Week 8 EOC: Creative Content - LOGO-SLOGAN- RADIO COMMERCIAL

 

Every Man's Vodka because with Every Man, You Can

Implementation Evaluation Control

“For effective implementation and control, the marketing plan should define how progress toward objectives will be measured. Managers typically use budgets, schedules, and performance standards for monitoring and evaluating results. With budgets, they can compare planned expenditures with actual expenditures for a given week, month, or other period. Schedules allow management to see when tasks were supposed to be completed—and when they were actually completed. Performance standards track the outcomes of marketing programs to see whether the company is moving toward its objectives. Some examples of performance standards are: market share, sales volume, product profitability, and customer satisfaction.” (Kotler, MP2)

As a company, we want to make sure that we have some effective controls in place so that we have the best product around. Every Man’s Vodka wants to be known as the drink to reach for to have a great time. We want to make sure that we are showing the sports enthusiast that this is the drink to have in your hand to enjoy every game with your friends. If we can implement our plan with starting with the college age on spring break, I think that our vodka can go very far. We can have Every Man drinking and enjoying a new product that will enhance their experiences.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Wednesday, December 14, 2011.

Price

“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.” (Kotler, 280)
We plan to price our product competitively with beer. We are looking to service the same market so we would like to undercut whenever possible. We have priced ourselves so it will not be an inconvenience for our Every Man to buy an Every Man’s Vodka instead of buying their typical light beer. If we can make it a product that will be priced at a point that everyone will not be choosing based on price but choosing based on want. We want our product to be something that Every Man will be proud to have in their hand and that they will order over the light beer.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Tuesday, December 13, 2011.

Distribution

“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.” (Kotler, 323)

With distribution, we can choose how we would like to distribute. We have decided that we want to do a selective distribution that will evolve to an exclusive distribution and then go on to an intensive distribution. With us choosing to go after the young, male college student on spring break, we have made a very selective choice. We understand that we need to make the product available but we want to do a very soft but saturated opening of our product. Our thought is that when these customers get a taste of Every Man’s while on spring break that they will come back to their college talking about this fabulous amazing drink and at that point we can do an exclusive distribution to areas around colleges following this up with an intensive distribution that will go nationwide.

“To some managers, marketing logistics means only trucks and warehouses. But modern logistics is much more than this. Marketing logistics—also called physical logistics—involves planning, implementing, and controlling the physical flow of goods, services, and related information from points of origin to points of consumption to meet customer requirements at a profit. In short, it involves getting the right product to the right customer in the right place at the right time.” (Kotler, 328)

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Tuesday, December 13, 2011.

Promotion

“Marketers must decide how to promote and distribute the promotion program itself. A $2-off coupon could be given out in a package, at the store, via the Internet, or in an advertisement. Each distribution method involves a different level of reach and cost. Increasingly, marketers are blending several media into a total campaign concept. The length of the promotion is also important. If the sales promotion period is too short, many prospects (who may not be buying during that time) will miss it. If the promotion runs too long, the deal will lose some of its “act now” force.” (Kotler, 437)

The effective promotion of a product is very important. We have decided to use all methods available. We can place banners and placards at all local bars and pubs. We will send out mailers to all registered college students and will also email anyone who signs up for a spring break package. We can offer a buy one get one coupon for the first time user and also offer a 6 pack for a cheaper price. We will run our promotion for 3 weeks during the spring break time.

“Evaluation is also very important. Many companies fail to evaluate their sales promotion programs, and others evaluate them only superficially. Yet marketers should work to measure the returns on their sales promotion investments, just as they should seek to assess the returns on other marketing activities. The most common evaluation method is to compare sales before, during, and after a promotion. Marketers should ask: Did the promotion attract new customers or more purchasing from current customers? Can we hold onto these new customers and purchases? Will the long-run customer relationship and sales gains from the promotion justify its costs?” (Kotler, 437)
If we find that this type of promotion is not working then we will move on to the local bar promotion and focus on liquor stores, supermarkets, and the local eateries we are trying to get into. We want to have our product to be synonymous with having a great time with the guys. We want our product to be chosen over the competition and thus we will market right along side them. We will be the Every Man’s drink of choice. We will have our vodka in every man’s hand and have them enjoying it along with the Sunday night and Monday games.
“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.” (Kotler, 437)

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Tuesday, December 13, 2011.

Product

“Once management has decided on its product concept and marketing strategy, it can evaluate the business attractiveness of the proposal. Business analysis involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company’s objectives. If they do, the product can move to the product development stage. To estimate sales, the company might look at the sales history of similar products and conduct market surveys. It can then estimate minimum and maximum sales to assess the range of risk. After preparing the sales forecast, management can estimate the expected costs and profits for the product, including marketing, R&D, operations, accounting, and finance costs. The company then uses the sales and costs figures to analyze the new product’s financial attractiveness.” (Kotler, 251)

To develop a product means that you can find something that will be profitable for the company and will have a lasting effect on the market. We have developed vodka that will take the market over. It will revolutionize the way men drink, not only at the bar but also at the bar with their buddies. The estimated sales have been taken into account and we think that the financial attractiveness and appeal is there. Our product will be something that is lasting and something that men will be ordering for years to come. This is the solution to the man’s hard drink, without having to order a stiff one on the rocks. We want something that is not looking fruity while you are out with the guys but will give you the alcohol you want without having to settle for another light beer. Enjoy your game, buddies, and your alcohol without having to be a sissy drinker.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Tuesday, December 13, 2011.

Target Market Strategy

With the way today’s liquor market is, Every Man’s Vodka is going to try a very different strategy to appealing to the general market. We want to first appeal to the early drinker: the 21-year-old college guy that is down in Mexico for spring break. We have decided as a company to have our debut to be on the cruises or down at the bar that these 21-year-old’s are at. If we can make a hit with them, then they can move it bring it into the bar scene and have it make a huge hit.

“Companies need to consider many factors when choosing a market-targeting strategy. Which strategy is best depends on company resources. When the firm’s resources are limited, concentrated marketing makes the most sense. The best strategy also depends on the degree of product variability. Undifferentiated marketing is more suited for uniform products such as grapefruit or steel. Products that can vary in design, such as cameras and cars, are more suited to differentiation or concentration. The product’s life-cycle stage also must be considered. When a firm introduces a new product, it may be practical to launch only one version, and undifferentiated marketing or concentrated marketing may make the most sense. In the mature stage of the product life cycle, however, differentiated marketing often makes more sense.” (Kotler, 192)

We have not limited our market to only these guys but we would like it to become a hit with them first. If we can influence the beginning drinkers then they can pass it along with word of mouth. We want to focus on getting the word out about Every Man’s Vodka and making a splash in the market. We plan to evolve along with our product by having Ever Man’s become available every place you would find a beer.

“Companies often find it easier to come up with a good positioning strategy than to implement it. Establishing a position or changing one usually takes a long time. In contrast, positions that have taken years to build can quickly be lost. Once a company has built the desired position, it must take care to maintain the position through consistent performance and communication. It must closely monitor and adapt the position over time to match changes in consumer needs and competitors’ strategies. However, the company should avoid abrupt changes that might confuse consumers. Instead, a product’s position should evolve gradually as it adapts to the ever-changing marketing environment.” (Kotler, 203)

We will be prepared to modify the needs of our marketing to follow what the wants and needs of the consumer is. With a product like Every Man’s Vodka, we are fully prepared to make this the new beer for the whole world. If we can start our marketing in the college scene and have it spread to the sport and bar scene we will be just fine.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, Tuesday, December 13, 2011.

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). 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. (Armstrong and Kotler 55) (S) As a company, Every Man’s has the resources to provide each team member and every customer with an individual experience. We have the Every Man working for us, drawing directly from the community to make our product. We provide jobs for those around us and offer a fun working environment that can be profitable for both the company and the team member. (W) Our weaknesses are few but are definitely something we consider daily. With our shipping in of water from the Rockies, we rely on the ability to obtain the water at a market low so that our cost is not driven up. Our distillation and infusion processes have been perfected but can also be something of concern. Our goal is to make sure that every bottle of Every Man’s is the same: the taste never waivers therefore allowing the same experience with every bottle. (O) Our peak season is during football. We will make our opportunities by being available in every bar and every stadium. We want to compete directly with the beers that are out there. I think if we were to be introduced during the football season, we would find ourselves with a loyal customer and friend. (T) The only threat we can see is that men are very loyal to their beer brands. We will have to offer a different experience with the same excitement. You can sip an Every Man’s and have the same experience as you would with 4 beers. Would you rather enjoy your game and remember it or throw them back and forget who made that winning touchdown?

Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. 10. Prentice Hall Publishing, 2011. Print.

Objectives

We here at Every Man’s Vodka are looking to be in every man’s hand. We want the first drink that a man reaches for to be our beer flavored vodka. (Kotler, 389) “The most logical budget-setting method is the objective-and-task-method whereby the company sets its promotion budget based on what it wants to accomplish with promotion. This budgeting method entails (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.” Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Wednesday, December 07, 2011. We have very clear promotion objectives, we want to promote ourselves right along-side what every man is drinking: beer. And where do these men drink beer? They drink at their local bar. Every Man’s Vodka will be available everywhere you are. We will do a high promotional campaign locally in Las Vegas to get our name out there with these new up and coming drinkers. It won’t be a huge cost since we are located here but once we start to branch out into other markets, we will incur the costs of shipping and marketing in new regions.

“Companies should state their marketing channel objectives in terms of targeted levels of customer service. Usually, a company can identify several segments wanting different levels of service. The company should decide which segments to serve and the best channels to use in each case. In each segment, the company wants to minimize the total channel cost of meeting customer-service requirements.” (Kotler, 320) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Wednesday, December 07, 2011. We know what we are getting ourselves into by competing with a drink that has been associated with sports for the ages. However, we are optimistic that we will emerge as a tough competitor and a drink to be reckoned with. We strive to achieve excellent customer service and thrive on the word of mouth from our customers.

Business Mission Statement

Can you drink on the sidelines? Hell yeah. Can you throw back a few with the boys? That’s a dumb question. Can you enjoy your vodka and drink it like a man? With Every Man, you can. “Some companies define their missions myopically in product or technology terms (“We make and sell furniture” or “We are a chemical-processing firm”). But mission statements should be market oriented and defined in terms of satisfying basic customer needs. Products and technologies eventually become outdated, but basic market needs may last forever."”  (Armstrong and Kotler 40) Every Man’s Vodka is selling the experience of using this product with your buddies but getting a stronger, longer buzz than a beer without looking like a sissy drinking a mixed drink. With Every Man’s Vodka in hand at the next game you watch, you will have a more enjoyable experience with your friends. The game will literally come alive in your hand with an Every Man. We are selling the experience of the game with every bottle. "Cold Stone Creamery’s mission isn’t simply to sell ice cream. Its mission is to “make people happy around the world by selling the highest quality, most creative ice cream experience with passion, excellence, and innovation.” Likewise, Under Armour’s mission isn’t just to make performance sports apparel, it’s “to make all athletes better through passion, science, and the relentless pursuit of innovation.” (Armstrong and Kotler 40)
Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. 10. Prentice Hall Publishing, 2011. Print.

Week 7 EOC: The Pitch

Can you drink on the sidelines? Hell yeah. Can you throw back a few with the boys? That’s a dumb question. Can you enjoy your vodka and drink it like a man? With Every Man, you can.

There are few drinks that make a man feel like a man. The man in my life likes to enjoy a cold beer because this makes him feel like a man. I have found that he would rather throw back a few cold ones than enjoy a mixed drink with vodka because he feels like less of a man if he chooses vodka over the love of a beer. With the “Every Man’s Vodka” a man will no longer have to choose fitting in over quality and taste. The hops that are infused into the vodka give it the exceptional flavor of your favorite light beer. It has the amber color that is known and will be in a long neck bottle to provide the appearance of still being the Every Man. The “Every Man” can be the guy next door, your mailman, your favorite player in the NFL, or your dad.