Marketing Strategy and Plan

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.