Marketing Mix PRODUCT

"The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place, and promotion. To deliver on its value proposition, the firm must first create a need-satisfying market offering (product). It must decide how much it will charge for the offering (price) and how it will make the offering available to target consumers (place). Finally, it must communicate with target customers about the offering and persuade them of its merits (promotion). The firm must blend all of these marketing mix tools into a comprehensive integrated marketing program that communicates and delivers the intended value to chosen customers." (Marketing: An Introduction, Armstrong/Kotler - pg. 12-13)

What is a need satisfying product? "Product means the goods-and-services combination the company offers to the target market." (Marketing: An Introduction, Armstrong/Kotler - pg. 54) To put it simply: quality over quantity, at a reasonable price. Candy Striper vodka is more than just a premium liquor - it's that extra kick in your cup of coffee, the ultimate stocking stuffer, and even the cordial peace offering at the office. If peppermint candy canes just aren't your flavor of choice, never fear: this vodka is versatile in its uses. The bottle is custom designed to enhance both the experience and the flavor - what better way to enjoy a peppermint liquor than by pouring it straight from a candy cane-shaped bottle! Expertly designed to appeal to everyone's inner child, you'll never have to say that curiosity killed the cat when you unwrap this gift! Candy Striper is only distilled once (but is guaranteed to go down as smooth as a top shelf premium), providing a clear, crisp taste from the purest of Northern Dakota waters. If there is one vodka to add to your wish list this year, make it Candy Striper.

"The product concept is the idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency." (Marketing: An Introduction, Armstrong/Kotler - pg. 10)