IPT Marketing

As a consumer-focused company, Its Popcorn magazine (IPT) impart be joining the ranks of such organizations as Nike, Diageo/Guinness (a liquor distri exceptor), AAA, and ford Motor Company. What this means is simply that IPT will go forward with tradeing strategies that atomic number 18 designed to serve the customers, anticipate their needs and deliver lever through the distribution of a quality product.Through the use of segmenting, prating, positioning, and variousiation, IPT will be utilizing the same strategies major corporations do and develop a think which focuses on reaching its consumers. Ford Motor Company rolled verboten a tender(a) consumer-focused marketing strategy in 2000 to al slump them to act with their customers. In doing so, they were able to determine the consumers expectations for the vehicles they purchased and follow up with them afterward to figure their needs had been met when they purchased a Ford product. Nike used marketing strategies to ide ntify central geographical areas which promised the greatest growth for the company, then divided the areas into segments in holy order to effectively channelise the new consumer bases.The first step is determining the boundaries of IPTs market and then segmenting it. Currently IPT, enjoys a strong local consumer base which can be divided into retail and wholesale segments. As visible expansion occurs, market segments will need to be further secern with the inclusion of customers throughout the United States and Canada. In addition to this geographical segmentation, victimisation psychographic criterion will identify further segments, such as those who are health-conscious.Targeting involves deciding which of our market segments are most beneficial to IPTs derriere line and using appropriate marketing materials to reach this customer base. For example, IPT presently sells to wholesale accounts who purchase products at a reduced price but distribute them to a wider populatio n. Consequently, the wholesale market will remain an primal aspect of reaching future sales goals. Popcorn and pretzels can target the health-conscious segment by marketing their low fat, low sugar and low caloric composition.Positioning IPT in the market will consist of development a distinctive brand image that focuses on the quality of its offerings. By focusing on the quality, variety, and uniqueness of products in addition to IPTs top-flight customer service standards, IPT will create its position in the market to more effectively target market segments and reduce the threat of competition.What makes IPT different from other food products companies? It is the ease of ordering, which will be further enhance by the creation of a point-of-sale website, the types of products, showcased by Pennsylvania Dutch treats, and the delivery of service which conforms to, or exceeds, customer expectation. IPTs products are distinctive and tasty. They are not the cheapest nor most expensiv e on the market callable to the quality ingredients used and this will differentiate IPT from other, more mainstream companies as easily as gourmet foods distributors.As part of targeting, positioning and differentiation the sideline strategies will be employed1) Advertising Develop an innovative track down for introduction of new products and the expansion of the companys core portfolio of pretzels and popcorn through advertising in traditional media as tumesce as creation of the website.2) Sales promotion to include an aggressive sales blitzkrieg with managers handing out catalogs, coupons and samples. Marketing materials will be carefully developed to target both retail and wholesale segments.3) Public relations IPT must be visible in the community, particularly in those geographic areas which are new markets, through the use of local newspaper advertising, sponsorships and promotional events.4) Customer kinship Management CRM practices will be instituted to retain exi sting clients as well as create a forum for testing the introduction of new products. Works CitedFord Motor Company Announces Consumer-Focused Organization for the 21st ampere-second. Ford Motor Company Press Releases. Retrieved January 15, 2008Nike Promotions Create Consumer-Focused Structure (August, 2006). presentment and Design Ideas. Retrieved January 15, 2008.Schewe, Charles D. Segmenting, Targeting, and Positioning Cornerstones of Marketing Management. University of Massachusetts. Retrieved January 15, 2008