Final Project: Target Market Strategy

Our marketing strategy is to target only those seeking the luxury that comes with Splash Vodka. Splash Vodka is not vodka that every person can afford every time they drink, but it is vodka that everyone that is looking for a great time while living luxuriously will buy. “Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control.” (Marketing: An Introduction, p. 49) Our strategy is to put Splash Vodka in the more luxurious clubs and casinos so people will know that they are living wealthy when they go to these places and drink our vodka.  “Companies know that they cannot profitably serve all consumers in a given market—at least not all consumers in the same way.” (Marketing: An Introduction, p. 50) Our company understands this, and that is why we are choosing to place Splash Vodka in more luxurious places. When other people not accustomed to luxury try our vodka, they will have to go to more luxurious places and it will help to create a better more unique experience for each individual.