Target Market Strategy

Unicorn Vodka is targeting males and females but specifically a certain type of male and female. Together they share a love for the night life, fashion, sex and the legal drinking age. “The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 10. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online).

Meet Leo: He is a fun outgoing young homosexual male that loves to party between the ages of 21-27. He is 100% into his image, driven by sex and stays up to date on all of the latest trends. He is experimental when it comes to his personal style and loves playing with silhouettes. He views music festivals as a must have in his life and his closet is his most prized possession. Leo has a relative minimum income of $27,000 a year and does a lot of work on the side to maintain his image.

Meet Kandi: She is an adventurous kawaii babe that is a true free spirit driven by sex between the ages of 21-29. Her fashion style of the day is determined by the way she feels in the morning but is always bright and colorful. Her friends constantly think she’s on her way to a music festival because she’s always dripping in color and lives for the flashing lights. She is the ultimate fembot with a highly active Tumblr account. Her most prized possessions are her plush toys and she wouldn’t be caught without her nails did. Her income is between $18,000 and $24,000 a year, also while modeling for certain brands she receives clothing as payment.

By selecting a specific target market we are allowing ourselves to serve our customers well. By selling Unicorn Vodka at music festivals we are delivering our customers an experience to satisfy or exceed their needs. “Some people think of marketing management as finding as many customers as possible and increasing demand. Instead, the company wants to select only customers that it can serve well and profitably” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 9. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online).