This marketing plan summarizes Kala Liqueurs, a start-up company looking to create a liqueur targeted towards working class women. The plan discusses the background and mission of empowering women, identifies the target segments of working women and female college students, and positions the brand against competitors that target broader audiences. It then outlines the product, pricing, placement, and promotional strategies, including an emphasis on digital marketing through the company website and social media as well as traditional methods. The plan sets revenue goals to reach $3 million in sales within the first 5 years.

1. MARKETING PLAN FOR KALA
LIQUEURS
Prepared by: Willie Cochran
December 7th, 2017

2. Overview
• Discuss Kala Liqueurs and the business
background with future associates.
• Communicate distribution aspects of
Kala Liqueurs and their associates.
Background
• About us:
• We are a start-up company looking to
engage the world of working class
women through our liqueur. The
working class women doesn’t have a
liqueur to call their own. This is a
liqueur to quench the thirst of the
sophisticated woman.
• Mission Statement:
• Being able to provide a female oriented
liqueur in a male dominated world, for
those who work hard, play hard, and study
hard.

3. Problem space
• Segment
• Working class woman
• Female college students
• BONUS:
• Estimated size- 2 million females is target
goal for first year
• Need
• Females need to feel equal to their male
counterparts for a sense of completion.
Positioning vi-a-vis competition
• Three top competitors: Malibu Rum, UV
Vodka, and Bud Light Lime-A-Rita due to
increased sales over last two years and
targeting both sexes and 21-35 year old's.
Weaknesses would be that their websites
lacking visual aides, age group to broad,
and targeting both sex groups.
• Kala Liqueurs will target smaller age group
and female sex specifically, making the
exclusivity of the brand more appealing.

4. Product
• Kala Liqueurs
• A fruity alcohol drink, that can be used as a
cocktail or a mixed drink. Kala Liqueurs can be
a great addition to meals or dessert.
• Key Elements
• Stressed after a long work week?
• Going to happy hour with colleges and
enjoying a drink
• Graduating school?
• Able to celebrate with friends and family with
a high end drink.
• On a budget?
• Affordable drink with a high end taste.
Placement
• In store
• Outlet store with liquor stores included
inside to target females while
shopping
• Online
• Personalized website along with
websites that sell different assortments
of liquor.

5. PRICE
• Strategies - making the price $1 or more cheaper than the competitors
• Standard MSRP - $10.99 for 750ml
• Discounts/Rewards program –
• Military 10% off
• College students with ID 5% off
• With every 5th bottle purchased get another 10% off-able to include with military and
student discount.
• BONUS: Target Sales
• 1-5 years – Revenue and sales goals $3 million

6. PROMOTION
• Website
• Target segment are working class females and females in college, thus, these females are
typically on their computers, laptops, or cellphones with easy access to the internet. This is
appropriate for the target segment because of the accessibility that the target group has.
• Social media
• Target segment are females in college who have social media apps such as Facebook.
Facebook was initially created for college students, now with advertisement placement on
these types of apps marketing is easier to negotiate.
• Traditional paid-media plan
• Coupons in the mail, TV ads, billboards, radio ads, and different newspaper/magazine
placements for the working class women as these women may not have time for social media
or may not pay attention to social media ads.

7. CONCLUSION
• Join me in this exciting journey in helping with women
empowerment. Women are taking over the workforce and we
want you to be apart of it.