Objectives

"The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them." (Marketing: An Introduction, Armstrong/Kotler - pg. 40)

Objective: To provide a quality product to the consumer market that will exceed expectations and will not disappoint pocket books. Candy Striper is a premium vodka, without the top shelf price. "These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program." (Marketing: An Introduction, Armstrong/Kotler - pg. 386) Candy Striper is dedicated to building customer relationships by communicating a customer value that will ascend and transcend other products of the consumer market.

"This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives." (Marketing: An Introduction, Armstrong/Kotler - pg. 42)