Objectives

To increase our market share to dominant market share in specific markets during the summer months beginning summer 2010.

To achieve a 10 percent return on investment with the intention of using that revenue towards additional advertising campaigns to further increase awareness of our product.

By summer 2011 to increase brand recognition to “household name” status and become the vodka brand of choice during the summer months.

Increase summer sales by 15% annually through aggressive spring and summer advertising campaigns.

To obtain 90 percent (or greater) customer satisfaction and generate repeat and loyal customers.

To obtain excellent information and position our brand of vodka as “the” summer drink of choice. “Good information can help an organization maximize sales and efficiently use scarce company resources.” (Lamb, Hair, McDaniel, p. 113)