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MISSION STATEMENT

Our mission is to create an unexpected drinking experience for our customers that exceeds their drinking needs and encourages them to drink our vodka often! “A statement of the firm’s business based on careful analysis of benefits sought by present and potential customers and analysis of existing and anticipated environmental conditions.”(MKTG, Lamb Hair McDaniel, Pg. 18)

OBJECTIVE

“Without objectives, there is no basis for measuring the success of a, marketing plan activities.”(MKTG, Lamb Hair McDaniel, Pg. 18) Our objective is to change the way people think about vodka. We want people to expect more when they drink of vodka. We want our customers to find paradise in every bottle! So by changing the taste, color and smell, we hope to change their thoughts on vodka. We want people to look at our vodka as a luxury not a commodity! To achieve 10 percent returned investment with in the first 12 months of distribution of product. Pay back any investments within the two years. Our objective is to have a 95-100 percent satisfaction rate on our product. “The idea that the social and economic justification for an organization’s existence is the satisfaction of the customers wants and needs; while meeting organizational objectives.” (MKTG, Lamb Hair McDaniel, Pg. 5) Producing an environmentally ethical name for the company, by making our bottle 100 percent recyclable. “Social responsibility and ethics go hand and hand.”(MKTG, Lamb Hair McDaniel, Pg. 30) Have a U.S. based destitution center; manufacture the product only in the USA. Having a large scale of out of country buyers. Having a 15 percent increase on Internet sales. “Researchers suggest that consumers recall online commercials 60- 90 percent of the time, while they remember roughly about 25 percent of the advertisements on television.”(MKTG, Lamb Hair McDaniel, Pg. 239)

SWOT

Strength: The strength Paradise vodka has is there’s no other vodka like this. The guava flavor to the vodka is unique. The hint of flower smell to the vodka doesn’t over power the vodka but intensifies your drinking experience. The pink color to the vodka will take you out of this world. Put you in a paradise state of mind! Also this vodka has a different making process. This vodka is made like wine more than vodka. So this unique making process will have a strong following from both vodka and wine drinkers. Paradise vodka will also be able to have a wider range of customers because it’s made like wine, but taste like vodka. Our bottles are 100 percent recyclable. “Duping may occur as a result of exporter business strategies.”(MKTG, Lamb Hair McDaniel, Pg. 60) Since Paradise vodka is produced in the United States there will be no dumping,

Weakness: The weakness is that this is not the only premium vodka sold. They are many different flavored vodka’s sold in stores; especially fruit flavored vodka’s. This is a new product, so there is always the worry of customers not liking the brand! Or that customer will not take to guava flavor because it’s not a traditional flavor. Also since the target market is woman; if their needs over wants desire effects there purchase. “A want exists when someone has an unfilled need and has determine that a particular good or service will satisfy it.”(MKTG, Lamb Hair McDaniel, Pg. 64)

External Opportunities: “When examining external opportunities and threats marketing managers must analyze aspects of the marketing environment.”(MKTG, Lamb Hair McDaniel, Pg. 19)The external opportunities for Paradise vodka vary throw out the world. There are more opportunities to expand with a vodka, because the market is so huge.“ Reliabliability: is defined as: The ability to perform a service dependable, accurately and consistently.”(MKTG, Lamb Hair McDaniel, Pg. 161)

Threats: This is a new product, just like any new product; this will also encounter problems. Paradise Vodka may encounter is that people may not like the Guava Flavor. Or even people maybe hesitant with this flavor. Not many people know what the guava fruit is. So this is where the company might have some threats to the success of the brand. The smell of the vodka may a make or brake the brand. People may think that the great smell of vodka that everyone loves will be compromised by the hint of floral sent. The pink color of the vodka may limit to only woman. Customer, so are men dema-graphic may not like that it’s not a gender-neutral color. In the end men may not drink the vodka just because the color. There will not be coupons available for Paradise Vodka. We do not want to compromise the name. “Almost 280 million coupons are distributed to the United States household annually, but this does not include the billions of coupons that are available increasingly on the Internet and in-store.” (MKTG, Lamb Hair McDaniel, Pg. 246)

TARGET MARKET

The target market is the classy, safictacted woman. The woman that will buy Paradise vodka; love tropical alcoholic beverages, they love the fruity tastes. This product is made for the woman who knows who she is! This vodka is made for the strong, independent, beautiful woman. Who prefers to have the sweet classy tasting drink with everything. From any walk of life these woman come from: the vacationers, islanders, clubbers, city lovers, subarea to the country. An upper class drink for an upper class woman! “80 percent of a company’s revenue is generated by 20 percent of its customers.” (MKTG, Lamb Hair McDaniel, Pg. 299)

Product

“ A product may be defined as everything, both favorable and unfavorable, that a person receives in an exchange.”(MKTG, Lamb Hair McDaniel, Pg. 131) We want our product to be a favorable product. That is why we will have a guarantee on Paradise Vodka. If the consumer is not 100% satisfied, they will receive a full refund. “ A person who buys a new product never before used may ultimately become an adopter, a consumer who was happy enough with his or her trial experience with s product to use it again. (MKTG, Lamb Hair McDaniel, Pg. 152) We are so confident on our long lasting and satisfying taste; we have the confidence in having this guarantee.

Promotion

“The current trend is towards using more rather than fewer variables to segment most markets. ” (MKTG, Lamb Hair McDaniel, Pg. 98) So when it comes to the promotion of Paradise vodka there will be no setbacks. We will promote everywhere across the United States. We will use all of the social networks like: facebook, twitter, and myspace. Also like to have an advertisement in several magazines. Billboards. There will be no rewards programs, coupons, and sales; this will only hurt the bran name. Paradise vodka is a higher quality drink and we do not want to take away from that. “ Sales promotion’s greatest strength is in creating strong desire and purchase intent.” (MKTG, Lamb Hair McDaniel, Pg. 220)