Micromarketing is a targeted advertising approach that focuses on specific customer groups within niche markets, often tailoring products to local preferences, as exemplified by fast food chains like Burger King. Key elements include understanding customers, competitors, and market dynamics, as well as leveraging intermediaries and suppliers. While it offers advantages such as high targeting and cost-effectiveness, it may also be time-consuming and risk increased acquisition costs.

2. Introduction
Micromarketing is an approach to advertising that tends to target a specific group of
people in a niche market. With micromarketing, products or services are marketed
directly to a targeted group of customers.

3. Example of Micromarketing
Fast food chains like
“Burger king”
introduce rendang
burgers in Singapore
and Malaysia, where
local palates prefer
spicy food

4. True Micro marketing
• Who are your ideal customer?
• Where do they live?
• What products do they buy?
• What products will they buy?

5. Elements of Micromarketing

6. 1. Customers and Consumers:
Customers are people who buy an organization’s
products/services.
A consumer, on the other hand, is the ultimate user of the
product/service.
For example, a husband might purchase a product for his
wife. In this case, the husband is the customer and the
wife is the consumer.

7. Competitors are other organizations that
compete with each other for both resources and
markets.
For example, Pantene and Sunsilk shampoo
companies are direct competitors. On the other
hand, a five-star holiday resort and a luxury car
company are Indirect competitors.
2. Competitors:

8. 3. Organization :
One of the most important aspects of the micro
environment of an organization is the self-
analysis of the organization itself.
• Owners
• Board of Directors
• Employees

9. 4. Market:
The market is much more than the
sum of all the customers. The
organization must study the market
in terms of its actual size,
the potential for growth, and its
attractiveness.

10. 6. Intermediaries
Intermediaries are also a major determining force
in business. Most customers are unaware of the
manufacturer of the products they buy since they
approach retailers, departmental store, chain
stores or online stores for their purchases.
5. Suppliers

11. How Micromarketing works??
There are different approaches to micromarketing. For example, a business may decide to run a
micromarketing program
• by offering promotions specifically to its loyal customer base;
• matching special offers to unhappy or lost consumers;
• tailoring products to consumers with unique needs;
• marketing goods and services to residents in a particular town or region;
• offering products to targeted consumers with specific job titles or career designations.

12. Micromarketing
Local
Marketing Individual
Marketing
Mass
customization
Tailoring brands and
promotions to the needs and
wants of Local customer
groups.
• CitiBank
• McDonald’s
Tailoring products and
marketing programmes to
the needs and preferences of
individual customers.
• Customized cars by DC
• Customized Bikes
Preparing individually designed
products and communication on a
large scale.
• Clothing company- customized
clothing trend
• Tourism Industry- offering
packaged holiday alternatives
Types:

13. Top 5 Companies using Micromarketing strategy

14. Advantage:
1. Highly targeted
2. Growth is user-generated
3. Cost effective

15. Disadvantage:
1. Time consuming
2. Increased cost per acquisition
3. Probability of missing the
target