Module 7 Assignment

Complete Marketing Plan for Alcohol Business

Name: Keyer Dominguez

Professor: Gringarten, Hagai

Date: 11/29/20

This essay will focus on a complete marketing plan for the alcohol business.

Product Characteristics

Bottles were small packages with serving sizes. They also had etched images, screen-printed logos, and cardboard boxes to catch customer’s eyes. Bottles were Boston round.

Pricing strategy

Competition-based pricing is appropriate for the alcohol business since several firms are dealing with the alcohol business. The price for each product will depend on the current rate of the Company’s product but will be slightly lower than for existing companies (Cullen, M. D. M., Calitz, A. P., & Mhlatyana, U. L).

Distribution Strategy

The business will utilize an exclusive distribution strategy where an intermediary providing logistic service will distribute alcoholic beverages to consumers. In this process, the Company will significantly control the distribution process with an intermediary controlling a specific geographical area (Lahtinen, V., Dietrich, T., & Rundle-Thiele, S, 2020).

Communication Strategy

Alcoholic beverages communication will entail online advertisement through the company website and social media like Twitter, face book, and LinkedIn. Sales promotion was used in certain weeks where customers got gifts such as t-shirts and cups labeled with company name (Pantano, E., Priporas, C. V., & Migliano, G, 2019).

References

Cullen, M. D. M., Calitz, A. P., & Mhlatyana, U. L. Optimising the Marketing Mix to Influence Consumer Purchasing Decisions in Liquor Outlets.

Lahtinen, V., Dietrich, T., & Rundle-Thiele, S. (2020). Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context. Journal of Social Marketing.

Pantano, E., Priporas, C. V., & Migliano, G. (2019). Reshaping traditional marketing mix to include social media participation. European Business Review.