Target Market - Research Paper Example

Target Market Kotler argues that one of the key concepts in marketing management is to choose target market correctly and communicate them effectively about the product. None of the product can ever satisfy everyone in the market. That is why so many companies vie for their share in the market by carefully choosing their target market based on the features of the product and distinct need of the customer that can be satisfied through their product offering.Anheuser-Busch has developed a product called a zero calorie beer.

The product has been developed keeping in mind the distinct class of people who want to have their daily dose of beer but at the same time scared of adding extra calories in their body. Anheuser-Busch needs to identify target customers before communicating them about the product. Currently, people are quite conscious about the fact that obesity increases the risk of diseases such as diabetes and heart related issues. The statistics reveal that Obesity prevalence is 30 percent or more in 12 states in the US.

Among these Mississippi had the highest obesity rate of 34.9 percent in 2011. Other states are Missouri, Oklahoma, South Carolina, Texas, Michigan, Kentucky, Indiana, Louisiana, West Virginia, Alabama and Arkansas. The statistics also reveal that non-Hispanic blacks have the highest rates of obesity at 49.5 percent compared to non-Hispanics whites at 34.3 percent. It has also been found that higher income class among non-Hispanic black suffers most from obesity (Overweight and Obesity, 2012).

The survey done by Gallup further revealed that obesity has increased significantly in older people in their 40s, 70s and 80s (Heavey, 2012).From the above findings, it is clear that Anheuser-Busch, in its first phase, needs to target non-Hispanic blacks, especially above the age 40, focusing mainly in 12 states with highest obesity rates in the US. ReferencesHeavey, S. (2012). U.S. elderly, middle-aged see higher obesity rates: poll. yahoo.com. Retrieved November 22, 2012 from http://news.yahoo.

com/elderly-middle-aged-see-higher-obesity-rates-poll-152503678.htmlKotler, P (2011). Marketing Management. Prentice-Hall, New Jersey. Print.Overweight and Obesity (2012). Centers for Disease Control and Prevention. Retrieved November 22, 2012 from http://www.cdc.gov/obesity/data/adult.html