I believe that we have an advantage because our liquor has that prolonged “buzz” and not the drunkenness that keeps you from having fun. When you think about it people drink for the effect and you don’t want too drunk and loose that effect. This idea and the fact that it’s not just a drink it is a style that gives us a competitive advantage. “It is the factor or factors that cause customers to patronize a firm and not the competition.” (Lamb, Pg. 20)
The places that have been chosen to distribute the liquor would be liquor stores, Popular Hip-Hop clubs and ultra lounges. With these places we believe that the target market will be reached. This way the product is available where and when the customer wants it, while they’re out it can be found a club, and while they’re having a party of their own it can be found at the liquor store.
“Promotion includes advertising, public relations, sales promotions, and personal selling. Promotions role in the marketing mix is to bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organization or product.”(Lamb, pg.25) This is why we stay in the mix, we are at all of the Hip-Hop awards, and after parties. We make sure that someone is seen out with a glass of Phresh. There will be promotions at clubs where for a night we will give away a free cocktail made with Phresh vodka so that people can taste it for themselves. Then eventually we can sponsor DJs to help push the logo.
“Price is what a buyer gives up to obtain a product.” (Lamb, 26) We wanted the price to work with a wide range of customers so that the maximum amount of people could enjoy. The official price would be $15 for a 750ml, $20 for a L. and $30 for a 1.75L. I feel that these prices are perfect. They aren’t so cheap that people would feel that the quality is low and not so expensive that it is out of reach for people.
“Implementation is the process that turns a marketing plan into action assignments and ensures that these assignments are executed in a way that accomplishes the plan’s objectives.” (Lamb, pg. 26) To implement this plan there will a process of not doing too much at a time. We will start with the ads on the internet and then with some of the promotions. The first would be the after parties with the free drinks and then with the campus tour. Also to follow it up we will have the DJ sponsoring to keep it in the main stream.
Thursday, September 24, 2009
Phresh Vodka Pt. 3
“Demographics are significant because the basis for any market is people. Demographic characteristics are strongly related to consumer buyer behavior in the marketplace” (Lamb, pg. 34). Since demographics are so important we have it narrowed to the age group of 21-40. It seems like a big gap but since we are targeting the Hip-Hop culture these are the people that were with Hip-Hop in the beginning and are with Hip-Hop now. This can bridge the between the old school and new school. By going for this age group it will show that the product represents the past and the future of the Hip-Hop culture.
“The written marketing plan provides clearly stated activities that help employees and managers understand and work toward common goals.” (Lamb, pg.16) All of what I have stated above will be included in a marketing plan. The business mission statement is: Phresh vodka represents class, style, and individual swag. It’s inexpensive, and it won’t get you sloppy drunk so that everyone who are able to drink can do so without loosing style points for what happens when you are drunk. It keeps you at the swag you want to be. Although Phresh has its own unique swag in liquor it will also keep the same individuality in how it branches out and in the Hip-Hop community. “The way a firm defines its business mission statement profoundly affects the firm’s long-run resource allocation, profitability, and survival…the firm’s mission statement establishes boundaries for all subsequent decisions, objectives, and strategies.” (Lamb, pg.18)
The objective of Phresh vodka is to show that you don’t have to be a celebrity to feel like one. This is why we have a low price but still keys the quality of a top shelf price, because just because you can’t afford something the quality of what you can should not be less. This is basically for Hip-Hop to have liquor that represents the class and not the negative elements that is normally attached. “Objectives should be realistic measurable and time specific” (Lamb, pg. 18)
While I conducted my SWOT analysis my internal strength would be that the company knows a lot about the market that they are trying to reach. We know the background and it’s people. The weakness would be that because we are so into making sure that the Hip-Hop culture is represented in this product that we might be loosing a consumer that may feel that the product is not for them even though that it can be. The external opportunities would be the different ways we promote the product, making sure that we keep things as “Phresh” as the name. The threats are the other liquors that are a preference to the Hip-Hop community like Grey Goose, and Hennessey. “Before specific marketing activities can be defined, marketers must understand the current and potential environment that the product or service will be marketed in.” (Lamb, pg 18)
“The written marketing plan provides clearly stated activities that help employees and managers understand and work toward common goals.” (Lamb, pg.16) All of what I have stated above will be included in a marketing plan. The business mission statement is: Phresh vodka represents class, style, and individual swag. It’s inexpensive, and it won’t get you sloppy drunk so that everyone who are able to drink can do so without loosing style points for what happens when you are drunk. It keeps you at the swag you want to be. Although Phresh has its own unique swag in liquor it will also keep the same individuality in how it branches out and in the Hip-Hop community. “The way a firm defines its business mission statement profoundly affects the firm’s long-run resource allocation, profitability, and survival…the firm’s mission statement establishes boundaries for all subsequent decisions, objectives, and strategies.” (Lamb, pg.18)
The objective of Phresh vodka is to show that you don’t have to be a celebrity to feel like one. This is why we have a low price but still keys the quality of a top shelf price, because just because you can’t afford something the quality of what you can should not be less. This is basically for Hip-Hop to have liquor that represents the class and not the negative elements that is normally attached. “Objectives should be realistic measurable and time specific” (Lamb, pg. 18)
While I conducted my SWOT analysis my internal strength would be that the company knows a lot about the market that they are trying to reach. We know the background and it’s people. The weakness would be that because we are so into making sure that the Hip-Hop culture is represented in this product that we might be loosing a consumer that may feel that the product is not for them even though that it can be. The external opportunities would be the different ways we promote the product, making sure that we keep things as “Phresh” as the name. The threats are the other liquors that are a preference to the Hip-Hop community like Grey Goose, and Hennessey. “Before specific marketing activities can be defined, marketers must understand the current and potential environment that the product or service will be marketed in.” (Lamb, pg 18)
Phresh Vodka pt.2
“What is the historic sales trend in the industry?, What are the consumers attitudes towards a product and its advertising?” (Lamb, pg. 114). While doing my research I noticed that in the Hip-Hop culture the trend was high priced liquor. They wanted to give the impression that they have finally made it to the top. Since Hip-Hop came from the South Bronx, New York one of the poorest neighborhoods in New York; being able to afford certain things is a sign of status. As Hip-Hop becomes more main stream people were trying to live like their favorite artist even though they didn’t have a record deal to pay for it. My product will not only have class but it will also be affordable for everyone of age to enjoy. You shouldn’t have to go broke while trying to live your dream, just because you are not a star doesn’t mean that you are not important.
I believe that the customers will appreciate that there is a product that had their intrest in mind. I will make sure that the product will be advertised with different Hip-Hop artists so that their fans will see that they don’t have to conform for this product, the product will conform for the consumer. To show this I would use people like: Russel Simmons, T.I, Jay-Z, Drake, Lil Wayne, Lupe Fiasco and Young Jezzy. I have just named 7 big names in the Hip-Hop industry that reaches different audiences. They have different styles, one is more street where the other is more business. One has been in Hip-Hop since the beginning and the other is a new comer. The common trend is they all enjoy the same drink which is a style that is timeless. “Culture to any society is the common set of values shared by its citixens that determines what is socially acceptable…These values and roles have a tremendous effect on people’s preferences and thus on marketers’ options” (Lamb, Pgs. 50-51)
I will also advertise in places where I know that the Hip-Hop audience will see. A big part is the internet. I will have ad space on social websites such as Twitter, Facebook, and Myspace. I will also have ads in trusted Hip-Hop websites like Hip-Hopucit.com, Global Grind, and Davey D. I will have ads in the magazines: XXL, The Source, Vibe, and F.E.D.S. “If a company has identified its best customers, then it should make every effort to maintain and increase their loyalty.” (Lamb, pg. 302) By putting this product in the middle of the culture it will show that there is an actual interest in what they do and who they are. When you go to the store and buy a bottle it will include a fact or two about Hip-Hop history. Also every three months you will get a mix tape featuring the hot singles and new artists. We will also sponsor big events in the Hip-Hop culture like after parties, concert tours, and service events in the community.
“Not only are company’s designing products and services for the African American Market, they are also targeting promotional activities to reach this group of consumers” (Lamb, Pg. 37). I have seen other companys do this by having educational contests to give out scholarships to this community. Since the Hip-Hop culture is mostly African-American, we will also do scholarships as well. Phresh vodka will also sponsor sorority and fraternity Step Shows on historical black colleges. We will give the winners a monetary amount to go towards the public service of their choice. This will be apart of the black college tour that we would do to highlight the positive activity that they do on these campuses.
I believe that the customers will appreciate that there is a product that had their intrest in mind. I will make sure that the product will be advertised with different Hip-Hop artists so that their fans will see that they don’t have to conform for this product, the product will conform for the consumer. To show this I would use people like: Russel Simmons, T.I, Jay-Z, Drake, Lil Wayne, Lupe Fiasco and Young Jezzy. I have just named 7 big names in the Hip-Hop industry that reaches different audiences. They have different styles, one is more street where the other is more business. One has been in Hip-Hop since the beginning and the other is a new comer. The common trend is they all enjoy the same drink which is a style that is timeless. “Culture to any society is the common set of values shared by its citixens that determines what is socially acceptable…These values and roles have a tremendous effect on people’s preferences and thus on marketers’ options” (Lamb, Pgs. 50-51)
I will also advertise in places where I know that the Hip-Hop audience will see. A big part is the internet. I will have ad space on social websites such as Twitter, Facebook, and Myspace. I will also have ads in trusted Hip-Hop websites like Hip-Hopucit.com, Global Grind, and Davey D. I will have ads in the magazines: XXL, The Source, Vibe, and F.E.D.S. “If a company has identified its best customers, then it should make every effort to maintain and increase their loyalty.” (Lamb, pg. 302) By putting this product in the middle of the culture it will show that there is an actual interest in what they do and who they are. When you go to the store and buy a bottle it will include a fact or two about Hip-Hop history. Also every three months you will get a mix tape featuring the hot singles and new artists. We will also sponsor big events in the Hip-Hop culture like after parties, concert tours, and service events in the community.
“Not only are company’s designing products and services for the African American Market, they are also targeting promotional activities to reach this group of consumers” (Lamb, Pg. 37). I have seen other companys do this by having educational contests to give out scholarships to this community. Since the Hip-Hop culture is mostly African-American, we will also do scholarships as well. Phresh vodka will also sponsor sorority and fraternity Step Shows on historical black colleges. We will give the winners a monetary amount to go towards the public service of their choice. This will be apart of the black college tour that we would do to highlight the positive activity that they do on these campuses.
Phresh vodka pt.1
The product is called “Phresh”(Fresh) vodka. This new vodka doesn’t get you sloppy drunk so that you can still enjoy whatever it is that you are doing. It is great for mixing and it comes in regular and in lemon flavor. I didn’t want it to have too many flavors that will take away from the image that I was creating. I want the liquor to be able to fit your lifestyle; by being able to mix it with your normal drinks you can do that. I only did the flavor lemon because the fresh citrus taste goes with the concept of the name.
Coming up with this product I had to do some research. “Marketing research is the process of planning, collecting, and analyzing data relevant to a marketing decision” (Lamb, pg. 114). My first step was researching the different types of vodka that already exist and how they were marketed. I also researched who they market to. I saw that even though the Hip-Hop culture is known for their parties and lavish drinks; the liquor they choose to show off in their videos and at their houses wasn’t really marketed towards them. I felt that with the change in Hip-Hop’s image it deserves it’s own signature liquor that was actually made with them in mind. I look at it like the change of clothing over the years. In the beginning it was sweat suits and sneakers. Now they are wearing tailored suits and button ups. In regards to this product before there were 40 oz. of Old English and now with “Phresh” they have it’s tailor made drinks. It’s classy while still not forgetting where it came from.
Coming up with this product I had to do some research. “Marketing research is the process of planning, collecting, and analyzing data relevant to a marketing decision” (Lamb, pg. 114). My first step was researching the different types of vodka that already exist and how they were marketed. I also researched who they market to. I saw that even though the Hip-Hop culture is known for their parties and lavish drinks; the liquor they choose to show off in their videos and at their houses wasn’t really marketed towards them. I felt that with the change in Hip-Hop’s image it deserves it’s own signature liquor that was actually made with them in mind. I look at it like the change of clothing over the years. In the beginning it was sweat suits and sneakers. Now they are wearing tailored suits and button ups. In regards to this product before there were 40 oz. of Old English and now with “Phresh” they have it’s tailor made drinks. It’s classy while still not forgetting where it came from.
Thursday, September 17, 2009
EOC WEEK 10: Customer Loyalty
There was a time in my life where I would travel a lot and my favorite city of all time is New York. I love everything about it except for the smell in the summer. When I go to New York I am a regular at a number of places. I only eat at Slice of Harlem, which is a pizza place obviously in Harlem, and the longer I’m there they start to recognize me and I get really good service. I get graphic tees from Yellow Rat Bastard; I get mix tapes from my favorite vender on Canal Street. I buy sneakers from a few stores out there but one of my Favorites is Flight Club.
Flight Club is a Sneaker store that specializes in Exclusive sneakers. When you walk in it looks pretty upscale and I love that all the sneakers are in Pre wrap because in case they have to sell you the display one shoe won’t be dirty while the other is clean. When you walk in you are greeted but if you show that you know your sneaker, they really give you the treatment. They let you know where else the shoe is being sold and what makes it exclusive. They also let you know about the fakes that are out, and when you are a serious sneaker consumer all of this is very important.
When I am in town for a few weeks I stop in and they try to build a relationship with me right away so when I am going to buy a shoe they know my style and what I want. The service they provide makes me want to just visit every time I go to New York, and I believe that is what you should want from a customer.
Flight Club is a Sneaker store that specializes in Exclusive sneakers. When you walk in it looks pretty upscale and I love that all the sneakers are in Pre wrap because in case they have to sell you the display one shoe won’t be dirty while the other is clean. When you walk in you are greeted but if you show that you know your sneaker, they really give you the treatment. They let you know where else the shoe is being sold and what makes it exclusive. They also let you know about the fakes that are out, and when you are a serious sneaker consumer all of this is very important.
When I am in town for a few weeks I stop in and they try to build a relationship with me right away so when I am going to buy a shoe they know my style and what I want. The service they provide makes me want to just visit every time I go to New York, and I believe that is what you should want from a customer.
Thursday, September 10, 2009
EOC WEEK 9: Pricing
When shopping there are a lot of things that I consider; I look at where I’m shopping, when I’m shopping, who is with me, and most important what I am shopping for. The place is a factor because there are certain places where I just won’t spend over a certain amount. For example Target, I like their products and the way the store looks but some of their things are priced way too high for me. If I am going to pay $300 dollars for a blanket, I won’t buy it from target I will get it from Macy’s with a designer name. The people that I am with are a factor because I spend more money when I am shopping with friends than when I am shopping with my mom. The time is a factor because if I am shopping on the weekend I have more time to compare and bargain verses when I am shopping on a week day when I don’t have as much time. The thing I am shopping for is a factor because depending on the item I will shop for it differently.
One situation I was looking for an Adidas track jacket to add to my collection. I was in New York at this store called Yellow Rat Bastard on Broadway. I love this place every time I am in the city I have to go there. Anyway this jacket was about $85, which is a reasonable price for some jackets, but for this one it was a little more expensive. I knew that I could probably order it for less or just find it in another store. However I wanted to wear it latter on that day to a party so I didn’t want to chance it. Basically I paid extra so I could wear it that day. This is what people do; they pick and choose what is important to them at the time and spend accordingly.
One situation I was looking for an Adidas track jacket to add to my collection. I was in New York at this store called Yellow Rat Bastard on Broadway. I love this place every time I am in the city I have to go there. Anyway this jacket was about $85, which is a reasonable price for some jackets, but for this one it was a little more expensive. I knew that I could probably order it for less or just find it in another store. However I wanted to wear it latter on that day to a party so I didn’t want to chance it. Basically I paid extra so I could wear it that day. This is what people do; they pick and choose what is important to them at the time and spend accordingly.
Thursday, September 3, 2009
EOC Week 8: Progress on Vodka Brand
So far after my pitch last week I have been doing a little more research on things such as recipe, pricing, and advertisement. I have also been looking into doing some other things to it like possibly making it a specific color, flavor, and have a special cocktail for the brand. Also how will it be sold, do I want it to be exclusive so you would have to order it, Do I wanted sold in certain places, or do I just want it available.
In my progress I have settled with the name “FRESH.” I was thinking of spelling it with a “PH” instead of an “F” though but I am still thinking about that. I have come up with the price of $15 per bottle, because I want it to be available for all people to buy not just the elite. I have an idea for a commercial wear this handsome man in a suit is walking into a night club with all eyes on him. He gets to the bar and orders a Fresh and Sprite. While he is there an attractive woman sits next to him and says “just left the studio huh?” because of all the commotion she figures he is someone famous until he replies, “No I just finished my shift… I’m the driver.” This is to show that swag is something that you are… not what you buy.
In my progress I have settled with the name “FRESH.” I was thinking of spelling it with a “PH” instead of an “F” though but I am still thinking about that. I have come up with the price of $15 per bottle, because I want it to be available for all people to buy not just the elite. I have an idea for a commercial wear this handsome man in a suit is walking into a night club with all eyes on him. He gets to the bar and orders a Fresh and Sprite. While he is there an attractive woman sits next to him and says “just left the studio huh?” because of all the commotion she figures he is someone famous until he replies, “No I just finished my shift… I’m the driver.” This is to show that swag is something that you are… not what you buy.
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