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.