Marketing Strategy and Plan for Vodka Cruiser Product Line

Marketing Strategy and Plan1
Strategic Marketing Plan
For
The Vodka Cruiser Product Line
July 1, 2016 to June 30, 2019

Marketing Strategy and Plan2
Vodka Cruiser
Executive Summary
The findings of the research were that the Vodka Cruiser Company was faced with the
challenge of reaching a large number of potential customers through advertisements. The
Vodka Cruiser Company can meet this challenge by employing advertisement methods such
as advertising on the DSTV and super sport platform as a large number of individuals are
sports fans. According to the research, the Vodka Cruiser should always put into
consideration all the product-market strategies necessary for its long-term survival in the
market. The product-market strategies involve the product, price, place, and promotion (Liu
and Atuahene-Gima 2018). Vodka Cruiser should ensure that they produce products that
satisfy its customer needs in terms of quality. The price of those products should be customer
friendly for the purposes of their affordability. Vodka Cruiser company should also ensure
that its products are available globally having already created its brand name. Although the
products of Vodka are largely known globally, the company should keep on promoting
already existing and new products to ensure that it remains competitive in its industry.

Marketing Strategy and Plan3
Marketing Strategy and Plan: Vodka Cruiser
Introduction
This case study about Vodka Cruiser, a ready to drink brand and the strategies it used to go
from one of less liked brands to a large brand. The strategies show the challenges the
company had faced in marketing and reaching its audience especially the female ones. It also
shows the marketing objectives the company employs, how it allocates it resources control
processes it employs. The study also shows how the company has gained the audience
through campaigns and advertisements through use of social media such as Facebook.
Mission Statements
The Vodka Cruiser company mission is to provide the customer with the best beverage and
alcohol flavors, and to be the leading ready-to-drink company in Australia and in the world.
Strategic Analysis of Vodka Cruiser
Vodka cruiser is an alcoholic drink that had manoeuvred in the Australia market within very
short time. The brand was not very prominent until the millennials changed their perception
towards the drink from the year 2004 and 2010. The brand is known to have joined forces in
helping the alcohol brands to reach the customer satisfaction and therefore, the company
implemented a variety of means to publicize its products and reach approximately 1.5 million
Facebook users on their page and approximately 3.2 million viewers of the Vodka Cruiser
TV Series ("Vodka Cruiser & SketchShe Join Forces For New Campaign - B&T," 2017).
Economic forces
The scope of the Vodka Cruiser is traceable in Australia, though the company has extended
its market in virtually all parts of the world. The main consumers being the Australians, the
brand has targeted the middle class customers, and most of them are the millennials. Australia
is enjoying a stable economy and there is a good market for the Vodka Cruiser ("Library
Authentication - La Trobe University,")

Marketing Strategy and Plan4
Sociocultural forces
The main social cultural issue that is prevalent in Australia is the issue of the state laws and
policies on the alcohols and related beverages. For instance, the millennials who would enjoy
taking the Vodka in open places would not make it because the state do not allow people to
just take alcohol at open places.
Political-legal forces
The government has also imposed very high rates of tax duty to the company, therefore, it is
hard for the company to make its market plans as purposed.
Technological forces
The Vodka Cruiser Company uses the latest technology in processing, manufacturing and
packaging of its contents. The processed products are packed in smart and well-designed
bottles that attracts many customers in the market. Since the year 2009, the company has
been able to compete in the technologically advanced society and by the same, upholding the
current production and marketing processes (Baker, 2014, p. 106).
Natural environment forces
The natural environmental factors affecting the company are the political, religion, economy
and also climate of the region. The gender and the perception of the product to different
people designs and affects the marketing strategies of the company.
External environment – near environment
The Vodka Cruiser has achieved a wide market through the marketing strategies of
advertisements, selection of real customer target; the youths and through making a powerful
product.
The company has been able to compete effectively with other companies which produce a
similar brand. Some of these companies are the Cruiser Guava, Cruiser Raspberry and other
imitations of the original brand. The end user customer for the brand are the millennials