Final Project : Marketing Strategy : Target Market Strategy

Target Marketing Strategy

The Vice Vodka marketing strategy is to create a collection of premium vodka to introduce to the adult market population in Las Vegas. Focal point of market penetration is through Vice Vodka company contacts throughout the Las Vegas club scene e.g. Vanity club of Hard Rock Hotel, Pure club of Caesar’s Palace, Chateau’ club of Paris Hotel, Rain club, Blue Martini.

The target market of the Vice Vodka collection is the adult population, specifically adults who go clubbing in Las Vegas. While expansion to liquor stores, hotels, and other local establishments is part of the company overall marketing strategy, the entry market base is the Las Vegas clubs.

"The company’s marketing strategy outlines which customers the company will serve and how it will create value for these customers. Next, the marketer develops an integrated marketing program that will actually deliver the intended value to target customers. The marketing program builds customer relationships by transforming the marketing strategy into action. It consists of the firm’s marketing mix, the set of marketing tools the firm uses to implement its marketing strategy."

.Cited.  Marketing Creating and Capturing Customer Value(page 17 of 52 — printed page 13)