Target Market Strategy

The targeted audience we have chosen to market ourselves to is young adults between the ages of 21-25. We intend to promote within colleges, shopping centers, and smoke shops. College is where most young adults occupy their time and with all the stresses of assignments and the typical college life, we wanted to provide a hangout that would alleviate those pressures. We consider shopping centers to be malls where girls shop for club wear and guys go with their girlfriends to pick matching items. Girls chat more and spread information faster, so we figured that young men would go to clubs where they could find young women and converse. Smoke shops was an ideal place because statistics state that 20% of young adults smoke or participate in some sort of drug use. Smoke shops are open 24 hours, so when someone goes in to buy a pack of cigarettes, they see our advertisements.The company first gains a full understanding of the marketplace by researching customer needs and managing marketing information. It then designs a customer-driven marketing strategy based on the answers to two simple questions. The first question is “What consumers will we serve?” (market segmentation and targeting). Good marketing companies know that they cannot serve all customers in every way. pg 31

In creating customer value and relationships, however, the company cannot go it alone. It must work closely with marketing partners both inside the company and throughout the marketing system. Thus, beyond practicing good customer relationship management, firms must also practice good partner relationship management. pg 31