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How to Target a Market: The Key to Differentiating Your Business

DateSep, 2006
Pages49
Price / format$595 / Online Download

$595 

Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Graphic communications company owners continually complain that profit margins are rapidly deteriorating in the U.S. market, in part because offerings are perceived as commodities. To dispel this belief and restore the graphic communications industry to sustainable growth, firms are emphasizing specific niche opportunities and catering to more focused customer needs. Successful providers are taking a targeted market approach to decommoditize their products and service offerings.

This report provides print providers with the knowledge to identify target markets, provide differentiated value proposition, get more attention within your market space, be viewed as and become and expert within the segment, and deliver more effect marketing to a targeted client and prospect base.


Table of contents:
Introduction
Criteria for Segment Selection
Are they Identifiable and Measurable?
Is the Segment Substantial? Is it a Growth Market, or is there Opportunity
to Gain Share Based on Your Technology?
Is there Easy Access to the Segment?
Does the Market Have Unique Needs that Let Your Organization Provide
Differentiated Value-Add to the Customer?
Is the Market Durable? Is it Stable so the Cost of Changes is Minimal?
Segmentation Strategies
B2B
Market Expansion: Targeting Existing Customers
B2C
The Internet Changes Everything!
Segmenting the B2C Market
The Value of Customer Service
The Value in Vertical and Horizontal Market Niches
Identifying a Vertical Market Niche
The Horizontal Niche Market Opportunity
Building your Niche: Vertical or Horizontal, B2B or B2C
Case Studies
Inter-State Studio: Vertical Market Success Can Lead to Diversification
and New Opportunities
Inter-State Studio and Publishing: Memories for School Children
Business Growth in a Tough Market
Visionaries Look at the Market Differently
The Ingredients for Success
Associates Graphic Services: Target Marketing at Work
Market Focus
Market Positioning
Higher Education Success
Effective Targeting
VistaPrint: Building on a B2C Vision
A Well-Identified Target Market and a Solid Value Proposition
Vision and a Manufacturing Model to Match
The Value Proposition
Products and Services Designed with the Customer in Mind
Mastering the Art of Promotion
Then There’s Loyalty!
Appendix: Critical Trends in Vertical Markets
Accommodations
Principal Market Segments and Size
Key Trends
Educational Services
Principal Market Segments and Size
Key Trends
Financial Services
Principal Market Segments and Size
Key Trends
Food Manufacturing
Principal Market Segments and Size
Key Trends
Hospitals
Principal Market Segments and Size
Key Trends
Insurance Carriers and Related Activities
Principal Market Segments and Size
Key Trends
Retail Trade
Principal Market Segments and Size
Key Trends
Telecommunications
Principal Market Segments and Size
Key Trends
Transportation Equipment Manufacturers
Principal Market Segments and Size
Key Trends


List of Tables and Figures


Figure 1: Screen Shot of Corporate Press’ What’s Cookin’ Newsletter
Figure 2: Screen Shot of Card Café’s Web Site
Figure 3: Screen Shot of VistaPrint’s Web Site
Figure 4: Screen Shot of Shutterfly’s Web Site
Figure 5: Do you emphasize specific vertical markets in your business plan or day-to-day operations?
Figure 6: Which of the following vertical markets do you focus on?
Figure 7: Screen Shot of Inter-State Studio & Publishing Web Site
Figure 8: Template for a Coupon Mailer from Convertible Brands
Figure 9: Associates Graphic Services’ Headquarters
Figure 10: Wesley College’s Customized Communications
Figure 11: Speakman’s Marketing Collateral
Figure 12: Screen Shot of VistaPrint’s Web Site with Business Cards Promotion Highlighted
Table 1: U.S. Census Bureau Data for the Accommodations Sector
Table 2: U.S. Census Bureau Data for the Education Sector
Table 3: U.S. Census Bureau Data for the Financial Services Sector
Table 4: U.S. Census Bureau Data for the Food Manufacturing Sector
Table 5: U.S. Census Bureau Data for the Hospital Sector
Table 6: U.S. Census Bureau Data for the Insurance Sector
Table 7: U.S. Census Bureau Data for the Retail Sector
Table 8: U.S. Census Bureau Data for the Telecommunications Sector
Table 9: U.S. Census Bureau Data for the Transportation Sector




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