Drinks2U Assignment 2

Topics: Alcoholic beverage, Marketing, Alcohol Pages: 5 (966 words) Published: August 9, 2015


Part B: You’re Marketing Plan

Kenneth Agbatutu
Dr. William Creamer
Marketing Management (MKT 500)
Sunday, August 10, 2014

Executive Summary
Have you ever wished that you could have alcoholic drinks delivered to you instead of going out to go buy it? If you have, then Drinks2U provides the convenience of receiving your alcoholic beverages by simply making a phone call. We will deliver to your address and enable you to drink comfortably from the safety of your home.

Drinks2U was created to make delivering alcohol to your front door as simple as ordering a pizza. The alcoholic beverages would be at state minimum prices and there would be a flat rate delivery fee. Safety measures have been developed and age verification is one of the business’s primary focuses.

The sales of Drinks2U are expected to increase rapidly from advertising and word of mouth on social media. Creating a brand is creating the culture of the product. In order, to become a successful business it is important that the company build valued relationships with its customers. Drinks2U helps customers not waste their time by going out to get drinks when they can just call to have them delivered. Time is valuable and when you have delivery services for so many others things such as food and clothes why not have it for your alcohol as well.

Branding/Marketing Strategy
Drinks2U branding strategy will be to establish an identity that is easily relatable. The brand of Drink2U is young, hip and just the mention of Drink2U evokes a certain connation. Creating a brand is important in creating the culture of the product. Branding will be done through cultural promotion. The slogan of Drinks2U would “Out of drinks and want to keep the party going, Call Drinks2U and will be there in no time with the alcohol showing”. The logo would consist of an employee on a bike with drinks in the cart. The purpose of a marketing strategy is to help a company make as much profit as they can each year. The marketing strategy can always change and will never stay the same. In developing a market strategy a specific demographic will need to be targeted. Drinks2U target audience will be 21 and up. The marketing strategy will focus on young men. Research shows that men age 18 to 49 drink the most and a survey reports that 55 percent of men prefer beer, 21 percent favor liquor and 20 percent favor wine (Berman, 2013). According to the Beer Institute, the trade organization for the U.S. malt beverage industry, New Hampshire leads the country in beer consumption per capita, followed by North Dakota, Montana, South Dakota and Wisconsin (Berman, 2013). Customers of Drinks2U will more than likely submit orders in the late afternoon, evening, and late night. Drink2U will be marketed by utilizing ads, commercials and other social avenues. Marketing Strategy

1. Research Industry
a. Determine what products we will market
b. Determine who I will market too
c. Determine Income Objectives
2. Build Awareness
a. How will I market Product

Positioning Statement
Drinks2U is a company that was founded in California which has no restrictions on the delivery of alcohol. For people who like to have a good time and want to keep the party going. Drinks2u is alcoholic beverage provider who gives you access to hundreds of drinks by a simple phone call. Drinks2U has a combination of extraordinary convenience, low prices, and a comprehensive selection. Drinks2U values include a responsibility to not deliver alcohol to under-age customers. Drinks2U positions itself as a professional and reliable alcohol delivery service in the state of California. Positioning will be achieved by reliability and industry insight Drinks2U is a reliable service that will deliver your product within an hour that you confirm your purchase. If we are not at your location within an hour then the product is completely free. Drinks2U values it...

References: Berman, Craig. (2013). who are the largest target markets in Alcohol Advertising.
Retrieved from http://smallbusiness.chron.com/largest-target-markets-alcohol-advertising-66914.html
Roach, Kelly. (2014). Consumer Behavior Theory and Marketing Strategy
Retrieved from http://education-portal.com/academy/lesson/consumer-behavior-theory-and-marketing-strategy.html#lesson
Zeithaml, Valrie (2010). Wiley International Encyclopedia of Marketing
Retrieved from http://onlinelibrary.wiley.com/doi/10.1002/9781444316568.wiem01055/pdf
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