Final Project: Marketing Strategy

Here at Coco Rum Delights our marketing strategy is very unique, we not only want our customers to experience the tasteful decadent of the rich chocolate and caramel rum we put in every petite bite, but we also want to know more about our customers. Our “mass-marketing strategy focuses on what is common in the needs of consumers rather than on what is different.” (Marketing an Introduction, Armstrong Kotler, Pg. 187) That way we can make sure we genuinely take care of every customer’s needs as a whole. Consumers eat Coco Rum Delight candy bars for many reasons; not only for the experience but also for the taste of the rich decadents of dark chocolate going down your throat in every bite, the smooth taste of the rum cream liqueur that the chocolate is infused with, the look and feel of the beautiful wrapper, the feeling it gives you before, during, and after your finished eating it. Our target market is for women and men above 21, “well-educated, moderate- to high-income individuals, and couples” (Marketing an Introduction, Armstrong Kotler, Pg. 250) who can appreciate the elegance and the greatness of the product. This product is definitely like no other, Coco Rum Delights can only be brought in high end department stores and Whole Food stores. “If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it,” ( Marketing an Introduction, Armstrong Kotler, pg. 52) that’s why we strive to not only bring a unique appearance and taste to this market but also a very unique experience all together.