Final Project: Target Market Strategy

Before we get into what the target Market strategy of the Czekolada Beverages is we need to discuss who exactly we are targeting. "Demographic segmentation divides the market into segments based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality. Demographic factors are the most popular bases for segmenting customer groups."Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. Chapter 6, Page 177. So with that out of the way now we can talk about which demographic segment out business will cater itself to. Women ages 21-50, middle-class income, mostly likely to be single or married without kids is the demo Czekolada Beverages wish’s to capture. It is this group that consumes vodka socially and also purchases chocolate for self-enjoyment; they also can be very calorie aware and concerned about their figure. The strategy Czekolada Beverages chooses is to use social media and newer forms of reaching out to people to ingrate with the target demos lifestyle. "Lifestyle is a person’s pattern of living as expressed in his or her psychographics. It involves measuring consumers’ major AIO dimensions—activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products). Lifestyle captures something more than the person’s social class or personality. It profiles a person’s whole pattern of acting and interacting in the world." Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation Chapter 5, Page 147. By focusing efforts into things like Facebook, Twitter and Pinterest we will have more of a impact then by simply shot gunning ads out. When people follow a company on a social site they make a direct connection with the company and Czekolada Beverages can take benefit of this by offering direct ads over these sites. Things like a nice photo on Pinterest can spark more of an intrigue and go viral quicker than any print ad might. The market strategy will also to present a company image that seems aloof and act almost above caring about reaching new consumers, a company that just wants to make high quality beverages. We want people to choose us and not to try and force ourselves upon them. And this is where the social media comes full circle, we will let people’s friends Facebook walls and Tweets do the advertising for us.