Final Project: Target Market Strategy

In order to bring new customers, mainly men, to our market, their are several different ways I would go after obtaining them. Women already have a deep love for candles and are a group of people that are committed to their specific brands of candles. Men on the other hand have absolutely no preference to candles because they have always been seen as items for the opposites. This allows educating customers on what the product is and creating a new following. When a man commits to a razor he may be with that company or type for years to come, its something that he is committed to. But with something as unknown as candles he will need to be educated as to why he would want to stick with a certain brand. I see education as a way of promotion towards Yankee candles for men. But this is not the only way of targeting this market."You’ll find that promotion is not a single tool but rather a mix of several tools"(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.375) Customers are going to be encouraged to be ambitious and try something that while not different, but is not in maybe there daily routines. Candles are not a new product, but they can be for men."New products are the lifeblood of a company"(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.245)