Marketing Strategy

Marketing strategy involves the activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target marketers" (MKT 3 McDaniels Lamb Hair, Ch 2, pg 24).

Target Market Strategy

When first coming up with the idea of DOMINATION we sat around discussing what we wanted as our target market and we came up with Generation Y. In general, people from this time are more diverse, street smart, inquisitive, and connected. All of these qualities make for a perfect target market. We are seeking women who shop a places such as Abercrombie, Coach, Chanel, Nordstroms, and Gucci, just to name a few. These are the consumers that are not money conscious and the ones we thrive for. We are also seeking those women who wish they shopped at places such as these and want to be seen as one of them. These are the consumers that will save their money because they feel lucky to placed in such a category.