An Evaluation of the Appropriateness of Viral Marketing Strategy for K&K Beverages - Dissertation Example

This project discusses the various components of viral marketing, such as advertising, word-of-mouth, e-communications, and others. With consideration of how the opportunities and threats of viral marketing vary from those of a traditional method, the project focuses on creating new distribution channels for upmarket consumers and creating a new online shop with ultra-premium beverages. K&K Beverages has been seeking consultancy on viral marketing for its alcoholic beverages so that it has a competitive position in the industry.

The company has been working with the supermarket chains or selling their produce through warehouses. In the alcoholic beverages industry brand plays a significant role. It is no more about selling a product but about building a brand. Various techniques, strategies, and platforms have been evaluated and based on these, it has been suggested that K&K should engage in viral marketing by taking the assistance of new-age companies that know how to harness the potential of viral marketing. Employing viral marketing is an appropriate strategy for K&K Beverages, given its marketing objectives and target audience.

However, an organization that employs a viral marketing strategy should also ensure that constant evaluation and monitoring of the techniques and platforms are undertaken as consumer demands and preferences keep changing.Using a pinch of the internet, a sprinkle of product sampling and a dash of PR is no more sufficient for effective marketing (Vollmer and Precourt, 2008: 15). The internet has made it possible for people to communicate in a wide variety of ways which poses a challenge for marketers to select the right tool to reach out to the consumers.

Marketing of products and services to consumers is a challenge because marketers are unsure of the right strategy that should be adopted. As consumers’ demands and preferences have changed marketers have been increasingly trying different tricks and techniques to reach out to the consumers.