Saturday, January 16, 2010
Most companies have moved away from mass marketing and toward target marketing. Market targeting is the process of evaluating each market segment's attractiveness and selecting one or more segments to enter. The underlying concept of target marketing is to "build the right relationships with the right customers." Marketers often choose more than one segment to market. (P.167)
Here, Nissan promotes its Skyline GTR by using target marketing. Nissan markets GTR to relatively upper class on the income distribution as well as to customers who has interest in high performance vehicle. Nissan accomplishes this by creating a different website for GTR itself. The fact that GTR has its own website differentiates itself from rest of the Nissan cars and adds prestige to the product (Differentiated Marketing). The website discusses things such as stories of GTR, making of the car, and heritage. These information may not be relevant to ordinary customers but attracts the niche market in high performance cars.