Marketing Mix

"Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment. We will now look briefly at each activity" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch02fig04)

Leisure's marketing segment would be geared to the upper income consumers because the main focus of the "however you want it cigar" would be costly.  Cigar's are already a niche market in themselves but what sets our target market apart, is that we are focusing on having a unique place where cigar coniseurs can create their own, kind of like Build A Bear."A company with limited resources might decide to serve only one or a few special segments or “market niches.” Such “nichers” specialize in serving customer segments that major competitors overlook or ignore. For example, Ferrari sells only 1,500 of its very high-performance cars in the United States each year, but at very high prices—from an eye-opening $229,500 for its Ferrari F430 F1 Spider convertible to an astonishing more than $2 million for its FXX super sports car, which can be driven only on race tracks (it usually sells 10 in the United States each year). Most nichers aren’t quite so exotic. White Wave, maker of Silk Soymilk, has found its niche as the nation’s largest soymilk producer. And although Logitech is only a fraction the size of giant Microsoft, through skillful niching, it dominates the PC mouse market, with Microsoft as its runner up" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch02box02).

What positions Leisure's cigar experience apart from the other cigar shops and lounges, is the uniqueness of the client getting to choose the different ingredients for their cigars.  It will be up to management to recommend certain types that enhance each other as well as offering Leisure's own speciality concoctions. " A product’s position is the place the product occupies relative to competitors’ products in consumers’ minds. Marketers want to develop unique market positions for their products. If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it.  Positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. As one positioning expert puts it, positioning is “why a shopper will pay a little more for your brand.”14 Thus, marketers plan positions that distinguish their products from competing brands and give them the greatest advantage in their target markets" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch02lev3sec5).

In this type of niche market the price is going to be more excepting.  Leisures will be able to afford to charge the customer the higher price, because cigar costs have a large range and the fact that client gets to have "full control" over their purchases.  The place would need to be located in a central location where there would be the "cigar niche" market.  I chose the location to be in Seven Hills and is catacornered off of Anthem, where the wealthier class of Vegas resides.  Promotion would be taken in several different routes such as contacting all the local magazines and newspapers and inviting them to rate the quality of the cigars.  There is also always the several different avenues of promoting on the internet and attending networking functions."The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as “the four Ps”: product, price, place, and promotion" (The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as “the four Ps”: product, price, place, and promotion" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/pg53)