Target Market Strategy

"Once it fully understands consumers and the marketplace, marketing management can design a customer-driven marketing strategy. We define marketing management as the art and science of choosing target markets and building profitable relationships with them. The marketing manager’s aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value." (Kohler/Armstrong, Marketing:  An Introduction, pg 9).

Our target market for Northern Lights Vodka ranges from ages 25-45. Northern Lights chose to market to a wide range of ages due to the growing need of premium vodkas within the vodka market.  Northern Lights Vodka embodies a classier side of the vodka market than it's other vodka competitors.

"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. For example, Nordstrom stores profitably target affluent professionals; Family Dollar stores profitably target families with more modest means. Ultimately, marketing managers must decide which customers they want to target and on the level, timing, and nature of their demand. Simply put, marketing management is customer management and demand management." (Kohler/Armstrong, Marketing:  An Introduction, pg 9).

Northern Lights Distillery has a clear vision on who our target market would be.  Our vision is that Northern Lights vodka is a top shelf premium vodka, that is distributed to premier clubs and bars within the global community.