TARGET MARKET STRATEGY

TWENTY ONE VODKA

Target Market Strategy

"Nike powered its way through the early 1990s, moving aggressively into a dozen new sports, including baseball, golf, skateboarding, wall climbing, bicycling, and hiking. The stillbrash young company slapped its familiar swoosh logo on everything from sunglasses and soccer balls to batting gloves and golf clubs. It seemed that things couldn’t be going any better." (Page 38, Armstrong & Kotler, Marketing: An Introduction)

Finding a target market will create an advantage in selling Twenty One Vodka. Because of the many types of current vodka brands that are already out there the only real way to market to a target audience is to find a niche and then exploit everything possible about that niche market.

Twenty One Vodka is obviously going to target a younger audience because of the lifestyles of those who turn 21 and therefore become legal to purchase and consume alcohol. Not only does this market live a more active lifestyle, but they are more likely to go out and "party" a lot more than those who are older and might consider staying at home or only going out for a limited amount of time.

Another advantage to the younger target audience is that they often times go out to bars, clubs, and venues that serve alcohol in large groups or they go to places where larger groups of younger people are. This leads to an even larger market of vodka consumers and continues to grow that niche market.