Target Market for Wine Bib

For our group to successfully be able to market our Wine Bib, we had to first determine who the best target would be for this product. We centered our marketing strategy around the people who would be willing to purchase an item that would prevent drips from occurring when pouring a bottle of wine. Using the multiple-variable segmentation approach, which states “markets can be segmented using several variables, such as age group, gender, and education” (Lamb, Hair, McDaniel 274), our team was able to ascertain what market characteristics to research in order for us to precisely define the correct target market, “a group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges” (Lamb, Hair, McDaniel 286) for our product. Based off the information we gathered from our market study, we discovered that “out of the estimated 230 million adults in the U.S., 44% drink wine” (MacNeil). Furthermore, from 1993 to 2013, The Wine Institute reported that Americans went from consuming a total of 449 million gallons of wine per year to 886 million gallons, which increased again in 2014 to 893 million gallons, and not only did we uncover the fact that Americans were drinking more wine but also that Millennials were starting to revolutionize the wine industry. “Historically, wine has been marketed to older generations and came with a huge pretense. But this generation is blowing all of that out of the water, they don’t care about the pretentiousness of a wine they want something that is authentic and speaks to them” said Melissa Saunders, owner of Communal Brands, in an interview with FOX Business on How Millennials are Changing the Wine Industry.“They are adopting wine at a faster rate than any other generation -- we know going forward this group is going to be engaged in the discovery of wine, they are experimental, they are rebellious,