Marketing Strategy

Target Market Strategy:

“A target market is a defined group that managers feel is most likely to buy a firm’s product.” (Lamb/Hair/McDaniel, 32) Dark Currant will be targeting mainly middle-class women ages 25 – 35. The interesting thing about this age group is that it actually spans the Generation X as well as Generation Y groups. This may bring some challenges when marketing to this group, as we will need to consider the characteristics of both generational market segments. We will respond to the lifestyles of both generations to better focus our advertising and marketing efforts. “Personality and self-concept are reflected in lifestyle. A lifestyle is a mode of living, as identified by a person’s activities, interests, and opinions.” (Lamb/Hair/McDaniel, 63) Soon Dark Currant will release its version for men, increasing our target market substantially.

Before Dark Currant can reach the hands of the target consumer, we must reach out to the target resellers who will carry our product. “The reseller market includes retail and wholesale businesses that buy finished goods and resell them for a profit.” (Lamb/Hair/McDaniel, 97) These resellers include department stores such as Macy’s, Nordstrom, JC Penny, etc. Dark Currant will also target many online retailers such as Amazon.com, Sephora.com and Perfume.com.