Finn mac Cool Vodka

"Price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service. Historically, price has been the major factor affecting buyer choice."

armstrong&kotler chap.9 pg.259

My plan is simple and that is to sell my vodka at a premium cost. My vodka is made with a specific target group in mind. Though it would be wonderful and very profitable if my product became a trend, it still is made targeting the late 20's to 50's ageframe. I also am banking on a cultural group as well. Anyone who celebrates the Irish heritage will be able to have a vodka of their own. Historically Ireland is not known for its vodka, on the subject of spirits it's known for its whiskey and beer.

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"A company's total promotion mix - also called its marketing communications mix- consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships."

armstrong&kotler chap.12 pg.351

A great thing about having a select target group of consumers is that we do want to develop a close relationship. Here at Finn mac Cool Vodka we are banking on it. Creating a website promoting all things Finn Vodka, we know that the customer base will embrace us and we them. Adding merchandise, sponserships, a week in Donegal Ireland giveaway, we are joining with our consumers in celebrating all things inherent of the Irish culture.

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"Companies need to consider many factors when choosing a market-targeting strategy."

"Smart targeting helps companies to be more efficient and effective by focusing on the segments that they can satisfy best and most profitably. Targeting also benefits consumers - companies reach specific groups of consumers with offers carefully tailored to their needs."

armstrong&kotler chap.6 pg. 183

Finn Vodka wants the consumers to think of it as their product not just something sold to them. Consumers will have stake in Finn Vodka. If they want something added or changed it will be done. Again this isn't my vodka, it's our vodka.