concentrated target marketing strategy is one in which a company focuses on a specific market segment. It allows a company to offer a variety of products while targeting a segment of consumers who are most likely to become its most profitable clients. It also allows companies to cultivate customer loyalty on a person-to-person basis. concentrated marketing is also known as “Niche Marketing” as it specifically one core target area and one specific Market segment rather than scouting for opportunities and customers in various marketplaces.
Concentrated Marketing Approach
Concentrated marketing is a type of marketing strategy that focuses on a specific segment of the market. It can help businesses reduce marketing costs by targeting a niche audience and building customer loyalty and trust. Concentrated marketing also allows businesses to customize the products and services they offer.
It is especially effective when a brand’s resources are limited. With a smaller set of consumers, it’s easier to focus attention on their needs and monitor competitors better. Concentrated marketing is highly effective in reducing a brand’s marketing budget and increasing customer satisfaction rates.
Concentrated marketing is similar to differentiated marketing, but it focuses on a single market segment. This type of marketing strategy is more cost-effective and works well for small businesses. Small businesses and early startups can easily invest in concentrated marketing because they don’t have to target a multitude of market segments.
When implementing a concentrated marketing strategy, it is essential to research and analyze the consumer’s behavior. Identifying the needs and wants of a particular market segment will help you identify the best ways to address them. The benefits of a concentrated marketing strategy are countless, but you’ll need to be persistent in order to achieve success.
When to Use Concentrated Marketing
Market segmentation can help a company discover new products or discover gaps in its offerings. For instance, a sports apparel company may want to segment its market by gender and interests. A retailer of athletic shoes may target men who play basketball, while another might target women who play tennis. Understanding the behavior of each group can help a company develop products and services that will appeal to each segment.
Concentrated marketing also helps a company to offer a broad range of products while targeting a consumer segment likely to be its most profitable clientele. For example, a clothing line that targets girls aged six to 12 can use this strategy to offer an app community that contains games, quizzes, and wish lists.
Concentrated marketing is more cost-effective than undifferentiated marketing. A company that uses concentrated marketing can offer a range of products while targeting fewer marketing channels. A successful example of this strategy is Omega, a Swiss watchmaker founded in 1848. The brand targets people who are successful, good-looking, and have a healthy balance between family and career.
Despite the various methods of market segmentation, most companies use one of the four major bases to determine which products and services to offer. These bases include age, gender, race, income, education, and attitudes. In addition to these factors, a company should also consider its goals and assets to determine the best segment.
By carefully segmenting the market, a company can better target its marketing efforts and improve customer retention and loyalty. This strategy also helps a company develop a better product development cycle.
Advantages of Concentrated Marketing
It can be cost-effective
Concentrated marketing is a good way to maximize the value of a limited advertising budget and increase your brand’s reach. By focusing on a targeted segment of your target market, you can make your advertising efforts more effective, reduce expenses, and build customer loyalty. It is especially beneficial for smaller businesses and new companies that are trying to establish their voice.
Concentrated marketing works particularly well for SaaS startups. Because they are on a tight budget, SaaS startups have a very specific target audience in mind. They simply cannot afford to reach out to customers who aren’t a good fit for their product. By hyper-targeting their marketing campaigns, they can grow quickly and efficiently.
Creating a target audience that is specifically interested in your products and services will help you achieve your goal of building customer loyalty. You’ll also get better results from your marketing efforts by ensuring that the content is relevant to your target audience. And remember to review your strategy regularly. You can adapt it to the changing needs and behaviors of your targeted consumers and adjust your strategy accordingly.
Concentrated marketing is effective if your target audience is small and niche-specific. It can also be more cost-effective when you use a variety of marketing channels. Companies that use concentrated marketing strategies usually focus on a handful of marketing channels that can reach their targeted audience. For example, an orange juice manufacturer might choose to market its products to kids and a nutritionist audience. However, the downside of this strategy is that it is difficult to expand. However, it can also be very effective for building a customer base and filling a niche market.
Concentrated marketing is particularly effective for small businesses and local businesses that serve a local clientele. This method enables businesses to better utilize their limited resources and target customers who may otherwise be overlooked. However, before you implement concentrated marketing, you must do your research and identify your target audience.
It can foster loyalty on a person-to-person level
Customer retention is crucial for long-term business success. A high customer retention rate means that customers are choosing a brand again, deepening their relationship with it. Customer retention can involve convincing customers not to defect from a brand or engaging them through loyalty offers and rewards. Brands can use various customer retention tactics, including customer relationship management (CRM) and customer loyalty programs to ensure customer satisfaction and loyalty.
Loyalty programs are widely used in retail. They reward customers for repeat purchases and attitudinal commitment. However, the effectiveness of loyalty programs depends on the combination of various elements. The right combination of elements and processes can make or break a loyalty program.
Concentrated marketing is a powerful tool to increase customer loyalty. It reduces marketing costs and personalizes marketing efforts for each customer. In addition, it allows business managers to become experts in their field and cultivate customer loyalty. This strategy is particularly useful when a business wants to improve its brand image and reputation.
It can be used by businesses with limited resources
For smaller companies with limited resources, concentrated marketing is a great way to reach a niche audience and build a loyal customer base. It is cost-effective and works best for businesses that need to establish a niche presence and build authority in a particular market. Businesses that use concentrated marketing can attract their target market with one message and tailor their product to their needs.
Concentrated marketing is also ideal for startups, which often have a very specific target audience in mind. For example, SaaS startups can’t afford to target customers who aren’t interested in their niche. By focusing marketing efforts on a smaller audience, startups can grow quickly and efficiently.
Concentrated marketing is a great way to target a smaller market segment, but it can still produce high profits. The key is to know exactly what your customers want, and then develop a marketing plan to reach them. Concentrated marketing is perfect for businesses with limited resources because it doesn’t require mass production and distribution. Smaller businesses can make the most of their limited resources by targeting a specific niche, and it can give them a competitive edge over larger companies.
Concentrated marketing is similar to differentiated marketing in that it focuses on a specific market segment and creates a single marketing campaign with one product or message. It is especially useful for startups because it doesn’t require a huge marketing budget. It’s also an effective way for businesses to build authority and expertise in a single market segment.
What are the advantages of concentrated marketing
Concentrated marketing is a technique for marketing that focuses on advertising campaigns targeted to a narrow audience. Targeted advertising is often seen as the more effective form of marketing, with higher conversions and lower costs.
Concentrated Marketing has the following advantages
Faster Market Penetration
Concentrated Marketing allows startups and companies with limited resources to penetrate target markets faster. It sometimes delivers very high ROI on marketing campaigns when the target market is very well defined.
Faster Brand Building
Since Concentrated marketing targets very niche segments and customers it can generate tremendous word of mouth if the marketing campaign is coupled with great service and product.
As discussed earlier, the cost is one of the major reasons why companies opt for concentrated marketing rather than differentiated marketing.
Great for Product Testing
If the target audience or group is defined concentrated marketing is great to test the product and get it out to the majority of the customers who desire the product
Faster time to market
Since concentrated marketing allows to test of the target market rapidly, it in turn allows faster time to market with upgraded products as the feedback and communications from the customers are also targetted. It also allows testing of the competitive environment and understanding of the core strengths and weaknesses of a competition
difference between differentiated marketing and concentrated marketing
|Concentrated Marketing||Differentiated Marketing|
|Utilized when the core market is strongly defined||Used when the core market is not properly defined|
|Useful in gathering data points for a specific target group||Useful in gathering varied data points from various sets of customer|
|Very Cost Effective Solution||Generally, not a cost-effective solution is the target group is specific|
|Requires Extreme expertise and understanding of the core customer||May not require a huge amount of expertise|
concentrated marketing strategy example
- Lamborgini Targets Highly successful and high net worth individuals via exclusive offerings focused towards luxury and exclusivity
- Apple Targets creative people and college-going students to bring them under their ecosystem so that they become a loyal customer
- Adobe targets graphic designers and aspirational design enthusiasts
- Rolex Targets high-net-worth individuals rather than targeting middle-class individuals
- Most Primary Ed-Tech companies mostly target working parents so that they can enroll their kids in the courses
Samrat is a Delhi based MBA from Indian Institute of Management. He is a Strategy, AI and a Marketing Enthusiast and passionately writes about core and emerging topics on Management studies. Reach out his LinkedIn for a discussion or follow his Quora Page