Marketing Case Study: Kill_Kapture - Segmentation and Targeting

This case study analyzes the marketing strategies of Kill_Kapture, a brand targeting veterans and uniformed service personnel. It examines the demographic characteristics of the target market, highlighting their high disposable income and preference for luxury goods. The study then delves into psychographic segmentation, applying the concept of self-orientation and the VALS-2 model to understand the target audience's values, attitudes, and lifestyles, particularly their action-oriented nature. The analysis identifies Kill_Kapture's concentrated targeting strategy, focusing on a specific niche of tough, athletic individuals with a unique taste. The case study concludes by emphasizing the brand's effective use of segmentation and its positioning as a luxury brand for a specific demographic, acknowledging the potential risks associated with this concentrated approach.

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:

Kill_Kapture Case Study 3
 Principle oriented: It is guided by the set values and principles of the potential
consumer
 Status-oriented: It is guided by how the potential buyer is influenced and motivated
by the others buying habit.
 Action-oriented: The potential buyer seeks activities, adventure, and variety while
buying the product
In the psychographic orientation of Kill_Kapture, the concept of self-orientation is
applied as the target market and the consumers are action oriented. The marketing strategy of
the brand displays that it is for the hard and edgy people and has a selective target audience
who have high disposable incomes and are at the level where they can fulfil all of their self-
orientation. The brand is targeted towards the uniformed personnel who are tough and
adventurous in whatever activity they indulge in. Therefore, the concept of self-orientation is
applied in this context where the consumers are people who have the taste for the finer things
in life and the product offered to them matches their personality traits which are a part of
psychographic segmentation (Yang, 2013).
Type of Targeting Strategy Kill_Kapture is Using
The target marketing is a strategic process in which the potential buyers are identified
and a specific plan is made regarding the targeting of the identified buyers for specific
purchase of products. The targeting marketing strategies help in identifying the approach with
which we reach the identified potential buyers (Luck, Muratovski and Hedley, 2014). There
are four types of target marketing strategy:
 Undifferentiated targeting: In this type, the company decides to create only one
marketing mix for the whole market as the market is not segmented.
 Multi-segment targeting: In this type of targeting, the company approaches its
potential buyer by making specific targeting market mix for the segmented market. It
is the most applied marketing strategy as it increases the sales volume and profits of
the company.
 Focused or concentrated targeting: In this strategy, the company identifies the
specific need of the customers and focuses its marketing mix strategy targeted on the
specific requirement of the buyers.
 Customized targeting: In some markets the requirement of the buyer is unique.
Therefore, to meet the demand of the buyers, a specific and customized marketing
mix is prepared to cater to the need of the buyers.
The type of targeting strategy that Kill_Kapture is using is concentrated targeting. In this
type of targeting, the marketing mix is developed for a specific group of buyers and focuses
on the specific traits in the buyers which attract them to their brand. In this case, Kill_Kapture
is targeting the uniformed personnel who are soldiers, policemen, FBI officials. They are
tough and comes under the highly disposable income group. They are efficient enough to
satisfy their needs according to their unique taste and requirement. The marketing and
advertising strategy of the company has helped the company to align its brand as tough and
unique and aimed at athletic individuals. The hard and edgy feel is restored by the models
who are wearing the jacket and all are combat veterans. The Men and the Special Forces are
the intended groups of people who are targeted for the concentrated market segment. It has
focused targeting as it has launched one distinctive item which is not for everyone (Lee,
2013).

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Such type of targeting strategy means to keep all eggs in one basket because the target
market is concentrated on the basis of a particular trait. If the market does not deliver, all the
business will be at risk. The other important factor is that in such type of marketing the other
target buyer cannot associate themselves with the brand as they think that it is too specific
and elite in terms of its offerings and they cannot be a part of that brand.
Conclusion
The case study helped in analyzing how the brand Kill_Kapture has kept itself
concentrated in the offerings that it has made to its customers. The brand has already made
clear that this brand is not for everyone and it is only for the tough and athletic individuals. It
has made good use of the demographic segmentation as this segment was almost ignored
when it came to the luxury brands in the US. It has also identified the psychographic
segment, which includes people who have high disposable income, therefore, its clothing is
only for the actualizers and whose personality reflects the toughness and are edgy.

Kill_Kapture Case Study 5
References
Lee, K. (2013). Male Emerging Adults’ Self-Perceived Superiority and Clothing Values: The
Influences on Brand Consciousness and Brand Loyalty Behavior. A Journal of Brand Design
Association of Korea, 11(3), pp.225-236.
Luck, E., Muratovski, G. and Hedley, L. (2014). Co-branding strategies for luxury fashion
brands: Missoni for Target. Global Fashion Brands: Style, Luxury & History, 1(1), pp.41-56.
Olsen, L. and Peretz, A. (2011). Conscientious brand criteria: A framework and a case
example from the clothing industry. Journal of Brand Management, 18(9), pp.639-649.
Starcevic, S. (2011). Self-concept as a significant determinant of brand choice and consumer
buying behaviour. Marketing, 42(2), pp.106-117.
Yang, J. (2013). The Effects in Brand Attitude and Brand Historicity Perception on History
Length and Brand Legitimacy Succession in Fashion Brand Stories and Consumer
Orientation. Journal of the Korean Society of Clothing and Textiles, 37(1), pp.1-16.