The interest of potential customers in the product, and the convenience of spreading the item in a particular area are vital facts in the roll-out market selection. It ensures that the new product will catch customers’ attention, and it can win in the competition with other companies already selling their items in the city. This paper discusses moving from the production facility to the roll-out market for ‘Licious Whiskers. The critical aspect of the marketing strategy used for the roll-out is the online promotion of the product among young adults. Special attention is given to the discussion of transportation costs. The selected product distributor, Lipman Brothers, maximizes the spread of ‘Licious Whiskers in the city and surrounding areas. Tennessee was chosen as the roll-out market for ‘Licious Whiskers due to the convenience of growing apples in the region, which facilitates logistics, and the stable demand for ciders among the population.
The production of cider from the local apples is the marketing advantage of ‘Licious Whiskers, which foregrounds the choice of Tennessee as the roll-out market. As already mentioned, the production of ‘Licious Whiskers features the supply of raw materials from the local orchards (Wolff). It significantly reduces transportation costs and facilitates logistics schemes, making the selection of this area an economically justified decision. The volatility of oil prices makes transportation expensive, which makes using the distributor’s vehicles economically justified (“Alcohol Distribution: Spirits, Wine, and Beer”). In the case of transporting raw materials from apple orchids, the transportation should be timely to ensure the raw material is not spoiled, which is part of the transportation cost. There is no need to deliver raw materials from another state to produce ‘Licious Whiskers in this case.
Moving from the production facility to the roll-out market is impossible without promoting the product. The marketing campaign surrounding the product release aims at attracting public attention to it. The target audience of ‘Licious Whiskers is young adults who prefer light wines and beers to other types of alcohol. As a result, the promotion of the product in social media, making it personalized and oriented to this demographic category of clients, is the essential step in attracting the required attention. The previous research showed that online promotion and selling are the priorities for ‘Licious Whiskers, which means that the marketing campaign should focus on online presence. First, the advertising featuring the group of young people who drink ‘Licious Whiskers at the party should be created. Second, it should be popularized in social media using the demographic filter among young adults.
All actual distributors in the Tennessee market work according to federal and state laws, which suppose receiving a license for selling alcoholic beverages. Alcohol distribution in Tennessee includes three actors: the producer, the distributor, and the retailer (“Alcohol Distribution: Spirits, Wine and Beer”). Distributors sell alcohol to retailers, including stores, bars, restaurants, online platforms, and are responsible for the transportation costs. It is possible to assume that the intensive distribution type is the most applicable for ‘Licious Whiskers (“Alcohol Distribution: Spirits, Wine, and Beer”). It supposes direct distribution of the product to the end customer and distribution among retailers from whom clients can buy the product.
The wholesaler that selected the distributor of ‘Licious Whiskers is Lipman Brothers because the company has a long positive history of working in this sphere. This distributor works with all types of retailers, which means that ‘Licious Whiskers will receive the maximum spread in Tennessee (“About – Lipman Brothers”). Lipman Brothers’ logistics cover almost 80% of territories of the state, which means that the product will become widely represented in stores, bars, and restaurants (“About – Lipman Brothers”). The cooperation with Lipman Brothers increases the costs of ‘Licious Whiskers due to adding transportation price (“About – Lipman Brothers”). At the same time, it is convenient for the producer who does not need to buy vehicles and hire people to deliver ‘Licious Whiskers.
Works Cited
“About – Lipman Brothers.” Lipman Borthers, Web.
“Alcohol Distribution: Spirits, Wine and Beer.” Overproof, Web.
Wolff, Brett. “Cider Apples in Tennessee: Basic Considerations.” Lexington, KY: Center for Crop Diversification, University of Kentucky College of Agriculture, Food and Environment., 2021.