Target Market Strategy

Our marketing strategy aims towards people who want to life a healthy lifestyle and live longer. The promotion of the concept of veganism is the strategy and the people who are unfamiliar with the idea is the target. Our marketing strategy, to simply put aesthetically is, “If the rest of the world is going green, our bodies should go green too.” There really is nothing bad about following the vegan lifestyle and the only thing one can do is gain health benefits from it. I have reiterated this before but it really is the target marketing strategy of the restaurant so it is always worth repeating and the restaurant is up for that promise. “The company can offer greater customer value either by charging lower prices than competitors, or by offering more benefits to justify higher prices. But if the company promises greater value, it must then deliver that greater value.” (Marketing: An Introduction for Education Management Corporation, pg. 53).

So why us? Our mission statement offers the reasons why perfectly: Veganism keeps the body up to optimal health and to live longer. Following a vegan diet improves health such as clear skin, easier digestion, lower risks of diseases, and better weight management. An improved health means a better life. It also benefits animals since they and their children are not used in a vegan diet, which is the definition of being a vegan. If one decides to start following a vegan diet, nothing can go wrong, which is why I am so confident in this restaurant. It is a win-win situation. “Once the company has chosen a desired position, it must take strong steps to deliver and communicate that position to target consumers. The company’s entire marketing program should support the chosen positioning strategy.” (Marketing: An Introduction for Education Management Corporation, pg. 53)