Week 10: What are the Benefits vs the Features

Embrace Me Vodka features: In an all black glass bottle with EMBRACE ME VODKA written in gold. Shows simplicity at its best, all black is classic and timeless. Our bottle will attract both men and women with packaging in an all black box with “EMBRACE ME” engraved in it, written in ofcouse black. Embrace Me Vodka creates a feeling of prestige, status, notability and respect.

Benefit: our product is for a luxury occasion; once you lay eyes on Embrace Me Vodka you see a sleek, intense, superior quality, artistic design. Yes Embrace me vodka is expensive, but the benefit of paying such a price would be, being associated with a worthy, classy, chic, grade A quality beverage. With a one of a kind, smooth, properly aged, tasteful vodka.

Implementation Evaluation Control

"The company first develops company wide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities. (Marketing: An Introduction, Armstrong & Kotler, page 312) page 55)" The Embrace Me Vodka team will first begin with a blue print, stating all of advertising ideas, suggestions, research, and competition. Promoting Embrace Me vodka would be the fun part, starting with placing ad’s in busy areas (ex. Casinos, DJ’s, Restaurants, Clubs, Bars and etc.) We will make the right connections that will network our product in the correct manner. Planning an exclusive, private party with the top bloggers, celebrities and models would be walking around serving Embrace Me vodka to customer. "Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four P's). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment. We will now look briefly at each activity. Then, in later chapters, we will discuss each one in more depth."

Distribution

Embrace Me Vodka is all about quality, and if you want quality then it will cost. Our product will be sold at a reasonable price, aimed for the high-end consumer. Embrace Me Vodka will be sold at liquor store, served at bars, as well as restaurants, mainly in high-quality specialty stores. "A company’s channel decisions directly affect every other marketing decision. Pricing depends on whether the company works with national discount chains, uses high-quality specialty stores, or sells directly to consumers via the Web. The firm’s sales force and communications decisions depend on how much persuasion, training, motivation, and support its channel partners need. Whether a company develops or acquires certain new products may depend on how well those products fit the capabilities of its channel members." (Marketing: An Introduction, Armstrong & Kotler, page 312).  I will invest in an a distributor that will ship the bottles, and distribute the products to the specific areas.

Price

Once you have a glass of Embrace Me vodka your taste buds will automatically feel a sensation of pure, smooth, effortless, silky alcohol beverage.  

Embrace me vodka is dedicated on supplying our customers with the top and RAREST flavors available on the market, which is a reason why our prices aren’t cheap, but instead reasonable. “Rather than slashing prices, many marketers are holding the line on prices and instead explaining why their brand are worth it.  The goal is to build market share and strengthen customer relationships at the expenses of competitors who are cutting back”  (Marketing: An Introduction, Armstrong & Kotler page 27)

Embrace me vodka is priced at 25.95 with an alcoholic volume of 35%. Many problems will be handled daily, but we are prepared and can honestly say, “Pricing is the number-one problem facing many marketing executives, and many companies do not handle pricing” (Marketing: An Introduction, Armstrong & Kotler page 275)

Promotion

“Holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering he desired satisfactions better than competitors do” (Marketing: An Introduction Armstrong & Kotler page 11). We will give our customers the perfect blend of “find the right customers for our product, and finding the right product for our customers”

Product

One approach Embrace Me vodka will take is “the idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency” (Marketing: An Introduction. Armstrong & Kotler, 10).

Our marketing strategy is to satisfy customer needs, and mainly building customer relationships. A loyal customer is ready to pay a little more because he/she is looking for quality, also to support the brand. “the idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous improvements” (Marketing: An Introduction. Armstrong & Kotler, 10). We will use a simple, and sophisticated packaging and design to attract both women and men.

Target Market Strategy

Younger adult age rank is our target market, 21-35. This will be our most profitable margin, because the millennial generation loves to be young, wild and free and Embrace Me vodka will soon play a huge roll is that process. "Process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities" (Marketing: An Introduction. Armstrong & Kotler, page 39).

The fast paced, Internet oriented world we live in makes the Embrace me vodka team to be very unique, creative and innovate. "The strategic plan involves adapting the firm to take advantage of opportunities in its constantly changing environment" (Marketing: An Introduction. Armstrong & Kotler, page 39).

Situations or SWOT Analysis

"Companies apply a variety of price adjustment strategies to account for differences in consumer segments and situations. One is discount and allowance pricing, whereby the company establishes cash, quantity, functional, or seasonal discounts, or varying types of allowances. A second strategy is segmented pricing, where the company sells a product at two or more prices to accommodate different customers, product forms, locations, or times. Sometimes companies consider more than economics in their pricing decisions, using psychological pricing to better communicate a product’s intended position." (Marketing: An Introduction, Armstrong/Kotler, page 304)

"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) (see Figure 2.7). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance." (Marketing: An Introduction, Armstrong/Kotler, page 55)

“Planning, implementation, and control. The company first develops company wide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.” (Armstrong/Kotler, Marketing: An Introduction page 55)

Objectives

Embrace Me Vodka objective is to bring customers a sophisticated, stylish, quality drink. Our team traveled the world and researched men and women who drink alcohol asking, “what attracts you when your purchasing a alcohol beverage.” as well as “What type of taste do you prefer” after doing countless research Embrace Me Vodka believes we are providing a game changer drink, in the end we will let our product speak for itself.   

Our team remains engaged with our consumers, connecting and understanding their way of life. Even if its just for a moment, we want to take the time out to make each customers feel special. “Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living” Its does this by investing heavily in research and design” (Armstrong/Kotler, Marketing: An Introduction page 43).

Embrace Me Vodka is similar to an escape button. Where you can leave your current environment and enter into a place where you don’t have any worries, to relax and “Embrace” another side of you. Without our customers, we will have no product nor a future, so taking the time out to cherish each person is the least we can do. “Businesses and products the company should consider in the future. Companies need growth if they are to compete more effectively, satisfy their stakeholders, and attract top talent. “Growth is pure oxygen,” states one executive. “It creates a vital, enthusiastic corporation where people see genuine opportunity.” At the same time a firm must be careful not to make growth itself and objective.” (Armstrong/Kotler, Marketing: An introduction page 45)

Business Mission Statement

Embrace Me Vodka, is exclusively for the higher-class consumer. Providing a luxury experience in just one bottle, embrace your inner “BOSS” your successful, powerful, much respected side.

 "Guided by the company’s mission statement and objectives, management now must plan its business portfolio—the collection of businesses and products that make up the company. The best business portfolio is the one that best fits the company’s strengths and weaknesses to opportunities in the environment."(Marketing: An Introduction, Armstrong & Kotler, page 43)

"Strategic planning involves developing a strategy for long-run survival and growth. It consists of four steps: (1) defining the company’s mission, (2) setting objectives and goals, (3) designing a business portfolio, and (4) developing functional plans. The company’s mission should be market oriented, realistic, specific, motivating, and consistent with the market environment. The mission is then transformed into detailed supporting goals and objectives, which in turn guide decisions about the business portfolio. Then each business and product unit must develop detailed marketing plans in line with the companywide plan."(Marketing: An Introduction, Armstrong & Kotler, page 61)

Week 7: EOC Pitch

EMBRACE ME VODKA

“Where perfection and intensity met, embrace your inner romance”

Dedicated for a more elegant affair, Embrace Me Vodka is precisely blended with all natural ingredients to create a exceptionally smooth, rich and desirable new vodka.

Embrace me vodka helps to show consumers the exciting part of life. Close your eyes and imagine beach weathers, clear skies, yacht parties, drop top Ferraris, Hermes throw pillows, blue diamonds, whatever you consider as a exciting life, embrace me vodka wants to help bring that out. 

Week 6: EOC Movie Promotion

The Hangover Part III

The Hangover Part III is an upcoming American comedy film, which reunites with the cast for the final entry in what has become a global franchise.

The Hangover became the highest-grossing R-rated comedy ever and has won a Golden Globe award for Best Motion Picture. The 2011 sequel, The Hangover Part II, was even more prosperous at the box office, taking over $580 million (375 million) worldwide.

Director Todd Phillips promised The Hangover Part III would be a "fitting conclusion to our three-part opera of mayhem, despair and bad decisions". In hopes to draw in a young, male core demographic.

Hangover III‘s marketing campaign, selling it as a must-see conclusion to a hard-partying trilogy starring Bradley Cooper, Zach Galifianakis, and Ed Helms. With “Its All Ends” posters, one new poster for Part III is an image that purposefully resembles the poster for Harry Potter and the Deathly Hallows Part 2.

Promotion ideas I would give is, take over the social media and worldwide web with The Hangover 3 ad’s, have celebrities tweet, face book or speak about the upcoming movie, or at least say famous lines from the first, second, or third Hangover, to stir up excitement. Instead of just aiming for the “ young, male core demographic.” I would go target for anybody from the ages of 18 and up demographic, since the movie has such a popular buzz already, reach out to everybody.  Bring the cast to morning, and night talk shows, up incoming events and etc.

Week 5 EOC: Social Networks and Job Hunting

Today society is filled with modern day technology; anything you desire can come to you in less than a minute, or just by a swipe on the screen, its all to easy. Technology has sculpted our lives, along with the way major companies market them self’s and how they wish to hire future employees.    

Many companies hire a brand ambassador who go out and promote the brand, such as (Rihanna for River Island Collection; Marc Jacobs designs Diet Coke Cans, Beyonce partnership with Pepsi and etc.) “Sony used brand ambassadors to jump-start the launch of its new GPS camera, a high tech device that draws on satellite tracking technology to let you record the excate location of every picture you take and later map them out online using Google Maps. Sony selected customer ambassadors who live to travel, take pictures, and blog. “This product with emerging technology and we really need to let consumers see people using it” say Sony’s director of digital imaging.” (Page. 143).

Though there might be some negatives due to social media, but in all actuality there are more positives. One being, social media helps companies reach out to their customers. To help understand where the average consumer mindset is, what are their wants, needs, and desires, aim to build a customer loyalty by making the consumers feel appreciated. “Apple obsession with understanding customers and deepening their Apple experience shows in everything the company does. For example, a visit to an Apple retail store is a lot more than a simple shopping trip. Apple stores are very seductive places. The store design is clean, simple, and just oozing with style- much like an Apple iPod or iPhone. The stores invite shoppers to stay a while, use equipment, and soak up all of the exciting new technology.” (Page 143)

The Internet allows us to search for anything, and it will pop up in less than 30 seconds, online training, buying items online, researching, worldwide media accessibility, connecting to people we would normally never have the chance to even hold a conversation with. When using for good the Internet can help benefit everybody, but if used for evil, it can cause chaos.

Week 4 EOC: Understanding Consumer and Business Buyer Behavior

When it comes to Marketing to Businesses, and Marketing to Consumers there are many similarities and differences.

One factor that makes Marketing to Businesses and Marketing to Consumers similar is both factors make tedious decisions before purchasing an item, both Businesses and consumers want to make the right decision before spending, hard earned money. “An average consumer buying a refrigerator might do a little online research and then pop out to the local Best buy to compare models before buying one. In contrast, buying a batch of jet engines involves a tortuously long buying process, dozen or even hundreds of decision makers from all levels of the buying organization, and layer upon layer of subtle and not-so-subtle buying influences” Page 158.

A major difference is the mindset of Businesses and Consumers; Consumers want to purchase items according to the way the product appeals to them, while the business side makes multiple decisions when buying. Such as, if the product they have, will be bought by consumers.

Buying for a business is not the same, as when a consumer buys. “Business customer buying decisions are made within the framework of a strategic, problem-solving partnership” Page 158. Businesses will be manufacturing the products, which will soon be sold to consumers. Takes more of a strategic planning in the marketing process. When trying to gain buyers many factors come into play, such as building partnerships, and always keeping the customers satisfied, so they remain loyal to the products and brand. “Finally, business markets have more fluctuating demand. The demand for many business goods and services tends to change more and more quickly than the demand for consumer goods and services does. A small percentage increase in consumer demand can cause large increases in business demand.” Page 158.

Week 3 EOC: Making Money for Good

MAC Cosmetics products are sold to consumers worldwide, designed for professionals in the beauty and fashion industry who depend on heavy cosmetics, cake makeup and stage makeup to produce the visual effects needed to resist against bright lighting during photo shoots. 

The M.A.C AIDS Funds task is to help people of all ages, all races and all sexes affected by HIV and AIDS. M.A.C. AIDS Fund joins with the “bold, visionary and the brave who confront the epidemic in countries and communities where people are most neglected, off the radar and at highest risk”. MAF funds concentrates mainly on the most “marginalized, stigmatized and under-heard victims”. MAF honors “humanity, life, creativity and individuality”. Making a change, one VIVA GLAM lipstick at a time.

Week 3 EOC: My Demographics

Millennial

·      Born between 1977 and 2000

·      Tweens (aged 9–12), teens (13–18), and young adults (19–32).

·      With total purchasing power of more than $733 billion, the Millennial make up a huge and attractive market.

·      Fluency and comfort with digital technology

·      First generation to grow up in a world filled with computers, cell phones, satellite TV, iPods, and online social networks.

·      “All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! Executive. For them, “it’s not something separate. It’s just something they do.”

Millennial applies to my life, because it is 100% true. The millennial generation has been tackling the workforce, by becoming attuned with their inner butterfly and exploring as many career options as they can. We find jobs that offer better pay, or either will help us in our career path. “The fast-track has lost much of its appeal for Generation Y who is willing to trade high pay for fewer billable hours, flexible schedules and a better work/life balance. While older generations may view this attitude as narcissistic or lacking commitment, discipline and drive.”

Generation Y is the first generation that grew up with computers, cell phones, satellites, iPods, iPhones, and social networking “It goes beyond just smart phones obsession – Gen Y loves being digitally connected too. Two-Thirds of respondents said they spend just as much or more time socializing with friend online than they do in person. Women seem to prefer online interaction compared to men, but not by much: 38% of men spend more time in-person than online, verses 29% of women” Some people see generation Y as the generation that “destroyed all good”. “They always want more… They’re not grateful… You offer something and it becomes an expectation. There a real sense of – well, an entitlement” As a Millennial I disagree, we are not ungrateful I believe we just challenge each other to see what more can we achieve, see what other social networks can we create that do more then other websites.

Week 2 EOC: Boston Consulting Group - Video Games

The PS3 has successfully landed itself in the cash cow category. Play Station 3 plans on going much further then it has already gone by, putting in the Blue-ray format, and Sony has mentioned bringing streaming to the PS4. Surprising the Play station 3system has been fortunate enough to be more of a sensation then the Xbox 360.

“The PS3 has taken a step beyond the typical range of video game consoles to offer full compatibility with the popular Blu-ray format while also enhancing its online capabilities. In other words, the PS3, with its online capabilities and excellent gaming features, is capable of serving as the anchor for any entertainment center.”

http://video-game-consoles-reviews.toptenreviews.com/ps3-review.html

It is no secret that mobile games developers have been killing it the past few years. Mobile games are more accessible for the every day people who are constantly on the go, and would like to release some built up steam by killing a few zombies before they have to dive back into their workload.

“The rapid spread of smart phones and tablet computers over the past few years, coupled with faster cellular-network speeds, is changing the business model for games played on mobile devices. Instead of selling apps as a one-time purchase, a new global audience has enabled the rise of "fermium" games—titles that are free to download with options to make in-game purchases for new weapons or other virtual goods.” http://online.wsj.com/article/SB10001424052702303410404577463990080511160.html

Week 1 EOC: Great Costomer Service

As I was shopping in Georgetown one summer day, I stumbled upon a store called Annie Creamcheese, (vintage designer store). As soon, as I stepped through the door I immediately locked eyes on a beautiful gold vintage Chanel necklace it was an instant love at first sight. A young lady who happened to work there saw the glow in my eyes and we hit it off instantly, she showed me all the new shipments of Versace, Chanel, Fendi, and etc. I honestly felt like I was in heaven, she personally introduced me to EVERYTHING, and helped me pick out earrings and outfits; she catered to my every need and definitely made a lot of commission from me that day.

“They’ve focused on customer service and haven’t allowed themselves to be distracted by other things,” says an online retailing expert. In a down economy, retailers especially should be focusing on customer service. But as Hsieh points out, it’s often the first thing to go. “The payoff for great customer service might be a year or two down the line. And the payoff for having a great company culture might be three or four years down the line.”  (1 Marketing Creating and Capturing Customer Value: Page, 4)

Week 1 EOC: My Voice

My love for fashion started when I first held a Vogue magazine. It was an instant connection, as many would call it “love at first sight”, I stayed up gazing into the pictures everyday and every night, treating it like it was a winning lottery ticket. Until, one day I woke up with an idea and wrote it down, then immediately came up with the idea of become a stylist.

Immediately anyone I came in contact with would became my muse, once I started styling I would treat it as if the person was going to an fashion week event, or the Grammy’s. When in a reality they were just going to CVS.

I wanted to be able to give females like myself a chance to be fly, chic, posh and also to give everyone a little taste of my style, instead of traveling to New York, California, Tokyo, Asia I would be able to bring that all to you.

Being an professional stylist, draping people in Chanel, Fendi, Louis Vuitton, Dolce & Gabbana, Versace, Prada, Dior, Giuseppe, Escada, Balenciaga, Alexander Wang, Celine gives me an unexplainable happiness. Being able to tell people to “leave me the hell alone” or to just show my softer side all by what I wear. “Fashion says: Me too… Style says: Only me”