You can roughly imagine the process of defining the target group as a kind of funnel, with which you build in more and more conditions from top to bottom. The aim of this funnel is to narrow down a large, heterogeneous group until you end up with a homogeneous target group. Of course, it is also possible that you carry out the target group analysis several times because you find in the first run that you come across more than one homogeneous target group. The restaurant chain Vapiano, for benin telegram screening example, defines both classic office workers on their lunch break and young people looking for modern fast food as their target group and therefore also carries out several target group analyses.
I will now show you which conditions you can use to limit the scope and give you small examples that will transfer all the theoretical banter to practice.
If you would like to gain a direct insight into how relevant a good target group definition is in practice, listen to our podcast episode on this topic:
The first step: B2B or B2C?
The first step is to ask yourself whether your company operates in the “B2B” or “B2C” sector. “B2B” means “business-to-business”, which means that you do not sell to the average consumer, but to other companies. We ourselves are a suitable example here, because our CRM software helps other companies structure their own customer data and it is therefore a business “between” two companies. “B2C”, on the other hand, stands for “business-to-consumer” and refers to companies that serve the end customer - like your favorite Italian restaurant next door.
Because there are already many detailed entries on the Internet about target group definition in the B2C area, I will first focus on the B2B target group in this blog entry, but will also discuss the B2C target group analysis below.