You are on page 1of 3

c 

  
 c 

`  
 ` `   

       
  
a  
   
  
  

    
    
¦       
      
!"     #  
$%&      
`'( )     
` *+   # # 
,       
%      


IDC has identified four major trends that will shape the mobile industry:

u price compression, and the slowdown of revenue growth for mobile voice, highlights the tremendous
importance of mobile data, mobile broadband, and the importance of applications for both operators and
device manufacturers;
u Smartphones have emerged as a key driver of the global mobile market, with 15% of all devices shipped.
This phenomenon will be very important in both mature and emerging markets. Another key driver will be the
emergence of connected devices, such as embedded laptops and a plethora of industrial/Machine to
Machine (M2M) devices;
u 2010 will bring substantial transformation in the mobile operating system (OS) landscape. In a market that
was once dominated by a handful of pioneers, eg, BlackBerry, Symbian and Windows Mobile, newcomers
touting open standards (Android) and intuitive design and navigation (Mac OS X and webOS) have garnered
strong end-user and handset vendor interest; and
u in the infrastructure segment, mobile broadband will continue to be the focus for 2010. Operators in mature
markets will continue implementing HSPA. WiMAX will be a key driver in many emerging markets, while LTE
will begin to take the limelight towards the end of the year and into 2011.



A ‘ ‘ ‘ or target audience @  


  


 @    @ 
@ 
@
 
@ 

@ 
@
  @ *1]  @ 

 
@ 
@
  


 
@

 

 

 
@ @@ 

 @
@
@ 
@@  

  
 
@ @





 @ 
  
@
 
 
Once these distinct customers have been defined, a marketing mix strategy of product, distribution,
promotion and price can be built by the business to satisfy the target market.

x 
O O

mO 
O  

 O

OO

  OO O 
O 
O

aO  O

„OO  OO 


O 
 O

àO O

*edit]Market segmentations

Target markets are groups of people separated by distinguishable and noticeable aspects. Target
markets can be separated into:

‡ geographic segmentations (their location)


‡ demographic/socio-economic segmentation (gender,age, income occupation, education, sexual
orientation, household size, and stage in the family life cycle)
‡ psychographic segmentation (similar attitudes, values, and lifestyles)
‡ behavioral segmentation (occasions, degree of loyalty)
‡ product-related segmentation (relationship to a product)*2]
*edit]Strategies for Reaching Target Markets

Marketers have outlined four basic strategies to satisfy target markets: undifferentiated marketing
or mass marketing, differentiated marketing, concentrated marketing, andmicromarketing.

*edit]Examples

CVS Caremark¶s target market is women since they make up 80 percent of the pharmacy chain¶s
customers. CVS has marketed its stores to aid women who are constantly multitasking. They
recently redesigned 1,200 of its 6,200 stores to women, including shorter wait times for
* ]
prescriptions, wider and better-lit shopping aisles, and more beauty products.

The Oreo cookie is a popular cookie in the U.S., known for its two discs of chocolate with a white
cream filling. The Double Stuf Oreo cookie is also marketed to U.S. consumers. However, Kraft has
formulated a different version of the Oreo to target consumers in China. The Chinese version
consists of four layers of long, thin biscuits coated in chocolate. Kraft CEO, Irene Rosenberg, trusts
his executives who live and work in China to know what consumers would prefer in order to
maximize their profits. In Germany, Kraft is appealing to the tastes and preferences of German
consumers by creating dark chocolate products. It is also introducing premium instant coffee in
*]
Russia, which is a beverage that is popular to consumers.

World Wrestling Entertainment¶s (WWE) target market is young males. Monday Night RAW® is the
number one entertainment program on primetime cable among male viewers (2 million+) including
the male demographics of 18- , 18- and 25-5. It is shown at :00 PM ET to reach its target
*5]
market.

Kohl¶s department store has a target market consisting of consumers buying for themselves and
*6]
their families.

*edit]The Psychology of Target Marketing

A principal concept in target marketing is that those who are targeted show a strong affinity or brand
loyalty to that particular brand. Research has shown that racial similarity, role congruence, labeling
intensity of ethnic identification, shared knowledge and ethnic salience all promote positive effects
on the target market. Research has generally shown that target marketing strategies are
constructed from consumer inferences of similarities between some aspects of
the advertisement (e.g., source pictured, language used, lifestyle represented) and characteristics of
the consumer (e.g. reality or desire of having the represented style. Consumers are persuaded by
the characteristics in the advertisement and those of the consumer.*]