Targeting and Strategic Marketing: Demographic Characteristics, Psychographic Segmentation, and Niche Marketing

This essay discusses the demographic characteristics present in Kill_Capture Case study, psychographic segmentation within the same case study, and the kind of targeting strategy that Kill_Capture employs. The targeting strategy used by Kiil_Kapture is niche marketing.

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Targeting and Strategic Marketing
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Targeting and Strategic Marketing
Introduction
Business growth and development of any company or organization is highly determined
by the kind of promotion and advertisement done by the company to its potential customers.
Effectively, before the promotion strategies are established, target marketing should have been
done. Target marketing here refers to the concept by which a business company narrows down
its market to a specific market more so with almost similar interests, needs, and preferences.
Through this concept of target marketing, the company tries to align its products and services
with the needs and preferences of their customers. This process makes the process of promotion,
pricing and also supplying their products and services easier and even cost-effective to the
producer thus lowing price hence advantage to the buyer1. For example, in Kill_Capture the
management identified its customers that is combat veteran whereby by its jacket and other
products are designed unique and purposely for the veterans. As result, its pricing, promotions
and also distribution become easy cheaper thus maximizing their profit. This essay will discuss
the demographic characteristics present in Kill_Capture Case study. Also, it will cover the
psychographic segmentation within the same case study and how the application of the concept
of self-orientation. Lastly, the essay will discuss the kind of targeting strategy that Kill_Capture
employs.
Demographic characteristics
This is one of the bases used in the process of target marketing. It refers to specifying of
customers in terms of personal traits which include age, income, marital status, race among
others. This helps business companies establish their specific customers and therefore, they can
serve them effectively due to the low cost of distribution, promotion and also pricing. In this case
study, Kiil_Capture targeted specific customers which they identified them through target
marketing. Their customers were in the age bracket of between thirty and forty years of age2. As
a result of establishing the age of the customers, the common is able to develop strategies that
will favor the identified. In addition, in terms of profession or occupation as a characteristic of
demographics in target marketing, the company targeted four different occupations such as
veterans, firefighters, FBI, and police by providing them with uniforms. Moreover, market size
also is another demographic characteristic. Kill_Capture market size is estimated to be over
twenty-two million veterans. This helps the Kill_Capture understand how many jackets to be
produced because already the company knows the size of the markets hence reducing cases of
market shortage and excess. Income is another demographic characteristic3. Kill_Capture target
market consists of customers who have a high payment and therefore, the company realized that
its business might succeed in this market. This is because the market has a capacity to purchase
thus leading to company development. Lastly in the length of residence or the place of operation.
1 Jean-Pierre, Jeannet and H. David Hennessey. Global marketing strategies. Dreamtech
Press, 2015.
2 Chin-Feng, Lin. "Segmenting customer brand preference: demographic or
psychographic." (Journal of Product & Brand Management 11, no. 4 2016), 256.
3 Craig, N Smith, and Elizabeth Cooper-Martin. "Ethics and target marketing: The role of
product harm and consumer vulnerability." (The Journal of Marketing 2017), 14.

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From the case study, Kill_Capture operates only in the United States of America. This helps the
company to establish its area of jurisdiction as far as job operations are concerned.
Application of the concept of self-orientation in psychographic segmentation
The concept of self-orientation involves planning and producing in order to benefit the
producer to a greater extent. On the other hand, psychographic segmentation involves grouping
business market based on customer values, beliefs, interests and the like4. To this extent,
Kill_Capture in the case study used the company uses the images of the prominent and respected
person in order to make the customers interested in the product. For example, Kill_Kapture uses
the picture of retired United State Marine Corps general. This would make the customers who
are police and also FBI gain interests with the product since the retired Corps general was one of
the respected police within the army of the United States of America. Also, the models wearing
the jacket were combat veterans. This made the customers of the product of Kii_Kapture even
more interested. Lastly, the jacket from Kii_Kapture also used the picture of most powerful
police officer Mattis who is now the Secretary of Defence under the administration of current
American president Ronald Trump. This made the product more unique and tough thus making it
competitive in the market5.
Targeting strategy used by Kiil_Kapture (Niche marketing)
In any business company, market segmentation in the first thing to be done. After this,
the best suitable target strategy is chosen in order to ensure smooth and effective operations of
the business. Targeting strategy, therefore, refers to the process of defining the market,
evaluating which segment is the best for the defined market and then determining the kind of
product to be offered in the defined market6. There are several target strategies such as mass
marketing, differentiated marketing, niche marketing, and micromarketing. In this case study,
Kill_Kapture uses niche marketing7. This is kind of target strategy focuses on either one or a few
specific segments of customers in the market. For example, Kii_Kapture only focuses on
veterans, FBI, and police. This strategy is advantageous because all company resources in terms
of market analysis, promotion strategy and the like are channeled in only one or specific
segments which can be very profitable. Kill_Kapture market is the only provision of jackets to
only veterans, FBI and police.
Conclusion
4 Russell I, Haley. "Benefit segmentation: A decision-oriented research tool." (The
Journal of Marketing 2018), 34.
5 Charles H. Noble, and Michael P. Mokwa. "Implementing marketing strategies:
Developing and testing a managerial theory." (The Journal of Marketing 2017), 66.
6, Art T. Weinstein. Market Segmentation: Using Demographics, Psychographics and
Other Niche Marketing Techniques to Predict Customer Behavior. (Probus Publishing Co.,
2017).
7, Erin D. Parrish, Nancy L. Cassill, and William Oxenham. "Niche market strategy in the
textile and apparel industry." (Journal of Fashion Marketing and Management: An International
Journal 10, no. 4 2016), 429.

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In conclusion, therefore, target marketing is one of the best strategies that companies in
order to develop a competitive advantage in the marketplace. This is because, the company
understands the customers in terms of needs, interests, preferences and the like thus able to meet
leading to customer satisfaction. Targeting marketing comprises of market segmentation in three
bases. They include; demographic segmentation which involves age, occupation, income,
lifestyle and the like. There is also psychographic which comprises values, beliefs, and interests.
Lastly is geographic which involves regions, country, and race among others. After the market
segmentation, marketing strategy is identified which best fit the selected defined market. For
example in the Kii_Kapture Company, it uses niche marketing because its market is specific with
common interests and needs. Also, the targeting market determines the price, promotion strategy
and also distribution means.
Bibliography
Haley, Russell I. "Benefit segmentation: A decision-oriented research tool." The Journal of
Marketing (2018): 30-35.

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Jeannet, Jean-Pierre, and H. David Hennessey. Global marketing strategies. Dreamtech Press,
2015.
Lin, Chin-Feng. "Segmenting customer brand preference: demographic or psychographic."
Journal of Product & Brand Management 11, no. 4 (2016): 249-268.
Noble, Charles H., and Michael P. Mokwa. "Implementing marketing strategies: Developing and
testing a managerial theory." The Journal of Marketing (2017): 57-73.
Parrish, Erin D., Nancy L. Cassill, and William Oxenham. "Niche market strategy in the textile
and apparel industry." Journal of Fashion Marketing and Management: An International
Journal 10, no. 4 (2016): 420-432.
Smith, N. Craig, and Elizabeth Cooper-Martin. "Ethics and target marketing: The role of product
harm and consumer vulnerability." The Journal of Marketing (2017): 1-20.
Smith, Wendell R. "Product differentiation and market segmentation as alternative marketing
strategies." Journal of marketing 21, no. 1 (2018): 3-8.
Weinstein, Art T. Market Segmentation: Using Demographics, Psychographics and Other Niche
Marketing Techniques to Predict Customer Behavior. Probus Publishing Co., 2017.