Target Market Strategy

The age group for the Soshel Lounge is set to bring in the females ages 21 and up and the males 25 and up. Its set in this life-cycle to generate a more older and mature crowd. Each customer car is valet park. Enter the lounge, a coat check is available along with being usher to your seating area. Once seated there is a complementary glass of champagne or wine for every female.
    
“Smart marketers look beyond the attributes of the products and services they sell. By orchestrating several services and products, they create brand experiences for consumers.”

Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   (see chapter 1 pg.7)

 "Consumers needs and wants change with age. Some companies use age and life-cycle segmentation, offering different marketing approaches for different age and life-cycle groups."

Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   (see chapter 6 pg.178)