Marketing Management D E F I N I N G T A R G E T C U S T O M E R S

BYMASROOR (6)

SHIVAA (3)

Introduction

Introduction

It is the process dividing a market into segments.

Based on needs, income, age group demographic and geographical factors

It enables to target customers who precieve full of products.

Defination

A target market as a well-defined set of customers whose needs the organization plans to satisfy -Philip Kotler

Defination

“

“

DefinationStatement of Problem

Failing to determine and tap all potential target customers would mean lost revenues in the future which could be earned.

Statement of Problem

“

“

Objectives

To establish importance of large and diversified customer base.

To determine the desire of consumers for products being catered to other segments/markets.

To identify if positive relationship exist between higher revenues and larger market capture

To determine profitability in low income markets.

Objectives

Research Methodology

Both Secondary and Primary data. Secondary collected from Internet sources

and Journals. Primary collected from 1st Semester CIA

component. Data is essentially based on low-income

groups. Data is collected from Southern parts of India

Research Methodology

Analysis

Analysis

76%

24%

Do you have a strong desire for products of High-end companies ?

YesNo

Analysis

67%

33%

Are you ready to purchase a low-end product from a high-end company?

Yes No

Analysis

88%

12%

A product from a high-end brand would give you more self-esteem and satisfaction?

YesNo

Analysis

Price Quality Brand Design0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

29%

8%

45%

18%

What you consider most in your pur-chasing decision from a High-end

company ?

Analysis

Price Quality Brand Design0%

10%

20%

30%

40%

50%

60%

48%

28%

8%

16%

What you consider most in your pur-chasing decision from a Low-end

company ?

Findings

76% of the people are willing to spend on high end products due to the brand value

67% are willing to buy low end products(over priced) showing their brand loyalty

80% fell better by buying from high-end brands Building up brand value is the most important

factor in the long run In the short run pricing is the most important factor

Findings

Suggestions

Suggestions

Companies should conduct thorough market research to pin-point all their potential customers.

Greater market should be captured by altering their products suitable for different segments.

Expanding target customers by making amendments to their offerings in line with customer’s wants.

Using established distribution channels to enter low-income markets.

Conclusion

• The low income companies main area of focus is to focus on the price to obtain their target market.• There is a direct relationship between higher

revenues and larger market capture.• Large and diverse customers are very

important as they are the base of the company.

Conclusion

Thank You.