Target Market Strategy

The target market strategy of Sweet Breeze Vodka will focus on women in summer climates and geographical areas tending towards subtropical climates in the summer (i.e. Southern US, Florida, California, etc.). This closely ties into the lifestyle choices made by this specific target market as socially active females. “A lifestyle is a mode of living; it is the way people decide to live their lives. In other words, they are choosing products and services that meet diverse needs and interests rather than conforming to traditional stereotypes.” (Lamb, Hair, McDaniel, p. 34) Following implementation and recognition of the specific target market for this particular brand of vodka, we immediately move into the advertising and evaluation portion of the plan by aggressively entering into multi-media advertising (TV, Print, Web). “Advertising appeals typically play off of consumer’s emotions or address some need or want the consumer has.” (Lamb, Hair, McDaniel, p. 230) During the evaluation portion of the market plan, following the initial release, that is when we determine exactly how much this our product campaign actually does appeal to our targeted market. “The positioning task is to identify undeserved market segments and to develop marketing programs that match their needs rather than to target the niches that may be most profitable.” (Lamb, Hair, McDaniel, p. 169) For example, this vodka is a complement to many other summer time drinks. It functions quite fantastically and deliciously on its own, but it can also make virtually any imaginable summer cocktail even better.