Target Market Strategy

At Rock-It Vodka we hope to create the highest customer value by finding the perfect target market for ourselves to thrive in. " Most companies have moved away from mass marketing and toward target marketing—identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each."(Marketing: An Introduction. Armstrong/Kotler. pg.175).By differentiating ourselves as the vodka that drives our customers to be the best at whatever they do,  and our unique take on environmental sustainability we hope to capture long time customer value. Our position in the market is, "To be the perfect vodka for whatever eccentric lifestyle you own.". "Positioning, arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers."(Marketing: An Introduction. Armstrong/Kotler pg 175.). We are intially aiming for two target markets; 21-35 year old hip, artistic middle class youth, who seek interaction with others, with a joy for the night life, a refined sense of taste, and a care for the earth.   Our other target market is for 36-50 year old upper-middle class who in this economic downturn aren't willing to sacrifice a quality product for a highly reduced price-tag.   We hope to create brand awareness between our two main target segments via our online community which promotes our customers to be the best at whatever it is they do, and to share their gifts with the rest of our customers.  This will increase value for our customers who are looking for something that is a little more than just something to drink.  Using social media tools as we explain in the promotion part of our marketing mix we will be able to reach out quite easily to much of our target market, and create some one on one experiences with both markets.  With proper care are precision Rock-It Vodka will grow exponentially as a brand and outward to new and fresh markets here in the United States and throughout the world.