Week 9 EOC: Narrative

Luscious Vodka “DuChilly,” Naturally Sweeter Than the Rest! Vodka fit for a king, but priced for the common man. At Luscious Vodka we are changing the way you drink vodka by providing a smooth and sophisticated concoction that is naturally sweetened by the DuChilly hazelnut. Only the finest ingredients make it into our manufacturing process and every one can be found here in the United States! Our distillation equipment is top of the line and allows us to ensure only the highest quality product makes it way on to the shelves. Providing a quality drink that is smooth to the palate with just enough warmth to get you feeling great about every single sip you will take, this vodka is like no other on the market today. The hazelnut at the bottom of each bottle gives the consumer a chance to taste just how special the DuChilly hazelnut is. Once you have one you won’t be able to resist asking for this vodka by name. Competitively priced to compete with other top shelf vodkas, this will be one drink you will not forget! Exclusively available in 500 ml size it will be one drink you want to tell your friends about and share joyously. So whether you’re celebrating a wedding, enjoying an amazing hearty meal, or just relaxing by the fire with loved ones DuChilly is the perfect compliment to any of those occasions and much more.

Week 8 EOC: Creative Content

For my creative content I wanted to make sure that a specific group of people would be able to see my product so I’ve taken an ad out in a few select magazines. The first is a cigar magazine that will appeal to older gentlemen that enjoy the finer things in the luxury department, the second is Cosmopolitan as that will appeal to women that enjoy the latest trends and newest products, and lastly GQ as this will appeal to men directly in my target market. As our brand gains more momentum in the future I would take out ads in newspapers and then go for billboards. If I’m successful in those marketing campaigns then I will put all my efforts into making it a common household spirit by creating a commercial and radio ad. I also believe that our product will speak for itself and that news of this delicious vodka will spread via word-of-mouth. I want people to truly enjoy our product and hope it will find itself in the homes of millions one day.

Implementation Evaluation Control

In order to make sure that all aspects of our business succeed I will teach every employee the entire process of our vodka and make sure they understand the individual processes even if that’s not their duty. This will allow an employee to do inspections on other sections and keep a balance between what their official job is and what they’re quality controlling.

“Still, implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out.” (Pg. 57)

Just as every employee has a specific duty, I have an employee that will oversee the entire floor production process to make sure all quality checks have been completed.

“In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans.” (Pg. 57)

This can make or break a good company. So we put lots of time in making sure all sections of our process work together harmoniously.

Price

Our vodka is competitively priced for the quality of ingredients and time/effort put into concocting a bottle for the consumer. At $40 a bottle it will not appeal to the younger market and cheaper individuals. I’m trying to capture the market of middle to upper class individuals with exquisite taste.

“price is the amount of money charged for a product or service. More broadly, price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service.” (Pg. 275)

Our price is directly influenced by the cost of our manufacturing, from the employees’ hard work that goes into each bottle to the cost of all the ingredients. Since we are using the highest quality of ingredients we can get our hands on in the United States we must set our price a little higher than may be expected.

“as a part of a company’s overall value proposition, price plays a key role in creating customer value and building customer relationships.” (Pg. 275)

I believe that our product price sets a perfect example of creating customer value and building customer relationships.

Promotion

I think that in order to promote my vodka I’d first try to collaborate with an established restaurant and appeal to my target market. I’d also use billboards and make my vodka look prestigious to other vodka brands.

“Today’s agencies employ specialists who can often perform advertising tasks better than the company’s own staff can.” (Pg. 400)

In order to achieve the best possible spotlight for our brand of vodka it may be in the best interest to hire an advertising agency. They understand the world of promoting products and could help boost sales immensely.

“Another major mass-promotion tool is public relations (PR)—building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.” (Pg. 402)

We would definitely hire a team for public relations as they can strengthen the tie with community involvement and also make sure our product doesn’t offend or is targeted to the wrong customer.

Distribution

As of now our vodka is not yet being sold internationally. We do have distribution routes on the western side of the United States and will continue to work eastward as our product recognition goes up.

“Physical distribution firms help the company to stock and move goods from their points of origin to their destinations.” (Pg. 68)

We may use a distribution firm once our vodka starts shipping towards the east coast and internationally, but we want to ensure our product will sell and is desired before we start looking into that.

“Enterprise began expanding its distribution system by directly challenging Hertz and Avis in the on-airport market.  (Pg. 310)

I believe our product has the right amount of balance to appeal to a large market. I want to challenge other products in the same kind of manner to really see how much consumers enjoy my vodka compared to others in my league.

Product

Our product is created from a strict recipe using the highest quality resources found in the United States. Everything that a consumer would hold in his hand was grown, collected, created, and bottled somewhere in the U.S. Our employees are trained to quality test our products at different stages in the process to make sure the consumers gets the same amazing taste with every sip.

“We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or mixes of these.” (Pg. 208)

My product is a tangible item that I want to inhibit thoughts of pleasure when holding or discussing among peers. I want people to speak of my product with high regards because of all the attention and care that goes into making our product.

“Product is a key element in the overall market offering. Marketing-mix planning begins with building an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable customer relationships.” (Pg. 209)

Our product is one that can speak for itself. I want every customer to experience a satisfaction of value and quality when deciding to buy our vodka.