EOC WEEK 8: Mission statement

Our Mission at Smooth Vodka Company is to give our customers the best quality vodka of their choice. We want our customers to really feel they made a long lasting relationship with our vodka company. We want our consumers to feel that we took the time and effort to get to know what they want out of a great beverage. We want our consumers to have a great experience with our vodka. But Smooth Vodka Company doesn’t want to just make great experiences; we want to help all our consumers make lasting memories with the ones they know and love. What matters to our company most are the consumers who want to just be stress free and in a place they feel comfortable in, and with Smooth RainDrop Vodka we get you through your ups and downs. We don’t need you to rely on us we want you to trust in us.
“State Your Business; Too Many Mission Statements Are Loaded with Fatheaded Jargon. Play It Straight,” “A Good Mission Statement Can Lead a Business,” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT References Page R2
 I know other vodkas made you ask whether or not to believe their vodka had the best quality, but I’m here to tell you that you won’t have to question the quality of our Smooth Rain Drop Vodka because we refuse to let you down on real quality vodka. So stop questioning and start believing because we are here to ease your worries and make you realize there truly are better things in life then settling for less. We know and understand the needs of our consumers; you want something smooth, blends well with other drinks and no hassles to deal with when it comes to quality. Please make our workers here at Smooth Vodka Company your first choice and your only choice. Experience the real power of greatness with Smooth RainDrop Vodka. Please drink and party responsibly. Always remember the sky is the limit."Guided by the company’s mission statement and objectives, management now must plan its business portfolio—the collection of businesses and products that make up the company." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT 2 Page 42

FINAL PROJECT: CREATIVE CONTENT

My creative content for my project is going to be a commercial. I have never filmed anything like that before so this will be very interesting to see when its all done. I will use a model and a self generated alcohol bottle. The commercial will be approximately 30 seconds long and also using my own pinnacle studios software I will use the graphics and special effects I have access to, so I can provide a decent vodka commercial. using a low budget to make the commercial I will try to grab peoples  attention and delight them in to purchasing my product. I have made my titles, subtitles and audio is being used off of iTunes. I will be using the song "Don't You Worry Child" by "Swedish House Mafia", to provide a sense of promoting the product.
                       My product will also have a Futuristic rain drop to signify the product I'm marketing. The rain drop cover to the product gives it that special branding, so people recognize the content inside. I will have a narrator to give that sense of comfort to the consumers of our product. I want my consumers to view my commercial and say to themselves "I really need to try that vodka".
I have designed and crafted my own label, and titles for the product. But i did all of this with the consumers in mind, i surveyed random consumers of alcoholic drinks and got their point of view on a product they would want to try, and what they like about liquor commercials. They just want a commercial that gets to the point without all the added things in them.

FINAL PROJECT: Implementation, Evaluation, Control

Our hard workers at Smooth Vodka Company will implement every aspect of the consumers needs. As well as every tool and connection we have with our partners in bottling and manufacturing to keep that same quality and outlook on our product. Our company will stay in constant evaluation of our product and make changes were they are needed to provide great customer service."Customers see themselves as buying value or solutions to their problems. And customers are interested in more than just the price; they are interested in the total costs of obtaining, using, and disposing of a product."Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 2 Page 54."   Our company will have control of all feedback from our consumers and help keep their wants and demands in mind. During these phases of customer and product evaluation we will also launch new flavors and provide great mixing tips; so our consumers dont have to be lost with what blends and tastes good with our product. "Market planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives. A detailed marketing plan is needed for each business, product, or brand.""Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 2 Page 54."  
 

FINAL PROJECT: Price

The pricing of our product is $28.99, our product is affordable and worth every penny to purchase. Some people will ask why is something so good in quality and taste priced in that range for consumers. Because our company believes everyone should be able to enjoy the experience of Smooth RainDrop Vodka without the thought of price tags on their mind.  " If the company faces competition, its demand at different prices will depend on whether competitors’ prices stay constant or change with the company’s own prices."Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chpt 9 Page 283." Our competitors will never set our prices for our consumers, because our company has no time listening to competition. We dedicate all our time and money on the quality our consumers want out of vodka without fear. Regardless of where you live or the situation you maybe in our product is always affordable for our consumers.  "Economic conditions can have a strong impact on the firm’s pricing strategies. Economic factors such as a boom or recession, inflation, and interest rates affect pricing decisions because they affect consumer spending, consumer perceptions of the product’s price and value, and the company’s costs of producing and selling a product.""Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Chpt 9 Page 283."

FINAL PROJECT: Promotion

The number one promotion of my product would be through TV commercials, radio advertisements and social media. As a secondary way of promotion I would have flyers given out to people at the major night clubs in that city and also through direct mail to enhance the promotion of my product. I also would have brand ambassadors advertise to the college population and tell them the top places to purchase my vodka.  I would have some of the night clubs promote my vodka through the first drink is free if they choose my vodka. "Sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response. Short-term incentives to encourage the purchase or sale of a product or service."Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 13 Page 431."   With the mix or blend of their choose, so it gives them a chance to at least sample and judge my product for themselves. Through that type of promotion it puts the thought of a good quality vodka at decent prices for the person who just wants to have a good time with a great product. I will also have discounts at some markets as well as coupons available for the first month that the product is out in stores. "The company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering"Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT 1 Page 31.For social media our company will sponsor "Lil Wayne's" next up and coming music tour and sign a contract for six months if he mentions to his fans and viewers about Smooth RainDrop Vodka. We say six months because we want "Lil Wayne" not to feel trapped or under pressure, because we want to keep a positive relationship with him for future endeavors "Today, in the average consumer packaged-goods company, sales promotion accounts for 74 percent of all marketing expenditures. Several factors have contributed to the rapid growth of sales promotion, particularly in consumer markets." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 13 Page 431."  

FINAL PROJECT: Distribution

The distribution of Smooth RainDrop Vodka is as follows. The vineyards in Naples, Italy produce the distillation and blend which are then bottled by our bottling company in Venice. Who specialize in glass manufacturing and product labeling. After the product is bottled the bottles are carefully loaded in secure and highly stable crates, were they are taken to the champagne docking harbor. Then after they are securely fastened in shipping containers so they don’t get damaged, the product is transported to the Miami docking harbor and inspected once more."Few companies have the confidence, capital, and capacity to launch new products into full national or international distribution right away. Instead, they develop a planned market rollout over time." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 8 Page 252 There at the harbor the crates are divided and distributed to our five distribution warehouses. Through our warehouses the vodka is then separated and shipped through commercial trucking to various liquor stores, night clubs and bars. After all that traveling and hard work Smooth RainDrop Vodka is then sold, opened, poured and enjoyed by our consumers around the United States. And that my friends is how our extremely great quality vodka finds its way into your home and in to your life. "Some companies, however, may quickly introduce new models into the full national market. Companies with international distribution systems may introduce new products through swift global rollouts." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 8 Page 252

FINAL PROJECT: Product

Why Choose Smooth RainDrop Vodka?


     Our Product is made from the top quality grapes in the world, specifically picked by our vineyards in Naples, Italy. The usage of our fine grapes adds a rare quality to the vodka experience. Most vodka is made from natural sources of fermentable starches and sugars. Our product uses vapor-distillation which preserves the freshness and extracts more flavors, giving you that smooth taste you love so much. The cold storage process and cold maceration gives us the technique to further preserve the great taste of Smooth RainDrop Vodka. We distill our vodka six times then our top quality grapes are then blended with our vodka and distilled an additional four times which creates a very smooth texture. "At many companies, new-product development is a cautious, step-by-step affair that might take a year or two to unfold." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT 8 Page 243 The Fermentation process lasts three weeks that will ensure our best possible flavor that gives you that amazingly smooth texture.  Unlike other vodkas, it doesn’t contain any added sugar, our all natural product is made pure specifically for our customers.
                  Smooth RainDrop Vodka is bottle in a dark blue bottle with a teal color rain drop. Our product is very good and blends extremely well with other drinks. As you see on the picture to the left, our process and determination to Smooth RainDrop Vodka is a very careful, calculated and experimental process. Through our specialized method of distillation people will really be able to appreciate the quality of our product.
"The nimble innovator implements major new services in less time than it takes competitors to refine and approve an initial idea." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT 8 Page 243

 

"Vapor-distilled"

FINAL PROJECT: Target Marketing Strategy

My target marketing strategy for age group is 21-28 years of age. The reasons behind those ages are due to the fact that those ages are the majority group that goes to clubs and college. My product Smooth RainDrop Vodka is affordable for my customers. "Today’s marketing is all about creating customer value and building profitable customer relationships. It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best"Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT Preface Page xxii I want all my customers to be able to enjoy my product without the thought of my product breaking the bank. When people go to the store to purchase my vodka I want my product to be one of their options. "Outlines the broad marketing logic by which the business unit hopes to create customer value and relationships and the specifics of target markets, positioning, and marketing expenditure levels.""Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Table 2.2 Contents of a Marketing Plan Page 55." I can relate to people who just want to go to the store and get a liquor that is quick to grab, not too much to purchase and can blend well with any other drink. Most consumers in that age group drink mixed alcoholic beverages, were as the older consumers focus on scotch and bourbon.  My targeted group for marketing to will have a variety of people trying it or sampling it and sometimes even telling the people they know about my product in positive terms. "In positioning its product, the company first identifies possible customer value differences that provide competitive advantages upon which to build the position. The company can offer greater customer value either by charging lower prices than competitors, or by offering more benefits to justify higher prices." "Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  Page 52."

FINAL PROJECT: Situation or SWOT Analysis

Our S.W.O.T Analysis for our product is Strengths; our strengths for our production of Vodka is the fact that we have a close relationship to our bottlers and our vineyards in Naples, Italy. Our Product Weaknesses are the delay of some of the cargo ships when ready to be shipped to our docking yard. This can create some issues with our consumers who like the product but in some instances can be scarce to find in stores. Our products external opportunities are the number of entertainment icons and sports industries we can promote our product to over time and recognition of our product. "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." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 2 Page 55."The threat of our product is the competition that arises in the midst of promoting our product to the consumers. Also getting celebrities and being able to sponsor so we can get our product shown to the general public. Over all reviewing our pros and cons we definitely out weighing the bad with Smooth RainDrop Vodka.  Our company is very confident that this up and coming product will intrigue the minds of our consumers and the product will literally promote itself. We have taken all precautions to not just think it will do great but know that it will be a big hit in delighting people. "The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  CHPT 2 Page 55."

FINAL PROJECT: Objectives

Our company objective for the product produced is for everyone to experience greatness at its best. We want our consumers to be happy with their purchase without that feeling of regret. After our product is distributed around the United States, we want to expand our marketing throughout the world first starting with Italy then expanding to mostly European countries."At the corporate level, the company starts the strategic planning process by defining its overall purpose and mission. This mission is then turned into detailed supporting objectives that guide the whole company." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT 2 Page 39 Finally after all the long days of promoting and sponsoring for our product we will introduce flavors to our consumers. That will allow an even greater expansion of our product with more opportunities of marketing and promoting Smooth RainDrop Vodka. We hope to catch the attention of every consumer of alcoholic beverages and putting that option in their minds, that there is a better vodka. "Overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living. Marketing strategies and programs must be developed to support these marketing objectives."Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT 2 Page 43

   

 

 

 

FINAL PROJECT: Business Mission Statement

Our Mission at Smooth Vodka Company is to give our customers the best quality vodka of their choice. We want our customers to really feel they made a long lasting relationship with our vodka company. We want our consumers to feel that we took the time and effort to get to know what they want out of a great beverage. We want our consumers to have a great experience with our vodka. But Smooth Vodka Company doesn’t want to just make great experiences; we want to help all our consumers make lasting memories with the ones they know and love. What matters to our company most are the consumers who want to just be stress free and in a place they feel comfortable in, and with Smooth RainDrop Vodka we get you through your ups and downs. We don’t need you to rely on us we want you to trust in us.
“State Your Business; Too Many Mission Statements Are Loaded with Fatheaded Jargon. Play It Straight,” “A Good Mission Statement Can Lead a Business,” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT References Page R2
 I know other vodkas made you ask whether or not to believe their vodka had the best quality, but I’m here to tell you that you won’t have to question the quality of our Smooth Rain Drop Vodka because we refuse to let you down on real quality vodka. So stop questioning and start believing because we are here to ease your worries and make you realize there truly are better things in life then settling for less. We know and understand the needs of our consumers; you want something smooth, blends well with other drinks and no hassles to deal with when it comes to quality. Please make our workers here at Smooth Vodka Company your first choice and your only choice. Experience the real power of greatness with Smooth RainDrop Vodka. Please drink and party responsibly. Always remember the sky is the limit."Guided by the company’s mission statement and objectives, management now must plan its business portfolio—the collection of businesses and products that make up the company." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing CHPT 2 Page 42

FINAL PROJECT: Pitch

My new product for vodka is “Smooth Rain Drop Vodka, It is distilled three times through vapor distilled water. My branding would be aimed at night clubs and the entertainment industry. The bottle would be dark blue with a futuristic rain drop sign on the label. My product would also be 80 proof alcohol, and can also be mixed very well with fruit flavors.  My product is very smooth and not a harsh alcoholic beverage. The hardest part of marketing this product is the fact that there are so many different types of vodka and people usually are skeptic to try new up and coming products. 

                  I believe the best way to market this product is through brand ambassadors as well as celebrity icons. Because they are the most influential to the general public. A lot of people are what I call “see’rs and doers” if they see that someone they know or someone they idolize doing it then its ok for them. Of course ads and commercials would help get the word of this product out to the public. I would also target Facebook for brand ambassadors, because technology is truly the only way to get the product viewed nowadays.

                   My pitch for smooth rain drop vodka would be: "Imagine yourself floating calmly in the clouds, others believe that'll never happen; But not you because with smooth rain drop vodka your already floating to your destination. Smooth rain drop vodka is vapor distilled and blended  with the finest grapes on earth the clouds. Just remember the sky is the limit." I pictured in my mind what alcohol is used for socially and most people just want to fly away somewhere nice and forget all their worries. So I came up with the pitch to train consumers’ minds onto their own paradise in the sky.