Final Project, Objective

Billionaire Vodka's objectives are aggressive but achievable for the first and second year on the market, we are aiming for unit sales volume of 600,000. Second-year objectives are to sell a combined total of 1.2 million units and to achieve breakeven early in the year. The goal with our product launch is to establish a well-regarded brand name associated with important positioning. "The company's objectives should be defined in specific terms so management can measure progress and plan corrective action if needed to stay on track. This section describes any major issues that might affect the company's marketing strategy and implementation" Marketing: An Introduction, Armstrong/koler, p. MP7. Billionaire Vodka will invest heavily in marketing to create a superb and distinctive brand image projecting luxury, quality, and value. We will adjust our marketing efforts as necessary according to the market changes and demands with a measured awareness and response. Our market strategy is based on a positioning of product differentiation. Our primary consumer target is middle to upper income professionals who have higher expectations of their spirits. Our secondary consumer target is lower to middle income earners who want the experience and taste of a luxury spirit and can spend a little more to for that extravagance. Billionaire's primary target is educated, entrepreneurial and well-rounded, as well as affluent executives and professionals who want to relax with what is clearly know as “the best”.  We are positioning the Billionaire brand as the most sumptuousness, opulent vodka on the market. Our marketing will focus on the down time of those who make things happen, those with discriminating taste, and those who see the worthiness in quality. We will build a competitive advantage by supporting the appropriate strategy and implementation of an effective market strategy. To reinforce our brands prominence in the industry, we will offer a money-back guaranty and the brand logo will be succinctly remarkable as to differentiate it form any competitor. We will also offer our product in different size bottles, all adhering to our distinct bottle features. The pricing strategy will be introduced at $30 wholesale/$45 estimated retail price per unit. Our channel strategy is to use selective distribution, marketing Billionaire Vodka through well-known, quality stores and establishments. We will add channel coverage in all the major markets across the globe. We will also arrange special payment terms for retailers that place volume orders. We are planning tight control measures to closely monitor quality and customer-satisfaction. We will be able to react very quickly in correcting any problem with early warning signals that will be monitored for signs of deviation from the plan. Lastly, managers will use budgets to project profitability and plan for each marketing program’s scheduling, expenditure and operation.