Target Market Strategy

Target Market Strategizing is "the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter"(Marketing An Introduction 10th Edition p4). Because C'est La Vie Vodka appeals to the adventurous lovers of everything Paris, we've decided that our vodka would most appeal to young adult women ages 21 to 30 who dream of travel and have a sweet tooth for French pastries. They mostly likely live in suburban areas and are mostly likely still attending college if not established in their careers but don't have enough funds to travel the world specifically to Paris at a young age. We chose this market over any other market because men would not want to be seen drinking a feminine drink even if it tastes good and older women may find it childish and not to their liking. "Identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Instead of scattering their marketing efforts (the “shotgun” approach), firms are focusing on the buyers who have greater interest in the values they create best (the “rifle” approach)"(Marketing An Introduction 10th Edition p3). C'est La Vie Vodka as a company choses to use the rifle approach of target market strategizing simply because we know exactly who our vodka would most likely appeal to over other possible markets.