This document discusses target markets and market segmentation. It defines a target market as the specific group of customers a company aims its products and marketing towards. There are four main types of market segmentation: demographic (such as age, gender, income), geographic, psychographic, and behavioral. The document provides examples of how different industries segment their markets based on these criteria and discusses strategies for targeting multiple market segments.

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Target Market
Framed by:
Mr.Moumni Souhail
Realised by :
Kaoutar Ihssane
Mariem Oubair

2.  Introduction
 Definition of target market
 Types of market segmentation
o Demographic segmentation
o Geographic segmentation
o Psychographic segmentation
o Behavioural segmentation
 Target Market Strategies
 Exemples
 Conclusion
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Plan :

3. 3
Introduction

4.  Definition :
Target market is a business term
meaning the market segment to which a
particular good or service is marketed. It is
mainly defined by age, gender, geography,
socio-economic grouping, or any other
combination of demographics.
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5.  Target market is defined in terms of :
o Demographic segmentation
o Geographic segmentation
o Psychographic segmentation
o Behavioural segmentation
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6.  Demographic segmentation :
The demographic segmentation divides customers into
segments based on demographic values such as age, gender,
family size, family life cycle, occupation, education, religion,
generation, social class and nationality.
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7. a. Age and life-cycle segmentation :
The consumer’s needs and wants change with
age. Therefore some companies use age and life-cycle
segmentation, where age and the life-cycle determine
the marketing approach.
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8. b. Gender segmentation :
Gender segmentation is used to differentiate the
needs and wants between men and women due to
the fact that men and women have different
attitudes toward a product.
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9. c. Income segmentation :
Income segmentation divides the market into
different income groups. It is used in automobiles,
clothing, cosmetics, and travel.
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10. d. Generation segmentation :
Each generation is influenced by the times in
which they grow up for example the music, the
movies, politics and other significant events
characteristic of that period.
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11. e. Social Class segmentation
Social class segmentation divides the customers
according to their preferences in cars, clothing, home
furnishings, leisure activities, reading habits.
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12.  Geographic segmentation
The geographic segmentation divides
customers into segments based on geographical
areas such as nations, states, regions, countries,
cities.
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13. Psychographic segmentation
The psychological variables derive from two
principal types of customer: personality profiles and
lifestyle profiles.
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14. Behavioural segmentation
Behavioural segmentation is based on the
customers’ attitude toward, use of, or response
to a product.
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15. Technographic Segmentation:
This type of segmentation differentiates people
based on technology they use. With technology
becoming such an ingrained part of our lives,
technographic segmentation becomes all the more
important.
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16.  Analyzing our Product and Service:
Write out a list of each feature of your product or
service. Next to each feature, list the benefits they
provide (and the benefits of those benefits).
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17.  Decisions involved in targeting, including strategy :
 which segments to targeting.
 how many products to offer.
 which products to offer in which segments.
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18.  Targeting strategy decisions are influenced by:
 Market maturity.
 Diversity of buyers' needs and preferences.
 Strength of the competition.
 The volume of sales required for profitability.
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19. 1. Concentrated strategy (Single-segment strategy).
One market segment (not the entire market). A single-
segment approach often is the strategy of choice for
smaller companies with limited resources.
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Target Market Strategies

20. 2. Differentiated strategy (Selective specialization or
multiple-segment strategy) : Different marketing mixes
are offered to different segments. The product it self
may or may not be different - in many cases only the
promotional message or distribution channels vary.
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21.  Product specialization. The firm specializes in a
particular product and tailors it to different market
segments.
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22.  Exemples
 Desert Coolers : If your company is selling desert
coolers, it is obvious that the target market will be
extremely in hot regions of the world and not the
cold ones.
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23.  Baby Products:
Marketers selling baby products have to segment
their market in terms of age group, but they also have
to consider pyschographic segmentation, because
sales will depend on the lifestyle of the parents. If the
parents have a lavish lifestyle, they will agree to
spend money on expensive baby products.
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24.  Cosmetics:
Cosmetics are gender-based, exclusively for men or
women, thus, segmentation based on gender will
have to be done. However, just dividing the market
on the basis of gender is not enough. Lifestyles of
men and women come into play, because cosmetics
come in all ranges and thus depending on the cost of
the product, it will require psychographic and
behavioral segmentation.
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25. o Results of wrong targeting strategy
o Ineffective augmentation and targeting led
to wrong product offers,
o inappropriate marketing appeals wrong
pricing
No firm can offer single product to
satisfy all the segment.
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26. Conclusion
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