before the company enters the consumer market, experts estimate its possible follow-up strategy of the enterprise and the promotion of goods and services.Concentrated marketing allows businesses with limited budgets, starting its activities, receive a weighty profit.However, this approach is fraught with certain risks, as the focus on one segment of the market can lead to a decrease in revenue in the case of loss of interest in this type of goods or services.
concentrated marketing
similar method used by companies that promote alcohol, meat, clothing, machinery, industrial machinery.Sometimes a company with a differentiated or undifferentiated marketing can use a concentrated marketing their practices for the implementation of certain types of goods.An example of this is the company "General Motors", which resorted to this method of segmentation of the market to more accurately hit the target audience in the production of new car models.
Concentrated marketing - the so-called target marketing.He brings the audience of consumers who share according to criteria:
- sexual identity;
- place of residence;
- certain amount of income;
- desire;
- target audience;
- fears;
- needs.
If you do not carry out such monitoring, it would be impossible to determine the course of any campaign, nor to predict future revenues or risks.Concentrated marketing created to as precisely as possible to carry the benefit of its target audience.Examples:
- funeral services;
- products for honeymooners;
- preparation of weddings;
- products for children.
target market segments
market is divided into parts, each of which in varying degrees, responsible for a certain query.With a careful analysis of all consumers divided into groups with similar requests.Under them create a proposal.Depending on what kind of market positioning the company chooses, it directs its activities or to one or several segments of the market.
concentrated marketing in action
To understand how to create a particular segment of the market, we present the main criteria for the distribution of the target audience for specific groups.Perform a thorough analysis.In one segment of people will be charged with a specific place of residence: the city or the village (population density is taken into account), the region, transportation, climate, availability of competition and legal restrictions.
followed by a demographic analysis of the target audience: age, sex, occupation, education, income, marital status and lifestyle.Be sure to consider the attitude of consumers to the brand that they want to enter the market as it is popular and what is the loyalty of the audience to her.Taking into account the reasons for which to make purchases, as well as the degree of importance of the company's products to customers.
As you can see, before you come to the market, companies are closely monitored, and may abandon development in some regions due to low demand for their offerings.Thus, we see that any kind of work in the provision of goods and services associated with risk.Each company chooses the most comfortable for themselves marketing, but without careful planning and analysis of any of the above methods is subject to fluctuations.
