Target Market Strategy: Final Project

My target marketing strategy is broken into two areas. The first area is in business to business, where most of our drive will be in.  The second area is business to consumer. This area is just as important because the consumer is what helps gain market share, and gain brand and customer loyalty. “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.” (Marketing An Introduction, Gary Armstrong, pg. 53)  Our first area, business to business, the strategy is using direct mail, email and face to face vendors to build a rapport with these clients, our main clients being bars and restaurants. These are the businesses that will be selling to the consumer directly. Building this relationship is vital to selling our product. “The selection of potential customers to whom a business wishes to sell products or services. The targeting strategy involves segmenting the market, choosing which segments of the market are appropriate, and determining the products that will be offered in each segment. (businessdictionary.com/) The next area, business to consumer, the strategy there is to keep the customer engaged with the company.  Current research shows that the millennial age group, the ones that are now old enough to drink, do not respond well to direct mail or telephone contact.   Our strategy will be to keep them engaged through social media. Facebook, Instagram, and Twitter being the main social outlets, will be our focus on obtaining and maintaining our customer base.