What is concentrated marketing?

concentrated marketing is a marketing approach to connect and sell products to a specific consumer group. This strategy requires taking steps to identify the target market, which is highly likely to be attracted to products, and the development of a marketing plan that is unique to achieve this group of consumers. The process also usually includes product supply planning in a way that is likely to generate repeated business from these consumers. In many cases, concentrated marketing is an ideal approach for smaller businesses with limited resources because it does not rely on the creation and use of mass marketing, production or distribution to achieve a wide range of potential consumers.

Concentrated marketing concept is the opposite of what is called undifferentiated marketing strategy. With an undifferentiated approach is the idea of ​​capping as possibleMore share in the market by creating a wide campaign that addresses consumers of all age groups, gender, economic background and geographical sites. On the other hand, a concentrated marketing campaign is trying to identify a specialized market or markets where there will probably be high demand for production products. In order to achieve these specialized markets, the manufacturer creates a plan that includes only those media forms that are regularly used to address consumers in these specialized markets, rather than a wider campaign approach. For example, a company that sells agricultural tools will use advertising in printed media focused on farmers, rather than creating ads found in magazines with a wider reading base.

While a concentrated marketing approach can help businesses make the most of the small advertising budget, with this type of marketing there are some potential disadvantages. First, concentrated efforts require a highly developedMaplan Rkting because it is focused on a specific audience. This means a large number of research of the wishes, needs and purchase of habits of this group of consumers, which is a task that can be expensive on the queue. Moreover, this type of focused or targeted marketing means that other consumer groups are not focused and therefore are not likely to be achieved. If the company is unable to capture a significant share of a targeted group of consumers, there may be no luxury of more time to cultivate the client base with another consumer group.