Kill_Kapture Case Study

Kill_Kapture Case Study 0
Title: Kill_Kapture Case Study
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Kill_Kapture Case Study 1
Contents
Introduction................................................................................................................................2
Demographic Characteristics of the Target Market for Kill_Kapture.......................................2
Application of the Concept of Self-orientation in the Psychographic Segmentation of the
Target Market of Kill_Kapture..................................................................................................2
Type of Targeting Strategy Kill_Kapture is Using....................................................................3
Conclusion..................................................................................................................................4
References..................................................................................................................................5

Kill_Kapture Case Study 2
Introduction
The given case study on the Kill_Kapture is about the identification of the target
market, the advertising strategy of the brand and the use of target marketing strategy adopted
by the brand to reach its identified potential buyers. Kill_Kapture’s co-founder is himself a
former officer of the Special Air Service. He is trying to establish himself in the New York
fashion industry. He has incorporated the fashion sense that he experienced during his service
in the Special Air Service and he attributed these qualities in the brand Kill_Kapture which
he targeted by the tagline Tough Luxury.
Demographic Characteristics of the Target Market for Kill_Kapture
The target market is the group of potential buyers in the market for whom the product
or services are aimed to be offered for consumption. The target market comprises of people
with specific nature and attributes. The target market is based on demographics, geographic,
psychographic and behavioral segments. The demographic target market segments are based
on age, gender, marital status, race, religion, occupation, family income and the population of
the given segment. The demographic characteristics of the demographic segment of
Kill_Kapture are that its target audience includes 30-40-year-old veterans and uniformed
service personnel such as firefighters, FBI and the police. Since the brand is recognized as a
tough luxury, it has been identified that the target audience of the demographic segment of
Kill_Kapture was not given weight in terms of luxury fashion before (Olsen and Peretz,
2011). In terms of the size of the targeted market, the size is substantially high with over 22
million veterans in the US alone. The brand is affordable with the price tag of US$ 1,500
which is in the segment of the demographic segment of high disposable income and can be
purchased by the people for whom it is targeted.
Application of the Concept of Self-orientation in the Psychographic
Segmentation of the Target Market of Kill_Kapture
The psychographic segmentation of the target market is identifying the potential, current
or old buyers for your product that is based on the shared personality traits, beliefs, values,
interests, and lifestyles. These are psychological factors that could be visible or not, but can
be observed. It helps in identifying what motivates the buyers to buy your product and why
do they buy a particular product. The VALS-2 model helps in understanding the concept of
self-orientation. This model focuses on the psychological parameters of the consumers or
potential buyers. The VALS stands for Values, Attitudes and Lifestyles System. The VALS
group consists of eight lifestyle groups which are:
 Actualizers
 Fulfillers
 Believers
 Achievers
 Strivers
 Experiencers
 Makers and
 Strugglers
The concept of self-orientation is that the customer looks for the offered product in the
market in relation to their self-motivation so that can be satisfied with the product (Starcevic,
2011). The self-orientation is categorized into three parts: