Advertisement and the targeted need 1) Dove as a corporation that is cosmetically focused, not only reaches out for its consumer’ physical need that is the hygiene perspective, but as well, it satisfies the self esteem especially in woman, who perceive beauty differently. Hence, dove has been able to change positive advertising for women by emphasizing the importance and beauty of difference, confidence, and self acceptance. 2) Avian water offers water with a new concept.
It has been able to reach out for the hysterical need and that is thirst, but also it has been able to reach for the need of safety as the water with its new campaign offers its consumers a young living as water provides with regular consumption health, as well as a greater emphasis of love and belonging which is loving ourselves and the inner child within. 3) Elmira milk offers milk that satisfies several needs one of which that is the physical need of food, more over also, targets safety, love and belonging, and self esteem as their product claims to provide health and a ” trim”.
Helping those who deed to lose weight a push through their product. A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise towards. [l] A well-defined target market is the first element to a marketing strategy. The marketing mix variables of product, place (distribution), promotion and price are the four elements of a marketing mix strategy that determine the success of a product in the marketplace. Target markets are groups of individuals that are separated by distinguishable and noticeable aspects.
Target markets can be separated by the following aspects: Geographic segmentations, addresses (their location climate region) demographic/ socioeconomic segmentation (gender, age, income, occupation, education, household size, and stage in the family life cycle) cryptographic segmentation (similar attitudes, values, and lifestyles) behavioral segmentation (occasions, degree of loyalty) segmentations, market researchers have advocated a needs-based market segmentation approach to identify smaller and better defined target groups.
A seven tepee approach proposed by Roger Best is as follows: Select the target audience- the customers are grouped based on similar needs and benefits sought by them on purchase of a product. Identify clusters of similar needs- demographics, lifestyle, usage behavior and pattern used to differentiate between segments. Apply a valuation approach- market growth, barriers to entry, market access, switching, etc. Are used. Test the segments- A segment storyboard is to be created to test the attractiveness of each segment’s positioning strategy. Ђ Modify marketing mix- expanding segment positioning strategy to include all aspects of marketing mix. Strategies for Reaching Target Markets Marketers have outlined four basic strategies to satisfy target markets: undifferentiated marketing or mass marketing, differentiated marketing, concentrated marketing, and micromanaging/ incrementing. Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer.
It is the type of marketing (or attempting to sell through persuasion) of a product to a wide audience. The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience. A differentiated marketing strategy is one where the company decides to provide separate offerings to each different market segment that it targets. It is also called enlistment marketing and as is clearly seen that it tries to appeal to multiple segments in the market.
Each segment is targeted uniquely as the company provides unique benefits to different segments. It increases the total sales but at the expense of increase in the cost of investing in the business. Concentrated marketing is a strategy which targets very defined and specific segments of the consumer population. It is particularly effective for small companies with limited resources as it does not believe in the use of mass production, mass distribution and mass advertising. There is no increase in the total Profits of the sales as it targets Just one segment of the market.
For sales teams, one way to reach out to target markets is through direct marketing. This is done by eying consumer database based on the segmentation profiles you have defined. These database usually comes with consumer contacts (e. G. Email, mobile no. , home no. , etc. ). Caution is recommended when undertaking direct marketing efforts ? check the targeted country’s direct marketing laws. The psychology of target marketing A principal concept in target marketing is that those who are targeted show a strong affinity or brand loyalty to that particular brand.
Target Marketing allows the marketer / sales team to customize their message to the targeted group of nonusers in a more focused manner. Research has shown that racial similarity, role congruence, labeling intensity of ethnic identification, shared knowledge and ethnic salience all promote positive effects on the target market. Research has generally similarities between some aspects of the advertisement (e. G. , source pictured, language used, lifestyle represented) and characteristics of the consumer (e. G. Reality or desire of having the represented style). Consumers are persuaded by the characteristics in the advertised