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.