Week 8: Product... Final

"Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behavior. If some of the beliefs are wrong and prevent purchase, the marketer will want to launch a campaign to correct them". (Marketing: An Introduction. Armstrong/Kotler pg.151)Here at "LIVE" we not only offer a great tasting vodka but also a line of other products to go along with it. Of course our main product is the lightly frosted 750ml bottle with amethyst color candy sharps in the neck of the bottle.  Most of our other products have to do with the advertising side of the company as in its mostly product placement. For example when we work with a special event we have shot glasses, ice bends and even disposable trash bends with our logo on them to offer the vendor.  We have a great PR team that helps put our product placement out there. We may be a new brand of vodka but we our one product that knows how to sell itself."Public relations (PR) is very believable—news stories, features, sponsorships, and events seem more real and believable to readers than ads do. PR can dramatize a company or product. Marketers tend to under-use PR or to use it as an afterthought. Yet a well-thought-out PR campaign used with other promotion mix elements can be very effective and economical." (Marketing: An Introduction. Armstrong/Kotler pg.384)

Week 8: Target Market Strategy... Final

"After deciding on its overall marketing strategy, the company is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing. The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market". (Marketing: An Introduction. Armstrong/Kotler pg.51) Our target market for "LIVE" is key more towards the late 20's mid 30's age group. The group that enjoys going out and being seen in the latest hot spots and drinking the latest drinks. More of the trend stetters group of consumer. With our marketing team we well target all areas of this gonorrhea from straight, gay, black, white, hip hop and even the country goers. We well have something to offer them all. This target market is the group that know they cant really afford our vodka but have to have it to show there social status when in a group setting. "Good marketing companies know that they cannot serve all customers in every way. Instead, they need to focus their resources on the customers they can serve best and most profitably.. Here, the marketer outlines a value proposition that spells out what values the company will deliver in order to win target customers.." (Marketing: An Introduction. Armstrong/Kotler pg.31)

Week 8: Situation or SWOT Analysis... Final

"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)"  (Marketing: An Introduction. Armstrong/Kotler pg. 55) After many months of analyzing our product "LIVE" we have notice both increase in the sales of our replacement bottles through out the vendors locations. Yet a slight decrease in the sales of the starter bottles which cost ten dollars more and come with the chill plate. We believe the reason for this is, is not everyone feels the need to purches the bottle with the chill plate when they can just place there bottle in the freezer and have the same effect. With the help of celebrities such as Playmate Laura Croft, Chippendale Jaymes Vanghuan and Chennel 8 News anchor Chris Salandia the sales in the night life have gone up and have had the opportunities to expand our vendor clientele.   The only threat we have seem to face at the moment is that we are still a new product in the vodka line but are slowly moving up in the industry. "The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats." (Marketing: An Introduction. Armstrong/Kotler pg. 56)

Week 8: Objective... Final

“Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” (Marketing: An Introduction. Armstrong/Kotler pg. 43) All though we know there are a lot of other good vodkas out on the shelves our objective for “LIVE” vodka is to provide a full experience with our product. We plan to use as many natural sources in our vodka as pumkin seeds and the water from Cougar hot springs,  to provide a smoother more clean taste, feel and look to our product. “LIVE” vodka well be provide not only in local liquor stores but in bars, clubs and also airports. As the owner of “LIVE” my personal objective is to keep a good relationship with my vendors and consumers as well.

Week 8: Business Mission Statement... Final

 

Mission statement

“A statement of the organization’s purpose—what it wants to accomplish in the larger environment.”(Marketing: An Introduction. Armstrong/Kotler pg. G10)Our mission for "LIVE" is to provide the consumer with a smooth and clean tasting vodka. The water from the natural hot spring of Cougar out of Oregon  helps 'LIVE" keep  you hydrated while you drink it which in return when consumed in maturation lowers the possibility of a hangover.  The lightly sweet amethyst  color candy shards also add just a light touch of flavor,  so when someone ask you if you love it, you'll simply reply "No! I LIVE!!! "Finally, a company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create. .”(Marketing: An Introduction. Armstrong/Kotler pg. G10)

Week 8 EOC: Creative Content... Final

How do I plan to display my ‘LIVE” vodka to present in class as my final project?  I know there has been a few different ways explained  to us on how to do so and fighting with many different idea  I belive  the way that I  am going to display my product of vodka  is through picture advertising. First I am going to visit a few liquor stores and study some of the other bottles and then fine the perfect one for me to use for my mock up bottle.  I plan to design the label for the lightly frosted bottle and attach it to the front of the bottle. Then once that is done I well adhesive my amethyst colored candy shards to the neck of the bottle. Once I have my label and bottle ready for presentation  I well then work on the design and display  of the chilled plate it well  sit on to keep it chilled at all times and ready to be served straight or over ice. I have spoken with Dustin Cobb which is the general manager for one of the local clubs I currently work for and am in the process of setting up a photo shoot with a male and female models, Tj and Alexandra. My idea for my print ad for ‘LIVE” is to have a female laying on the bar on top of a white fur while the male model is holding the chilled bottle of vodka. It well be in a nice up scale bar setting which demonstration  ‘LIVE” is a head its class when it comes to vodka.

Week 7 EOC: The Pitch... Final

You and your wild, yet classy group of companies are out for a crazy night on the town. After awhile of lounging around at the bar your girlfriend noticed a tall lightly frosted bottle of vodka with amethyst color shards in the neck of it. You ask the bartender what exactly that was. He went to grab the bottle and  was holding it with both hands as if not to want to spill a single drop, after the walk that seem to have taken forever he the reply that it was the latest craze in the line of fine vodkas. Before he could offer you a complementary shot of the already chilled vodka you notice only one word on the front of the bottle "LIVE".

The bartender then began to tell you that "LIVE" has been distilled from the best pumpkin seeds and other grains off the Roloff Farm in Oregon, and it has been fermented and heated before its added to just a touch of water from the natural hot spring of Cougar also found in Oregon. The reason 'LIVE" has just a touch the great Cougar water is to keep you well hydrated for a long night out and allows you to enjoy the taste of the more pure vodka.The reason its chilled the serve is the special chilled plate it sits on. I know your telling yourself, that you have never heard of vodka made with pumpkin seed as the grain but the secret is mixture of the grains and Cougar water sliding over the sugar candy amethyst shards on the way out of the bottle that makes the perfect blend.

Finally, now that your mouth is watering with the desire to taste this new fine vodka the bartender pours your shot. He then ask you "Do you love it?" and you simply reply, "No, I LIVE!"