Marketing Information & Customer Insight

“To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need or want. Companies use such customer insights to develop competitive advantage. “In today’s hypercompetitive world,” states a marketing expert, “the race for competitive advantage is really a race for customer and market insights.” Such insights come from the good marketing information. (Armstrong & Kotler – Marketing 9e Ch.4 pg.97)”

“The market researcher must now interpret the findings, draw conclusions, and report them to management. The researcher should not try to overwhelm managers with numbers and fancy statistical techniques. Rather, the researcher should present important findings and insights that are useful in the major decisions faced by management. (Armstrong & Kotler – Marketing 9e Ch.4 pg.113)”

From a non-scientific study I conducted, my overall conclusion is that people are tired of Kool-Aid flavor vodkas and want something new. People don’t mind if vodka is flavored, but they want to taste the vodka and not the fruit and sugar. Kettle V. is a green tea flavor vodka, but the green tea doesn’t over power the vodka like other companies do with their flavor vodka. Also the idea of a green tea vodka might sound unappealing, but that is what marketing is for and with my marketing plan I created, with the great taste of the green tea vodka and the design of the vodka, this should make people curiosity of what a green tea vodka might taste like. With the advantage of being the only true green tea vodka in the market, hopefully this will satisfy the people that are looking for something new in vodka.