Target Marketing Strategy

"The 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). "(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 9) As our company was deciding to who we should appeal to, they brought up behavioral segmentation which "divides buyers into segments based on their knowledge, attitudes, uses, or responses to a product" ("(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 147), the reason being is that our vodka won't appeal to everyone, especially if has the word hemp in it. Most of society when they hear the word hemp, they automatically think of the marijuana. People who use marijuana know that and people who eat healthy know that there are beneficial effects to hemp seeds. Then there are those people where this product will just interest them enough to have them buy it because it's so trivial and witty. "The company must also decide how it will serve targeted customers—how it will differentiate and position itself in the marketplace." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 9) We will serve our customers in such a way that will differentiate us and our position from the other companies and it's in the vodka itself. Distilling vodka with hemp seeds is still brand new to the vodka market. It's an untapped resource waiting to be discovered. This is really a special product that has been crafted. "Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 211)