Objectives

Gold Button, Citrus Limetta Vodka's objectives are to maintain an exclusive image through low exposure to the mass market. By obtaining a place on the shelves of high end: restaurants, nightclubs, intimate cafe's, casinos, hotels, and small markets (grocers), the brands image will be defined by a select demographic.

"The most logical budget-setting method is the objective-and-task method, whereby the company sets its promotion budget based on what it wants to accomplish with promotion. This budgeting method entails (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks." (Chapter 12) With very little promotional ad campaigns for the brand, the primary focus is on distribution. Marketing to business minded groups or individuals is however key to fulfilling the key mission of the brand. To celebrate wins is the mission. This will be done through the hosting of celebratory events aiming towards the fashion and entertainment industries.

"The manager best understands the decision for which information is needed; the researcher best understands marketing research and how to obtain the information." (Chapter 4) Research amongst the local markets of brand distribution will also take place to complete the objectives of Gold Button- making the vodka the number one choice in celebration. Locating small businesses, entrepreneurs, and movers and shakers of communities will enable us to gain 7% of the market share within the initial 3 years.