Target Pricing, Niche Marketing
It’s a Bitch

This shiraz is a bitch. It says so on the label. Royal Bitch is the name of the wine, one of a sisterhood of budget-priced cabernets and chardonnays from a variety of producers with labels like Sassy Bitch, Jealous Bitch, Tasty Bitch, Happy Bitch and Sweet Bitch. In 2004 a grenache named, simply, Bitch got the postfeminist ball rolling. Then came wines labeled:

•  Ball Buster, a beefy shiraz-cabernet-merlot Australia. 
•  BigAss Red, from California. 
•  Stench, an Australian sparkler. 
•  Fat Bastard, a line of wines from France, sold 425,000 cases by 2004, making it one of the most popular French wines in the United States. 

Ah, the target marketing; Bitch grabs the attention of a certain type of consumer, primarily young women en route to a bachelorette or divorce party, or looking for a special way to say, "I love you" on Mother's Day. Ball Buster is said to make its way to a lot of lawyers from their clients.

 Original article January 4, 2012, by William Grimes, New York Times

Target Marketing for Knee Replacements

The 49th Grammy Awards included five Grammys for the Dixie Chicks and this ad: “Most knee replacements don't account for the differences between a woman's and a man's knee. Only the Zimmer® Gender Solutions™ Knee matches your shape and size …”

Talk about your target marketing: Replacement Knees for Women. Nicely done.

• TV ad for highly-female TV audience
• The Google query has a paid ad.
• Special web site: (www.genderknee.com/)

People keep asking me, “How do I communicate with my market?” I respond with two questions: Who is your customer? What action do you want? The answers are: Customer) Women with bad knees. Action) The customer is to view a gender-specific website.

The website display of Internet-savvy to establish a dialogue with replacement knee consumers including links to:

• “Find a Doctor”
• “Video testimonials”
• “Tell a friend”
• “Larger type-size for site”

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