Target Market Strategy

“A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.”(Armstrong and Kolter. Introduction to Marketing.10^th Edition. Printing page 186). To build a successful target marketing strategy it involves “dividing a market into smaller segments of buyers with distinct needs or characteristics, this is market segmentation. Market targeting consists of evaluating each market segment’s attractiveness and selecting one or more segments to enter” (Armstrong and Kolter. Introduction to Marketing. Printed page 175).

Market segmentation includes geographic, demographic, age and life-cycle, gender, and income segmentations. Geographically our company will market to all regions of the United States and Canada. Since our products are now sold internationally, we will market in those international areas also.   For the Gender and demographical segmentations we will market to men ages 20 to 55, in the mid to upper income brackets. Our products tend to be on the higher end of the scale, that is why we will market to men of that income bracket. Most of the men we will target to market to will be of the Baby Boomer, Generation X, and Millennial generations.

Clinique’s target market strategy for this product is basically geared towards all men with any type of skin care problems. The only factor we may use for a bearing on our target marketing group is the income levels. They have to be able to afford to buy our products. Other than that we are using an undifferentiated marketing strategy. “This is where a firm decides to ignore market segment differences and goes after the whole market with one offer.”(Armstrong and Kolter. Introduction to Marketing. 10^th Edition. Printed page 187). Clinique wants to concentrate and focus its marketing strategy on the common needs of all male consumers rather than on what is different.  We aim to please all the men in the world and help them with their skin care needs.