Implementation Evaluation Control

"Because many surprises occur during the implementation of marketing plans, marketers must practice constant marketing control—evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance. This may require changing the action programs or even changing the goals." ( Marketing: An Introduction pg. 43).

"Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities." ( Marketing: An Introduction pg. 55).

"Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed." (Marketing: An Introduction pg. 31)

Price

The price of vodka is very important. I believe it directly affects how the consumer sees your product. An expensive bottle will make the consumer think it is a fine vodka and cheap bottles are not for someone with refined taste in vodka.

"Setting the right price is one of the marketer’s most difficult tasks. A host of factors come into play. But finding and implementing the right price strategy is critical to success." ( Marketing: An Introduction pg. 275).

When I shop for vodka I usually look at Smirnoff as the midpoint between cheap vodka and the expensive stuff. I would like my product to be sort of a competitor to their company. I want our prices to be close enough to theirs as possible.

“Competition-based pricing involves setting prices based on competitors’ strategies, costs, prices, and market offerings. Consumers will base their judgments of a product’s value on the prices that competitors charge for similar products. In assessing competitors’ pricing strategies, the company should ask several questions. First, how does the company’s market offering compare with competitors’ offerings in terms of customer value? If consumers perceive that the company’s product or service provides greater value, the company can charge a higher price. If consumers perceive less value relative to competing products, the company must either charge a lower price or change customer perceptions to justify a higher price.” (Marketing: An Introduction pg. 280)

Given the fact that our vodka has a little something extra compared to Smirnoff and other's like it, I would say it is safe to raise the price slightly above theirs. I believe this is good competition based pricing as well as giving our vodka the appearance of being a better choice of Smirnoff.

Fizz Vodka will cost $18 for a large 1.75L bottle in retail liquor stores.

Distribution

There are three types of distribution: exclusive, selective and intensive.

"Exclusive distribution is often found in the distribution of luxury brands and brands."

"Selective distribution is the use of more than one, but fewer than all, of the intermediaries who are willing to carry the company’s products."

"Intensive distribution is stocking the product in as many outlets as possible." 

( Marketing: An Introduction pg. 324).


“Three strategies are available: intensive distribution, exclusive distribution, and selective distribution. Producers of convenience products and common raw materials typically seek intensive distribution—a strategy in which they stock their products in as many outlets as possible. These products must be available where and when consumers want them.” (Marketing: An Introduction pg. 323)


Fizz vodka aims to be the preferred choice for vodka drinkers in America. However, this product is not exactly a convenience item or a common raw material. There is no need for intensive distribution and it would probably only end up costing us more money. Selective distribution would only limit our sales since we are not exactly a high end product. We want to be the competitors to Smirnoff, the most common vodka found in stores today and currently the most preferred in America. Therefore, given the three main types of distribution, we will take the middle road and only selectively distribute our product. This means that you will not be able to find it everywhere you look, but most grocery stores will carry Fizz vodka and all liquor stores will also carry it.

Promotion

"Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotions), business customers (business promotions), and members of the sales force (sales force promotions)." (Marketing: An Introduction pg. 37)

"Several factors have contributed to the rapid growth of sales promotion, particularly in consumer markets. First, inside the company, product managers face greater pressures to increase their current sales, and promotion is viewed as an effective short-run sales tool." ( Marketing: An Introduction pg. 432).

“Clearly, sales promotion plays an important role in the total promotion mix. To use it well, the marketer must define the sales promotion objectives, select the best tools, design the sales promotion program, implement the program, and evaluate the results. Moreover, sales promotion must be coordinated carefully with other promotion mix elements within the overall integrated marketing communications program.” (Marketing: An Introduction pg. 437)

Product

"A company’s product mix has four important dimensions: width, length, depth, and consistency. Product mix width refers to the number of different product lines the company carries. Product mix length refers to the total number of items the company carries within its product lines." ( Marketing: An Introduction pg. 221).
As far as width, and length of our product, Fizz vodka will be the only product we carry in our line. We will however offer different sized bottles and eventually move into making our own individual mixed drinks once awareness and sales of our product have reached a steady incline.

"Finally, the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way." (Marketing: An Introduction pg. 23)

Target Market Strategy

"A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." (Marketing: An Introduction pg. 57).

I honestly believe this product's main premise is good enough to sell itself. But a good product doesn't become popular overnight. This product will require a lot of advertisement to get the word out and reach the bulk of American consumers. Once this happens, I think the thought will stick and Americans will continue buying for long periods of time. So our main marketing strategy will just be to get over that first big hurdle.


"A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives."  (Marketing: An Introduction pg. 57). In order to implement this strategy properly we will need good television commercials. As stated in the SWOT analysis, our biggest weakness will be making this drink popular to nightlife and the bar scene. Our commercials will be a lot like other drink commercials where they show people at the bars ordering our vodka by name.

For example: "Can I get a Fizz and Cranberry?"

I think this method is very catchy and will be very effective in making our drink popular in bars.


 "The market consists of many types of customers, products, and needs. The marketer has to determine which segments offer the best opportunities." (Marketing: An Introduction pg. 23) One segment that I know we can easily grab a hold of is the college and party scene. This vodka is perfect for parties and I'm sure it will spread quickly through word of mouth from party to party. "Most companies enter a new market by serving a single segment, and if this proves successful, they add more segments." (Marketing: An Introduction pg. 27) Coupled with a good starting ad campaign and also serving to this single segment of party goers we will see our product spread very quickly through word of mouth and become very popular.

Situation or SWOT Analysis

"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T) (see Figure 2.7). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance." (Marketing: An Introduction pg. 55)

I believe our main strength is the fact that our vodka is American made. We aim to buy all of our raw materials from American farms and markets in order to impact our economy in a positive way. In order to be the preferred vodka for Americans, we have to represent America. By doing this we will have strengths over other imported vodkas that not only cost much more, but also don't impact our country in any way with their sales.

"The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. Marketing analysis provides inputs to each of the other marketing management functions." (Marketing: An Introduction pg. 56)


One weakness I have been able to foresee is the use of our vodka in certain markets like clubs or bars. Because Fizz vodka is so different from any vodka on the market, it might take a while to catch on at bars. Also, most bottles at bars have a spout attached for easy pouring. Fizz vodka is carbonated so the use of a spout will only make it go flat. In order to overcome these weaknesses we will need ad campaigns that show how well Fizz works in mixed drinks and show commercials of people asking for it at the bars by name. Once awareness gets out about this drink, these types of weaknesses will quickly vanish.