Target Marketing Stragety

Every successful business has a target marketing strategy. Which strategy is best depends on company resources. When the firm’s resources are limited, concentrated marketing makes the most sense. The best strategy also depends on the degree of product variability. Undifferentiated marketing is more suited for uniform products such as grapefruit or steel. Products that can vary in design, such as cameras and cars, are more suited to differentiation or concentration.6 Customer-Driven Marketing Strategy Creating V... (page 32 of 50) Fresh Fruit and Juice plans to target people who have to walk in the sun to get to their destination or people who wish to have a well-priced, quick snack that is healthy. The age group that the Fresh Fruit and Juice stands are targeting is typically 18 to 30. The typical age of college students is between 18 and 25, depending how much education needed for the career they are pursuing. People ages 26 to 30 might go out on the weekends to a park or for walks to think about the week or to spend time with their families. While out they might want a snack but don't want any of the fat and calories that comes with a fast food restaurant. If a Fresh Fruit and Juice is stationed at a park, the people ages 26 to 30 that would like a fruit snack would buy from that fruit stand.

Smart targeting helps companies to be more efficient and effective by focusing on the segments that they can satisfy best and most profitably. Targeting also benefits consumers—companies serve specific groups of consumers with offers carefully tailored to their needs. However, target marketing sometimes generates controversy and concern. The biggest issues usually involve the targeting of vulnerable or disadvantaged consumers with controversial or potentially harmful products. 6 Customer-Driven Marketing Strategy Creating V... (page 32 of 50 )