieve its sales target throughout Ireland today. However, the
likelihood is that products such as this would be more popular in the larger cities such as
Dublin, Cork, Galway, Limerick and Waterford because of the existence there of higher end
convenience stores. Where this product would, with other similar type artisan products have
a greater chance of reaching its target market. The age ratio of this product is likely to range
between 25-50 years old. It is likely to be attractive to both genders but perhaps mothers win
middle income families may be a particular target market because of their wish to promote a
healthy lifestyle. The potential consumer is likely to be reasonably well educated and have a
desire to achieve a healthy lifestyle, and is aware at this present time of buying products that
are Irish made, utilising Irish ingredients
b.) Psychographics
Understanding and assessing various aspects of consumer behaviour is one of the key
factors to effect market customer satisfaction. Understanding an individuals preferences and
personality can be leveraged to create more effective marketing campaigns and increase the
sales of Tully B’s products. The Tully B’s products require specific messaging that will
naturally resonate with their customer audience. The awareness of these customers of a
healthy lifestyle, the importance of using fresh produce; the importance of utilising Irish made
produce and the desire to incorporate same in their diet are all factors which will influence
individual preference. The type of customers likely to have the disposable income to spend
on this product and the prospect is that the purchase of the product will come from middle
income individuals and families who will see the product as an innovative addition to their
culinary experience. They should be able to differentiate the organic qualities of this product
when compared to other traditional sauces such as ketchup and be prepared to pay a little
more. The psychographics of our customer profile suggest that the product should be aimed
at the larger cities in Ireland and toward middle income individuals aged between 25-50.
Promotion of the product should be run in April/May to maximise the prospect of consumers
utilising it for barbeques. Those promotions should include sample in shop tastings of the
product to build consumer familiarity
c.) Benefit Sought
These products will be mostly purchased by consumers in order to add some extra flavour to
their home cooked meals and more particularly to offer their family and visitors the message
that they understand and recognise the importance of a healthy lifestyle.
d.) Usage Rate

3. The product has a long shelf life. One would envisage that one bottle could certainly last two
weeks depending on whether used by an individual or family. One would have thought that
usage is likely to be higher in the summer as the product is promoted as being a good
addition to barbeques. The promotional material for the product stresses a healthy outdoor
type lifestyle. This is enhanced by its origins in Argentina and the images that the target
market associated with that country which include an outdoor and exotic lifestyle.
The above graph is an example of the age distribution of customers to the product.
Conclusion: The information I gathered from analysing the market environment helped me to
construct an accurate customer profile for the product. The appropriate target market is middle
income individuals and families resident in larger Irish cities.