Question

Identify the Targeting Strategy

Look at the six types of products below. Using Figure 6.2, identify whether each product would require an undifferentiated, concentrated, or differentiated targeting strategy. Explain your choice for each one.

1.     Baking soda

2.     Mont Blanc pens

3.     iPhones

4.     Lululemon yoga gear

5.     Tesla automobiles

6.     Black pepper

Answer 1

1.     Baking soda = Undifferentiated target marketing as there is hardly any kind of difference in the product and thus the segment that will be targeted by the company will be same

2.     Mont Blanc pens=Differentiated target marketing as there may be different competitors and different user segments using the pen

3.     iPhones= Differentiated target marketing as there may be different competitors and different user segments using the cellphone

4.     Lululemon yoga gear= Concentrated target marketing as the focus will be on that target market which is a yoga practitioner

5.     Tesla automobiles= Concentrated target marketing as the focus will be on that target market which is environment-friendly

6.     Black pepper= Undifferentiated target marketing as there is hardly any kind of difference in the product and thus the segment that will be targeted by the company will be same