Mkt 571 Phase Ii Paper

Bacardi Phase Two

Marketing Phase II

MKT 571

University of Phoenix

Segmentation and Target Market

“Segmentation is to aim at one or more homogeneous segments and try to develop a different marketing mix for each segment. (Perreault & McCarthy, 2005, p.69) The organic ingredients used in Nature’s Pleasure will not appeal to everyone. There will be some who see this as just another wine cooler while others will purchase this product because of the organic ingredients used to make this beverage.

Segmentation will help determine what and where to focus our resources in an effort to sell more products. Our target market consists of females between the ages of 21 and 55 who are living in metropolitan areas and have an income of $15,000 to $35,000. There are some potential roadblocks that can be avoided when segmenting. If our product was just coming out and was a “one of a kind item”, we would conduct a survey to determine if the market was ready for a new wine cooler or not. Instead of being able to narrow in on potential buyers, we would have to try and cover a wide range.

Organizational buyers and Consumers

In order to make out new beverage a success we have to market it in the areas where the demand would be the highest. In order to complete this task we would need to start in California. California has five of the top eight healthiest places to live in the United States (Sperling’s Best Places, 2008). Our product could be placed in numerous grocery stores and liquor stores. The ability to be able to place products in these retail stores would be easier due to the popularity of the other Bacardi products. An untapped resource might be health food stores such as General Nutrition Center. Another place of interest might be organic stores such as Native Sun.

The initial phase of the product could focus on California and slowly spread operations from the west coast to the east coast. In order to supply any manufacturer who might want to...