Target Market Strategy

As aforementioned, our target market deals with two main areas: big business and the smaller consumer—the everyday consumer. With that, we must create a marketing mix that would work for today’s market. “The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. “ (Marketing An Introduction, Gary Armstrong, pg. 53) To reach the target market, we would have to make our product the most desirable product in the market. We would have to increase demand for the product. Although that may seem like such an easy thing to do on paper, in actuality, this proves to be the single hardest thing to do [or else we would all be multi-millionaires. Last time I checked, I wasn’t.] “The many possibilities can be collected into four groups of variables known as “the four Ps”: product, price, place, and promotion.” (Marketing An Introduction, Gary Armstrong, pg. 53)

My target marketing strategy would first tend to business-to-business transactions. This would be our biggest opportunity to get out there. We would have to create a relationship with both big box stores along with casinos and bars. It’s important to make a good, strong first impression because without the support of these businesses, the product simply won’t get out there. How would we do it? Meetings, emails, free samples—you name it, we’re on it.

Our next target market would be the consumer. We have to find a way to get these people excited to try our product. More importantly, we want them to stay excited about our product. Maybe we could do a sweepstakes where you have a chance to win a trip somewhere with every bag. As cliché as it seems, this approach could utilize the same ideas as Willy Wonka’s “Golden Ticket.” Social media could also help keep them excited if a strong networking team was put together. Our goal here is to build customer loyalty and brand image.