R&R Inc. aims to place Relinquish in the top 10 Most Wanted Vodka Flavors and become the leader in herbal and self-revitalizing vodka. We strive for a 30% increase in repeat customer satisfaction and expand the target audience to reach the younger generation, more specifically the 21-30 age group.
We want our customers to be pleased and glad that they chose to purchase our product. Since Relinquish may appeal more to the middle-aged, hard working group of individuals and perhaps women as well, we want to make Relinquish more appealing to a younger aged group. According to Lamb Hair McDaniel in the MKTG book "Over time, managers must alter the marketing mix because of changes in the environment in which consumers, live, work, and make purchasing decisions"(page 32). We need to stay on top of the ever changing market to be the the lead seller of the herbal vodka and to broaden our horizons to reach the college students bracket and those just starting the job market.
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