Concentrated marketing is characterized thailand whatsapp number by the production of goods for a certain category of people (managers, pregnant women, etc.).
Concentrated Marketing
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A typical example of this strategy is demonstrated by Apple, whose products are intended for experienced and demanding users interested in modern technologies. Concentrated marketing consists of segmenting the market according to many criteria, the most important of which are listed in the following table:
Segmentation criteria Characteristics
Psychographic criteria
Belonging to a social status.
Personal factors.
Lifestyle.
Behavioral principles.
The benefits sought.
User status.
Demographic criteria
Age.
Floor.
Stage of the family life cycle.
Level of education.
Income.
Occupation.
Nationality.
Geographical criteria
Country.
Region.
Transport network of the region.
Structure of commercial activity in the region.
Level of competition in the region.
Population density and size.
Differences between concentrated and mass marketing
The first assumes that the company identifies narrow market segments that it considers as targets and organizes production in accordance with the demands of their audience. In this way, the company gains competitive advantages, since it begins to sell products of a narrow purpose. The release of a unique product or a reduction in price contributes to consolidation in a limited segment.
Concentrated marketing differs from dumping, which is typical for the mass market and can lead to a deterioration in the company's reputation. In one way or another, both methods are based on reducing costs. In concentrated marketing, interaction with consumers is built differently than when working with a large audience.
Concentrated and mass marketing
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Here, personalization comes to the fore, since in a narrow segment there is the opportunity to directly contact each client. This facilitates the process of bringing the consumer to the point of purchase and demonstrating the high quality of the products.
The implementation of such a marketing strategy contributes to the occupation of a more stable market position. First of all, service sector organizations are interested in this, requiring high-quality feedback from consumers.