Marketing Strategy and Plan

This document discusses the demographic characteristics, application of the concept of self-orientation, and targeting strategy of Kill_Kapture. It explores the market segmentation, target market, and psychographic segmentation of the company. The document also explains the different targeting strategies and how Kill_Kapture implements its targeting strategy.

Marketing Strategy and Plan
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Table of Contents
Answer 1 - Demographic Characteristics of Kill_Kapture............................................................................2
Answer 2 - Application of the Concept of Self-Orientation..........................................................................3
Answering 3 - Targeting Strategy of Kill_Kapture........................................................................................4
References...................................................................................................................................................6

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Answer 1 - Demographic Characteristics of Kill_Kapture
Market segmentation is a method which consists of identifying and grouping the potential clients
those who have similar needs, interests, and characteristics. It helps the companies to
communicate the messages of marketing and other activities of marketing that aims to gain brand
equity.
Target market is a group of potential customers chosen by the marketers after carefully
considering and observing the market. All the customers in the target market are qualified for
the service or product offerings and can convert them as customers. The target markets are
divided in segments by the marketers.
There are four kinds of segmentation in market, geographic, demographic, behavioral and
psychographic segmentation. Demographic segmentation consists of statistical information of the
people like income, gender, occupation, age, religion, nationality, race and family size.
In terms of demographic characteristics, the target market of Kill_Kapture are the 30-40 years
old male veterans and uniformed servicemen such as FBI, police, and firefighters1. After a
survey, it was found that this segment has been largely ignored by the industry of luxury fashion.
So, from the viewpoint of the marketer's, the needs of this segment have not been satisfied. It has
also been noted that the size of the market of the veterans is more than 22 million in the USA
only2. Another demographic characteristic of this segment is that the people have high disposable
income and so they will be able to purchase the jackets of Kill_Kapture whose price is $1500.
The theory of segmentation proposes that the customers with the same needs and purchasing
behavior have the possibility to show more homogenous reactions to the marketing strategies.
The essence of marketing strategy is segmenting, targeting, and positioning. Demographic
segmentation is more focused on some demographic elements like age, education, gender and
income3. It has been found that most of the times, gender moderate the decisions of purchasing
luxury products.
1 "Kill_Kapture." 2019. Kill_Kapture. https://www.killkapture.com/
2 Johan Bruwer and Li Elton. "Domain-specific market segmentation using a latent class mixture
modeling approach and wine-related lifestyle (WRL) algorithm." European Journal of
Marketing 51, no. 9/10 (2017): 1552-1576.

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Answer 2 - Application of the Concept of Self-Orientation
Values and Lifestyles2 (VALS2) is used to perform the psychographic segmentation of the target
market. This segmentation utilizes the lifestyles of the people as well as their buying behaviors,
interests, opinions, and activities to define the segmentation of the market. Kill_Kapture
manufactures products such as Kangaroo Jackets, Pathfinder Jackets, and many other types of
jackets, which are the psychographic needs of the target market4. The target market of
Kill_Kapture are the 30-40 years old male veterans and uniformed servicemen such as FBI,
police, and firefighters.
Kill_Kapture has been established Mark Wales, an ex-SAS (Special Air Service) officer, who
has served in the campaign of Afghanistan in Australia. It has been observed that Mark Wales,
the founder of Kill_Kapture, has designed the jackets on the basis of that jackets that he himself
wore in his campaign in Australia in 2018. Therefore, it could be said that while designing the
jackets, the psychological needs of the war veterans have been considered, the customer base of
the target market on which Kill_Kapture focus its attention.
The theory of VALS2 is applicable for the segmentation of the psychographic market of
Kill_Kapture, and it has two dimensions; self-orientation and resources. Self-orientation is the
method through which a firm considers different behaviors of individuals5. The theory has
recognized three self-orientations for Kill_Kapture:
Status Oriented - These people are influenced by the opinions, approval, and actions of other
people.
Action Oriented - These people want physical and social activities, varieties, and risks.
Principle Oriented - These people are influenced by principles and beliefs.
3 Gavin Lees, Maxwell Winchester, and Sidath De Silva. "Demographic product segmentation in
financial services products in Australia and New Zealand." Journal of Financial Services
Marketing 21, no. 3 (2016): 240-250.
4, "Our Story — Kill_Kapture." 2019. Kill_Kapture. https://www.killkapture.com/our-story-2
5 Peet Venter, Alex Wright, and Sally Dibb. "Performing market segmentation: a performative
perspective." Journal of Marketing Management 31, no. 1-2 (2015): 62-83.

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These three self-orientations determine behaviors that the customers of Kill_Kapture will follow
and the products they will be interested.
Answering 3 - Targeting Strategy of Kill_Kapture
The target marketing is utilized by the organizations for selling their services and products. It
consists of the targeted customers to whom the organizations direct their marketing efforts. The
targeting marketing has been vital as it enables the firm to choose the correct target market for its
products.
The types of targeting strategies are given below:
Growth Market Strategy - This strategy focus on expanding on the global market, which offers
almost similar services or products and in some cases, the same services or products. Small firms
focus to target fast-growing and small segments to remain safe from the competition of large
companies.
Mass Market Strategy - It is used by the companies with the target to reach as many consumers
as possible in different market segments. It is planned by combining with the marketing mix for
promoting a single service or product.
Niche Market Strategy - This strategy focus on one or more market segments which are not
very small not too large and comprise of adequate customers those who look for different
services or products. This strategy is applicable to Kill_Kapture as the jackets of this company
are not only distinct from the jackets of other companies in design and texture but also in
features like tracking beacon.
The target market of Kill_Kapture are the 30-40 years old male veterans and uniformed
servicemen such as FBI, police, and firefighters. The targeting strategy of Kill_Kapture consists
of four phases; selection of the target market, differentiation, concentration and marketing6.
Thus, the first phase of the target strategy of the firm is that it is targeting the whole population
who belongs to the age groups of 30 to 40 years7. The second phase is the differentiation based
on the profession of the target market. It consists of old male veterans and uniformed servicemen
such as FBI, police, and firefighters. The third phase is the classification based on income. It
6 Nigel Piercy and Nikala Lane. "Marketing Strategy." Wiley Encyclopedia of
Management (2015): 1-3.

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involved the people with high disposable income, and they will have the capability to purchase
the jackets of Kill_Kapture whose price is $1500. The last phase is to have the final customer
base for the target market and to market them about the products of Kill_Kapture8.
7 Eric M Olson, Stanley F. Slater, G. Tomas M. Hult, and Kai M. Olson. "The application of
human resource management policies within the marketing organization: The impact on business
and marketing strategy implementation." Industrial Marketing Management 69 (2018): 62-73.
8 Gema Vinuales, Sarah R. Magnotta, Erin Steffes, and Gauri Kulkarni. "DESCRIPTION AND
EVALUATION OF AN INNOVATIVE SEGMENTATION, TARGETING, AND
POSITIONING ACTIVITY USING STUDENT PERCEIVED LEARNING AND ACTUAL
STUDENT LEARNING." Marketing Education Review (2018): 1-13.

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References
"Kill_Kapture." 2019. Kill_Kapture. https://www.killkapture.com/
"Our Story — Kill_Kapture." 2019. Kill_Kapture. https://www.killkapture.com/our-story-2
Bruwer, Johan, and Elton Li. "Domain-specific market segmentation using a latent class mixture
modeling approach and wine-related lifestyle (WRL) algorithm." European Journal of
Marketing 51, no. 9/10 (2017): 1552-1576.
Lees, Gavin, Maxwell Winchester, and Sidath De Silva. "Demographic product segmentation in
financial services products in Australia and New Zealand." Journal of Financial Services
Marketing 21, no. 3 (2016): 240-250.
Olson, Eric M., Stanley F. Slater, G. Tomas M. Hult, and Kai M. Olson. "The application of
human resource management policies within the marketing organization: The impact on business
and marketing strategy implementation." Industrial Marketing Management 69 (2018): 62-73.
Piercy, Nigel, and Nikala Lane. "Marketing Strategy." Wiley Encyclopedia of
Management (2015): 1-3.
Venter, Peet, Alex Wright, and Sally Dibb. "Performing market segmentation: a performative
perspective." Journal of Marketing Management 31, no. 1-2 (2015): 62-83.
Vinuales, Gema, Sarah R. Magnotta, Erin Steffes, and Gauri Kulkarni. "DESCRIPTION AND
EVALUATION OF AN INNOVATIVE SEGMENTATION, TARGETING, AND
POSITIONING ACTIVITY USING STUDENT PERCEIVED LEARNING AND ACTUAL
STUDENT LEARNING." Marketing Education Review (2018): 1-13.