Implementation Evaluation Control

"Because many surprises occur during the implementation of marketing plans, marketers must practice constant marketing control—evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance. This may require changing the action programs or even changing the goals." ( Marketing: An Introduction pg. 43).

"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 pg. 55).

"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." (Marketing: An Introduction pg. 31)

Price

The price of vodka is very important. I believe it directly affects how the consumer sees your product. An expensive bottle will make the consumer think it is a fine vodka and cheap bottles are not for someone with refined taste in vodka.

"Setting the right price is one of the marketer’s most difficult tasks. A host of factors come into play. But finding and implementing the right price strategy is critical to success." ( Marketing: An Introduction pg. 275).

When I shop for vodka I usually look at Smirnoff as the midpoint between cheap vodka and the expensive stuff. I would like my product to be sort of a competitor to their company. I want our prices to be close enough to theirs as possible.

“Competition-based pricing involves setting prices based on competitors’ strategies, costs, prices, and market offerings. Consumers will base their judgments of a product’s value on the prices that competitors charge for similar products. In assessing competitors’ pricing strategies, the company should ask several questions. First, how does the company’s market offering compare with competitors’ offerings in terms of customer value? If consumers perceive that the company’s product or service provides greater value, the company can charge a higher price. If consumers perceive less value relative to competing products, the company must either charge a lower price or change customer perceptions to justify a higher price.” (Marketing: An Introduction pg. 280)

Given the fact that our vodka has a little something extra compared to Smirnoff and other's like it, I would say it is safe to raise the price slightly above theirs. I believe this is good competition based pricing as well as giving our vodka the appearance of being a better choice of Smirnoff.

Fizz Vodka will cost $18 for a large 1.75L bottle in retail liquor stores.

Distribution

There are three types of distribution: exclusive, selective and intensive.

"Exclusive distribution is often found in the distribution of luxury brands and brands."

"Selective distribution is the use of more than one, but fewer than all, of the intermediaries who are willing to carry the company’s products."

"Intensive distribution is stocking the product in as many outlets as possible." 

( Marketing: An Introduction pg. 324).


“Three strategies are available: intensive distribution, exclusive distribution, and selective distribution. Producers of convenience products and common raw materials typically seek intensive distribution—a strategy in which they stock their products in as many outlets as possible. These products must be available where and when consumers want them.” (Marketing: An Introduction pg. 323)


Fizz vodka aims to be the preferred choice for vodka drinkers in America. However, this product is not exactly a convenience item or a common raw material. There is no need for intensive distribution and it would probably only end up costing us more money. Selective distribution would only limit our sales since we are not exactly a high end product. We want to be the competitors to Smirnoff, the most common vodka found in stores today and currently the most preferred in America. Therefore, given the three main types of distribution, we will take the middle road and only selectively distribute our product. This means that you will not be able to find it everywhere you look, but most grocery stores will carry Fizz vodka and all liquor stores will also carry it.

Promotion

"Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotions), business customers (business promotions), and members of the sales force (sales force promotions)." (Marketing: An Introduction pg. 37)

"Several factors have contributed to the rapid growth of sales promotion, particularly in consumer markets. First, inside the company, product managers face greater pressures to increase their current sales, and promotion is viewed as an effective short-run sales tool." ( Marketing: An Introduction pg. 432).

“Clearly, sales promotion plays an important role in the total promotion mix. To use it well, the marketer must define the sales promotion objectives, select the best tools, design the sales promotion program, implement the program, and evaluate the results. Moreover, sales promotion must be coordinated carefully with other promotion mix elements within the overall integrated marketing communications program.” (Marketing: An Introduction pg. 437)

Product

"A company’s product mix has four important dimensions: width, length, depth, and consistency. Product mix width refers to the number of different product lines the company carries. Product mix length refers to the total number of items the company carries within its product lines." ( Marketing: An Introduction pg. 221).
As far as width, and length of our product, Fizz vodka will be the only product we carry in our line. We will however offer different sized bottles and eventually move into making our own individual mixed drinks once awareness and sales of our product have reached a steady incline.

"Finally, the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way." (Marketing: An Introduction pg. 23)

Target Market Strategy

"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." (Marketing: An Introduction pg. 57).

I honestly believe this product's main premise is good enough to sell itself. But a good product doesn't become popular overnight. This product will require a lot of advertisement to get the word out and reach the bulk of American consumers. Once this happens, I think the thought will stick and Americans will continue buying for long periods of time. So our main marketing strategy will just be to get over that first big hurdle.


"A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives."  (Marketing: An Introduction pg. 57). In order to implement this strategy properly we will need good television commercials. As stated in the SWOT analysis, our biggest weakness will be making this drink popular to nightlife and the bar scene. Our commercials will be a lot like other drink commercials where they show people at the bars ordering our vodka by name.

For example: "Can I get a Fizz and Cranberry?"

I think this method is very catchy and will be very effective in making our drink popular in bars.


 "The market consists of many types of customers, products, and needs. The marketer has to determine which segments offer the best opportunities." (Marketing: An Introduction pg. 23) One segment that I know we can easily grab a hold of is the college and party scene. This vodka is perfect for parties and I'm sure it will spread quickly through word of mouth from party to party. "Most companies enter a new market by serving a single segment, and if this proves successful, they add more segments." (Marketing: An Introduction pg. 27) Coupled with a good starting ad campaign and also serving to this single segment of party goers we will see our product spread very quickly through word of mouth and become very popular.

Situation or SWOT Analysis

"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 pg. 55)

I believe our main strength is the fact that our vodka is American made. We aim to buy all of our raw materials from American farms and markets in order to impact our economy in a positive way. In order to be the preferred vodka for Americans, we have to represent America. By doing this we will have strengths over other imported vodkas that not only cost much more, but also don't impact our country in any way with their sales.

"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. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. Marketing analysis provides inputs to each of the other marketing management functions." (Marketing: An Introduction pg. 56)


One weakness I have been able to foresee is the use of our vodka in certain markets like clubs or bars. Because Fizz vodka is so different from any vodka on the market, it might take a while to catch on at bars. Also, most bottles at bars have a spout attached for easy pouring. Fizz vodka is carbonated so the use of a spout will only make it go flat. In order to overcome these weaknesses we will need ad campaigns that show how well Fizz works in mixed drinks and show commercials of people asking for it at the bars by name. Once awareness gets out about this drink, these types of weaknesses will quickly vanish.

Objectives

"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives."
(Marketing: An Introduction pg. 37)

"Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget."
(Marketing: An Introduction pg. 389)

Objectives:
-To provide an alternative to traditional vodkas by introducing the first carbonated vodka
-To provide a new American made affordable vodka
-To become the preferred vodka in the American market

Week 9 EOC: Three great mission statements

My three favorite mission statements written by other classmates are as follows:

"Here at Pikané, it is or job to serve you. Our customers are our future and we want to bring you the ultimate in high quality refreshment at a competitive price. Providing happiness is our number one concern and from factory, to store, to home, we can ensure that our taste will not change and our quality will always be high." - Phil's Audio Corner

"Let yourself get carried away in a world of relaxation and luxury; Blüme Vodka ultimately provides the utmost quality in elegance, class, flavor and style." - Samantha Romero


"Yumee Diamond Vodka’s main goal is to satisfy the customer with a high quality drink that will leave them wanting more. Without a happy drinker Yumee Diamond Vodka will be a thing of the past." - Glitz & Glam

Business Mission Statement

"Fizz Vodka aims to create an all new American made drinking experience that is sure to be the life of any party."

"Mission Statement: A statement of the organization’s purpose—what it wants to accomplish in the larger environment." (Marketing: An Introduction pg. 39) A company's mission statement says a lot about what the company aims to do and is also what defines your company. The mission statement is the starting point for creating your overall brand and company image. It reveals exactly what kind of product and experience you are offering to your consumers. "An organization exists to accomplish something, and this purpose should be clearly stated. Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions are among the most difficult the company will ever have to answer. Successful companies continuously raise these questions and answer them carefully and completely." (Marketing: An Introduction pg. 39) I want Fizz Vodka's mission statement to reveal to the consumer that anyone can enjoy our vodka. It is a low cost one of a kind alcoholic experience made for any occasion. I anticipate that because this is a low cost american vodka with a twist, that it will appeal more to a younger crowd. So although Fizz Vodka is marketed to everyone, the college age range will most likely be our main demographic.

Depending on the product, your mission statement will either be very straight forward and specific, or very broad and general. "Sense-of-mission marketing means that the company should define its mission in broad social terms rather than narrow product terms. When a company defines a social mission, employees feel better about their work and have a clearer sense of direction. Brands linked with broader missions can serve the best long-run interests of both the brand and consumers. For example, Dove wants to do more than just sell its beauty care products. It’s on a mission to discover “real beauty” and to help women be happy just the way they are."(Marketing: An Introduction pg. 530) In the case of Fizz Vodka I would lean more toward a broad mission statement that would not single out any potential buyers. As stated earlier our demographic would most likely be a younger college party crowd, but because of that younger appeal, we would also be able to sell to older middle aged people who want the same experience as college aged people.

Week 9 BOC: Cyber Shopping

If I had the money right now I would buy an Apple iPad. They may not have been priced down for black Friday or even cyber Monday but I have always been interested in having one since my main computer is a desktop. It would be nice to have something more mobile without having to lug around a large laptop. I would only need it for checking email and other internet related activities so I wouldn’t need one with a lot of memory. The cheapest one I have seen is $499.00 and it is a second generation iPad with a 16 GB hard drive. I believe this purchase would be worth the price because it is hundreds of dollars cheaper than buying an actual laptop and it is as functional as I need it to be. It even has some features that a laptop doesn’t have. Why spend more to get the stuff you don’t need?

Week 8 EOC: Creative Content

For my creative content I am going to design the look of the bottle on Photoshop and put together a magazine ad and billboard ad for my vodka.

Week 7 EOC: The Pitch

We have all been in this situation before; You're hosting or going to a party tonight, and you need to pick up some suitable booze for the occasion. You walk into your local liquor store and you are immediately overwhelmed by the hundreds of bottles filling the shelves. What are you going to bring to the party that you and everyone else can enjoy? Vodka is usually present at any event whether it be a college frat party, or a laid back gathering of friends. That still doesn't narrow it down much. You're standing in front of the numerous different bottles of essentially the same fermented and distilled grain bi-product. Some bottles are cheap and plastic, others are expensive and fancy looking. You don't want to spend a fortune on vodka, yet, you don't want to look cheap and get that big plastic handle of vodka either.

Rarely do people drink vodka because they love the way it tastes. They do it to get drunk! And unless you're a hard alcoholic pounding shots of the stuff or drinking it straight, vodka is usually served mixed with a complimenting, flavorful beverage. Even people who drink shots of vodka chase it with something to diffuse the hard, throat burning taste. What you and everyone else found in this situation needs is a high grade vodka offered at a medium range price that mixes well no matter what you chose to mix it with. 

Fizz Vodka is the solution! Fizz Vodka uses the same premium grains and pure filtered water along with the slow, careful fermentation and triple distillation process found in high end vodkas. However, Fizz is offered at a low to mid ranged affordable price much like Smirnoff.  Fizz does without all the fancy packaging and marketing that you see with high end vodka brands. Fizz is just a straight forward brand that isn't cheap, and isn't too fancy. It is bottled in a large, round, glass jug with a handle reminiscent to the cheap plastic vodka bottles you might have tried in your early days of drinking. What separates this product from the rest is the final stage in our production process - carbonation! We carbonate our vodka before bottling to give it a sparkling finish much like club soda or sparkling water. This allows our vodka to mix well with any beverage you chose to compliment it with! It also tastes great on its own giving you a bubbling, tingly feeling along with that all familiar warming sensation. Turn your vodka cranberry into a bubbling fizzy berry soda, or spice up that vodka and orange juice drink to feel more like a memosa! Fizz Vodka is an American made vodka that plans to compete with Smirnoff as the number one vodka for the younger generation. Not only will this vodka appeal to the college demographic, it will also appeal to the older middle aged generation that wants the same experience as the younger college party goer. With Fizz carbonated vodka, you will be the life of any party!

Enjoy Fizz Vodka!

Week 6 EOC: Me X3

Growing up playing music, I have come to learn that every great musician is associated with their instrument of choice. Every famous rock musician has their signature guitar, preferred strings, and pick of choice. Every drummer has their chosen brand of sticks, symbols, and drum heads. It is what defines their sound and makes them stand out from the rest. When I began playing guitar at an early age I always dreamed I would some day invest in my own signature guitar. The one instrument that would suit me in all aspects whether they be functional or based on appearance. after years of playing, researching, and shopping I finally saved enough money and bought the Gibson Les Paul Studio guitar. I have had this guitar for 3 years now and I have yet to find any other instrument that suits me more.

Tha Misfit by Cleveland Cyclewerks is my chosen mode of transportation. Although I do not own this bike yet, I plan on purchasing it when it is released from production and open to the public next month. A motorcycle is more than just a mode of transportation. It is an entirely different experience that most do not know. It is a way of expression. A motorcycle is freedom on the open road. I have been shopping for several months and there is no other bike I would rather ride than Tha Misfit. 

The final product that makes me who I am would have to be my desktop computer. I recently built it myself from the ground up to be the ultimate workstation, gaming, and design workspace computer. Some of its features include a 27" full hd LCD monitor, secondary 17" LCD monitor, a medium sized Wacom tablet, a midsized Thermaltake computer tower with Asus motherboard, Intel i7 CPU, 12GB RAM, an Nvidia GTX 370 superclocked video card, and for sound I have hooked up a 300 watt Fender PA system with two 15" speakers delivering monstrous stereo sound right in my face. My home computer is the ultimate battle station for any computer nerd!

Week 5 EOC: Social Networks and Job Hunting

Read Marketing at work 5.1 Brand Ambassadors: Employing Real Customers to Get Out the Word on Chapter 5    2. Understanding Consumer and Business Buyer Behavior.  (page 15 of 59 — printed page 143)

Please evaluate the article Job Recruiters Turn to Facebook to Find Candidates - WSJ.pdf found in the dropbox.

Develop a 300 word blog post citing both the article and your book.

Week 4 EOC: There's an app for that

Smart phone apps have become popular due to the fact that most apps help make every day life a little easier for all of us. There are so many apps out there that it seems like there is an app for everything! Some people wouldn't know what to do if their favorite app no longer existed. I recently got an idea for an app that is geared toward families that will make parents life a little more easier. It is a locator app that will show parents where their children are at all times throughout the day. Parents will no longer have to worry when they send their children off to school or when their children go out to play on their own. They can simply sync their children's phone to the app and you will have a 24/7 feed of where your children are thanks to built in GPS on each smart phone. It could also have a boundary feature that would alarm a parent if the child wanders outside of a designated route or allowed boundary. Now your child will never leave your sight or be out of reach!

Upon researching apps I have since found that this app is already in existence. The Footprints app lets you track your kids, spouse, and friends. "Before adding a user to your Footprints list of whom to track, you must first obtain the user's permission. Once you do, Footprints lets you see precisely where that user is on a map at any given time. The app can even provide information about how quickly the person is moving, a plus for parents trying to make sure their teen isn't speeding down the freeway."

Week 3 EOC: My Demographics

The Mellinial or Generation "Y" is the generation of people born between the mid 1970's to mid 1990's, although experts differ on the actual start date of the generation. Being born in 1988 puts me in this category. The Mellinial generation is described as the Echo Boomers, due to the significant increase in birth rates through the 1980s and into the 1990s, and because many of them are children of Baby Boomers. One of the characteristics of this generation is due to the late 2000's recession. Because of the downed economy, unemployment rates are higher in this generation than previous ones. Despite low employment rates, generation Y is the highest educated. "The most detailed study to date of the 18- to 29-year-old Millennial generation finds this group probably will be the most educated in American history. But the 50 million Millennials also have the highest share who are unemployed or out of the workforce in almost four decades, according to the study, released today by the Pew Research Center." This generation has also been called the Peter Pan generation because they have the tendency to delay certain rights of passage into adulthood. This generation begins working later in life, and typically continues living with their parents for longer than past generations. Generation Y has also seen the highest divorce rate of their parents, yet they have surprisingly close relationships with their parents. The generation Y voters seem to have a more democratic view when it comes to politics. "The "Millennial Generation" of young voters played a big role in the resurgence of the Democratic Party in the 2006 and 2008 elections, but their attachment to the Democratic Party weakened markedly over the course of 2009." This generation is considered to be the most open minded and free thinking. According to the Pew Research Center, they are confident, connected, and open to change. "They embrace multiple modes of self-expression. Three-quarters have created a profile on a social networking site. One-in-five have posted a video of themselves online. Nearly four-in-ten have a tattoo (and for most who do, one is not enough: about half of those with tattoos have two to five and 18% have six or more). Nearly one-in-four have a piercing in some place other than an earlobe — about six times the share of older adults who’ve done this. But their look-at-me tendencies are not without limits. Most Millennials have placed privacy boundaries on their social media profiles. And 70% say their tattoos are hidden beneath clothing."

I would agree to most of the statistics of this demographic and I would say that I fit this mold quite accurately. However, I began working at the young age of 16, moved out of my parents house at age 21 which isn't as late as most, and my parents did not divorce. I do not have tattoos but I do like to express myself in creative ways and especially through music.

Week 3 EOC: Making Money for Good

Large corporations and organizations have the power to make great changes in our world. Unfortunately, most of them are only concerned about making money for themselves and don't do as much as they should to have a positive impact on the world. However, there are some companies that make it their main mission to raise money for a good cause and make a big difference.



RED - Designed to help eliminate AIDS
RED is an organization that partners with retail companies like clothing stores to allow some of their proceeds to go directly to the effort to fight the spread of AIDS. A store will mark some of their products as "RED" products and when a costumer purchases one of these items, a percentage is given to RED. RED sends their profits to The Global Fund. "The Global Fund uses 100% of this money to finance HIV health and community support programs in Africa, with a focus on women and children."
http://www.joinred.com 

Live Strong - We fight to improve the lives of people affected by cancer
Livestrong is a non profit organization founded in 1997 by cancer survivor and champion cyclist Lance Armstrong. "We believe in life. Your life. We believe in living every minute of it with every ounce of your being. And that you must not let cancer take control of it. We believe in energy: channeled and fierce. We believe in focus: getting smart and living strong. Unity is strength. Knowledge is power. Attitude is everything. This is LIVESTRONG." When a patient is diagnosed with cancer, the Livestrong foundation steps in to help the individual with fertility preservation information and assistance, financial, insurance and job concerns, counseling and local resources, cancer diagnosis and treatment concerns.
http://www.livestrong.org/

The Invisible People - Homeless Has A Name
"I once heard a story about a homeless man on Hollywood Blvd who really thought he was invisible. But one day a kid handed the man a Christian pamphlet. The homeless guy was shocked and amazed, “what! You can see me? How can you see me? I’m invisible!” Mark Hovath the founder of the invisible people organization uses a camera to broadcast the lives of homeless people and give them a voice, a name, and above all an identity. "I not only feel their pain, I truly know their pain. I lived their pain. You’d never know it now but I was a homeless person. Fourteen years ago, I lived on Hollywood Blvd. But today, I find myself looking away, ignoring the faces, avoiding their eyes — and I’m ashamed when I realize I’m doing it. But I really can feel their pain, and it is almost unbearable, but it’s just under the surface of my professional exterior." The American motor company Ford has teamed up with this inspired man by providing him with a vehicle and funding a road trip across America to broadcast the lives of homeless people.
http://invisiblepeople.tv

Week 1 EOC: Great Customer Service

I cannot think of a time where i have received exceptional customer service. However, I can recall numerous times where customer service has been terrible. Customer service can have a large and immediate impact on a business. In this one case I think it did. A friend and I went to a restaurant called Qdoba for lunch. The store had always seems empty and business seemed slow. The food there was great, but the employees were unpleasant and did not care much about customer service. When I payed for my food I used my debit card. I could tell the cashier was new at his job because he seemed nervous and didn't know how to work the computer very well. When he finally rang up my order and swiped my card, he seemed to have trouble. My card did not go through the first time. Without explaining to me what was going on he rang up the order one more time and swiped my card a second time. He gave me a receipt with the correct total printed on it so I didn't question the double swiping of my debit card. Later on when I got home I checked my bank statement online and notice there were two identical charges made at Qdoba. When I called the restaurant to tell them of their mistake, they asked if I had my receipt. I told them that I threw away the receipt with my lunch but I was there less than an hour ago and they should recognize me with how slow their business is. I told them who was working at the register and what he did. They offered to give me a gift card with the total in which they charged me extra. I told them that I did not want a gift card because I didn't plan on eating there anymore. They still refused to refund my money without a receipt and in the end, they got away with stealing an extra $9 from me.

Needless to say I decided to never go to that restaurant again. When I drove past the place a couple months later I saw that they were closed and out of business. I was not surprised. My experience with this restaurant resulted in me not wanting to revisit. I figured that was the case with all of their customers. They simply went of business because of poor customer service

Week 1 EOC: My Voice

Since I was a child I have always been creative and expressive. I grew up learning how to draw, write, paint, build, even sing and play music. I believe our main purpose in life is to create and innovate. As I grow older I hope to never lose sight of my inner child. I hope I will continue to create into my adult years and beyond. Today I consider myself a musician at heart. I play guitar in a band and love music more than anything. Music is what inspires me to create and to venture into other areas of study. One day I hope to be a successful musician and follow my dreams, but my background is leading me to pursue other professions as well. My interests and talents growing up have led me to make the choice to pursue a degree at The Art Institute. Prior to coming to school, my passion for art had been just that. Art has always been merely an amateur passion or a hobby. I am finding that this school is taking my passions and hobbies and turning them into professional skills. The Art Institute is helping me to take what I love, and turn it into a career.