Target Market Strategy

With the way today’s liquor market is, Every Man’s Vodka is going to try a very different strategy to appealing to the general market. We want to first appeal to the early drinker: the 21-year-old college guy that is down in Mexico for spring break. We have decided as a company to have our debut to be on the cruises or down at the bar that these 21-year-old’s are at. If we can make a hit with them, then they can move it bring it into the bar scene and have it make a huge hit.

“Companies need to consider many factors when choosing a market-targeting strategy. Which strategy is best depends on company resources. When the firm’s resources are limited, concentrated marketing makes the most sense. The best strategy also depends on the degree of product variability. Undifferentiated marketing is more suited for uniform products such as grapefruit or steel. Products that can vary in design, such as cameras and cars, are more suited to differentiation or concentration. The product’s life-cycle stage also must be considered. When a firm introduces a new product, it may be practical to launch only one version, and undifferentiated marketing or concentrated marketing may make the most sense. In the mature stage of the product life cycle, however, differentiated marketing often makes more sense.” (Kotler, 192)

We have not limited our market to only these guys but we would like it to become a hit with them first. If we can influence the beginning drinkers then they can pass it along with word of mouth. We want to focus on getting the word out about Every Man’s Vodka and making a splash in the market. We plan to evolve along with our product by having Ever Man’s become available every place you would find a beer.

“Companies often find it easier to come up with a good positioning strategy than to implement it. Establishing a position or changing one usually takes a long time. In contrast, positions that have taken years to build can quickly be lost. Once a company has built the desired position, it must take care to maintain the position through consistent performance and communication. It must closely monitor and adapt the position over time to match changes in consumer needs and competitors’ strategies. However, the company should avoid abrupt changes that might confuse consumers. Instead, a product’s position should evolve gradually as it adapts to the ever-changing marketing environment.” (Kotler, 203)

We will be prepared to modify the needs of our marketing to follow what the wants and needs of the consumer is. With a product like Every Man’s Vodka, we are fully prepared to make this the new beer for the whole world. If we can start our marketing in the college scene and have it spread to the sport and bar scene we will be just fine.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, Tuesday, December 13, 2011.