The target market for this product would be tourist and visitors who frequent the bars a lot. This audience would be the males between the ages of 39-65, retired, and of all racial backgrounds. Asians have also been known to fit this category as well, but we are speaking of the marketing from the average customer. "Using a concentrated marketing (or niche marketing) strategy, instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches". Page 172 Chapter 2 . The initial market share for this product would be very low which gives financial room to possibly expand into another market.
The value that this product brings would be a value of a community of people coming together to "break the ice" of conversations. There always has to be something within a bar that helps the social scene and I believe this once would be the perfect ice breaker for the chosen target market.
"Beyond deciding which segments of the market it will target, the company must decide on a value proposition—on how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments" Chapter 6 page 432. The target market here is easy to predict.
Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online.
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