Target Market Strategy

A target marketing strategy “consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels.” (Marketing an Introduction, Armstrong/Kotler, pg. 33 of 43) In discussing Febreeze Sport Extreme Odor Eliminator and the strategies to bring it to its target market lets first look at what the product is. It is air freshener. So what! There are hundreds of air fresheners on the market in over 2000 flavors around the world. This product is unique in the respect that it is targeting active males between the age of 18 and 40. This group of men all has one thing in common in the fact that they make up the most active portion of the male population. That means that this group sweats and stinks on a regular basis. Men are tired of seeing them selves being portrayed as fat, lazy, beer drinkers that cannot think for themselves. This product is designed with them in mind to their unique needs. We offer an air freshener that is tailored to their individual needs while still remaining eco-friendly. This idea “outlines how the company intends to create value for target customers in order to capture value in return.”(Marketing an Introduction, Armstrong/Kotler, pg. 33 of 43) The target market will see the value in this item and company as soon as they smell it. From the first time they understand the importance of this product they will make the decision that it is needed in their lives in a permanent way.