This document discusses target markets and how defining a target market is the first step to a successful marketing strategy. It defines a target market as a group of customers a business aims its marketing efforts towards. Target markets can be defined by geographic, demographic, psychographic, and behavioral categories. Having a clear target market allows a business to understand its customers and tailor its products, placement, price, and promotion to meet their needs. The document also introduces SWOT analysis and different marketing strategies like mass, differential, concentrated, and niche marketing that businesses can use to reach their target markets.

1. Azura Global Consulting

2. Understanding Your
Target Market

3. What is a Target Market?
A group of customers that a business has
decided to aim its marketing and
merchandising efforts

4. Target Market Categories
Geographic
• City, State, Community, Address
• Climate, Region
Demographic
• Gender, Age, Income
• Occupation, Education, Household size
Psychographic
• Similar or Different Attitudes, Values &
Lifestyles
Behavioral
• Product Loyalty & Brand Loyalty

5. Why have a target market?
To understand your customer
and why you should sell them
your products/services!
If you don’t…
You’ll know nothing about your customer,
and you’ll never sell them anything!

6. Things to remember…
• The wish and pray method does not work.
• God expects you to do your homework before
he blesses your business.
• Marketing is very expensive and can consume
most of your profits if not done correctly.

7. A Well Defined Target Market…
Is the 1st element to a successful marketing
strategy
Includes the 4P’s: product, placement, price &
promotion
Is the marketing strategy that determines
the success of your product/service in the
marketplace

8. What is SWOT Analysis?
• A tool that identifies the strengths,
weaknesses, opportunities and threats of a
business or organization
• A better way of thinking of this is… what your
business can and cannot do when not focused
on the target market.

9. SWOT Analysis
Strengths Weaknesses
Opportunities Threats

10. Strategies For Reaching
Target Market
Mass
Marketing
(Targeting the WHOLE
market w/one strategy)
Differential
Marketing
(Targeting various
segments of WHOLE
market w/different
campaigns)
Concentrated
Marketing
(Targeting a specific and
defined segment)
Niche
(Micro)
Marketing
(Targeting all marketing
efforts on a small but
specific and well define
segment of the
population)

11. Mass
Marketing
Differential
Marketing
Concentrated
Marketing
Niche
Marketing

12. FIN