Caabana Boy Rums Case Study

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In the field of marketing, the primary objective of an organization is to satisfy the consumer needs. It is very obvious, however, that not all consumer needs can be satisfied. By identifying its potential subsets or target markets, the organization can concentrate its efforts on certain needs of the specific groups of potential consumers. In this case of the Cabana Boy Flavored Rums, young adults with legal age of drinking are the primary target market for this product. The Cabana Boy Flavored Rums is a product brand of flavored light-alcoholic beverage. There are couple reasons for young adults to be identified as the primary target market for the Cabana Boy Rums: its promotion, product, and price. As the promotion technique of the product, the web site provides audiences the information about the six different flavors of rums. Attention from audiences can be drawn from the interesting “dress up” game and…show more content…
It is certain that some young adults may have already established brand loyalty to companies of some other alcoholic products. However, for some other young adults, certain brands or types of alcohol can be too strong, and some can be quite unaffordable or simply “boring”. As for its target market, the Cabana Boy Rums concentrates its efforts on those young adults who do not like the taste of those strong alcohols, those who do not wish to spend a lot of money on high-class alcohols, like champagnes and wines, and those who just like to try newly designed product and, perhaps, would like to be one of the stylish “Cabana Boys”. Although there is no specific secondary target market for the Cabana Boy Rums, its product can appeal to anyone in the market, such as those older adults who have had other companies’ products for long period and simply wish to try or even

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