Concentrated Marketing

“Using a concentrated marketing (or niche marketing) strategy, instead of going after a small share of a large market, the firm goes after a large share of one or few smaller segments or niches. (Armstrong & Kotler – Marketing 9e Ch.6 pg.179)”

As stated before Kettle V. is going after the trend setters and leaders who go with their own flow. That is why we are targeting the sexy people who go out at night to nightclubs and trendy restaurants and also the sophisticated that do elaborate dinner parties and attend art galleries and book readings. These are the types of people we want to be drinking Kettle V.