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.

Target Market Strategy

My target consumer is one that actually enjoys alcohol for the taste and differences they get from one type of alcohol to the other. I want my vodka to feel like a celebration of life and to give the drinker a deep down warm feeling. I’ll be marketing towards people in their late 20’s and older adults.

“A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return.” (Pg. 56)

Instead of trying to appeal to the younger generation that is all about partying and drinking just to get drunk, I want to appeal to the person that appreciates a quality product for its taste and purity. I would market it as one of the few types of vodka you can sip and actually enjoy.

“Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly." (Pg. 57)

Implementing my marketing strategy would be key to our businesses’ success. If no one actually goes through with all the ideas to keep business flowing smoothly then it could fall apart before even getting off the ground.

Situation or SWOT Analysis

Strengths – Our vodka’s flavors are uncommon, heightened customer service, and a tested production process for a quality product.

Weaknesses – No brand awareness as of yet and the cost of manufacturing.

Opportunities – Vodka is very popular and I’ll try to partner with a well-known restaurant to promote our vodka.

Threats - Vodka is a saturated market and people may think my vodka is priced too high.

“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)” (Pg. 54)

Conducting a SWOT analysis will give me an overview look at what things we could be doing better and what things to look out for when trying to get consumers to buy our product over a different type of vodka. It also shows what things we are doing right and how to continue that top-notch service to every consumer.

“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.”

A SWOT analysis is crucial to make clear what the business is already doing great at and what it needs to work on. A SWOT analysis can change as a business grows and new obstacles come into light.

Objectives

Every batch of Luscious Vodka “DuChilly” is sampled for quality control. If the batch analysis doesn’t pass any of our six tests, including a taste test, the batch will never make it to shipment! All employees are customer satisfaction driven and are trained to uphold the highest standards in the production of our vodka.

“The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them.” (Pg. 40)

I turned our mission statement into something that all employees in my businesses' hierarchy will understand and be able to follow. If a businesses’ objectives aren’t clear than it may lead to an inferior product. I make sure all employees know every process that goes into making our treasured vodka so they can spot any potential problems that may be associated with our finished one-of-a-kind vodka.

“Marketing strategies and programs must be developed to support these marketing objectives.” (Pg. 42)

In order to consistently uphold a consumer’s expectation our company will continuously quality check our product. We have a big portion of our staff dedicated to customer service relations and will always put their needs first. Without customers, there would be no reason to create our delicious vodka.

Business Mission Statement

To deliver great value on premium vodka that consumers ask for by name, made from the highest quality ingredients, a very precise preparation process, and amazing attention to detail.

“Some companies define their missions myopically in product or technology terms (“We make and sell furniture” or “We are a chemical-processing firm”). But mission statements should be market oriented and defined in terms of satisfying basic customer needs.” (Pg. 39) 

I believe what our book is saying is that mission statements have to appeal directly to the target consumer rather than make a blanket statement as to what they’re basically offering. By creating a mission statement that fits the needs and wants of the consumer and is in terms that makes them feel good about their purchase, they may have an easier decision to buy from that company rather than a competitors’.

“Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace.” (Pg. 40)

Consumers like to feel they are a part of something no matter how small of a purchase it is. A good mission statement will make the consumer feel included in the company and possibly make them brand loyal. It can also make them feel empowered to be buying a certain brand of product if it allows the consumer to understand why their product is of better quality or value.

Week 7 EOC: The Pitch

Luscious Vodka “DuChilly” – Premium vodka that is produced with only the highest quality ingredients and flavored naturally with hazelnuts that are harvested in the state of Washington. The true sweetness of this vodka comes directly from the quite unique DuChilly hazelnut, which is best known for having a less bitter shell and a sweeter taste than that of a traditional hazelnut. Our production process will only use ingredients and supplies coming directly from the United States, even the wheat to make the mash is grown from a farm in the state of Washington and the bottles come from a supplier in Las Vegas, Nevada. The water used in our vodka comes from a natural water source in the Colorado Mountains, but we take it one step further and distill the water using our state-of-the-art water distiller in our facility. The next step of our process is to heat the wheat with warm water until the starch is released and then use enzymes to convert that into sugars. This will create the mash that will be fermented with yeast and then column distilled 2 times from a copper distiller to rid the vodka of heavy metals and impurities. It is then left to soak in a minced batch of DuChilly hazelnuts to enhance the flavor and distilled a final time to clear it of any unwanted impurities from the hazelnuts. The final step in the production process will add a single DuChilly hazelnut to the bottle before packaging so the consumer can enjoy an actual DuChilly hazelnut. This is the type of vodka to be enjoyed during holidays and special occasions as it has a full-bodied taste and a warming sensation to the palate. Best served chilled, this will be one of the first vodkas you don’t mind sipping on, as it tastes amazing alone but it is complimented very well with a pinch of cinnamon. My marketing focus will be for mature spirit drinkers that prefer the best quality and taste to that of cheaper vodkas. Luscious Vodka “DuChilly” will be sold exclusively in a 500 ml bottle size to preserve the taste of the spirit with the added DuChilly hazelnut and will be sold around $40.

Week 5 EOC: Social Networks and Job Hunting

The more that social networks play a role in everyday life it’s not unexpected that some employers would to turn to platforms like Facebook to look for potential candidates in open job positions. To some, social networking is an integrated part of life and seeing a job opening on their newsfeed may spark enough interest to get a person to apply for an open job, but this could also have a negative effect since most people use those networks on a personal level rather than a professional one. It is mentioned in our textbook, “marketers must be careful when tapping into online social networks. Results are difficult to measure and control. Ultimately, the users control the content, so social network marketing attempts can easily backfire.” –(Marketing: An Introduction pg. 144.) What this means is that employers must be choosy when posting a job position to an individual’s Facebook feed or it could cause a backlash from people who don’t use the network in that way. However it can be very beneficial for an employer to go this route though since posting open job positions through major job sites can be very pricey, “Some recruiters say they have all but eliminated their spending on job boards, which can charge a few hundred dollars per job posting, depending on volume.” – (Wall Street Journal: Recruiters Troll Facebook for Candidates They Like). I think that companies have an idea of what type of employee they are searching for and trolling a person’s Facebook page can reveal a lot about a person, which could help the decision of whether they want that person as an employee. I can see this as a useful tool to pinpoint a great future employee since the majority of people use social networking and it reflects an individuals’ personality for the most part. There will be obstacles in the process due to privacy laws but for the most part I’m on board with a company coming directly to me in search of an employee that can handle the job.