Target Marketing Strategies


To achieve the target of marketing strategies, the company must first do market segmentation, by classifying the consumers (buyer) into group with the characteristics (properties) are almost the same. Each consumer groups can be selected as a target market to achieved.

Market segmentation is intended to examine and seek opportunities facing the enterprise market segment, assessing market segments, and decide how much of the existing market segments that will be served by the company. Determination of the target market is very important because the company cannot serve all customers or buyers on the market. Buyers that there are too many needs and desires of diverse or varied, so the company must identify the part of the market where it will serve as a target market.

Marketing activities will be more successful if only directed to specific consumer as the intended target market. The target market is a rather homogeneous group of consumers, which will be targeted marketing company. In this case the company must pay attention to the type of needs and desires of consumers.

In addition it should be noted also the needs and desires of the consumer group which will be met. Consumers are buyers who have served the company satisfactorily. However, the company may not really be able to give satisfaction to all consumers in the market, because of the limited ability or the company's resources. Therefore, the company needs to define the limits of the market to be served or the target market, through the grouping of consumers based on the characteristics or nature associated with their needs and desires.

As is the target markets are consumer groups who have traits or characteristics almost identical (homogeneous) selected the company and that will be achieved with the marketing mix. With the enactment of the target market, the company can develop its product positioning and marketing mix strategy for each target that market. Target markets need to be established, because it is useful in:

1. Develop product positioning and marketing mix strategy.
2. Facilitate adjustment marketed product and marketing mix strategy is executed (the right price, effective distribution channels, promotion of the right) with the target market.
3. Shoot a wider market opportunity, it is important when marketing new products.
4. Utilizing the company's limited resources as effectively and efficiently as possible.
5. Anticipating competition.

By identifying the parts of the market that can be served effectively, the company will be in a better position to serve certain customers of the market. In choosing a target market, the company can take three alternative strategies, namely:

Target Marketing Strategies
1. Undifferentiated marketing.
- Reviewing the overall market.
- Focusing on shared needs of consumers.
- Produce and market a range of products.
- Attractive all consumers and meets the needs all consumers.
- Target markets and the mass marketing techniques.
- Addressed to the largest segment in the market.

2. Differentiated marketing.
- Serve 2 or more specific consumer groups with certain types products as well.
- Produce and market different products through marketing program are different for each of the specific consumer groups.
- Directing its efforts on consumer's desires.
- Gain loyalty, trust, and repeat purchases of that particular consumer group.

3. Concentrated strategy marketing.
- Selecting a specific market segment.
- Centralize all marketing activities in one or more segments of the market that will provide the greatest benefit.
- Developing products that are more ideal and specific to the consumer group.
- Obtain the position / strong position in particular market segments is selected.

The factors that influence the target market strategy, among others:

1. The sources of the company
When resources are extremely limited, the right target market strategy is concentrated marketing.

2. Homogeneity of products
For a homogeneous product, it is the right strategy for its target market is undifferentiated.

3. The stages in the life cycle of the product
The right strategy for a new product is undifferentiated marketing. For products that many variations can be used also concentrated marketing. At the stage of maturity of the products used differentiated marketing strategy.

4. The homogeneity of the market
Undifferentiated marketing suitable because the buyers has the same taste, the same purchase amount and have the fame reaction to the company's marketing efforts.

5. The marketing strategy of competitors
When the face of competitors who take the same strategy with corporate strategy, the company should be more active in holding segmentation to get success.

To evaluate the target market needed information and analysis of data relating to:

1. Products that are marketed and executed marketing mix strategy.
The company can develop the right product for each target market by considering whether the product is still in accordance with the needs and desires of the target market. Marketing mix strategy executed directed at a target market with the right price adjustment, effective distribution channels, and promotion of the right pattern in order to reach the target market.

2. Consumer satisfaction is the target market.
Customer satisfaction can be measured by the consumer voice, criticism, suggestions, or complaints against the company's product marketing strategy. Making consumer cooperative, the more satisfied the consumer also for the company's product marketing strategy.

3. The company's profit.
Achievement of the rate of profit is determined by the achievement of the planned level of sales and sales prices are set. The higher the level means the successful strategy of the company.

This evaluation is intended to assess whether the target market served by the company can still be expected to contribute to the achievement of corporate goals. So, if you want to specify a desired target market, note the following:

- Perform market segmentation.
- Develop a profile and attractiveness of the existing market segments.
- Select the intended market segment.
- Develop product positioning for each target market segments.
- Then develop the marketing mix for each segment of the target market.

Thus target marketing strategies, I hope this article useful.

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