Strategic Marketing for Kill Kapture Brand

The report is a discussion on strategic marketing for a brand Kill Kapture. The report helps in identifying the demographic characteristics of target market for the brand. There is also discussion on the psychographic segmentation of the target market of brand along with the concept of self-orientation. The report also puts forward various types of strategy used by the brand.

Running head: STRATEGIC MARKETING
Strategic Marketing
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Executive Summary:
The report is a discussion on strategic marketing for a brand Kill Kapture. The report helps in
identifying the demographic characteristics of target market for the brand. There is also
discussion on the psychographic segmentation of the target market of brand along with the
concept of self-orientation. The report also puts forward various types of strategy used by the
brand.

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Table of Contents
Introduction:....................................................................................................................................3
1. Identification of the Demographic Characteristics of the Target Market for Kill Kapture brand
.........................................................................................................................................................3
2. Psychographic Segmentation of Target Market for Kill Kapture brand and Application of the
Concept of Self-Orientation.............................................................................................................4
3. Type of Strategy used by Kill Kapture........................................................................................5
Conclusion:......................................................................................................................................6
References:......................................................................................................................................6

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Introduction:
The report aims at providing an overview on strategic marketing for a brand known as
Kill Kapture (killkapture.com 2018). The report begins with a definition of market segmentation
and its bases and goes on to identify the target market and the demographic characteristics of the
brand. There is also discussion on psychographic transformation and its characteristics along
with explanation of the self-orientation including self-concept and values. The report also goes
on to discuss the application of self-orientation on the customers of Kill Kapture. To explain the
type of strategy used by Kill Kapture the report put forward the importance of target marketing,
types of targeting strategy and aligning it with the targeting strategy of the brand along with a
proper justification.
1. Identification of the Demographic Characteristics of the Target Market for Kill Kapture
brand
Market segmentation refers to the process of potential customers of a market into
segments or groups depending on various characteristics. The segments formed comprise of
consumers who will have similar responses to the marketing strategies and who share similar
traits including needs, locations and interest (Weinstein, Art and Dennis 2014). Market
segmentation takes places based on the following bases that includes geographical, demographic,
behavioral and psychographic. The demographic segmentation refers to the division of the
customer market based on variables like sex, age, gender, occupation, education, income, marital
status, community, family size, social status and community. This particular segmentation
depends on the premise that the buying behavior of the customers is influenced by the
demographics and these variables are easily measured in comparison to other factors.

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The brand Kill_Kapture targets the 30 to 40 year old uniformed service personnel and
veterans like the police, FBI and the firefighters ((killkapture.com/sizing-guide 2018). The brand
also identifies itself with the target market of Urban Jungle through its robust and stylish offering
for individuals. The brand during its developmental stages observed that this segment of the
market is underserviced by most of the luxury fashion brands. The market size of this segment is
huge with more than twenty million veterans in United States alone. The demographic
characteristics of the target market of the brand include stronger loyalty, higher disposable
income and influential referrals through the word of mouth. The target market of the brand put
forward an opportunity to the brand owner for the creation of a brand that has an appeal to a
sense of purpose which will resonate with the veterans.
2. Psychographic Segmentation of Target Market for Kill Kapture brand and Application
of the Concept of Self-Orientation
Psychographic segmentation refers to the categorization of the customers based on their
interest, personality and other factors (Park, Jeong‐Yeol and SooCheong 2014). Psychographic
segmentation considered as a powerful means of marketing same product to the people
belonging to different demographics. This kind of segmentation begins with the grouping of
similar psychographic characteristics. This type segmentation divides the market based on
buying behavior, attitude, personality traits and expectations. This also helps maximizing the
exposure to the key segments. Psychographic Segmentation also helps in proper spending of
money with a greater return on the investment.
Buying behavior refers to the acts and decision of the people in using and buying
products (Solomon et al. 2014). While considering the buying behavior it is important to

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understand why the consumers are making such a purchase, the factors influencing the consumer
purchases and the factors that are undergoing a change in the society. Differences in the buying
behavior depend on the purchase time that is relative to the launch of the product or the patterns
of the purchase. The launch of new products primarily targeted towards the enthusiastic
customers considered as innovators. This category of consumers instantly buys products
immediately after their launch.
Self-orientation refers to the concern about one’s own needs, desires or interest. People
equate lower self-orientation mostly with passivity or the willingness of giving away business,
reduce price or by letting the other party win (Siminica, Marian, and Aurelia 2013). A lower self-
orientation is critical to the reasonable client focus. Self-oriented values reflect approaches and
objectives to the life that is desirable to the individual members of the society. Self-concept on
the other hand is a combination of self-esteem, self-image and one’s ideal self. Self-image refers
to how one sees oneself, self-esteem refers to one’s valuation of the self and the ideal self refers
to the vision that one holds towards himself or herself.
The brand Kil Kapture ensures credibility, intimacy and reliability along with lower level
of self-orientation that creates higher customer satisfaction along with improved retention for its
Pathfinder Jackets. The jackets are expensive but they assures guarantee for life. The brand also
wants to make its target audience feel more excited about dealing with danger once they pull on
the uniform.
3. Type of Strategy used by Kill Kapture
A target market specifically refers to a market considered by a company for selling its
products and services (Thorson, Esther and Jeri Moore 2013). The target market also has targeted

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consumers for whom the company directs the marketing efforts. Identification of the target
market is very essential for the development of marketing plan. Identification of the target
market helps a company in developing an effective strategy for marketing communication.
Target market is also the set of individuals who shares similar characteristics and needs that the
company is looking forward to serve. These individuals represent end users who will finally
purchase the brand.
There are four types of target marketing strategy. This includes undiffentiated marketing,
differentiated marketing, concentrated or focused targeting and customized marketing (Boone,
Louis and David et al. 2013). Kill Kapture follows a concentrated or focused targeting that
focuses and understands the motives and needs of a segment of the customers by designing
special marketing mix. Therefore, for its Pathfinder Jackets, the brand has targeted a market with
uniformed professionals which is not been explored by other luxury fashion brands.
Conclusion:
The report ends by discussing the strategy adopted by Kill Kapture for its target
marketing. There is also discussion about psychographic segmentation of the target market of the
brand and the application of the concept of self-orientation. The report also identifies the
demographic characteristics of target market.

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References:
Boone, Louis E., and David L. Kurtz. Contemporary marketing. Cengage learning, 2013.
killkapture.com. 2018. "Home". Kill_Kapture. https://www.killkapture.com/.
killkapture.com/sizing-guide/. 2018. "Sizing Guide". Kill_Kapture.
https://www.killkapture.com/sizing-guide/.
Muruganantham, Ganesan, and Ravi Shankar Bhakat. "A review of impulse buying
behavior." International Journal of Marketing Studies 5, no. 3 (2013): 149.
Park, Jeong‐Yeol, and SooCheong Shawn Jang. "Psychographics: Static or
dynamic?." International Journal of Tourism Research 16, no. 4 (2014): 351-354.
Siminica, Marian, and Aurelia Dumitru. "Self-directed learning in economic education." (2013).
Solomon, Michael R., Dahren William Dahl, Katherine White, Judith L. Zaichkowsky, and
Rosemary Polegato. Consumer behavior: Buying, having, and being. Vol. 10. Pearson, 2014.
Thorson, Esther, and Jeri Moore, eds. Integrated communication: Synergy of persuasive voices.
Psychology Press, 2013.
Wedel, Michel, and Wagner A. Kamakura. Market segmentation: Conceptual and
methodological foundations. Vol. 8. Springer Science & Business Media, 2012.
Weinstein, Art, and Dennis J. Cahill. Lifestyle market segmentation. Routledge, 2014.