Final Project: Target Market Strategy

Initially, Mighty Beer would be out to every 21 and older beer drinker, but now looking back that approach would be self-destructive. The following quote seems to agree, 

“The first question is ‘What consumers will we serve?’. Good marketing companies know that they cannot serve all customers in every way. Instead, they need to focus their resources on the customers they can serve best and most profitably. The second marketing strategy question is “How can we best serve targeted customers?” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 30.

Thus, Mighty Beer was redesigned and tapered to a much closer aim. I did find a guideline to better understand why and where to direct my hard-earned advertising Budget. 

“The company’s marketing strategy outlines which customers the company will serve and how it will create value for these customers. Next, the marketer develops an integrated marketing program that will actually deliver the intended value to target customers.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 12.

Of course, as one moves into more and more detail about targeting Mighty Beer these two initial questions will help focus and shape my inital radio advertising to get the most of my audience. The aim now is to promote during sports events, right after any local concert commercials, and as many rock stations possible.