Thursday, June 16, 2011
Creative Content
For a sample of a radio commercial for Lave'. Please click the audio clip found in my profile.
Wednesday, June 15, 2011
Week 9 EOC: Creative Content
For the creative content of this project, i've decided to do a radio commercial. The practicality of a radio commercial, with me being an audio major, is obvious. One, radio commercials would be the most inexpensive way of advertising. T.V. commercials costs too much, and without the right clips and editing, you could have a million dollar item look like a ten dollar one. Without the visual aid, picking the right music and style of delivery would give the interpreter their own visual and imagine what type of product is being sold. With my vodka being as tasteless and smooth as water, I want my commercial to give off the same effect. It needs to be soothing, luxurious, and suave all while getting the point across of what I'm trying to sell. Hopefully it comes out well, and will have people more intrigued to the product, and remember the product name.
Tuesday, June 14, 2011
Implementation Evaluation Control
"Through implementation, the company turns the plans into actions." (Marketing: An Introduction, Armstrong/Kotler, page 39)
This is when all the hard work put into Lave' comes to fruition. Plans are just idea's and thoughts written on paper. Once you implement them, they define the company and is the true evidence of where you want your product to go. Once your plans are implemented, there are two things to do, but can be done in one step.
"Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed." (Marketing: An Introduction, Armstrong/Kotler, page 39)
Everything you do can sound, and look good on paper, but once those plans are implemented you won't find any flaws in the plan. And the plan will always have some sort of flaw, or problem that needs a solution. This is where evaluation and control play their roles. To keep a company alive, you need to not only see your flaws, but take actions to correct their flaws. Listen to customers, if they see a problem you might not consider to be one, take a closer look, maybe there is an easier solution. After all they are the ones paying for our product. If we can make changes that will keep the customer satisfied and coming back, consider it done.
This is when all the hard work put into Lave' comes to fruition. Plans are just idea's and thoughts written on paper. Once you implement them, they define the company and is the true evidence of where you want your product to go. Once your plans are implemented, there are two things to do, but can be done in one step.
"Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed." (Marketing: An Introduction, Armstrong/Kotler, page 39)
Everything you do can sound, and look good on paper, but once those plans are implemented you won't find any flaws in the plan. And the plan will always have some sort of flaw, or problem that needs a solution. This is where evaluation and control play their roles. To keep a company alive, you need to not only see your flaws, but take actions to correct their flaws. Listen to customers, if they see a problem you might not consider to be one, take a closer look, maybe there is an easier solution. After all they are the ones paying for our product. If we can make changes that will keep the customer satisfied and coming back, consider it done.
Price
At Lave', we go through the most strenuous steps to ensure our product is the finest on the market. In doing so, we don't want only a select group of individuals to taste this extraordinary beverage, we want everyone with a mouth to taste heaven. When you break down the pricing scale, Lave' falls under Competition-Based Pricing.
"Competition-based pricing - Setting prices based on competitors’ strategies, prices, costs, and market offerings." (Marketing: An Introduction, Armstrong/Kotler, page 280)
This pricing throws us in the shark tank, competing with all the major vodka brands.
"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." (Marketing: An Introduction, Armstrong/Kotler, page 294)
We want our product to be side by side with the leading competition. We want to show the consumer the grade of alcohol their getting compared to what they're offered for the same price. This will cement into the consumers mind that you can buy exceptional quality, with average money.
Promotion
"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)
Our promotion for Lave' comes from radio and banners, and television commercials. A big part of our promotion would be giving liquor stores tons of different banners to put up throughout the store, to put the name of our product in that consumes head. Next would be a display in the liquor store of just Lave' Vodka so it stands out, and the customer can get a hands on look at our product. Next would be luxurious radio commercials to entice the listener and put it in their heads that Lave' is the only vodka worth buying. Lastly, the use of television commercials. However it would only get played a few times a day on select channels during prime-time. With this combination we are sure that Lave' will become a house-hold name.
Our promotion for Lave' comes from radio and banners, and television commercials. A big part of our promotion would be giving liquor stores tons of different banners to put up throughout the store, to put the name of our product in that consumes head. Next would be a display in the liquor store of just Lave' Vodka so it stands out, and the customer can get a hands on look at our product. Next would be luxurious radio commercials to entice the listener and put it in their heads that Lave' is the only vodka worth buying. Lastly, the use of television commercials. However it would only get played a few times a day on select channels during prime-time. With this combination we are sure that Lave' will become a house-hold name.
Distribution
In the case of Lave', our product distributes all over the country, and can be found in your nearest liquor outlet. "Widespread distribution, convenient locations."(Marketing: An Introduction, Armstrong/Kotler, page 212) By doing this, We here at Lave' want everyone to enjoy this astounding vodka. We make it simple and easy for the consumer to get a bottle into their hands. Just because Lave' is the best vodka in the world, doesn't mean you should have to travel the world to consume it. Were bringing our brand into your community. Because we market our vodka to be as pure and delectable as water, here at Lave' we want our product as accessible as water.
Product
"Products and services fall into two broad classes based on the types of consumers that use them—consumer products and industrial products." (Marketing: An Introduction, Armstrong/Kotler, page 211)
Lave' is a consumer product, not an industrial one. Our vodka is unique and one of a kind. To get our product you would need to visit the nearest liquor store. You wouldn't find it at a grocery store unless specifically ordered. To further separate us from the pack we categorize our product again. We see ourselves as a Shopping Product. Meaning you wont have to go to poland to enjoy this delicacy, instead you'll find it at the liquor store in the vodka aisle. We care about customer convenience. "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)
Lave' is a consumer product, not an industrial one. Our vodka is unique and one of a kind. To get our product you would need to visit the nearest liquor store. You wouldn't find it at a grocery store unless specifically ordered. To further separate us from the pack we categorize our product again. We see ourselves as a Shopping Product. Meaning you wont have to go to poland to enjoy this delicacy, instead you'll find it at the liquor store in the vodka aisle. We care about customer convenience. "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
In order to perform the Target Market Strategy, you need to segment the market.
"Market segmentaton: Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes." (Marketing: An Introduction, Armstrong/Kotler, page 175)
Once you take a look at the various segments and decide which road you want to follow, you then develop the Target Market Strategy.
"Market Targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter." (Marketing: An Introduction, Armstrong/Kotler, page 175)
At Lave', we have decided to go to the pond with the most fish. Meaning to enter the market world with the largest amount of consumers. We want everyone that enjoys alcohol to try Lave'. From the college student, to upper class aficionado, it pleases any tier of pallet.
"Market segmentaton: Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes." (Marketing: An Introduction, Armstrong/Kotler, page 175)
Once you take a look at the various segments and decide which road you want to follow, you then develop the Target Market Strategy.
"Market Targeting: The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter." (Marketing: An Introduction, Armstrong/Kotler, page 175)
At Lave', we have decided to go to the pond with the most fish. Meaning to enter the market world with the largest amount of consumers. We want everyone that enjoys alcohol to try Lave'. From the college student, to upper class aficionado, it pleases any tier of pallet.
Situation or SWOT Analysis
"Managing the marketing function begins with a complete analysis of the company’s situation." (Marketing: An Introduction, Armstrong/Kotler, page 55)
We are very pleased with our S.W.O.T. analysis here at Lave'. Our Strength is that we provide a exquisite product at a price that is affordable to just about everyone. With that saying, a Weakness of this infrastructure is that our packaging may seem ordinary to some, but we believe that it's the quality of the product that counts. Opportunity is huge at Lave'. The price makes it available to anyone, and will keep them coming back. Our Threat is just about most of the other vodka companies out there. However, this company believes that if you get a ice cold taste of Lave', there is no competition.
"S.W.O.T. Analysis - An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)." (Marketing: An Introduction, Armstrong/Kotler, page 55)
We are very pleased with our S.W.O.T. analysis here at Lave'. Our Strength is that we provide a exquisite product at a price that is affordable to just about everyone. With that saying, a Weakness of this infrastructure is that our packaging may seem ordinary to some, but we believe that it's the quality of the product that counts. Opportunity is huge at Lave'. The price makes it available to anyone, and will keep them coming back. Our Threat is just about most of the other vodka companies out there. However, this company believes that if you get a ice cold taste of Lave', there is no competition.
"S.W.O.T. Analysis - An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)." (Marketing: An Introduction, Armstrong/Kotler, page 55)
Objectives
"Define product and the major classifications of products and services."(Marketing: An Introduction, Armstrong/Kotler page 203)
At Lave', our objective is to give everyone the experience of our drink. With a price of just $29.99 a bottle, it opens the market up to a much more broad group of individuals. When people buy more expensive vodka's they are buying just buying the fancy bottle and excess packaging. We at Lave' does not believe in cheating out the customer. We produce the bottles in a simple shape with tinted glass to protect the alcohol from the sun. We want our bottles in the hands of customers to share the experience of Lave'.
At Lave', our objective is to give everyone the experience of our drink. With a price of just $29.99 a bottle, it opens the market up to a much more broad group of individuals. When people buy more expensive vodka's they are buying just buying the fancy bottle and excess packaging. We at Lave' does not believe in cheating out the customer. We produce the bottles in a simple shape with tinted glass to protect the alcohol from the sun. We want our bottles in the hands of customers to share the experience of Lave'.
Business Mission Statement
"A mission statement is a statement of the organization's purpose-what it wants to accomplish in the larger environment."(Marketing: An Introduction, Armstrong/Kotler, page 5)
Our mission at Lave' is to give the customer the experience of drinking alcoholic water. We provide an alcoholic beverage that is so smooth, quenching, and original, it's like drinking water. People mix their vodka's or drink perfumed vodka that is said to taste like bubblegum or cotton-candy to dilute the actual taste of the alcohol. Our mission at Lave' is to reverse this trend, and bring back vodka to its true form, flavorless. We carry out this mission and ensure each bottle pasts specifications. Our product is so remarkable, it's been nicknamed "The Fountain of Youth." By giving our customers such an experience it will invite any drinker to try Lave'. "A clear mission statement acts as an "invisible hand" that guides people in the organization."(Marketing: An Introduction, Armstrong/Kotler, page 5)
Our mission at Lave' is to give the customer the experience of drinking alcoholic water. We provide an alcoholic beverage that is so smooth, quenching, and original, it's like drinking water. People mix their vodka's or drink perfumed vodka that is said to taste like bubblegum or cotton-candy to dilute the actual taste of the alcohol. Our mission at Lave' is to reverse this trend, and bring back vodka to its true form, flavorless. We carry out this mission and ensure each bottle pasts specifications. Our product is so remarkable, it's been nicknamed "The Fountain of Youth." By giving our customers such an experience it will invite any drinker to try Lave'. "A clear mission statement acts as an "invisible hand" that guides people in the organization."(Marketing: An Introduction, Armstrong/Kotler, page 5)
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