Introduction
Developing an effective plan to distribute the product among consumers, retailers, and distributors is essential. It supposes popularizing the product on all levels using various marketing approaches. Implementing the appropriate retail sales techniques allows consumers to learn about the product and distinguish it from the rest of the propositions on the market. This paper focuses on developing a successful executive sales promotion plan that will enhance the sales of ‘Licious Whiskers, a description of the promotion of the sales models to educate consumers about the product, and ways of promoting the beverage among retailers and consumers. The retail sales plan of ‘Licious Whiskers features consumer-centered steps to increase the competitive advantage of the drink in the market.
Discussion
The positioning information about the beverage brand is centered around the idea that ‘Licious Whiskers helps to unite people, facilitating the ways to make friends, to interact easier, and to enjoy life. ‘Licious Whiskers focuses on young adults as the target group of consumers, which determines the strategic business plan choice. The positioning information of the brand includes such points as the young adult age of potential consumers and their preference to buy the product in bars and clubs. There is a vital need to create a beverage image that helps young people relax and enjoy the party, which should be the central image of the positioning campaign. Therefore, the positioning information about ‘Licious Whiskers should represent the image of the young adult person in the company of friends. The atmosphere of enjoying life and partying is the essential component of the positioning information about this beverage. The emphasis on enjoyable communication makes the popularization of ‘Licious Whiskers easier and more effective from the marketing point of view because it shows the target audience appropriately.
The price of implementing the retail sales strategy depends on various factors. First, it is vital to remember that the marketing campaign should pay attention to the in-store experience and online popularization of the brand. According to the estimates, opening a liquor store where all clients can buy ‘Licious Whiskers products costs from $50.000 to $100.000 (“Liquor Store Ownership and Operations”). The marketing campaign in social media and promotion of the product to the particular group of the target audience costs approximately $10.000 (“Liquor Store Ownership and Operations”). Therefore, the combination of these two methods allows the company to create the desired image of the beverage brand, spread information about it among the target clients, and establish the communication with potential customers. They will know what ‘Licious Whiskers is and where they can buy the products. Therefore, it will be an effective way to implement the retail sales strategy for ‘Licious Whiskers. Creating the image of the brand allows the company to build a valuable relationship with retailers and distributors, and become a beverage expert. In addition, consumers will be educated about the product after the effective promotion of ‘Licious Whiskers.
Selling ‘Licious Whiskers to direct consumers is the critical component of the successful retail strategy plan. Restaurants, clubs, and bars are the examples of the on-premise retailers (“Liquor Store Ownership and Operations”). First, the brand should present the beverage to clients directly, showing them the image of the person who consumes this product. Second, the in-store experience should be repeated on online platforms, which supposes the use of the similar targeting in social media (“Liquor Store Ownership and Operations”). The third step is creating the official social media accounts on the most popular platforms, including Instagram, Facebook, and Twitter (“Liquor Store Ownership and Operations”). The marketing campaign should be similar online and offline to attract attention of more people who can become potential consumers of ‘Licious Whiskers (“Liquor Store Ownership and Operations”).
The retail sales strategy for the off-premise retailer is slightly different from the one described earlier. Off-premise strategy supposes using third parties to recommend the beverage, which is sometimes situational and complicated (“Liquor Store Ownership and Operations”). First, a business needs to find its strategic partners to increase the beverage’s popularity. For example, collaborating with a bar or famous night club in the city with ‘Licious Whiskers can be effective in this situation (“Liquor Store Ownership and Operations”). Second, it is necessary for businesses to analyze the needs of the target audience and to satisfy their needs (“Liquor Store Ownership and Operations”). It can be done using surveys of clients and retailer businesses in the city. ‘Licious Whiskers competes with such old companies as Guinness, Baileys, and Johnnie Walker, which makes the importance of the retail sales strategy critical (“Liquor Store Ownership and Operations”). People associate these brands with the most common beverages on the parties, which makes them the primary choice of consumers. Their quality is expected, which is also the positive characteristic of Guinness, Baileys, and Johnnie Walker. For this reason, the quality of ‘Licious Whiskers should be equal to these renowned brands of beverages, but the price should be less to gain popularity.
Conclusion
It is possible to build beverage distribution and increase beverage sales following the particular steps in marketing strategy. As a beverage manufacturer, ‘Licious Whiskers should understand the interests of its target audience, and popularize the product among them using the form that its potential clients will enjoy. It is possible to achieve the goal of becoming a category captain for the beverage appealing both to on-premise and off-premise retailers. Their selection criteria are consistent with the values and needs that the target audience of ‘Licious Whiskers share. Therefore, the discussed beverage brand’s retail sales strategy is multi-component and centered around the client’s demands.
Work Cited
“Liquor Store Ownership and Operations.” Overproof, Web.