Based on this assessment of the market conditions, we feel our most competitive product is our new Abodo Pork Burger. This product appeals to the traditions of three ethnic groups in our area -- Cuban, Filipino and Mexican -- because of the use of pork and the spicy, chocolaty flavors of the adobo sauce. It also is expected to have significant crossover appeal to mainstream audiences, given the familiarity of the core flavors.
Our company is a mass market firm, so we view this product as having mass market potential. Initially, however, we will focus our marketing efforts on the Cuban and Mexican communities. The target consumer for this product will be a male, aged 25-50, which is not only our core audience but is the most likely consumer of such a meat and spicy heavy product. This consumer will be lower to middle class. He will live in either the suburban or rural areas, especially inland areas away from the beach, which we view as having a different demographic.
To reach this consumer, the channel of distribution will be our usual stores, but with special emphasis on our inland stores. These stores serve middle class communities and a few service rural communities as well. These stores tend to be located in Spanish-speaking areas, according to...
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