Distribution

“How consumers go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation. In some cases, consumers use careful calculations and logical thinking. At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition. Sometimes consumers make buying decisions on their own; sometimes they turn to friends, online reviews, or salespeople for buying advice.” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 154).

Product is coming into a California based port from Guyana, loaded onto trucks and distributed to the locations of bars.  Since it is a specialty item, being served with alcohol, it will be piggybacked with alcohol transportation to cheapen the cost of transport. Give out one whole bag for every 5 alcoholic beverages purchased. There will be a 90 day trial with available bags to purchase on the side if desired. After the 90 days are up, charge. Raise the price a smidgen after people are hooked to cover the costs of the 90 day trial giveaway.  Bar distributors will be provided with a free case if they fill out a form with the results of the consumer’s reaction.  

“Firms use competitive marketing intelligence to gain early warnings of competitor moves and strategies, new-product launches, new or changing markets, and potential competitive strengths and weaknesses” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 106).

“American companies have also learned that to succeed abroad they must adapt to local cultural values and traditions rather than trying to force their own” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 489).