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  1. 1. Our presentation Welcome To
  2. 2. <ul><li>Submitted to- </li></ul><ul><li>Segufta Haseen Chowdhury </li></ul><ul><li>Course instructor </li></ul><ul><li>SCHOOL OF BUSINESS </li></ul><ul><li>AUST </li></ul><ul><li>Submitted by- </li></ul><ul><li>SHAHLA SARMIN </li></ul><ul><li> </li></ul><ul><li>MD. SHAHRIAR REZA </li></ul><ul><li> </li></ul><ul><li>SHARMIN SULTANA </li></ul><ul><li> </li></ul><ul><li>SANTA SHARMA </li></ul><ul><li> </li></ul><ul><li>SAIFUL ISLAM SAIF </li></ul><ul><li> </li></ul><ul><li>MALIHA CHOWDHURY </li></ul><ul><li> </li></ul><ul><li>SHAMIM HOSSEN </li></ul><ul><li> </li></ul>
  3. 3. Presentation on Target Marketing
  4. 4. Target Marketing <ul><li>Target marketing </li></ul><ul><li>Target market </li></ul><ul><li>Market targeting </li></ul><ul><li>Select and evaluate target market </li></ul>
  5. 5. Target marketing – <ul><li>Target marketing is the combination of market segmentation, market targeting and market positioning. </li></ul><ul><li>That means a marketer is targeting his market under this three combination. </li></ul>
  6. 6. Target marketing – Fig - Target marketing Market positioning Market Targeting Segmentation Create value for Target market
  7. 7. <ul><li>Target marketing depends on some strategy- </li></ul><ul><li>Company resources </li></ul><ul><li>Product variability </li></ul><ul><li>Product life cycle stage </li></ul><ul><li>Market variability </li></ul><ul><li>Competitor marketing strategies </li></ul>
  8. 8. Target market <ul><li>Target market is a set of buyers shearing common decides to serve. Buyer has unique needs and wants, a seller could be potentially view each buyer as a separate target market. </li></ul>
  9. 9. <ul><li>A toy producing company’s target market is the children. It produces different types of toys as the children want. </li></ul>Target market
  10. 10. Market targeting - <ul><li>The process of evaluation and selecting market is called market targeting . </li></ul>
  11. 11. Definition of market targeting according to some philosophers- <ul><li>According to Father of marketing , Philip Kotler, </li></ul><ul><li>“ Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. ” </li></ul><ul><li>Henruy Assail define market targeting as- </li></ul><ul><li>“ Targeting is selecting one or more segments for efforts. ” </li></ul>
  12. 12. <ul><li>From above definition it can say market targeting is a process – </li></ul><ul><li>To evaluate market segmentation. </li></ul><ul><li>To choose market segments to serve. </li></ul>
  13. 13. <ul><li>If a company wants to produce perfume, its selected segment may be ladies, gents, or the sub segments of these two. Different segments or sub segments have different preferences. By which process this company evaluates each market segment’s attractiveness and identifies one or more or sub segments to serve, is market targeting. </li></ul>
  14. 14. Select and evaluate target market- Market targeting Evaluate the various segments And Attractiveness Select One Or More segments
  15. 15. Evaluate the various segments - <ul><li>In evaluating different market segments a firm must work at three factors- </li></ul><ul><li>Segment size and growth. </li></ul><ul><li>Segment structural attractiveness. </li></ul><ul><li>Company objectiveness and resources. </li></ul>
  16. 16. Selecting target market segmentation <ul><li>After evaluating different market segments, the company must now decide which and how many segments it will target. That means they select their target market </li></ul>
  17. 17. Selecting target market segmentation <ul><li>Market targeting can be carried out at several different levels. These are – </li></ul><ul><li>Differentiated marketing. </li></ul><ul><li>undifferentiated marketing. </li></ul><ul><li>Concentrated marketing. </li></ul>
  18. 18. Differentiated marketing- <ul><li>It is a market coverage strategy in which a firm decides to target several market segments and designs separate offer for each. </li></ul>Fig: Differentiated marketing Marketing mix 1 Marketing mix 2 Marketing mix 3 Market segment 1 Market segment 2 Market segment 3
  19. 19. Differentiated marketing- <ul><li>Coca-Cola Company produces different testes of cola such as, caffeine free cola, diet cola etc. to fulfill all types customers demand. </li></ul><ul><li>Now a day’s maximum company follows this selecting process. </li></ul>
  20. 20. Undifferentiated marketing- <ul><li>Undifferentiated 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. </li></ul>Fig: Undifferentiated marketing Marketing mix Market segment
  21. 21. Undifferentiated marketing- <ul><li>Salt business is undifferentiated marketing of all over the world. Salt is need to every person, family, and overall country </li></ul>
  22. 22. Undifferentiated marketing- <ul><li>It depends on two conditions- </li></ul><ul><li>Overall market a large number of customers’ want. </li></ul><ul><li>Company prepaid only one marketing mix what fulfill all customers’ demand. </li></ul>
  23. 23. Concentrated marketing- <ul><li>Concentrated marketing is a market coverage strategy in which a firm goes after a large share of one or few segments or niches. </li></ul>Fig: Concentrated marketing Marketing mix 1 Marketing mix 2 Marketing mix 3 Marketing segment 1 Marketing segment 2 Marketing segment 3
  24. 24. Concentrated marketing- <ul><li>Jewelries or clothes, these are small but they get their position in large market. </li></ul><ul><li>They follow concentrated marketing. </li></ul>
  25. 25. Concentrated marketing- <ul><li>It is very affective in any small company. But this market has some problems- </li></ul><ul><li>May be they could not earn profit at future. </li></ul><ul><li>Strong and competitive company might be entry. </li></ul>
  26. 26. Conclusion- <ul><li>Which types of strategy one company will select, it depends on evaluating different market segments and this three selecting target market segment. </li></ul>
  27. 27. Thanks To All