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Marketing Strategies and Subcultures

You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company. Your client, Exotic Smokes Cigarette Company, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new flavored cigarettes, using fruit and candy flavors. You must develop marketing strategies to attract 18- to 25-year-old customers. Exotic Smokes Cigarette Company has a $25 million advertising budget for the new product.

Subcultures to determine what marketing strategies you would use to market flavored cigarettes to the target market group. Address the following in your paper:

o What marketing strategies would be used to market flavored cigarettes within the following subcultures: African American, Hispanic, and Asian?
o What environmental factors need to be considered when marketing within each subculture?
o What are the cultural and cross-cultural differences that influence the marketing strategies selected for each subculture?
o Using your research, justify the reasons for your marketing selection strategies as recommended for each subculture.

Solution Preview

You are the VP of Marketing Development for the TRIAAD Research Group, a full-service marketing research company. Your client, Exotic Smokes Cigarette Company, has asked you to prepare a proposal to conduct an in-depth study of consumer behavior to analyze the market for their new flavored cigarettes, using fruit and candy flavors. You must develop marketing strategies to attract 18- to 25-year-old customers. Exotic Smokes Cigarette Company has a $25 million advertising budget for the new product.

Subcultures to determine what marketing strategies you would use to market flavored cigarettes to the target market group.

Address the following in your paper:

o What marketing strategies would be used to market flavored cigarettes within the following subcultures: African American, Hispanic, and Asian?
The marketing strategies that would be used to market flavored cigarettes within the following subcultures.

African American:
The flavored cigarettes should have brand name 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, Sea Island and Georgia. The African American vernacular English should be used for printed ads in English and on the Internet sites of universities.

Hispanic:
The cigarettes boxes should have instructions in Spanish, the pricing should be lower than that of normal cigarettes, distribution should focus on Hispanic areas of ...

Solution Summary

Marketing strategies are discussed comprehensively with regard to how they would work with different cultures in this explanation in 897 words with 7 references.

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