The target market strategy is well
planned and will be executed precisely as follows. “ The many
possibilities can be collected into four groups of variables known as “the four
Ps”: product, price, place, and promotion.” (Pg. 53) Once our target
market is established, we will make ourselves known to the world by having
great customer service people go out and set up booths in stores and possibly
sponsoring events. It is key that all of the people working our very personable
and encourage customer relationships with our brand. With every move we make,
we also want it to be very efficient and effective. “An
effective marketing program blends all of the marketing mix elements into an
integrated marketing program designed to achieve the company’s marketing
objectives by delivering value to consumers.”(Pg. 54) We would also,
stress that part of the cost for the product goes to charities in need. We
would also promote special advantages to the community. However, this only ne
side to the coin. “ The four Ps concept takes the
seller’s view of the market, not the buyer’s view. From the buyer’s viewpoint,
in this age of customer value and relationships, the four Ps might be better
described as the four Cs: Customer Solution, Customer cost, Convenience,
Communication.” (Pg. 54) Convenience would be one of our strong suits,
we firmly believe in being inconvenienced to convenience our customers. We
would be totally transparent in how we obtain our products and the process it
goes through. “Customers see themselves as buying value
or solutions to their problems. And customers are interested in more than just
the price; they are interested in the total costs of obtaining, using, and
disposing of a product. “ (Pg. 55) This is something that is a must for
our company. “ Customers want the product and service
to be as conveniently available as possible. Finally, they want two-way
communication. Marketers would do well to think through the four Cs first and
then build the four Ps on that platform.” (Pg. 55)
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