Crisco is an all-vegetable shortening that cooks around the globe create better-tasting meals for their families. the company is part of procter & gamble and crisco was developed in 1911. they released their first print advertisement in 1912 and focused on how crisco could be used as a replacement to lard and butter. crisco is still a dominant brand today, and many families have the familiar blue tub of crisco in their pantry as well as a container of liquid vegetable oil to use when cooking. crisco believes its market is where individuals have similar needs for the product. it therefore utilizes a targeting strategy as it can incorporate a single marketing mix and direct it at the entire market for its products.