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Marketing Plan

MKT 500: Marketing Management

Professor Randell Orner

August 12, 2017

Marketing Plan

Veezy Company’s branding strategy has been developed from multidimensional perceptions that consider brand equity, value of the product, and company standards. The idea is to be flexible enough to analyze the implications of the proposed strategy, and to make the company and the product appealing to consumers. The brand is to depict the quality of the company and the products as very high, the product is safe and reliable,and a unique and attractive logo that consumers would wish to identify with. The extent of consumer-dependent equity is related positively to customer’s thoughts on brand loyalty, quality, and awareness (Johansson & Carlson, 2014).The name slogan and logo are critical elements of brand equity, and act as indicators of the company and product that are essential for consumer association with the brand.

The name of the brand will remain the company name, which isVeezy Company Limited (VCL).This has been the name of the company since it was started in the year 1944 in Houston. The brand name has been well established among the consumers, who have recognized and associated with the brand loyally since the company was founded. The logo of the company depicts uniqueness and the competitive advantage over the competitors since the brand is well established. The logo of the company is a graphical representation of the company brand and image. Important aspects that were considered when creating the logo are expressing the company name or brand, simplicity interms of easy visibility and readability, and uniqueness (Dey, Lahiri& Zhang, 2014). The uniqueness helps the company stand out, and prevents piracy.Veezy Company has made a slogan that is intended to not only appeal to existing customers but also attract new ones.

Veezy Company Limited

Leading in Quality Since 1944

Company Logo

Slogan: When it is Veezy it is good health and exiting refreshment by providing deluxe liquor at affordable costs.

This slogan is meant to bring the impression among consumers that Veezy Company products are of high quality, and are meant to improve health at affordable prices. It is a slogan aimed at winning consumer loyalty, and makes them want to associate with the company. The brand extensions for the company includeenergy drinks and cloth line, which will bear the company logo. The company name and logo will help market the new products among existing consumers, and are products that target the same consumer age range of 25-35 years.

Marketing Strategy

TheVeezyompany’s marketing strategy is based on the consideration of crucial factors such as the company’s internal environment, consumer factors, and the outside environment. The internal environment includes factors such as availability of resources, and company objectives.The Veezy Company shall market the product through promotions at strategic locations where our consumers purchase the products. Advertisements shall be done through print, social media, and the mainstream media. The company also aims at attracting potential consumers who do not buy our products, by reviewing our prices after enough consultations with consumers and other stakeholders. In the marketing plan socioeconomic factors of consumers will be considered, and the plan will be aligned to different cultural contexts so as to conform to cultural values of the consumers and their societies (Dey, Lahiri& Zhang, 2014). Marketing will involve geographic, demographic, and psychographic segmentation. Demographic segmentation will involve aligning the marketing according to income, age, ethnicity, and religious affiliations (Baker, 2014). This will help to protect the interests of different consumers, using the right advertisement tools and language for ease of understanding, and standardization of prices to fit consumers from all socioeconomic classes. The plan will beat competitors through the use of the company’s well established brand, and use other products that our competitors do not manufacture. The plan will outdo our competitors through venturing into areas that they have not yet covered (Baker, 2014).

Table of the Marketing Plan Timeline

Positioning Statement

Our products are higher quality alcoholic goods that are readily available to consumers at their locality at the best market prices. The company customer care representatives respond to all the queries and complaints, which are keenly evaluated and acted upon on a timely manner to ensure constant consumer satisfaction. We are above our biggest competitor in all these aspects, because Veezy Company puts the interest of consumers first.

Availability of the Products

VC

ED

VC

ED

VC

ED

ED

VC

Affordability

Response to customer feedback

Quality of Alcohol

Positioning Map

Relevant Consumer Behavior for the Target Market

The target market for the product are people aged between 25-35 years. This is the age at which people enter into adulthood and are therefore eager to try new products and make decisions for themselves. They are adventurous and look out for high quality products to establish a class or taste for themselves. This age group is also the stage in which the metabolic rate of individuals is high, thus they participate in many sporting and recreational activities. The well-established name of the company assures this target market of the experience that Veezy Company has, thus it is capable of producing high quality alcohol. The slogan and positioning statement give this group assurance that the company is more reliable in terms of customer welfare, productavailability, and quality than competitors hence when they choose Veezy Company products, they get the best value for their money.The brand extension products (clothes and energy drinks) are suitable for this target market since they are physically active, and are keen on fashion (Ferrell & Hartline, 2014). They will therefore be attracted to the clothes and energy drinks, especially from their favorite liquor brand.

Mission Statement

To provide high quality alcohol at affordable prices all over the world andimprove the recreational life of all, while providing consumer welfare services.

Company Introduction

Founded in 1994,Veezy Company is a world leading business-to-customer alcohol distillers that has history of producing high quality liquor. The company offers consumers a variety of alcoholic spirits of different tastes and flavors to customers at distribution stores near them. Prices have been set to fit all consumers irrespective of their socioeconomic backgrounds, and the customers get the best value for their money with every purchase they make. Since its formation, the company has been committed to improving the welfare of the community because corporate social responsibility is of high priority to the company.The company is in the frontline of setting an example to other liquor companies to put the interest of consumers first by providing customer support, and moderating prices even during times of national or global economic instability. The company is committed to protecting the environment and minimizing pollution by using sustainable processes and raw materials, and recycling of wastes.

References

Baker, M. J. (2014). Marketing strategy and management. New York: Palgrave Macmillan.

Dey, D., Lahiri, A., & Zhang, G. (2014). Quality competition and market segmentation in the

security software market. Mis Quarterly, 38(2), 589-606.

Ferrell, O. C., & Hartline, M. (2014).Marketing strategy, text and cases (6thed.). Mason: Nelson Education.

Johansson, J. K., & Carlson, K. A. (2014).Contemporary brand management. New Delhi:

SAGE Publications.