Week 9 EOC: The Narrative

We searched high and low for some of the world's purest water to create a even purer new way of experiencing vodka. We collect spring water from a spring that runs through a 4,000 year old lava field. This is key in our vodka production because the lava rocks can filter the water. The vodka is extremely clear and practically shines through the glass bottle. It is going to give a sense of satisfaction. It is a small batch vodka that was handcrafted in Hawaii and is sold to small supportive businesses. With the flavors of pineapple and even a delightful volcanic fusion this vodka is surely to light a fire inside.

Week 8 EOC: Creative Content

For my creative content I am going to be doing a photoshop bulletin board of the vodka. It is going to create a eloquent sense of satisfaction. The bulletin will be placed on a freeway. The bulletin board is going to have one side being this cool, refreshing breath of air that you would typically find in Hawaii and the other side is going to be this more steamy volcano vibe. But for the most part the  most the poster is going to be sophisticated and mature because that is the type of audience I am going for. I want the website to portray the fact that it definitely will provide a sense of being on vacation even if you're working in New York and run a million dollar company. The poster is suppose to make you feel different as opposed to going on another vodka bulletin board. I might even add a photoshop of advertisement in stores  or a bulletin board done in a very modern manner that talks about getting a vacation experience with this vodka.  All of the creative content will be shown.

Implementation Evaluation Control

When it comes to alcohol or even more specific vodka we realize that we are not going to attract absolutely everyone. It is something that we hope to reach out to people who already do drink alcohol. To find the best marketing strategy and mix, the company engages in marketing analysis, planning,implementation, and control.(49) We feel the best way to engage with our clients is to give them an experience worth remembering, It may just be vodka, but it is something that can be enjoyed at parties, clubs, and even frat houses. The market consists of many types of customers, products, and needs. The marketer has to determine which segments offer the best opportunities. (50) We only would want the craft the finest of products and not settle for anything less.

Distribution

We anticipate selling at Trader Joes mostly because it is an organic well-driven store. We found this store to go for what we stand for which is energy efficient and “going green” because we do use geo-thermal energy from volcanoes it just seemed like it made more sense. Activities such as consumer research, product development, communication, distribution, pricing, and service are core marketing activities.(8) Consumers should feel like they are getting the best value for something that isn’t even expensive, it should expand the way they think about our products and realize we’re investing in more than just vodka.  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.(10) Trader Joes is just the beginning, we hope to sell to other organic like grocery stores and from there sell to more bigger corporate stores. And to build big partners that will help us sell across the world. The distributing is a crucial and important part of this and a huge risk. Therefore, management should focus on improving production and distribution efficiency. (9)

Price

The price of the Lava Vodka would be $34.99. It is marked at this reasonable price because we want it to captivate people and think this is such a good price for vodka. In turn, that will also show our clients that they are getting a quality product and all the while it may be low in cost it is definitely worth it seeing as it is filtered four time through rocks and lava. The water we used inside is indeed the freshest, purest spring water in the water. It is also powered by geo-thermal energy from volcanoes. 

In some cases, the company may find it desirable to initiate either a price cut or a price increase. In both cases, it must anticipate possible buyer and competitor reactions.(298) We didn’t want it to be too overpriced or too low in price. So we found that nice medium of $35. So we tried to settle down and ensure that our clients were going to receive a quality experience for reasonably priced vodka.

Another factor leading to price increases is over demand: When a company cannot supply all that its customers need, it may raise its prices, ration products to customers, or both.(298)

Promotion

The way we would promote our company is by sponsoring a famous, well respected  Youtuber. We wouldn’t so much encourage on going on sale ever unless one of the stores we sell in offer that. But when it comes onto our online store, there will never be an actual sale.

Sales promotion objectives vary widely. Sellers may use consumer promotions to urge short-term customer buying or to enhance customer brand involvement. (432) We don’t believe in sales because we believe it is already reasonably priced so for us to make it go on sale would be almost questioning our product. And we definitely do not want those thoughts to occur in our clients mind. They must decide on the size of the incentive. A certain minimum incentive is necessary if the promotion is to succeed; a larger incentive will produce more sales response. (436)

Product

Our vodka is imported from Hawaii and is given the satisfying flavor of a lifetime. It is unforgettable and almost like a beach getaway. This vodka is going to package in a glass stained matte bottle with a navy cap. It is definitely going to look more expensive than it is. It is going to be something that will be kept solely for decoration. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction. (6) The bottle is going to have images of what the bottle provides which is the face that is made with the finest spring water as well geo-thermal energy and such. It attracts a more green earth. If you have to drink at least you’re drinking to provide a more greener earth and efficient way of contributing. If the marketer understands consumer needs; develops products that provide superior customer value; and prices, distributes, and promotes them effectively, these products will sell easily.(5)

Target Marketing Strategy

For our main demographic should range between 25-35.  For men and women because there is different types of flavor everyone who enjoys alcohol. First off there are tons and tons of other vodkas out there so it is crucial that we can overcome being authentic and a providing new experience all around. From understanding customer needs, to designing customer-driven marketing strategies and integrated marketing programs, to building customer relationships and capturing value for the firm. (2) We would like to attract every single person in the world, but fact of the matter is that that’s impossible. So we like to instead go for a smaller demographic and that is being able to attract the people like to have a good time with something as simple as vodka. The major trends and forces affecting marketing in this age of customer relationships. Understanding these basic concepts, and forming your own ideas about what they really mean to you, will give you a solid foundation for all that follows. (2) Marketing is more that about making money, it’s about building relationships and strong bonds with the consumers. Even though it might just be vodka it is something that people feel passionate about owning a bottle. Many people think of marketing only as selling and advertising. And no wonder—every day we are bombarded with TV commercials, direct-mail offers, sales calls, and e-mail pitches. However, selling and advertising are only the tip of the marketing iceberg. (5)

Situation or SWOT Analysis

As a company there's going to of course be strengths and weakness in the tracks. The strengths are going to be taking pride in what we stand for as a company and that is being able to bring satifaction all around and tie that in we a greener earth. The main section of the plan presents a detailedSWOT analysis of the current marketing situation as well as potential threats and opportunities. (55) Like any company we are also going to have weaknesses such as no body buys the product. Or even worse we have competitors who can blow us out of the water, but it is going to be something that will be overcomed. But we are going to offer something more authentic that can not be easily replaced or overlooked.  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 strength. (55)

Objectives

We don’t want to derive our consumers from anything that isn’t worth having. We only want to bring happiness and a chance to escape onto a nice paradise where they can just get away or to be able to take a volcanic escape by one sip. This mission is then turned into detailed supporting objectives that guide the whole company. (39) We offer one of the purest sources of water and the steam is embedded in every sip with a crisp finish. We want to offer a different way of experiencing vodka and it flavor and just to mostly provide a satisfying way of a new drinking experience. 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. (40)

Mission Statement

Lava Vodka doesn’t want to be like any other brands. We want to be diverse and reach everyone that we can. We want you to take a sip of this vodka and feel in eruption inside as if there were a real 

A statement of the organization’s purpose—what it wants to accomplish in the larger environment. (39) The sip of this vodka is going to be one to remember because it is so refine and strong. It will leave a good kick and set high hopes. We hope to bring a strong bond with our consumers and hope to be brought up at dinner parties. But mission statements should be market oriented and defined in terms of satisfying basic customer needs. (39) It's about growing and setting achievable goals. We want to provide great customer satisfaction and keep growing as a family. It is something to feel really satisfied knowing that we accomplished a greener earth one sip at a time. Too often, mission statements are written for public relations purposes and lack specific, workable guidelines. Says marketing consultant Jack Welch

Week 7 EOC: The Pitch

My amazing vodka would be based off using volcanic water in Hawaii. The target is mostly going to be for a more mature audience that have like luxury and can afford it. It is going to have a refined taste with added crystals and will go down smooth. The packaging is going to be a skinny glass bottle with a cap made of gold so this bottle can easily cost up to $60. It is going to be called "Lava Vodka" or "Lava" when poured over ice it has an refreshing taste and then while served as is it's steamy.  For something that is based off in Hawaii I feel like the word definitely would own up to par.

We would promote this by getting a famous youtuber to talk about it. Maybe even make a funny commercial about it on YouTube to get some buzz going. And then from there make our own YouTube and Twitter, mostly spreading the word on social media. This product would be made in Hawaii and only sold in Hawaii until the business becomes more stable and then from there it will grow and become a more world wide thing.