Target Market Strategy

We have decided to position ourselves in the middle of the market by choosing our target maket as the working class double income family. We decided to focus on double income families because to us they tend to be set in a routine with more stability, organization and loyalty. Another reason we chose this target market is that we are focused on building life time value with our consumers. As opposed to the youthful college kids who tend to not care as much what they drink and the oldtimers who are set in there ways we dicided this was the best market for us to build relationships with lasting lifetime value. We will execute this with a concentrated niche marketing strategy.Our Focus will be on double income families who enjoy spending the holidays , special occasions and every day  happy moments with friends and loved ones. Gontareks will be available to them mainly through grocery stores, favorite restaurants and local convienence stores. "Through concentrated marketing, the firm achieves a strong market position because of its greater knowledge of consumer needs in the niches it serves and the special reputation it acquires. It can market more effectively by fine-tuning its products, prices, and programs to the needs of carefully defined segments. It can also market more efficiently, targeting its products or services, channels, and communications programs toward only consumers that it can serve best and most profitably." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 189) Being a small and new brand we have limited funds and limited experiance so we decided this was the best approach to select a target market because as stated by Kotler "segments are fairly large and normally attract several competitors, niches are smaller and may attract only one or a few competitors. Niching lets smaller companies focus their limited resources on serving niches that may be unimportant to or overlooked by larger competitors." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 189)