Determination of Target Audience

Brand can’t have one single image One selling message to one huge

homogeneous mkt. will not work Specific customer group Specific message different marketing

programs for different group of population.

Concentration: Organization focus on one sub-groups and uses direct advertising appeal. For e.g. Maggi - Kids

Differentiation: Two or more groups are identified & advertising appeals are made accordingly. For E.g. Calcium Sandoz for Kids & Women

Undifferntiation/ Aggregation: No segmentation, simple market program applied to all. For e.g. daily necessities of life.

Majority fallacy: All players in one segment.

For E.g. Tooth Pastes target Kids n Cold Drinks Target Youth

Niche strategy: Concentration strategy on a small but profitable segment. For e.g. Sugar Free

By identifying a group of customers:◦ Not being served well presently by competition-

old/ youngsters.◦ Large enough or growing in size. Indian Middle

Class◦ Most likely to respond positively to the benefits

offered by one brand. Kids

Controlled Coverage: Advertising has to choose. Example: For MBAs

Customer self selection: Customers have to choose by themselves

◦ Demographic◦ Geographic◦ Behavioral

Consumer attitude motivation perception belief

Culture Social class.