Target Market

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According to the Director of Distribution, Bill Ferrell, “Chocoberry has never previously offered retail chocolate products for consumers”, because of that I recommend the company to use a distributor as the best option at this point of the process, since the company is able to reach the target market and access all the market desired, without the logistics issues, costs, and decreasing the trade risks. The disadvantage of using distributors is that Chocoberry may not know who is buying the healthy chocolate bar; consequently it cannot establish relationship with them. Another risk of using distributors is that the product might be advertised and priced in a way that is not advantageous for Chocoberry, causing reaching the wrong target…show more content…
Through the distribution metrics, the company is also able to measure the performance of the marketing and distribution plan, such as number of outlets, distribution gain, share of shelf etc.
As a large company, Chocoberry must aim to be present and available nationally, and the company has two options of distribution intensity to consider, intensive or selective distribution. The Business Dictionary define distribution intensity as “The level of a product 's availability in a market selected by a marketer. The level of distribution intensity the marketer chooses is often dependent on factors such as the size of the target market, pricing and promotion and production capacity, in addition to the amount of service the product will need after its purchase if applicable.” Intensive distribution aim to cover the market by using all available outlets, this way Chocoberry new product can be available anywhere the consumer demands them. In this type of intensity distribution, customers can find the product easily. On the other hand, selective distribution limited the number of outlets, and focuses the product more to its main target market. The advantage is that Chocoberry can choose the best retailer/wholesaler, but customers will not find the product everywhere or easily. In order to choose the best intensity, Terry Hersch with the distribution team of Chocoberry must to decide

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