Implementation Evaluation Control

"Through implementation, the company turns the plans into actions." (Marketing: An Introduction, Armstrong/Kotler, page 39) Here at Buzz Vodka we will maintain close relationships with our bars and nightclubs (where the scene is taking place) through our networkers and our marketing teams. We believe we can take control of what people want as well as providing what we produce. "Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed."  (Marketing: An Introduction, Armstrong/Kotler, page 39)

Marketing Mix: Price

"Pricing may play an important role in helping to accomplish company objectives at many levels. A firm can set prices to attract new customers or to profitably retain existing ones. It can set prices low to prevent competition from entering the market or set prices at competitors’ levels to stabilize the market."(Marketing: An Introduction; Armstrong/Kotler; 9 Pricing Understanding and Capturing Customer ...; pg. 18 of 59) Based on the fact that our distribution is going to be strictly selective to only bars and nightclubs, our price range will not be cheap, but will not be super expensive either. We don't want people to think that cheap means it's not that good, and also on the contrary that if it's expensive, that noone will buy it. Therefore, our bottle price for Buzz Vodka will be $24.99. It's an affordable price for an exclusive experience to Buzz in and Buzz out. "For most purchases, consumers don’t have all the skill or information they need to figure out whether they are paying a good price. They don’t have the time, ability, or inclination to research different brands or stores, compare prices, and get the best deals. Instead, they may rely on certain cues that signal whether a price is high or low" (Marketing: An Introduction for Education Management Corporation, 10th Edition pg 292)

Marketing Mix: Distribution

"In some markets, the distribution system is complex and hard to penetrate, consisting of many layers and large numbers of intermediaries." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 325. The way the we are going to distribute Buzz Vodka is fairly exclusive. It's not going to be available at any store of convenience. We want to value the Buzz experience for certain occasions and locations. Buzz Vodka will only be available at bars, nightclubs, and party-type surroundings. We feel that Buzz is not for an everyday house party; it is to disorient your thrill of excitement with others, especially those you don't know so well. Have fun. You'll be looking forward to Buzz in and Buzz out. "Exclusive distribution also enhances the brand’s image and allows for higher markups.( Marketing: An introduction; Armstong/Kotler; 10 Marketing Channels Delivering Customer Value;page 25 of 50)"

Marketing Mix: Promotion

"Sales promotions are usually used together with advertising, personal selling, direct marketing, or other promotion mix tools. Consumer promotions must usually be advertised and can add excitement and pulling power to ads."(Marketing: An Introduction; Armstrong/Kotler; 13 Personal Selling and Sales Promotion; page 38 of 49) Our promotions for Buzz Vodka are going to be radio commercials, TV commercials, magazine ads and billboard ads. The key to all our promoting will be the our "disorienting thrill." On our TV commercials, once you touch the bottle, you get electrified, both literally and emotionally from anything that may worry you. Our goal is to make sure you Buzz in with us to Buzz out bad energy. "Today, in the average consumer packaged-goods company, sales promotion accounts for 74 percent of all marketing expenditures." (Marketing: An Introduction, Armstrong/Kotler, page 37)

Marketing Mix: Product

"Product is Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. "Marketing: An Introduction for Education Management Corporation, 10th Edition pg. 208. Buzz Vodka is made from 100% hand cut, three-strand wheat, and distilled six times. Only water from the natural aquifers in the Netherlands mixes it for the distillation process. After distilled, it's then blended with our unique caffeine and guarana formula. These processes ensure no additional flavors, sugar, or carbohydrates. Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort." (Marketing: An Introduction, Armstrong/Kotler, page 8) Buzz Vodka is 80-proof (40% Alcohol by volume).
"A consumer product that the customer, in the process of selection and purchase, usually compares on such bases as suitability, quality, price, and style... Shopping products marketers usually distribute their products through fewer outlets but provide deeper sales support to help customers in their comparison efforts." (Marketing: An Introduction, Armstrong/Kotler, page 211)

Target Market Strategy

A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels."(2 Company and Marketing Strategy Partnering to ... ; Marketing: An Introduction; Armstrong/Kotler; pg 33). For Buzz Vodka, our target audience is both male and females and of ages from 21-45. More particularly targeting the younger crowd because we know that the youth look for excitement and to have a good time. The journey and experience of the "disorienting thrill" does just that. "After a company has defined market segments, it can enter one or many of these segments. Market targeting involves evaluating each market segment’s attractiveness and selecting one or more segments to enter. A company should target segments in which it can profitably generate the greatest customer value and sustain it over time" (Marketing: An Introduction; Armstrong/Kotler pg 50).

SWOT Analysis

"The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives."(Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... pg. 31) SWOT Analysis is a useful marketing technique for understanding the companies or brands Strengths and Weaknesses, and for identifying both the Opportunities open to you, and the Threats you face as a business. "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."(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions p. 57) The Strength for Buzz Vodka is that it will let you feel completely free from anything that is bringing you down. It'll energize you and will make you feel alive. The weakness is that the caffeinated part is not that healthiest but energy drinks sell very well on an everyday basis, so in a way, even though it's our weakness, it doesn't mean it's not going to sell. "Managing the marketing function begins with a complete analysis of the company’s situation." (Marketing: An Introduction, Armstrong/Kotler, page 34) 

Objectives

"Within individual business units, marketing designs strategiesfor reaching the unit’s objectives. Once the unit’s objectives are set, marketing’s task is to help carry them out profitably." (Marketing: An Introduction, Armstrong/Kotler, page 17) The objective for Buzz Vodka is to have the utmost good time. It doesn't matter where you are and what your state of mind is; Buzz Vodka will give you the "disorienting thrill." Your current surroundings will seem enjoyable nomatter at all times! It will make you overcome your fears, electrifying you with self control. "These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value." - Marketing: An Introduction; Armstrong/Kotler pg 19

Business Mission Statement

" A mission statement is a statement of the organization's purpose-what it wants to accomplish in the larger environment. A clear mission statement acts as an "invisible hand" that guides people in the organization."(Marketing: An Introduction, Armstrong/Kotler, page 5) Here at Buzz Vodka we believe that sometimes you just need a little help to liven your mood. We know that life can be disorienting, but that's why Buzz Vodka is here to give you a "disorienting thrill" to stabilize your fun by Buzz-ing in. It's double your pleasure with the pre-added caffeine for a long-lasting, electrifying effect. Buzz in and Buzz out. "A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization." (Marketing: An Introduction, Armstrong/Kotler printed page 39)

EOC Week 8: What Makes My Vodka Special?

My vodka, Buzz Vodka, is unique because it's more than an escape of reality like other alcohol products. Buzz Vodka lets you live life to the fullest, without any restraints or fears. Unlike most vodkas, Buzz Vodka is caffeinated. Not to a dangerous amount, but enough to get you "buzzed" faster than normally. It'll bring you a "disorienting thrill" while you enjoy your surrounding much better, with no limitations.

EOC Week 7: Vodka - Pitch

For marketing class our final project is to create a new Vodka: name, tagline, design, etc. My vodka is going to be called Buzz "The disorienting thrill. Buzz in and Buzz out." It's going to be caffeinated as well. It's the vodka that will get you energized like you haven't been before. It'll make you enjoy your current surrounding and it'll free you for the "disorienting thrill". The design of the bottle is going to throw you off with the middle of the bottle sliced to the side. It'll also have a 3D type illusion on the bottle as well. 

EOC Week 6: Me x 3

Let's talk about 3 things I religiously buy and why. Number 1. American Eagle jeans because being a woman, clothes is not the easiest thing to deal with. Different brands and different stores have different fits to every body type. These jeans fit me best and I rarely buy jeans from anywhere else. It's the first place I look and think of to accomplish the need to have clothes but also to satisfy my need to feel comfortable. Number 2. Electronics. Ever since a young age I have always been fascinated with electronics as a general. Being involved with Audio, I have started to build up my own workstation and the bare essentials to make it possible to do work. Earlier this year I purchased the AKG Perception 420 Condenser microphone. Upon making a decision on which microphone to purchase, I considered polar patterns, frequency response and cost. A huge part of my decision was that I wanted it to come enclosed in a case, not a pouch. This AKG 420 came with a metal case. When buying a microphone, frequency response is essential. The 420 has a incredibly flat line frequency response for all 3 polar patterns that can be changed to. It has a -20dB pad and also a high pass filter. Also, instead of buying a condenser mic with just a cardioid pattern, this comes with all 3: Cardioid, Omni and Figure 8...3 mics in one. Cost was very important. I was able to buy it for only $195. A great mic can easily cost from $300-$1,000. This was a great purchase. I love that mic and the way it sounds. Number 3. The Zoom H4n hand recorder. I recently purchased this about 3 weeks ago. I was considering getting a better hand recorder than the one that I already have so I researched and also by word of mouth, I was recommended with the H4n. This recorder has 2 mics built in which you can change the angles to either 90 degrees, or 120 degrees. On top of that, it has 2 mic/line inputs to directly record from a microphone. You can have a stereo recording, 2-channel, or multitrack. That's major because you can have up to 4 microphones to record just off that recorder. On top of that you can set your recording to true stereo or have a mono mix. It was $300. For the work that I do and intend to do to gather sound FX and have it with me, it was a great buy.

EOC Week 5: Sony Sleuths - Marketing

Have you heard of Sony's big time news across the world? Sony has been hacked twice through the Playstation 3 stations. Their server has been down for weeks now. At first they didn't even bother to tell anyone that it was down and when they did, they didn't admit that personal and credit card information have been stolen as well. "Sony, in a letter to members of Congress released Wednesday, said the hacker or hackers deleted any traces of their attack, which is regarded as one of the biggest data breaches to date." How is Sony currently handling this? And what are they going to do to fix it? "Sony described in a letter to Congress the 'large-scale cyberattack' that pried loose personal informational on more than 100 million of it's online gaming accounts." How long can the people hold out on playing their games and interaction with the Playstation 3? If I were Sony, I would rebuild their system ENTIRELY with new codes and security systems so that it prevents this from happening again, twice. Besides rebuilding a whole new system, I think they need to build their trust and relationships with everyone again. By doing so, everything needs to be FREE. Games should be free unlimited, until further decided, so that people can have a reason to actually consider playing with an "unsafe" network again. Not only will Sony build their relationships back but now with people who didn't have a Playstation 3 before will consider buying one because these games are free. "Whether those who participated in the denial-of-services attacks were conspirators or whether they were simply duped into providing cover for a very clever thief, we may never know," Sony said. In conclusion, Sony needs to get their act together to revive their product and name and build their customer relationships both old and new.