Implementation evaluation control

Stepping back and ready to evaluate Turned-up vodka

 Though it has been a joyous ride making up and deciding how to go about marketing this product, but will it actually work? The answer is no. during my SWOT analysis I realized that there are too many vodkas on the shelves already what makes my product different? Nothing really in the end it is still vodka and my promotion method of getting a rapper to promote it will pretty much die out and get lost in the minds of the people. Sooner or later another rapper that is much bigger than the last will promote another brand. In all truth At turned up we are not keen on selling dreams to young kids because that is what advertising for alcohol does because as adults we know that it gets us drunk and it is not as lavish as it looks. “Sustainable marketing goes beyond caring for the needs and wants of today’s customers. It means having concern for tomorrow’s customers in assuring the survival and success of the business, shareholders, employees, and the broader world in which they all live. Sustainable marketing provides the context in which companies can build profitable customer relationships by creating value for customers in order to capture value from customers in return, now and in the future.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 538). Providing great customer service ais number one on our list and to do that we chose to not put this on the market because of the simple fact it will fail. “in almost constant touch to make certain the customer stays satisfied. Success depends on building solid, long-term relationships with customers, based on performance and trust.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 414). The brand is week and our core customers already have set drinks they prefer. In other words the market is over saturated.  

Distribution

“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.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 437). The distribution system turned up vodka is distributed to liquor stores worldwide from high end stores down to your local grocery stores.  This includes premium liquor distributors online to restaurants, bars and night clubs. In to days modern society with the rise of internet shopping we have also took a look at enterprises distribution methods.“In the mid-1990s Enterprise began expanding its distribution system by directly challenging Hertz and Avis in the on-airport market. A decade later, it had set up operations in 230 airports in North America and Europe. Then, in late 2007, Enterprise purchased the Vanguard Car Rental Group, which owned the National and Alamo brands. National focused on the corporate-negotiated rental market while Alamo served primarily the leisure traveler airport market.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 310). Though we will not come to your house and drop off our product we will make it available so you don’t have to search around town for a bottle of the best drink known to man.

Price

 We pride our selves on great customer service and the best drinking experiance at an affordable price.  We sell our bottle for a low price but we know we cant go lower than other premium drinks on the maket because that will diminish our brand. “Providing the fastest delivery, greatest assortment, and most services may not be possible or practical. The company and its channel members may not have the resources or skills needed to provide all the desired services. Also, providing higher levels of service results in higher costs for the channel and higher prices for consumers.  (ARMSTRONG/KOTLER, Marketing: An Introduction pg 322).  $19.99 for a bottle of our superior voka will cover the cost of shipping and advertising because even with a worthy opponent in the vodka industry we still need to cover our coast and as we all know it’s not cheap.  “As much as 20 percent of an average product’s price is accounted for by shipping and transport alone. This far exceeds the cost of advertising and many other marketing costs. American companies spent $1.4 trillion last year—about 10 percent of gross domestic product—to wrap, bundle, load, unload, sort, reload, and transport goods. That’s more than the national GDPs of all but 12 countries worldwide. What’s more, as fuel and other costs rise, so do logistics costs. (ARMSTRONG/KOTLER, Marketing: An Introduction pg 329)

Promotion

At Turned up our promotion is our sales team. They go out and find distributers for our product. Then from there our distributors become a part of our team. May sound complicated but everything is in order and we could not work without one another “Mutual services and duties need to be spelled out carefully, especially in franchise and exclusive distribution channels. For example, McDonald’s provides franchisees with promotional support, a record-keeping system, training at Hamburger University, and general management assistance. In turn, franchisees must meet company standards for physical facilities and food quality, cooperate with new promotion programs, provide requested information, and buy specified food products.  (ARMSTRONG/KOTLER, Marketing: An Introduction pg 324). We keep it simple or as simple as possible because again we know that things can get complicated. “Consumer and business marketing channels with even more levels can sometimes be found, but less often. From the producer’s point of view, a greater number of levels mean less control and greater channel complexity. Moreover, all of the institutions in the channel are connected by several types of flows. These include the physical flow of products, the flow of ownership, the payment flow, the information flow, and the promotion flow. These flows can make even channels with only one or a few levels very complex.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 314). Our major promotion will be like any other Vodka and that is free advertising with movies and music stars. We have a major deal with a rap artist that will promote this vodka in his songs and videos and in turn will give us a buzz. With the buzz circulating we will be obligated to bring more posters or deals to our brand with such a high demand. Other promotions will be in men's magazines like GQ and Esquire because sex sells. 

Target Marketing Strategy

If the company promises greater value, it must then deliver that greater value. Thus, effective positioning begins with differentiation—actually differentiating the company’s market offering so that it gives consumers more value. Once the company has chosen a desired position, it must take strong steps to deliver and communicate that position to target consumers. The company’s entire marketing program should support the chosen positioning strategy. (ARMSTRONG/KOTLER, Marketing: An Introduction pg 53)

So with that understood our target market is young adults from 21 to 30. We chose this wide rang because “we are the party” and 60 percent of young adults drink socially. The fact that young adults are still finding them self’s and experiencing life before they settle down with their family.  To determine this target maket we had to break down our research to have a deeper understanding. “Company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. (ARMSTRONG/KOTLER, Marketing: An Introduction pg 9) We work hard to bring the awareness of drinking responsibly that is why we have a warning on every bottle and a warning to call a local cab.

product

We don’t just sell vodka here at Turned-up and that is what sets apart from our competition. See everyone else sells vodka in a fancy bottle to make you feel special.  Yes Turned-up is a vodka but that is not what we sell, we provide an experience to our customers. Just like car companies make cars but they don’t sell cars they sell the driving experience that is like no other.“Product means the goods-and-services combination the company offers to the target market. Thus, a Ford Escape consists of nuts and bolts, spark plugs, pistons, headlights, and thousands of other parts.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 54). We offer finest quality vodka with a classic smooth taste which makes it rich in taste. Serves as a perfect drink on any occasion and are offered in cost effective prices. Turned –up is available in attractive bottle packaging in standard sizes. Turned- up vodka achieves its signature smoothness and character using the finest ingredients and an unrivalled level of craftsmanship. We harness the very best from the highest quality ingredients to create The World’s Best Tasting Vodka, to give our customers the best experience any other vodka can give. Like car companies we load our vodka with the finest features (ingredients). “Ford offers several Escape models and dozens of optional features. The car comes fully serviced and with a comprehensive warranty that is as much a part of the product as the tailpipe.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 54)

EOC:WEEK 10: Benefits VS Features

   We don’t just sell vodka here at Turned-up and that is what sets apart from our competition. See everyone else sells vodka in a fancy bottle to make you feel special.  Yes Turned-up is a vodka but that is not what we sell, we provide an experience to our customers. Just like car companies make cars, but they don’t sell cars they sell the driving experience that is like no other. 
      Every one knows that vodka will get you drunk or it is a pick me up from a stress full day now that is the benefit of vodka. But our vodka come with features with every sip every mix. our features is not our unique bottle but our drinking experience because we pride our selves on the drinking experience rather than just getting the product out there.
 "Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain. This supply chain consists of “upstream” and “downstream” partners. Upstream from the company is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. Marketers, however, have traditionally focused on the “downstream” side of the supply chain—on the marketing channels (or distribution channels) that look toward the customer. Downstream marketing channel partners, such as wholesalers and retailers, form a vital connection between the firm and its customers."(ARMSTRONG/KOTLER, Marketing: An Introduction pg 331)

    

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. 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” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 55)

Strengths

·         Quality of product

·         Good internal communication

·         a strong sense of purpose and the culture to support the purpose

·         Very passionate about product and products

·         Client base growing

·         Committed employees

Weaknesses

·         Lack of marketing experience.

·         New to the market

·         Struggle to meet dead lines

·         Lack of market research

·         No global customers

Opportunities

·         Similar products on the market are not as reliable or are more expensive

·         Loyal customers

·         Product could be on the market for Christmas and other holidays

·         Customer demand - have asked sales staff for similar product

·         New product that can be marketed in liquor stores.

Threats

·         Competition increasing

·         Many well-known brands

·         Market over crowed

·         Competitors have a similar product

·         Competitors have launched a new advertising campaign

·         Competitors have stronger brand names

·         Competitors have strong relationships with computer retailers

“Planning, implementation, and control. The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 55)

objective

  At Turned up vodka our objective is to bring a quality drink to our customers while establishing great customer relations. Investing in the finest research to bring our customers what they want and look for in a premium Liquor. Building a relationship is our priority so we take pride In taking the best qualities from great companies and making them our own. “Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” It does this by investing heavily in research and design (R&D)” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 43). We are fully engaged; we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. When our customers feel this sense of belonging, our drink gives a break from the worries outside. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. We consider the future and without our customers we will have no future. That is why we truly believe that our customer comes first before our profits. “Businesses and products the company should consider in the future. Companies need growth if they are to compete more effectively, satisfy their stakeholders, and attract top talent. “Growth is pure oxygen,” states one executive. “It creates a vital, enthusiastic corporation where people see genuine opportunity.” At the same time, a firm must be careful not to make growth itself an objective.” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 45)

Business Mission Statement

“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/KOTLER, Marketing: An Introduction pg 40)

Our mission: to bring out the party animal of the human spirit – one person, and one cocktail at a time.

Selling vodka is simple and now a day it seems that every one is doing it, but at Turned-up we don’t sell vodka we sell the party. Our superb vodka has always been, and will always be, about quality. We’re passionate about sourcing the finest grapes and fermenting them with great care and love. Bringing to life the social butterfly in all our customers and encouraging them to drink responsible. Everyone has that party animal longing to emerge even if just for the night and Turned –up Vodka is here to let it roar. “A company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create. Thus, McDonald’s mission isn’t “to be the world’s best and most profitable quickservice restaurant,” it’s “to be our customers favorite place and way to eat.” If McDonald’s accomplishes this customer-focused mission, profits will follow” (ARMSTRONG/KOTLER, Marketing: An Introduction pg 41)