MSG Team's other articles

11380 Steps in Building a Brand Name Product or Service

At times, organizations are often inspired by a variety of ideas to create products and services which can be offered locally or globally. Generally, such products or services require the establishment of a brand or company name. Often these brands include both logo and lettering and can do a long way in advertising such products […]

12925 Corporate Governance – Definition, Scope and Benefits

What is Corporate Governance? Corporate Governance refers to the way a corporation is governed. It is the technique by which companies are directed and managed. It means carrying the business as per the stakeholders’ desires. It is actually conducted by the board of Directors and the concerned committees for the company’s stakeholder’s benefit. It is […]

10170 Leveraging Technology to Build Operational Excellence

Have you ever wondered as to what it is that makes the Market Leaders perform so well in the market and command as well as sustain the leadership position?. Well, the answer lies in their ability to choose the right marketing value proposition and build the entire business model as well as operations aimed at […]

12936 Corporates and Charity: Two Sides of the Debate

The Philanthropy of the Mega Rich The recent announcement by Mark Zuckerberg, the Founder of Facebook, that he would give away 99% of his shares in his company to charity has brought into focus the trend of Billionaires giving away their fortunes to charity. Indeed, starting with the founder of Microsoft, Bill Gates, and including […]

12965 Creating Integrated Marketing Communication Plan

Integrated marketing communication integrates all aspects of marketing mix to promote products and services among the end-users at the right time and right place. You need to promote your products well for maximum awareness among the end-users. According to integrated marketing communication plan, various methods of promoting a brand are put together for maximum effectiveness […]

Search with tags

  • No tags available.

Target market represents a group of individuals who have similar needs, perceptions and interests. They show inclination towards similar brands and respond equally to market fluctuations.

Individuals who think on the same lines and have similar preferences form the target audience. Target market includes individuals who have almost similar expectations from the organizations or marketers.

Obese individuals all across the globe look forward to cutting down their calorie intake. Marketers understood their need and came up with Kellogg’s K Special which promises to reduce weight in just two weeks. The target market for Kellogg’s K Special diet would include obese individuals.

Individuals who sweat more would be more interested in buying perfumes and deodorants with a strong and lasting fragrance.

How to select the Target Market ?

It is essential for the organizations or marketers to identify the set of people whom they want to target ?. Marketers must understand the needs and expectations of the individuals to create its target market.

The target audience must have similar needs, interests and expectations.

Similar products and brands should entice the individuals comprising the target market.

Same taglines and advertisements attract the attention of the target audience and prompt them to buy.

To select a target market, it is essential for the organizations to study the following factors:

  • Understand the lifestyle of the consumers
  • Age group of the individuals
  • Income of the consumers
  • Spending capacity of the consumers
  • Education and Profession of the people
  • Gender
  • Mentality and thought process of the consumers
  • Social Status
  • Kind of environment individuals are exposed to
Target Market

Always remember you would never be successful if you try to impress everyone. Be specific.

Identify individuals who show similar characteristics. Put them in one group to create target market within a broad market.

Let us go through the below example:

Why do people use soaps ?

Some would use it against body odour
Some would use it to fight germs and infections
Some for a fair and spotless skin

In the above case the product is same but the needs of the individuals are different. Consumers have different reasons as to why they use soaps.

Target Audience 1

Against body odour - Soaps with a strong and lasting fragrance.

  • Marketing professionals
  • Sales Representatives
  • People exposed to sun for a longer duration
  • Individuals travelling by public transport

Target Audience 2

To fight germs and infections - Soaps with medicinal properties

  • Individuals working in hospitals, nursing homes and research centres
  • Individuals working in unhygienic conditions

Target Audience 3

For a whiter skin - Soaps which improve the skin tone of individuals.

  • Teenagers
  • College students

Target Audience 4

For a younger looking skin - Soaps which help get rid of wrinkles and fine lines of ageing

  • Individuals between age group 30 – 50 years or above

Individuals with identical requirements form the target audience. A 20 year old girl can’t be targeted along with someone who is 50 years old.

Online matrimony sites target young individuals aspiring to get married. The organizations strive hard to fulfil their expectations by providing suitable matches.

Other important factors like climatic conditions and geographical locations also play an important role in deciding the target market.

Deodorants and perfumes sell like hot cakes in humid and warm places.

Target Market for Beverages

    Bournvita, Complan, Maltova, Boost - Growing kids
    Soft drinks (Pepsi, Coke) - Teenagers
    Fruit Juice (Real, Tropicana) - Health conscious individuals
    Energy Drinks(Red bull) - Professionals, Office goers

Article Written by

MSG Team

An insightful writer passionate about sharing expertise, trends, and tips, dedicated to inspiring and informing readers through engaging and thoughtful content.

Leave a reply

Your email address will not be published. Required fields are marked *

Related Articles

Marketing Mix Analysis for Entry of a Microwave Maker

MSG Team

Target Marketing – Meaning, Basis and its Need

MSG Team

Product Positioning Process – Steps in Product Positioning

MSG Team