My Marketing Strategy

According to Kotler, “The goal is create value for customers and build profitable customer relationships. Next comes marketing strategy-the marketing logic by which the company hopes to create this customer value and achieve these profitable relationships…It identifies the total market, then divides it into the small segments, selects the most promising segments, and focuses on serving and satisfying customers in these segments.” My market segment is clear: image-driven women who value convenience, regardless of price. I’ve realized that my market won’t be so big, as there aren’t many women who require these certain demands. As Kotler suggests, my product will be a “market niche and will specialize in serving customer segments that major competitors overlook and ignore.” There are lot cookbooks that are designed to help you loose weight if you’re willing to be committed and others that guarantee faster, easier, weight loss. But what about those women that already have their ideal body and have trouble maintaining it because of their busy schedule? I’ve developed a product that won’t appeal to every consumer, but will strive to be the best fit to those in need of it.


Quote 4/ Chapter 2
Pg 47: My Marketing Strategy
(Philip Kotler, Marketing, An Introduction)