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Marketing Strategies and Subcultures

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Marketing Strategies and Subculture

O’Terral Maze

MKT/554

October 28, 203

Professor Sandra Payne

Marketing Strategies and Subculture
Using promotional strategies to achieve successful product positioning is necessary to reach the appropriate market segment. According to Peter & Olson (2008) ” market segmentation as the process of dividing a market into groups of similar consumers and selecting the most appropriate group(s) and individuals for the firm to serve” (p. 369). TRIAAD Research Group has been tasked with marketing flavored cigarettes to European and other international markets for the Exotic Smokes Cigarette Company. To build a consistent brand message across all markets, TRIAAD will use a standardized marketing approach. TRIAAD will have to use different market strategies to market flavored cigarettes within the different subcultures. Subcultures are “cultural subgroups differentiated by status, ethnic background, residence, religion or other factors that functionally unify the group and act collectively on each member” (“The Free Dictionary”, 2013). This paper will provide the market strategies used to market flavored cigarettes to the subcultures of African American, Hispanic, and Asian.
African American
The marketing strategies that would be used to market flavored cigarettes within the African American should first start with the brand name. The brand name should be printed in languages like Gullah and Creole. Further the pricing of the cigarettes have to be lower than normal cigarettes the distribution should take place in the areas of African Americans in Louisiana and Georgia. The African American vernacular English should be used for printed ads in English and on the Internet sites of Universities. The political forces in the African American community should be considered. The attitudes towards fruit and vegetable…...

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