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The Strategic Marketing Plan for Spicy Toddy Wine - Essay Example

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The spicy toddy wine is a unique beverage that is promoted as a pure natural product. The product is targeted at the youth and has a well-structured distribution and sales unit. The logistics arrangement are planned carefully to support the distribution. The customer relation management process is also done efficiently using appropriate use of information technology…
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The Strategic Marketing Plan for Spicy Toddy Wine
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Download file to see previous pages The important USP is the introduction of preferential selling days, on selected weekends and holidays, with attractive offers to improve the sales during the weekend and holiday tours. Also an excellent network of sales distribution channels to support the sales outlet is also envisaged in the process. Long-term success depends on having satisfied pool of customers and hence customer retention initiatives also have a major role in the promotion of Spicy Toddy Wine.
The primary sales outlets are the key places where the youth is expected to spend considerable amount of time during their leisure. The adventure sport centers, beaches, movie halls and commercial places are the locations where the Spicy Toddy Wine would prefer to consolidate its sales. The distribution channels would be tailored appropriately to support the sales at this location. Though the sugar syrups are reported to have stored for more than a year without any damage, the health consciousness of the population could result in the intuition of avoiding the products with the extended shelf life (foodbanter.com, n.d.). Thus the concentrated selling points with the necessary promotions would demand a highly efficient distribution channels to support the sales.
The channels of distribution are also created to ensure a proper supply linkage to the prime tourist places where the product would be pushed as an exclusive product of the region. Further, the logistics in distribution is planned very carefully (Kotler and Armstrong, 2001). The entire chain starts with primary processing centers located in prime palm growing regions. The natural toddy pooled from local producers is processed to remove any microbial contaminants and checked for its purity and product acceptability as per the FDA regulations. The quality control team has diverse role like ensuring the quality at all processing and bottling centers and quality at the delivery locations. The quality assurance is more rigorous in the places where wine vending machines are installed.
The packing for delivery is also undertaken in variety of ways. From the small sachets for a fast moving individuals, special tour pack which have better bottle in tamper free boxes to prevent any damage in long journeys and home buyer pack which are targeted at home based users. The packed goods are carried to the exclusive sales points being operated in the specially designed chilled vans to prevent any damage to the product. The inventory updating is scheduled for Fridays based on the sales forecast received from sales team. The beer vending machine placed at prime locations are operated only on weekends and holidays. They are refilled on Fridays and emptied and cleaned on Mondays. The vending machine refill operations are managed by a different team as it demands sophistication and better quality in its handling. In addition, the exclusive weekend parlors are the special centers which were set up to monitor the direct sales and to understand the buying behavior of customers and hence to develop means to improve the delivery.
Marketing Mix: Customer Relationship Management
Retention of customers in the most difficult part in the business of wines ...Download file to see next pagesRead More
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