Target Market Strategy

Product placement in stores would be my main target market strategy. "The process of evaluating each market's segment's attractiveness and selecting one or more segments to enter" (Armstrong and Kotler, pg. 175).  By understanding my target audience, I will be able to strategically place Thai Chili Crisps to maximize profit.  Since Thai Chili Crisps are best accompanied by alcohol, it would be most beneficial to place the product near the beer/liquor in a store.  Rather than having them on a shelf and getting lost among all other chips, pretzels, etc., they would be featured on an end-cap rack to attract consumers.  Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers (Armstrong and Kotler, pg. 175).  The advertising of the product packaging will be an important strategy for targeting adults.  The bag will display a gentleman sitting with a bowl of Thai Chili Crisps in front of him along side a glass of beer.  By including the beer on the product's bag, this will eliminate children and adolescents from the target market.  The product's packaging will narrow the target market down to people over the age of 21 who drink alcohol.  "Developing separate marketing plans for the separate segments requires extra marketing research, forecasting, sales analysis, promotion planning, and channel management" (Kotler & Armstrong, 188).