Phresh Vodka pt. 4

I believe that we have an advantage because our liquor has that prolonged “buzz” and not the drunkenness that keeps you from having fun. When you think about it people drink for the effect and you don’t want too drunk and loose that effect. This idea and the fact that it’s not just a drink it is a style that gives us a competitive advantage. “It is the factor or factors that cause customers to patronize a firm and not the competition.” (Lamb, Pg. 20)

The places that have been chosen to distribute the liquor would be liquor stores, Popular Hip-Hop clubs and ultra lounges. With these places we believe that the target market will be reached. This way the product is available where and when the customer wants it, while they’re out it can be found a club, and while they’re having a party of their own it can be found at the liquor store.

“Promotion includes advertising, public relations, sales promotions, and personal selling. Promotions role in the marketing mix is to bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organization or product.”(Lamb, pg.25) This is why we stay in the mix, we are at all of the Hip-Hop awards, and after parties. We make sure that someone is seen out with a glass of Phresh. There will be promotions at clubs where for a night we will give away a free cocktail made with Phresh vodka so that people can taste it for themselves. Then eventually we can sponsor DJs to help push the logo.

“Price is what a buyer gives up to obtain a product.” (Lamb, 26) We wanted the price to work with a wide range of customers so that the maximum amount of people could enjoy. The official price would be $15 for a 750ml, $20 for a L. and $30 for a 1.75L. I feel that these prices are perfect. They aren’t so cheap that people would feel that the quality is low and not so expensive that it is out of reach for people.


“Implementation is the process that turns a marketing plan into action assignments and ensures that these assignments are executed in a way that accomplishes the plan’s objectives.” (Lamb, pg. 26) To implement this plan there will a process of not doing too much at a time. We will start with the ads on the internet and then with some of the promotions. The first would be the after parties with the free drinks and then with the campus tour. Also to follow it up we will have the DJ sponsoring to keep it in the main stream.