Final Project: Objectives

The “overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” (Marketing: An Introduction, Kotler, p. 42). This product will help the consumer to have a luxury experience wherever they may be. It will help them to escape from everyday life, and will take them away to a better place every time they indulge on it. It is not a product for everyone since it is a luxury brand. “Social scientists have identified the seven American social classes” (Marketing: An Introduction, Kotler, p. 140) 24k will appeal to middle class, upper middle class, lower uppers, and the upper class in total it will appeal to 47 percent of the American social class. These classes are keeping up trends are expect nothing, but the best which is the type of consumer we at 24k want. They are always for something better and are in search of products that will help them to do that. We will also focus on “Many small groups influence a person’s behavior. Groups that have a direct influence and to which a person belongs are called membership groups.” (Marketing: An Introduction, Kotler p. 141) these groups will be things like bloggers, foodies, and lastly celebrities. These people influence a lot of decisions that we make. Just like how the local business the Sugar Factory features a lot of celebrities at events. Something as simple as a lollipop has now gotten to be a high end must have purchase for some. This is what we will do at 24k to establish a costumer base, and following.