To make Slender Vodka a successful brand of woman, the target market is for woman ages 21 and older. The reason this particular market has been chosen is based upon the fact that woman are more concerned with their weight and calories versus mean. "Market targeting involves evaluating each market segment’s attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain it over time." (Marketing An Introduction, 50) This target audience will increase sales and generate more profit. It is no secret that women are generations are looking for an easy way to be healthy.
We at Slender Vodka will implement the "value proposition" marketing strategy. Though Slender Vodka cost more it is because we have taken the hassle out of measuring your liquor yourself. We as women all want to enjoy ourselves when we are out celebrating or just looking for a night of fun. We offer the simplicity that you are worth. By providing this simplicity we can afford to make our product more valuable with the small increase in cost versus any other vodka. "The full positioning of a brand is called the brand’s value proposition the full mix of benefits upon which the brand is differentiated and positioned. It is the answer to the customer’s question “Why should I buy your brand?” Volvo’s value proposition hinges on safety but also includes reliability, roominess, and styling, all for a price that is higher than average but seems fair for this mix of benefits." (Marketing An Introduction, 198)
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