Marketing Advertising IMC Plan (Glaceau co.)

Marketing Advertising IMC Plan (Glaceau co.) Research Paper example
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Student Name Professor Name Course Name 10th December 2012 Marketing Advertising IMC Plan Targeting Targeting means splitting the market into different segments and analyzing each segment for the benefit it offers to the company. This is a primary requirement for any company before it decides to spend a large amount of money on advertisements and other marketing methods.


Customers are not segregated on the basis of age, sex, color or race. 2) Differentiated Marketing In this sort of marketing strategy the firm tries to target different segments of the market and a different marketing strategy is adopted for each segment of the market. 3) Concentrated Marketing In this strategy the firm chooses one segment of the market and focuses exclusively on that particular segment for its products. The product fulfils the needs of that particular group of customers only. For our product –Glaceau Smart and Vitamin Water; we have decided to apply the concentrated marketing strategy. We are going to target only one section of the customers for our products. The target market which has been selected for our product has the following features – Smart Water Men above 35 years of age Economically successful – main target is upper middle class male; more than $ 60,000 income. Marital status : Married Focused on staying young and healthy – visits the gym regularly or exercises ,buys health drinks Occupied in sedentary jobs like management, software professionals etc. ...
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