Final Project: Target Market Strategy

My market strategy is just to market the product thru everything to be able to sell this product to everyone especially man even if the is some type of controversy, Cigarette, beer, and fast-food markets have also generated controversy in recent years by their attempts to target inner-city minority consumers. For example, McDonald’s and other chains have drawn criticism for pitching their highfat, salt-laden fare to low-income, urban residents who are much more likely than suburbanites to be heavy consumers. Similarly, R.J. Reynolds took heavy flak in the early 1990s when it announced plans to market Uptown, a menthol cigarette target toward low-income blacks. It quickly dropped the brand in the face of a loud public outcry and heavy pressure from African-American leaders. pg. 193. At the same time that it’s answering the first simple-sounding question (Which customers will we serve?), the company must be asking the second question (How will we serve them?). For example, Ritz-Carlton serves the top 5 percent of corporate and leisure travelers. Its value proposition is “The Ritz-Carlton Experience”—one that “enlivens the senses, instills a sense of well-being, and fulfills even the unexpressed wishes and needs of our guests.”