What is a target market Reviewing the marketing mix with WKD PPS drink
What is a target Market? Review how an ‘organisation of your choice’ adapts their marketing mix to meet the needs of their target market. ... 0 Page 3 Target Consumer 2. ... 0 Introduction: WKD is an alcoholic product owned by Beverage Brands. On the WKD website (www.wkd. ... uk) they claim to be one of the fastest growing PPS’s (Pre-Packaged Spirits). WKD have their products on sale in over 25 countries world wide and use a number of channels to sell their product on both the on-trade and off-trade market. By selling their product in a number of different locations they are aiming to try and achieve optimum market share for the product. ... 0 Target market: Targeting a market is becoming increasingly more difficult due to more aggressive international competition and the increasing sophistication of the customer. Customers now have become more demanding and marketers can not only fulfil a basic functional purpose, but also need to provide positive benefits and therefore adapting the marketing mix is a highly skilful and complex process, and if done incorrectly can have a damaging effect to the product. WKD generally has a target market of younger drinkers and unlike other PPS companies they target their product at young males, rather than females. The marketing manager for WKD (Debbie Vard) summed up their target market when she said "The target market is adult drinkers between the ages of 22 and 35. ... 0 Product Kotler & Armstrong (2004) defined product as ‘anything that can be offered to the market for attention, acquisition, use, or consumption that might satisfy a want or need. ... Branding is the face of WKD they use the word ‘WKD’ which is a shortened version for ‘wicked’ for branding purposes which is easier to remember and gives customers a better brand image, of feeling naughty when you buy this product. ... WKD is available in three different flavours, which all possess a transparent and modern image. ... Vodka Silver is the latest addition to the WKD range, and possesses a lemon flavour. The design of WKD’s products is very simple: The bottle is made of transparent glass. It has large letters arranged vertically saying ‘WKD’, ‘original’ (for alcohol 5% vol) or ‘shot’ (for alcohol 40% vol) horizontally underneath on the bottle. Although the design is simple, the visible colour of the drink brings the packaging alive. The quality of WKD is very good; there are two kinds of alcohol %: 5% vol and 40% vol. And the WKD products are 5% ABV. WKD has many differentiating factors which distinguish itself as a unique product. The unique selling points for WKD is it’s unusual distinctive flavours, compared to other brands which are mainly fruit flavoured. It is also the only PPS that is targeted at the male market and in doing so can adapt its marketing mix to attract a bigger market share.