Let’s try something a bit different and look at a scenario.
Sam, the owner of a small independently owned pizzeria, developed a new low-fat pizza targeted to health conscious women. Three months after launching the new pizza he observed that the pizza was extremely popular among younger women but not in his intended target market. What steps could Sam take to correct the situation?
Now, feel free to add your own comments here. In fact, I’m hoping that this starts a nice discussion about his marketing methods and techniques since so little is actually defined. However, I’m going to offer my own insights as well.
First, Sam needs to better established what his target market is. His target market could get broken down into so many different groups (overweight women trying to lose weight, women who use the gym regularly, etc.) that he’s really wasting his marketing efforts right now because his marketing campaign is likely not targeted enough. A bit of research into his target market, or at least a better definition of what exactly that market is, will likely yield a better of understanding of how to market to it.
Once Sam has established what his target market actually is the next step is to create a series of campaigns directly targeted at that market. However, since Sam is already seeing success with a different market he should also focus some marketing on that market as well. There’s no such thing as having too many customers in the fast-food industry, and attracting a larger percentage of more than one market will help create higher profits.
If Sam determines that his target market is women who use the gym regularly, he may launch an advertising campaign that shows a women eating his new low-fat pizza after working out, accompanied by a slogan like “Loaded with 21 grams of protein and only 3 grams of fat”. He would likely see a good amount of success with that campaign because women who use the gym regularly likely see the advantages of a high protein content.
Lastly, he should split-test his advertising campaign across several mediums in order to determine which medium is having the greatest effect. He may find that advertising on billboards outside of local gyms may be much more effective than traditional flyer’s and coupons.
What do you guys think will help solve Sam’s problem?
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