Target Marketing Strategy

If the company promises greater value, it must then deliver that greater value. Thus, effective positioning begins with differentiation—actually differentiating the company’s market offering so that it gives consumers more value. Once the company has chosen a desired position, it must take strong steps to deliver and communicate that position to target consumers. The company’s entire marketing program should support the chosen positioning strategy. (ARMSTRONG/KOTLER, Marketing: An Introduction pg 53)

So with that understood our target market is young adults from 21 to 30. We chose this wide rang because “we are the party” and 60 percent of young adults drink socially. The fact that young adults are still finding them self’s and experiencing life before they settle down with their family.  To determine this target maket we had to break down our research to have a deeper understanding. “Company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. (ARMSTRONG/KOTLER, Marketing: An Introduction pg 9) We work hard to bring the awareness of drinking responsibly that is why we have a warning on every bottle and a warning to call a local cab.