<P> Effective marketing consists of identifying the appropriate target audience, and being able to appoint the correct marketing strategy in order to reach and influence them . Four key targeting strategies largely used within businesses are; undifferentiated (mass) marketing, differentiated (segmented) marketing, concentrated (niche) marketing, and lastly micro (local or individual) marketing (Kotler, et al., 2013). </P> <P> Undifferentiated (mass) marketing is a strategy used to capture a whole audience, rather than focusing on the differences in segmented markets . A business will typically design one product line and focus on what consumer demands are most frequent, in order to create a marketing program that will appeal to the greatest amount of purchases . This strategy commonly uses mass distribution and advertising to help create an admirable product and is possibly one of the most cost effective . The narrow product line, undifferentiated advertising program and absence of segmented market research and planning, all contribute to keeping the costs down . Many do not believe in this strategy, due to the high amount of competition and the difficulty in creating a product that satisfies a majority of consumers (Kotler, et al., 2013). </P> <P> A differentiated (segmented) marketing strategy is when a business chooses to target multiple segments of the audience, by creating a different variations of its product for each . An example of this is V energy drinks who offer a large range of products including; V regular, V sugar free, V zero, V double espresso (V - Energy., n.d.). Typically when using this marketing strategy, recognition of the company is widened and repeat purchasing is strengthened, with customers gaining products that are more tailored to their needs . This strategy unfortunately is not cost effective and involves a lot of research and development, as well as a whole range of promotion that is unique to each specific product . Although, this strategy often has more sales than those who use an undifferentiated marketing strategy . When considering this strategy one must consider the increased sales against the increased cost (Kotler, et al., 2013). </P> <P> Concentrated (niche) marketing is a "market coverage strategy in which a company goes after a large share of one or a few sub-markets (Kotler, et al., 2013)." This strategy enables companies to create a strong market position without mass production, distribution or advertising . This strategy is usually beneficial as it does not involve a lot of competition . A business is able to gain greater knowledge of their distinct segment, as they are more focused on the segmentations needs and reputation that it acquires . Many businesses using this strategy are now turning to the web to set up their shop, not only because it is cost effective but allows them to become more recognisable (Kotler, et al., 2013). </P>

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