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Essay / Research Paper Abstract
This 4-page paper describes target market selection for a generic brand detergent sold in grocery stores.
Page Count:
4 pages (~225 words per page)
File: D0_MTtargetma.rtf
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Unformatted sample text from the term paper:
where to direct that promotional program to. In other words, the specific target market that might be receptive to more information about the product. This paper will examine the necessary
steps a marketer needs to take to find a target market and to direct a specific plan to that market. The product highlighted in this paper is low-cost generic laundry
detergent that is available on grocery store shelves. Were assuming, for the sake of expediency, that the makers of this detergent have already
purloined appropriate shelf space from the grocery store (which can be an interesting task in and of itself). The challenge here is that our detergent in question is competing with
a lot of brand names on the shelf -- brand names that are backed by a national advertising campaign. The goal, therefore, of this particular target marketing plan, is to
identify the target market, then determine how best to approach the market through promotion. First, an analysis of the product would be the
place to start. This is a generic laundry detergent, meaning the price is likely lower than the brand names. Second, its being sold in grocery stores, which puts it in
the category of a "convenience" item -- in other words, the shopper in question can conceivably buy his/her groceries AND pick up laundry detergent on the same trip to the
store. While packaging isnt mentioned, well assume that, though the brand is generic, the detergent comes in a powder format, which tends to be less expensive than comparable liquid brands.
Well also assume that the package talks about the benefits of this particular detergent over its competition. Maybe it adds a "clean scent" or has "bleach-whitening power for cents less
...