"A company can’t go it alone in creating customer value. It must work within an entire network of partners to accomplish this task. Individual companies and brands don’t compete; their entire value delivery networks do." (Marketing: An Introduction, Armstrong/Kotler - pg. 310)
Candy Striper is a mint infused vodka with a little trick up its sleeve: organic. In order to provide a quality product that also gives back to the community, Candy Striper is partnered with Square One Organic Vodka - that smooth taste is the combination of mountain spring water and certified organic rye locally grown in North Dakota Distillery. The single distillation process saves energy and emissions, and excess grain is also sold as feed to local ranchers: talk about going green! "Between intensive and exclusive distribution lies selective distribution—the use of more than one, but fewer than all, of the intermediaries who are willing to carry a company’s products." (Marketing: An Introduction, Armstrong/Kotler - pg. 324) Although Square One is available in stores nationwide, Candy Striper has taken eco-friendly one step further by limiting wide distribution only locally to the largest liquor store chains across the country (however, you will always be able to order online).
"Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain." (Marketing: An Introduction, Armstrong/Kotler - pg. 310)
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