Target Market Strategy

In positioning its product, the company first identifies possible customer value differences that provide competitive advantages upon which to build the position. The company can offer greater customer value either by charging lower prices than competitors, or by offering more benefits to justify higher prices PAGE 53 The marketing strategy I have decided to do is to target those who are looking for better options for their breakfast meals. There are many benefits when switching from regular morning hotcakes to the healthy alternative of whole-grain pancakes. If people were to start their day off with a more health choice, then they may succeed in making better choices for their meals for the rest of the day. Breakfast is an important part of starting off your day, so its almost ideal to make it a healthy breakfast. But if the company promises greater value, it must then deliver that greater value. Thus, effective positioning begins with differentiation—actually differentiating the company’s market offering so that it gives consumers more value. Once the company has chosen a desired position, it must take strong steps to deliver and communicate that position to target consumers. The company’s entire marketing program should support the chosen positioning strategy PAGE 53. I know that a lot of people tend to skip breakfast as a whole and think they will be fine as long as the make up for it around lunch time, but this is not the case. Its important that people eat a breakfast and as the saying goes, “it's an essential foundation of a successful day.” Say that there was someone who was following a diet and absolutely loved to have pancakes or waffles for breakfast mainly for the sweet element. Unfortunately, there is not a whole lot of healthy options for them. That is where the whole-grain pancakes come in, with blueberries of course. Instead of having to resort to sugary stuff like most cereals or the ugly texture associated with oatmeal. And maybe if those who actually are not on a diet, they could be inspired to go for the alternative of whole-grain pancakes and start making healthier choices.