Distribution

Distribution: Distribution strategies for this Sweet Breeze vodka are very specific since it is a summer oriented brand. Starting within the US distribution will focus on the mid and southern states with the warmest year round climates and expand according to hottest summer climates through Geographic segmentation. “Geographic segmentation refers to segmenting market by region of a country or the world, market size, market density, or climate. Climate is commonly use for geographic segmentation because of its dramatic impact on residents’ needs and purchasing behavior.” (Lamb, Hair, McDaniel, p. 99) Selective distribution will also be utilized given the environment to be sold in. The point of this will be to increase the exclusiveness and desirability of the vodka by only distributing to certain venues in each geographical area by localizing sales in up-scale to mid level grocery stores and liquor stores (i.e. Vons and Albertson’s). “Selective distribution is achieved by screening dealers and retailers to eliminate all but a few in a single area. Because only a few are chose, the consumer must seek out the product.” (Lamb, Hair, McDaniel, p. 181) Depending on how successful distribution throughout the country is and how much consumer awareness is increased during the first year we will consider entering the global marketplace. “A company should consider entering the global marketplace only after its management has a solid grasp of the global environment.” (Lamb, Hair, McDaniel, p. 55)