FINAL PROJECT: Target Market Strategy

Flareout will utilize a brand building (pull) strategy as the basis for our marketing plan. We will position our print media spend in magazines that influence our target consumer and validate the brand. The publications we will utilize are: W, Vogue, Cosmopolitan, and Vanity Fair. These are the same publications retail buyers and trend analysts to find emerging brands or trends. In addition to paid ads in regional issues of the publications mentioned, we will have a PR firm to develop a program for obtaining product placement and celebrity endorsements. Our media and PR strategy will bring the brand to the front for the consumer and set the stage for our image development. We will have a separate plan to market to retailers at trade shows. In addition we will develop a unique in-store graphic and communication package that explains our products benefits and advantages at point of sale. The popularity of hair has grown immensely in the last decade. Those who are familiar with hair products are well aware of how fun and addicting an evening out can be when you want to look fierce. Those who have not yet experienced the thrill of gracefully applying hair products on need a convenient, relaxed atmosphere, where they can feel comfortable learning and utilizing current popular looks. Flareout seeks to provide its customers with affordable quality service and products in a fun and supportive environment.
"Consumer value and relationships are at the center of marketing strategy and programs."
(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions 7.6.3).
Through market segmentation, targeting, differentiation, and positioning, the company divides the total market into smaller segments, selects segments it can best serve, and decides how it wants to bring value to target consumers in the selected segments.
(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions 7.6.3).