Inspire Group Inc. has compiled a presentation about how to market pork as a premium meat and provided specific ways of positioning, marketing and communicating the premium pork category to consumers in a relevant and compelling way. Their intent was to define the target audience and reveal positioning strategies based on consumer wants and needs. A focus group of typical consumers was held and participants were asked questions about their spending habits and questions about how they felt about pork. These results were compiled and recommendations were made about how, based on this information, pork should be marketed and how the perception of pork can be tailored as a premium product.