Target marketing strategy

"The company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch01boxs14).


The target market I want to closely hone in on is men ages 25-60.  To go further in depth, the type of men that will be most attracted to Leisures, are mostly men from the higher income classes.  As for the younger higher income, which would be from ages 25- 35, I would be focusing mostly on self employed, probably men that have a focus in sales.  The reason for this is, because self employed individuals work that much harder to make money so that they do have the income to support their various hobbies.  From research I have gathered that men whom work in sales tend to have a more expensive taste, they always want what is the best at the time.  As for the older men, ages 36-60, they are either established in a steady career with  a steady income and need to blow off steam or they are in the midst of retirement years and are gearing more towards what they can do to take up their time.  Leisures would be a very tempting place to escape, kind of like a man cave, but more refined.

"To design a winning marketing strategy, the marketing manager must answer two important questions: What customers will we serve (what’s our target market)? and How can we serve these customers best (what’s our value proposition)?-- The company must also decide how it will serve targeted customers—how it will differentiate and position itself in the marketplace. A brand’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch01boxs14).

The way I will serve this target market of men is simply by sticking to my mission statement.  Leisures, your home away from home.  The design of the cigar bar is to have the best quality, in a mans environment that portrays sophistication and class with comfort.  It would be a place for men to congregate and bring their friends to blow off steam and just be men.