Final Project Target Strategy

To fit within a well planned marketing strategy, Wyth Nu Productions will follow three simple principles.  The first of the three will be differentiated marketing, better known as segmented.  Our first approach will get majority of a population of the Mormon religion to buy our beer brand.  Well will fly sales people to Salt Lake City and Hawaii.  In Salt Lake City there are over 85% of the population Mormon members.  We will setup stands outside of grocery stores, malls and events such as the Latter Day Saint Priesthood Conference.  Once we establish as customer base there we will then good to the campus of Brigham Young University.  The college is a Mormon based college.  The BYU Cougars football team will be hosting the 5^th Annual Mexico Bowl, on December 18^th, 2011.  We will make sure that we position salesmen and women at such record setting events.  “Thus, in target marketing, the issue is not really who is targeted but rather how and for what.” Pg 193 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  We feel that by targeting members first, at sporting events, church events and other Mormon based events we are not violating any rules or regulations.  The next principal we believe in is micro marketing.  With micro-marketing we will be able to allow The Mormon Missionaries to target families, or non-members individually.  This allows for more one on one about the brand and the reason for its creation.  The Mormon Missinaries have been vey effective with teach people about the religion and getting people to convert to the Mormon Religion.  Last but not least, “A company should enter only segments in which it can create superior customer value and gain advantages over competitors”. Pg 186 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing .  We have an edge over our competitors, because Mormon religious members, and some non members do not drink alcoholic beverages.  Therefore by creating the non-alcholic Mormon Crunk Juice, we can target them, and create a competitive advantage over our competitors.