Market Targeting

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Market Targeting

Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.

The key steps in target marketing are market segmentation, market evaluation, and product positioning. Market segmentation means dividing mass markets into distinct groups of buyers with relatively homogeneous preferences, attitudes, or behaviors, which distinguish them from the rest of the market.

Second step after Market segmentation is market targeting. Market targeting also known as market evaluation that means assessing the sales potential of each segment and selecting the segments that are most suitable for exploitation. Sales potential is a function of the number of people in the segment, their disposable incomes, and their willingness to pay for product attributes, together with the organization’s ability to serve them.

Indicators of sales potential include size, growth rate, price sensitivity, current usage in the product category, etc. When all segments have been analyzed, the marketer can choose to accept them at five levels: single segment (one product to one segment only), selective specialization (one product to more than one unrelated segments), product specialization (one product to several segments), market specialization (more than one products to a particular customer group), or full market coverage (one or more product to all customer groups).

DEMOGRAPHIC

1.AGE
2.RACE
3.GENDER
4.MARITAL STATUS
5.OCCUPATION
6.EDUCATION
7.INCOME

GEOGRAPHIC

1.COMMUNITY
2.STATE
3.REGION
4.COUNTRY

PSYCHOGRAPHIC

1.LIFESTYLE
2.GROUP

BEHAVIORAL

1. PATTERN OF USE
always in air conditioner temperature and make skin dry 2. PRICE SENSITIVITY
Moderate price
3.BRAND LOYALTY
Same packaging and easy to handle
4.BENEFIT SOUGHT
long lasting lotion,fragrance lotion, make skin looks younger,moderate price and non-sticky lotion

Customer Choice

• Prefer to have long lasting lotion

• Prefer to have fragrance lotion

• Prefer to have lotion that make skin looks younger

• Prefer to have moderate price

• Prefer to have non-sticky lotion and etcetera…

Company Choice

With all above customer desire, producer need to pick and choose wisely wants that customer needed to fulfill customer value and also generate profit that sustained in time.

• Combine all customer wants:
Long-lasting, moderate price and easy

• Choose only most preferred:
fragrances, non-sticky and makes skin feel soft and comfort

Recommendation

I have heard and read about Johnson product contained dangerous chemical that list in risk rating of 3 and 8 . Chemical name Dimethicone and fragrance.

From what have I read in the website of Truthinaging.com, Dimethicone (risk rating of 3), though not great, isn't enough to warrant a red flag. One concern with dimethicone, a silicone-derived emollient, is that its occlusive nature (meaning that it coats the skin with an impenetrable layer) can cause irritation when sweat gets trapped underneath. Not only are synthetic silicones non-biodegradable, but they also may accumulate in the liver and lymph nodes, where they may foster the growth of tumors. You've probably heard of the debilitating symptoms suffered by thousands of women who have had silicone-based breast implants.

Secondly, a safety score of 8 goes to Fragrance, which appears relatively high on the lotion's list. Because phthalates are often used in fragrances, they can creep their way into products without appearing on the label. According to Greenpeace,...
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