When Marketers at Procter & Gamble Selected the Millennials, a Demographic

Short Answer

When marketers at Procter & Gamble selected the Millennials, a demographic that includes college students, as an untapped group of potential customers for their Febreze line of products, they were executing which step in the process of designing a customer-driven marketing strategy?
market segmenting
mass marketing
differentiation
targeting
positioning