Identification and analysis of the target audience . To solve this problem, it is necessary to identify the main characteristics and requests of target clients. The audience is divided into groups, after which statistical information and consumer behavior factors are analyzed.
Positioning a product or service. This task thailand whatsapp number involves creating a unique offer that will generate increased interest among the target audience.
Developing marketing strategies . An important component of concentrated marketing is defining a policy that leads to achieving the set goals. This includes choosing effective promotion channels, making direct contacts with clients, and creating relevant offers.
Use of appropriate marketing tools . These include targeted advertising, personalized mailings, appeals to opinion leaders, and other mechanisms that help achieve high sales levels.
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When to Use Concentrated Marketing
It is used when a company seeks to take a leading position in a narrow niche. This approach is appropriate in the following circumstances:
high competition in the target market;
the main share of the segment is occupied by large companies, which, however, do not focus on this area;
the costs of producing the product are high, and competitive advantages can only be achieved by increasing sales volumes;
with a limited advertising budget.
Oddly enough, small firms can benefit the most from highly specialized production. They occupy an insignificant market share and do not attract investors. Their activities will probably be entirely focused on the selected segment. For market leaders, adaptation to a narrow niche does not provide tangible benefits.
Here are some examples of products and services in concentrated marketing:
individual production of food or beverages;
supply or production of environmentally friendly natural products;
care of domestic animals – keeping them in shelters, feeding them, hygiene procedures;
Children's hairdressing salons.
When doing business in a narrow field, it is almost always possible to expand the scale of sales. But external factors play a major role here, including consumer preferences. As the popularity of own-produced products grows, the share of the target audience will increase, as will attention to the brand.
When to Use Concentrated Marketing
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So, for individual segments, concentrated marketing can take the following forms:
End-user service where all users belong to the same group. An example would be any pet product. Here, pet owners would be the target group.
Serving customers who are similar in some external features. This could be a clothing store of a certain size or a men's hair salon.
Geographical segmentation, where a product can only be purchased in a specific area.
Providing unique services not offered by competitors.