Target Market Strategy

Phileas’ Snake Skin Chips concerns for their market are no different than the next provider of “fun treats” dietary trends have been leaning toward healthier eating.  “Top marketers all share a common goal: putting the consumer at the heart of marketing. Today’s marketing is all about creating customer value and building profitable customer relationships.” (Preface xxii)  Customers who are adventurous are the segment of the population that Phileas’ chips will be marketed to.    With a bent on creating a healthful adventuresome snack Phileas’ Chips will work toward reducing the fat content.  In reducing the fat content but maintaining the flavor we can still attract all those who enjoy adventure, an option that is fun to share with friends and seems exotic enough that even the toughest of guys and gals can enjoy these chips.  Some of the latest trend has been to market towards men, Phileas’ Snake Skin Chips will market to the entire consumer base and then Phileas’ will let the “Chips” fall where they may. “It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers.” (Preface xxii) Phileas’ will bring in consumers from a local community, carefully choosing a group of consumers from and around a nearby College, this will provide a cross section of the community, jocks, sports enthusiasts, well-traveled intellects, men, women, children and foreign exchange students, the focus group will help Phileas’ to narrow their focus on how well the chips were received by the various groups within the marketplace.  Once this is complete then a promotion can be developed with the targeted group in mind.