PRESS RELASE

Press Release



Press Release

Calabash is famous for providing products and services of different categories such as home ware, African sculpture, and women jewellery, books for children, autobiographies, souvenirs and gifts. Based on the products and services, the business defines its target market as follows:

Tourists

People who are interested in African culture/literature

Educational Institutions

Parents

These are the broad categorization of the Calabash target market. Calabash serves thousands of customers with its product and services. Calabash requires targeting all segments of customers. Considering the diverse nature of segments, Calabash target market is developed as follows.

Demographics

Group: Business Professionals, Youth, Middle aged, Elderly

Gender: Both Males and Females

Income Level: Non- Specific/ Based on the Group's affordability

Marital Status: Married, Single

Age Group: 24 years and above

Psychographics

Lifestyle: conservative, exciting, trendy, economical

Social Economic Class: None specific, it could be lower, middle or upper class.

Considering the pricing strategy of the business, the pricing strategy is wisely developed based on the facts that the business provides handmade jewellery which is of the finest quality and uniquely handmade and one piece items produced uniquely. More importantly, the pricing is set on the basis of market research of competitors. Price is the amount of money that the customers pay for using the services. Pricing strategy for calabash is based on “value for money”. Customers should feel satisfied from the products they buy and services they receive against the amount they pay (Doyle & Stern, 2006, p.73).

Highlighting the marketing strategy of the business, which is one of the important factors for the success of any business, calabash's marketing strategy is based on certain tools such as flyers distribution at social and markets events, displaying unique products at the exhibitions, participating in the multicultural events nationally and globally, promoting products and services through word of mouth and marketing through direct mail and developing database. ...