Target Market Strategy

"There are five alternative concepts under which organizations design and carry out their marketing strategies: the production, product, selling, marketing, and societal marketing concepts." (Marketing: An Introduction, Armstrong/Kotler - pg. 10)

Candy Striper was initially developed by women, for women -- but not just your average daily woman, we're talking the hardworking mothers and business women that have very little time to sit back and relax. With Candy Striper, you do not have to be an avid drinker, because you are not limited to an exclusively alcoholic drink: are you settling down for the evening and want a cup of coffee to finish your meal? Well, why not add a dash of Candy Striper to spice up that cup of joe!

"The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do." (Marketing: An Introduction, Armstrong/Kotler - pg. 10-11)

By making Candy Striper conveniently available at the largest liquor stores and at a reasonable price, consumers will not have to go out of their way to find this holiday delight. On average, women do all of the shopping within a household, and what is it that women want? Actually, we'll get back to you on that one, but more specifically: what do women want from a drink? A good taste, not many calories, something affordable. Candy Striper is all of these things, with just the right amount of sweet that does not overload, yet gives a little spice to an ordinary beverage.

"The Societal Marketing is the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests." (Marketing: An Introduction, Armstrong/Kotler - pg. 11-12)