1. Identify the demographic characteristics of the target market for the kill-kapture brand.

            Marketing segmentation refers to the process of dividing a market into several kinds of segments in accordance with different characteristics. Several kinds of segmentation include demographic segmentation, geographic segmentation, behavioral segmentation, and psycho graphic segmentation. The selected group of customers regarding a particular service or product of a company is known as the target market for that market (Dolnicar and Leisch 2017). In other words, segmentation and targeted market represent the group of consumer whom the company will serve on a priority basis. There are a number of bases for segmentation as demographic, geographic, and behavioral characteristics of customers or consumer.

        In accordance with the market research conducted on Kill- Capture (a famous US brand of the fashion industry), we can conclude that the target market is selected on the basis of demographic and geographical characteristics. Considering demo graphical segmentation, selected population was sub-divided into gender, age, social status, and economic status related categories to select the best segment as the targeted market (Dolnicar and Leisch 2017). At first, following geographical segmentation Kill Capture brand targeted the US market. Kill Capture mainly serve geographical areas of the United States. Case study analysis present information about demographic segmentation of Kill Capture brand. In accordance with the case study, demo graphical characteristics of the targeted market include age patterns and employment status as the brand mainly targets 30 to 40-year-old veterans and uniformed service personnel.

        Discussing these characteristics in detail, we can conclude that the brand provides jackets and other products for FBI, Firefighters, and Police. Kill Capture works in the fashion industry that is now implementing an expansion strategy in its product line by introducing streamlined and lightweight jackets for men and social forces. Pathfinder special jacket is 10 times stronger than other jackets available in the local market (Dolnicar and Leisch 2017). US military, firefighter, and police work in uncertain and challenging situations. Jumping from hurdles, running, and dealing with fire require stronger and safer jackets for them. Considering their need, Kill Capture will target these men and social forces to sell out its new jacket introduced as Pathfinders leather Jacket.

In psycho graphic segmentation of the target market for the kill-Capture brand, how does the concept of self-orientation apply?

        Psycho graphic segmentation represents a way commonly used by the brands and companies to group current customers and prospective customers with respect to their belief, attitude, lifestyle, values, personality traits, and interests (Yankelovich and Meer 2006). Buying behavior of consumers also gets influence from VAL (values, attitude, and lifestyle). Consumers prefer to buy products that meet with their values, lifestyle, and attitude. For instance, people having a positive and constructive attitude towards the environment ever prefer to purchase an environment-friendly product or service.   Self-orientation also has significant importance in influencing the buying behavior of a consumer (COOPER and THATCHER 2010). Self- orientation includes self-concept and self-values. In accordance with a research article, self-concept relates to the knowledge structure that contains beliefs about the self, consisting attribute, goals, and social roles of an individual. Research claim that cultural values in society directly bring changes in the behavior and attitude of a person. Cultural values also define self-values of individuals living in a particular society (COOPER and THATCHER 2010). Concept of self-orientation also applies to the customers of Kill Capture. Psycho graphic segmentation analysis (considering VAL 2) of Kill Capture are discussed below:

Values

        VAL 2 analysis of Kill Capture brand explains that the targeted market of Kill Capture has collectivism embodied values and attitudes. Police and firefighters follow the rules and laws developed by the society and other social regulatory forces. Therefore they follow up the values of society.

Lifestyle

        The targeted market of Kill Kapture struggles and work hard to return back civilians lifestyle. While building social relationships they ever pay importance to the military affinity. As adrenaline seekers, they usually have rough lifestyles throughout their employment career. Moreover, high comfortable income and practical consumers are the key characteristics of the targeted market lifestyle.

Attitude

        The targeted audience of Kill Capture is really respectful, courteous, and authoritative because of their roles and status in society. Firefighter and police officers have important roles in society as they provide safety and protection to the civilians. Somehow, they have an optimistic outlook on life. (COOPER and THATCHER 2010)

What type of targeting strategy is kill-capture using?

        Target marketing is selecting a specific group of consumers in the selected market by a company or enterprises. Target marketing is a really important concept in marketing that directly influences the business outcomes of a company. Businessmen and managerial staff of a company ever seek for the opportunity to make their products and services best and most preferable for their customers. Somehow, before focusing on the needs of society and specific customers, the main task for managerial staff is to identify their potential customers and prospective consumers for their offered products and services. The appropriate and right selection of target market enables a business to make products according to the needs of this target market (Jiang and Srinagar 2016). Moreover, by identifying the target market company can select and develop the most appealing marketing and promotion strategies that benefit the company in expanding sales and enlarging profit. Somehow, targeting market is also an important step to identify and deal with the competitor companies in an effective manner. Companies can understand who their competitor is and what they offer to the market.

        There are mainly four types of targeting strategies that include micro marketing, differentiated segmented marketing, undifferentiated mass marketing, and concentrated (niche) marketing (Jiang and Srinagar 2016). Differentiated targeting strategy is to select several kinds of segments in the targeted market with different offers. Kill Capture brand is following a differentiated targeting strategy for their products. Kill-Capture brand to provide clothing and jackets for social forces and other men in society. They provide different types of uniforms along with labelled jackets to the police and firefighters customer’s group. Targeting customers from different segments with specific social roles and job positions represents evidence of differentiated targeting strategy (Jiang and Srinagar 2016).