Target Market Strategy

All companies should have a marketing strategy and the marketing strategy should include a target market strategy. Our facial wash will be targeting men ages 18-45. Our marketing strategy will be achieved by creating value for our target customers. We will do this by using the concept of segmentation, targeting, differentiation and positioning. We will use segmentation to divide the total market into smaller segments. We will use targeting to select the segment or segments to enter. We will use differentiation to differentiate the market offering to create superior customer value. We will use positioning to position the market offering in the minds of target customers. We will evaluate the needs and behaviors our clients value. We will make our product attractive to men. We will differentiate our customer service from the service of our competitors and we will locate our product strategically. We will start  local by listening to analysts that say "By all means go global, but the first thing you have to do is win on the ground. You have to go local". (Armstrong & Kotler (2011)Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, pg 495). We will also listen to another analyst that says "You need to respect local culture and become a part of it". (Armstrong & Kotler (2011)Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, pg 495) A global brand must "engage with consumers in a way that feels local to them". (Armstrong & Kotler (2011)Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, pg 495). According to this advice we will go local before we even think about going global.  Our strategy to target men is using sex to show that face wash is appealing. I think that we can try to position some facial wash as a cross sell at automotive stores right next to the hand wash. A lot of mechanics faces get dirty when they're working on cars and I feel that if marketed with the right signage this could be effective. I have attached an idea of what this may look like.

 

Targeting is not only about who we are serving but how we will serve them. the Ritz Carlton shares the idea of “The Ritz-Carlton Experience”—one that “enlivens the senses, instills a sense of well-being, and fulfills even the unexpressed wishes and needs of our guests.” (Armstrong & Kotler (2011)Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, pg 193) It is going to be our job to provide a similar idea in that we want our customer to have the sense that if they use our product they will have a clean fresh face. Targeting also has to do with how a product is positioned. We want to place our product in our customers minds relative to our competing products. “Products are created in the factory, but brands are created in the mind,” (Armstrong & Kotler (2011)Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, pg 193) We are going to place our product in our male customers minds by using the slogan "Because she won't kiss anything that isn't Clean & Clear. This slogan will give our target customer something catchy that will be embedded in their minds.