Marketing Strategies

Running Head : IPT Marketing

It 's Popcorn Time ! Marketing Strategies

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It 's Popcorn Time ! Marketing Strategies

As a consumer-focused company , It 's Popcorn Time (IPT ) will be joining the ranks of such organizations as Nike , Diageo /Guinness (a liquor distributor , AAA , and Ford Motor Company . What this means is simply that IPT will go forward with marketing strategies that are designed to serve the customers , anticipate their needs and deliver value through the distribution of a quality product

Through the use of segmenting , targeting

, positioning , and differentiation , IPT will be utilizing the same strategies major corporations do and develop a plan which focuses on reaching its consumers . Ford Motor Company rolled out a new consumer-focused marketing strategy in 2000 to allow them to interact with their customers . In doing so , they were able to determine the consumers expectations for the vehicles they purchased and follow up with them afterward to ensure their needs had been met when they purchased a Ford product . Nike used marketing strategies to identify key geographical areas which promised the greatest growth for the company , then divided the areas into segments in to effectively target the new consumer bases

The first step is determining the boundaries of IPT 's market and then segmenting it . Currently IPT , enjoys a strong local consumer base which can be divided into retail and wholesale segments . As physical expansion occurs , market segments will need to be further differentiated with the inclusion of customers throughout the United States and Canada . In addition to this geographical segmentation , using psychographic criterion will identify further segments , such as those who are health-conscious

Targeting involves deciding which of our market segments are most beneficial to IPT 's bottom line and using appropriate marketing materials to reach this customer base . For example , IPT currently sells to wholesale accounts who purchase products at a reduced price but distribute them to a wider population . Consequently , the wholesale market will remain an important aspect of reaching future sales goals Popcorn and pretzels can target the health-conscious segment by marketing their low fat , low sugar and low caloric composition

Positioning IPT in the market will consist of developing a distinctive brand image that focuses on the quality of its offerings . By focusing on the quality , variety , and uniqueness of products in addition to IPT 's superior customer service standards , IPT will create its position in the market to more effectively target market segments and reduce the threat of competition

What makes IPT different from other food products companies ? It is the ease of ing , which will be further enhanced by the creation of a point-of-sale website , the types of products , showcased by Pennsylvania Dutch ' treats , and the delivery of service which conforms to , or exceeds , customer expectation . IPT 's products are distinctive and tasty . They are not the cheapest nor most expensive on the market due to the quality ingredients used and this will differentiate IPT from other , more mainstream companies as well as gourmet ' foods...