Question

Angel wants to become a successful brewer. He analyzes the target market for beer and finds that there is a market niche for gluten-free beer. Angel considers the types of markets he can target with his beer. He knows that many people perceive gluten as unhealthy and might be inclined to buy his beer due to its gluten-free nature. However, he also knows there is a strong demand among those who suffer from Celiac Disease. After doing sales and cost estimates, Angel feels ready to make a decision. Refer to Scenario 5.2. Assume that Angel decides that he wants specifically to target those who suffer from Celiac Disease. Although he realizes that many consumers avoid gluten simply for health reasons, he believes putting his marketing muscle behind a marketing strategy that would target one specific market segment is the way to go. Angel is adopting a differentiated targeting strategy. True or false?

Answer 1

The answer is: FALSE

Step-by-step explanation:

A differentiated marketing strategy takes place when a company targets at least two market segments.

If Angel wants to develop a differentiated marketing strategy he should target both the people that suffer from celiac disease and other customers who are concerned with the negative effects of consuming gluten.