Target Market Strategy

It is vitally important to have some kind of a target marketing strategy to help guide them to where exactly they should be heading in the market. A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels."(2 Company and Marketing Strategy Partnering to ... ; Marketing: An Introduction; Armstrong/Kotler; pg33) One of the first things we were thinking about doing at Andes Vodka is to start promoting ourselves with mini bottles of Andes Vodka and giving them away for free at certain luxury casinos. We are so confident in our product that we don’t have a doubt that customers will head back to the bars/clubs asking for their next glass of Andes Vodka on the rocks. "It outlines how the company intends to create value for target customers in order to capture value in return." ( Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... ; pg33) The target customers that we are trying to approach are those who are all about luxury lifestyle. We don’t want to be anywhere near the market that the low-brand vodkas are held at. We want to be a few steps above and beyond the competition, for we, are a truly incomparable brand of Vodka.