chapter  3
40 Pages

Targeting the right markets

Would you invest in a company that planned to sell cigars andother tobacco products to health clubs and hospitals? Probably not.

But what if you were informed that the company intended to sell only

the very best hand-rolled cigars, at wholesale prices? Would you find

that more interesting? On top of that, what if the company said it

planned to conduct a $200 million advertising campaign to explain

the benefits of cigar smoking to the health-minded public? Finally,

what if, in an effort to pique your interest, the investor relations man-

ager told you that they’d hand out cigars for free at health clubs and

hospital emergency rooms over the next month?