Distribution

With being so new, our distribution will stay small and local to start. "Next, the company must decide where to launch the new product—in a single location, a region, the national market, or the international market. Few companies have the confidence, capital, and capacity to launch new products into full national or international distribution right away." Marketing Armstrong/Kotler Pg 253 And when selling soda to go into high end clubs and bars, what better place to start than Sin City. In the city of Las Vegas, GoGo Soda can start by selling to the high end clubs and bars on the strip. We want our customers to really want it. So if you want to drink it you’re going to have to "come and get it". We want to have a demand for it. You won’t see it going into any gas stations or grocery stores any time in the beginning of its launch. The best way to get good reviews is word of mouth. After a while, with any luck, people will want our soda, will ask for it, when this starts to happen we may then distribute to airports, this way the tourists can take it home and let their friends and family know what to get when they come to Sin City. "Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage." Marketing Armstrong/Kotler Pg 312 As long as this takes off then we will sell and distribute to local stores and hopefully, eventually spread out throughout major cities. 

Product

Product, we know that the product for GoGo is soda. "Product: Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need." Marketing Armstrong/Kotler Pg G10 A sweet carbonated beverage. This carbonated beverage comes in three flavors, lemon, ginger-ale and blueberry. The ginger-ale is caffeine free while the other two would be caffeinated. It will be served in a white 8 oz can. This sizing is so it can be mixed in one drink without going flat waiting for another. It is also a taller 8 oz can so it is more slender and with the color gives it the effect of sophisticated and expensive. Each can will have a picture of each flavor lemon, blueberry and ginger that would promote colorful and fun. " The company develops product offers and creates strong brand identities for them. It prices these offers to create real customer value and distributes the offers to make them available to target consumers." Marketing Armstrong/Kotler Pg 31 This product will also be non-artificially flavored and organic so a more healthy choice compared to other brands

Target Market Strategy

At GoGo Soda, we have a certain target of customers that we want to sell to."To design a winning marketing strategy, the marketing manager must answer two important questions: What customers will we serve (what’s our target market)? and How can we serve these customers best (what’s our value proposition)?" Marketing Armstrong/Kotler Pg 9  That is the college students or just out of college or even in the middle of their careers. The people that drink and go to bars and clubs to have fun. We at GoGo Soda want to sell fun. "The company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing)." Marketing Armstrong/Kotler Pg 9 We want to delight our customers in the age range of 21-35 with the idea of fun. But not just anyone who wants to have fun in this age range, we also want the people who go to those more expensive places, the people who want to live the high life at clubs. We will sell this by first promoting and advertising on social media. Anything to keep up with that generation. Also the creative content of our product. We want to sell sophistication and expensive. We stick with a white can and a black background. Like Chanel or Dolce and Gabbana, black and white says classy, sophisticated and expensive. Then to that we add fun and pop to the flavors and the soda can. Expensive and fun. 

Situation or SWOT Analysis

"SWOT analysis: An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)." Marketing Armstrong/Kotler Pg 55 We will be putting together a SWOT analysis for GoGo Soda as well. The first thing in the analysis is the company's strengths. Our strengths are that GoGo Soda is a healthy non artificially flavored organic soda. We have caffeinated and caffeine free so you have the choice as to which you want and they sell the idea of sophistication and expensive. Our weaknesses would mostly be that GoGo Soda is a very small and unknown brand. Customers want what they are used to such as the big brand names and it takes a lot of convincing to get someone to leave their favorite brand of soda. However, GoGo Soda does have opportunities with today's health factors. People want healthy but still want a great taste so they can have what they love while still making great choices. Our brand gives them that opportunity. Lastly, our threats would be the competition. And not just any competition, the big name brands such as Coke and Pepsi. "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance." Marketing Armstrong/Kotler Pg 55

Objectives

"This mission is then turned into detailed supporting objectives that guide the whole company." Marketing Armstrong/Kotler Pg 39 The objectives for GoGo Soda are to sell and promote healthy, great tasting, fun carbonated beverages. We want to sell healthy, fun, and still sophisticated. The creative content will show this with the whites and blacks. The cans will be white to show clean and sleek along with the black backgrounds. Each can is also labeled with the main ingredient for each flavor (lemon, ginger-ale, blueberry), colorful, bold and fun. Selling will start with promoting for high end bars and clubs which is why we brand each flavor with a more expensive alcohol, Crown Royal whiskey and Grey Goose vodka. "This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives.........Profits can be improved by increasing sales or reducing costs. Sales can be increased by improving the company’s share of domestic and international markets. These goals then become the company’s current marketing objectives." Marketing Armstrong/Kotler Pg 43 We want to strive to promote that GoGo soda is healthy by being non artificially flavored and instead having natural ingredients. This will be a healthy choice to the alternative sodas. While it will be promoted mainly for alcohol mix it is also a great alternative to other sodas for the designated drivers or non-drinkers.

Business Mission Statement

GoGo Soda will be providing high end caffeinated and non-caffeinated carbonated beverages that will be mainly distributed to high end clubs and bars to be mixed with alcohol along with the better alternative to just having a soda. Our soda in non-artificial flavor and organic with a great taste."The company’s mission should be market oriented, realistic, specific, motivating, and consistent with the market environment. The mission is then transformed into detailed supporting goals and objectives, which in turn guide decisions about the business portfolio." Marketing Armstrong/Kotler Pg 61 We want to satisfy and delight our customers with a healthy fun drink to overall "Go to the Party" with. We want to promote healthy living, great taste, and a fun time. "A Mission Statement is a statement of the organization's purpose-What it wants to accomplish in the larger environment " Marketing Armstrong/Kotler Pg 39 We want to look expensive without being expensive so our college students can afford GoGo Soda and have a great time doing it while feeling expensive. 

Week 7 EOC: The Pitch

My brand is GoGo Soda, Go to the Party. This brand is a soda that you know you can mix with alcohol and be the life of the party. I have 3 flavors of carbonated beverages that will go into bars. The first is GoGo Lemon Soda. This is a carbonated lemon flavored drink that can mix well with vodka, preferably Grey Goose Vodka to make a Lemon Drop. The second is GoGo Ginger-ale this would mix with a dark drink, preferably whiskey preferably Crown Royal to make, Dark Madness. Third in finally I have GoGo Blue attack. This is a blueberry flavored carbonated beverage which can mix with a vodka, again preferably Grey Goose Vodka, and will create my drink, Violet. GoGo brand soda will be mostly caffeine, GoGo Blue Attack and GoGo Lemon Soda which both works great with vodka will be caffeinated. Both of these sodas are organic, instead of artificial flavored will be flavored with natural ingredients from blueberries and lemons. GoGo’s Ginger-ale will be caffeine free and will be advertised as more of a sophisticated drink going with a nice smooth and classic whiskey.  I believe customer’s would want to buy this product knowing that not only is it fun, created to go with alcohol for a great party time, but it is also healthy and organic and can also be sold individually for those who do not plan to drink alcohol but want a great tasting soda without all of the artificial flavors. GoGo will first and foremost be advertised as a party soda, which is the main concept of this brand. However, it will also be advertised as an everyday enjoyable carbonated beverage.