Diamond Sparkling Vodka's Marketing Plan

Marketing Plan
Diamond Sparkling Vodka

Table Of Contents
1. Mission/Vision:

Diamond’s Sparkling Vodka is crystal clear delicious sparkling vodka that leaves a light bubbly sensation. Made of 100% all natural premium grains from The HomeGrown Harvest Company. Diamond’s Sparkling Vodka is 80 proof, it is distilled and filtered 4 times using the best waters from the Eldorado Springs and GAI certified diamonds. The flirtation of the diamonds add a unique quality and taste of perfection. A blend of red bulgur wheat, oats, and rye is what makes Diamond Sparkling Vodka have a smooth refreshing taste. The pop of seltzer creates a light fizzy texture on your tongue.Diamond Sparkling Vodka’s come in original, orange-pineapple, berry, passion fruit and lime. Great for mixing drinks, but can also make tasty shot.

Product Line- The product and service we provide our customer is a delicious carbonated alcoholic beverage that is 100% natural and comes in five different flavors.

“Objectives also sever as motivators by creating something for employees to strive for. When objectives are attainable and challenging, they motivate those charged with achieving the objectives.” (MKTG, Lamb, page 19)
Goals:
Nonfinancial Goals
1.To retain an professional and high quality product
2.To come out with new desirable flavors
3.To be one of top selling alcoholic beverages

Financial Goals
1.To increase sells by 5%
2.To provide our product at bar and restaurant
3.To have a public stock offering by 2012
Core Competency & Sustainable Competitive Advantages
1. To serve and tend to every customer needs without complaints
2. To provide our customer with the best products
3. And to provide the best resources/details about our product

To translate theses core competencies in to our sustainable competitive advantage, Diamond Sparkling Vodka will use all our resource to better the company by working everyday to improve our formula and provide new flavors and by building a relationship with our customers to insure them of our loyalty to them.

2. SWOT Analysis
　
Favorable
Strengths:
“Trends in gender marketing are influenced by the changing roles of men and women.” MKTG, Lamb, page 75)
The only 100% natural carbonated alcoholic beverage product only in the United States
Advertised to women 21 and older
One of only carbonated alcoholic beverages
Distilled and filtered 4 times using the best waters from the Eldorado Springs and GAI certified diamonds.
Sponsors and gives to charities and foundations
　
Opportunities:
Promotes to all type of cultures and groups
Can open doors for more alcohol drink that’s for women
Great beverage for clubs, lounges, bars and restaurants

Unfavoritable
Weaknesses:
“Consumers products and service preferences are constantly changing” (MKTG, Lamb, page 63) Not that any men would want to buy our product for themselves
Only target women who can afford to buy Diamond Sparkling Vodka, middle class and higher
There is people who do not like carbonated drinks

Threats:
Low sales; more product less money
Lower class wouldn’t continuously buy our products
Will have to keep up the quality of our products for the upper class

3. Target Market
”A person’s buying decisions are also influenced by personal characteristics that are unique to each individual, such as gender; age and life-cycle stage; and personality, self-concepts, and lifestyle.” (MKTG, Lamb, page 74)

Diamond Sparkling Vodka’s main target market is women over the age of 21. We market toward Women who enjoy going out with their girl friend and being glamorous. Our customers are mainly in the middle to upper class who can buy their own bottle or who knows someone who could buy it for them. Our customers love the social scene and are always really for a party.

Points Of Difference:
The “point of difference”- characteristics that make Diamond Sparkling Vodka products/services unique relative to competitors:
Unique design and formula; the only carbonated alcoholic beverage that is marketed toward women. “It may therefore need to develop different goods, service, and promotional appeals.” (MKTG, Lamb, page 10) The flirtation of the diamonds add a unique quality and taste of perfection.

4. Marketing Mix-

“Marketing uses communication, distribution, and pricing strategies to provide customers and other stakeholders with the goods, service, ideas, values, and benefits they desire when and where they want them.” (MKTG, Lamb, page 3)

Product Strategy:
Diamond Sparkling Vodka is made of 100% all natural premium grains from The HomeGrown Harvest Company. A blend of red bulgur wheat, oats, and rye is what makes Diamond Sparkling Vodka have a smooth refreshing taste. Diamond’s Sparkling Vodka is 80 proof, it is distilled and filtered 4 times using the best waters from the Eldorado Springs and GAI certified diamonds.
“Social factors influence the products people buy, the pricing paid for the product, the effectiveness of specific promotions, and how, where, and when people expect to purchase products.” (MKTG, Lamb, page 33)

Promotion Strategy:
Promotion strategies are done through advertisements, restaurant menus, trunk show, and online networks like Twitter. “Consumers may also seek out others’ opinions for guidance on new product or service,” (MKTG, Lamb, page 72). This why we will also have our own website and commercial airing soon.

Pricing: “A high-quality product that is available only at a high price will not be perceived as a good value, nor wills bare-bones service or low-quality goods selling for a low price.” (MKTG, Lamb, page 6) Diamond Sparkling Vodka will cost between $40-$50 depending on where you purchase our product. Certain high in places our product will cost more and at most clubs it would cost around $45 for a bottle and $0.50 more just to use our product in your beverage.

Distribution Strategy:
Our Company is based in Las Vegas, Nevada but is distributed all over the country including Canada. We have several truck come to our main plant to put up our product and then distribute it to bars/lounges, clubs, restaurants and certain liquor stores. Diamond Sparkling Vodka is not sold in grocery stores or gas stations. “Adopting a global vision can be very lucrative for the company.” (MKTG, Lamb, page 47) In the next three year Diamond Sparkling Vodka plans on disturbing our product in Europe, Japan, and South America.

“Any Marketing mix is only as good as its weakest component.” (MKTG, Lamb, page 25)

5. Implementation Plan

We have monthly evaluations of the factory, our products and our customers, this help us improve our company. “The level of consumer involvement is perhaps the most significant determination in classifying buy decisions.” (MKTG, Lamb, page 67) Every business decision we involve our customer to make sure we produce a great product. We also work with The HomeGrown Harvest Company, Eldorado Springs water systems, and our GAI certified diamond distributor to make sure they give us their best with excellent quality. “Most successful relationship marketing strategies depends on customer-oriented personnel, effective training programs, employees with authority to make decision and solve problems, and teamwork.” (MKTG, Lamb, page 8) Some of our staff will have the opportunity to travel the world in search of a new flavors and ideas. Our company devotes our lives to giving back to the community so we donate money every year to the American Breast Cancer Foundation, United Nations World Food Program | Fill The Cup, and the American Heart Association. “Loyalty and obedience to the organization (or society) become paramount.” (MKTG, Lamb, page 31)

6. Evolution & Control

The Quality of Diamond Sparkling Vodka depends greatly on the marketing and sources used. The sales will continue to increase as long as our sources do not fail and our customers satisfied and loyal to our brand. “The extent of a consumer’s external search is also affected by the confidence in one’s decision-making ability.” (MKTG, Lamb, page 65) Our customers are confidence that we will provide them with a better quality, great tasting beverage that they desire. We hold out trust in major social establishment and women from the middle to upper classes. By staying true and loyal to our customers and allies, Diamond Sparkling Vodka will become a hug success.
　Spark up your life with alittle Sparkling sensation!