13.1 JetSpray's Marketing Strategies

The results of profitability segmentation provide valuable insights about the distinguishing characteristics of JetSpray's top market segment. These insights guided the author in creating marketing strategies to attract highly profitable new customers (Table 18). However, your results from the profitability segmentation of your business will guide you to create entirely different marketing strategies.

Table 18. Marketing Strategies for JetSpray's Target Market Segment

Marketing toolsMarketing elementsMarketing strategies
Design the product
for status.		Brand name
Style
Features
Quality
Labeling
New product		Build a reputation for status.
Create an elitist look.
Improve grip and stability; build in a cooler
Warranty the safety of JetSprays.
Provide a customized nameplate.
Offer a hot dog boat for several riders.
Price for high profit
per item.		Retail price
Free services
Lease
Bundling
Trade-ins		Set the highest retail price.
Provide free training and insurance.
Make it deductible as a business expense.
Price JetSprays in pairs.
Pay generously for trading in old models.
Sell in multiples.Orders
Referrals
Bonus		Offer custom colors and designs.
Obtain referrals upon delivery.
Pay a bonus for multiple and repeat purchases.
Promote to the target market.Motivation
Ad heading
Ad graphic
Media for ad
Publicity
Internet
Contact list
Publicity		Appeal to the desire for social status
“Impress your guests with JetSprays.”
Show a hostess waving at JetSpray riders.
Parade of Homes and society page of local newspapers.
Write articles on hosting a JetSpray party.
Release funny videos about JetSpray riders.
Target wealthy, middle-aged people who live on a lake.
Sponsor high-status society events.

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