perfume will be high. Our advertisements will be designed to appeal to rich women etc. Theseadvertisements cannot simultaneously appeal to winger middle class women also.If we come up with a marketing strategy to appeal to more than one target group of customers,our strategy will not be effective. Our sales will be eaten away by specialist products or specialistmarketing strategies.Just consider the case of shampoo. If some one is looking for a shampoo to deal with their dandruff problem, they are more likely to buy a shampoo which says "Anti-dandruff shampoo"than a shampoo that says, "Hair shine, Hair strength and Anti-Dandruff" shampoo.The thing to understand is that the first step to making a marketing strategy is to select the “targetmarket”, i.e for whom the marketing campaign is to be designed.
How to identify who our TargetMarket is?
What we have to do is run a little research about all our existing customers. If we are a retailingunit, we could find out the people who purchase form us.Once we have a general idea about the people who purchase from us, we need to classify theminto different groups. Finally we will have a general idea about the different kinds of customerswho buy from us. Finally, we have to choose one of these groups as our target market. We maychoose the biggest group or we may choose the group with the greatest buying power etc. anddecide on it to be our target group.Assuming we are a small business who makes shampoos. We may classify our customers as people who buy our shampoo to strengthen their hair and prevent hair from falling or buy our shampoo to reduce their dandruff or people who buy our shampoo because it is made up of natural oils which appeals to them etc.