EOC Week 9: Three great mission statements

Christine Slender Vodka: “Creating an amazing tasting low calorie cocktail to simplify any woman’s life”

Lisa with Sweet Royal Vodka: "Sweet Royal takes pride in encouraging “Drinking Responsibly” and discouraging “Underage Drinking.” With charity fundraisers we are able to donate a large sum to organizations which promote such causes, as well as National Wildlife, and Education Centers across the world.  Sweet Royal Peach Premium Vodka takes pride in delivering smooth, fine tasting liquor/vodka, made from the finest 100% natural ingredients. There’s a daring sensation of sweet, smooth satisfaction in every sip of Sweet Royal Peach Premium Vodka."

Samantha with Blüme Vodka: "Let yourself get carried away in a world of relaxation and luxury; Blüme Vodka ultimately provides the utmost quality in elegance, class, flavor and style."

Creative Content

Implementation Evaluation Control

"Implementation is difficult — it is often easier to think up good marketing strategies than it is to carry them out." (Marketing: An Introduction, Armstrong/Kotler - pg. 57)

The effectiveness of a marketing plan or the launch and promotion of a product is not necessarily how well thought out your strategies are, but how well they are executed and evaluated consistently. For example, if you decide on a personal course of action to solve a problem that you may have, you could implement this action repeatedly and not know how effective or ineffective it was -- unless you evaluate your results!

"The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved." (Marketing: An Introduction, Armstrong/Kotler - pg. 58)

A good way to measure the results of a marketing plan is to survey your target market: what did they think of this product? Were your selling points the highlights that interested your consumers, or did these points fall flat? Do your consumers want or expect more out of your product? Surveying employers and distributors would also be effective in measuring results: is there word-of-mouth feedback from consumers? Is the product in high demand? Do stores have enough supply? Furthermore, suggestions from both consumers and all distributors involved would help to pinpoint specific weaknesses and strengths that were not foreseen or that may arise.

"Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance. This may require changing the action programs or even changing the goals." (Marketing: An Introduction, Armstrong/Kotler - pg. 58)

Compare and contrast your evaluation to your original marketing strategies and plan: how far or close do the results line up with original projections? What is the margin of error? What problems can be assessed and fixed, without significant cost or loss? Even still, regardless of loss, what will need to be corrected and then -- what can be done to come back from the loss? Management must stay on top of these concerns, and if necessary, change strategies or goals to accommodate the consumer market.

"New products are important—to both customers and the marketers who serve them.  For companies, new products are a key source of growth. Even in a down economy, companies must continue to innovate." (Marketing: An Introduction, Armstrong/Kotler - pg. 245)

Marketing Mix PRICE

"Price is the amount of money customers must pay to obtain the product." (Marketing: An Introduction, Armstrong/Kotler - pg. 57)

The most important question that should be asked when determining a price should not be "what is the competition doing?" but, in fact, this: "what is the value of my product and what are consumers willing to pay for it?" You can offer more than the competitor at a higher price, but is the consumer market going to feel like they are getting more for their money? All of these things need to be considered when pricing a product, as well as the cost of distribution and implementation: will you make a profit after cutting out the piece of the pie for the other guys? "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." (Marketing: An Introduction, Armstrong/Kotler - pg. 280) So what separates Candy Striper from other premiums? It is organic, which means less calories, and.. maybe even a little bit healthier for your body -- but do people really drink alcohol to be healthy? No way! Candy Striper may not be distilled five times or separately filtered, but extra steps are not necessary when you use pure mountain spring water. If you're looking for the perfect sized stocking stuffer, you can pick up a 750ML bottle of Candy Striper for only $20! If you need a bigger supply for that office party or simply to keep in stock around the house, a 1.75L is only $40 (cheaper than a goose but every bit as delicious).

"The first three steps in the marketing process—understanding the marketplace and customer needs, designing a customer-driven marketing strategy, and constructing marketing programs—all lead up to the fourth and most important step: building profitable customer relationships." (Marketing: An Introduction, Armstrong/Kotler - pg. 13)

Marketing Mix PROMOTION

"The selling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large-scale selling and promotion effort." (Marketing: An Introduction, Armstrong/Kotler - pg. 10)

Candy Striper is more than just a vodka or a simple infused liquor: it is an experience, a comfort, a memory, and even a luxury to those who do not ordinarily indulge themselves. The wrapped bottle is a mystery to those wondering what awaits inside, but the bottle shape (and it's obvious placement with other vodka brands) is made to entice. The most successful promotional ploys for Candy Striper would be on multiple mediums: printed ads in magazines and tabloids, online ads through various social networking sites, as well as thirty second commercial spots that feature the spirit of the holidays; a joy that can be found in every drop of Candy Striper vodka. But what about a pull strategy? "A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that 'pulls' the product through the channel." (Marketing: An Introduction, Armstrong/Kotler - pg. 385) As an added Christmas bonus, during the entire month of December, for every purchase of Candy Striper vodka, there will be a 20% donation to organizations such as MADD (Mothers Against Drunk Driving) -- and don't forget to recycle your bottles!

"Beyond selecting the types of promotions to use, marketers must make several other decisions in designing the full sales promotion program. First, they must decide on the size of the incentive. A certain minimum incentive is necessary if the promotion is to succeed; a larger incentive will produce more sales response. The marketer also must set conditions for participation. Incentives might be offered to everyone or only to select groups." (Marketing: An Introduction, Armstrong/Kotler - pg. 437)

Marketing Mix DISTRIBUTION

"A company can’t go it alone in creating customer value. It must work within an entire network of partners to accomplish this task. Individual companies and brands don’t compete; their entire value delivery networks do." (Marketing: An Introduction, Armstrong/Kotler - pg. 310)

Candy Striper is a mint infused vodka with a little trick up its sleeve: organic. In order to provide a quality product that also gives back to the community, Candy Striper is partnered with Square One Organic Vodka - that smooth taste is the combination of mountain spring water and certified organic rye locally grown in North Dakota Distillery. The single distillation process saves energy and emissions, and excess grain is also sold as feed to local ranchers: talk about going green! "Between intensive and exclusive distribution lies selective distribution—the use of more than one, but fewer than all, of the intermediaries who are willing to carry a company’s products." (Marketing: An Introduction, Armstrong/Kotler - pg. 324) Although Square One is available in stores nationwide, Candy Striper has taken eco-friendly one step further by limiting wide distribution only locally to the largest liquor store chains across the country (however, you will always be able to order online). 

"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." (Marketing: An Introduction, Armstrong/Kotler - pg. 310)

Marketing Mix PRODUCT

"The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place, and promotion. To deliver on its value proposition, the firm must first create a need-satisfying market offering (product). It must decide how much it will charge for the offering (price) and how it will make the offering available to target consumers (place). Finally, it must communicate with target customers about the offering and persuade them of its merits (promotion). The firm must blend all of these marketing mix tools into a comprehensive integrated marketing program that communicates and delivers the intended value to chosen customers." (Marketing: An Introduction, Armstrong/Kotler - pg. 12-13)

What is a need satisfying product? "Product means the goods-and-services combination the company offers to the target market." (Marketing: An Introduction, Armstrong/Kotler - pg. 54) To put it simply: quality over quantity, at a reasonable price. Candy Striper vodka is more than just a premium liquor - it's that extra kick in your cup of coffee, the ultimate stocking stuffer, and even the cordial peace offering at the office. If peppermint candy canes just aren't your flavor of choice, never fear: this vodka is versatile in its uses. The bottle is custom designed to enhance both the experience and the flavor - what better way to enjoy a peppermint liquor than by pouring it straight from a candy cane-shaped bottle! Expertly designed to appeal to everyone's inner child, you'll never have to say that curiosity killed the cat when you unwrap this gift! Candy Striper is only distilled once (but is guaranteed to go down as smooth as a top shelf premium), providing a clear, crisp taste from the purest of Northern Dakota waters. If there is one vodka to add to your wish list this year, make it Candy Striper.

"The product concept is the idea that consumers will favor products that are available and highly affordable and that the organization should therefore focus on improving production and distribution efficiency." (Marketing: An Introduction, Armstrong/Kotler - pg. 10)

Target Market Strategy

"There are five alternative concepts under which organizations design and carry out their marketing strategies: the production, product, selling, marketing, and societal marketing concepts." (Marketing: An Introduction, Armstrong/Kotler - pg. 10)

Candy Striper was initially developed by women, for women -- but not just your average daily woman, we're talking the hardworking mothers and business women that have very little time to sit back and relax. With Candy Striper, you do not have to be an avid drinker, because you are not limited to an exclusively alcoholic drink: are you settling down for the evening and want a cup of coffee to finish your meal? Well, why not add a dash of Candy Striper to spice up that cup of joe!

"The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do." (Marketing: An Introduction, Armstrong/Kotler - pg. 10-11)

By making Candy Striper conveniently available at the largest liquor stores and at a reasonable price, consumers will not have to go out of their way to find this holiday delight. On average, women do all of the shopping within a household, and what is it that women want? Actually, we'll get back to you on that one, but more specifically: what do women want from a drink? A good taste, not many calories, something affordable. Candy Striper is all of these things, with just the right amount of sweet that does not overload, yet gives a little spice to an ordinary beverage.

"The Societal Marketing is the idea that a company’s marketing decisions should consider consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests." (Marketing: An Introduction, Armstrong/Kotler - pg. 11-12)

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." (Marketing: An Introduction, Armstrong/Kotler - pg. 54)

The biggest overall strengths of a product really come down to two things: quality and cost. If you have a product that sells itself based on the enrichment of flavor, the provided level of service, and a low price, then you are already ahead of the game. "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." (Marketing: An Introduction, Armstrong/Kotler - pg. 55) An obstacle difficult for any product to overcome is its target market: who are you catering to? Will people other than your target audience like this product? In some instances, all you need is your target market, but this can often times limit your product and is the biggest weakness of Candy Striper vodka. Opportunities to grow would not only be to expand the target market, but also to make Candy Striper a product that is used during any time of year, rather than just the holiday season (such as eggnog, or pumpkin pie - why wait?) "Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." (Marketing: An Introduction, Armstrong/Kotler - pg. 55) Without a doubt the largest threat to any new product is existing competition: why should your target market buy your brand over the other brand, the name that was around before yours? Exemplify the product's benefits, in addition to its features, and you can overcome this threat.

"SWOT Analysis is an overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)." (Marketing: An Introduction, Armstrong/Kotler - pg. 54-55)

Objectives

"The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them." (Marketing: An Introduction, Armstrong/Kotler - pg. 40)

Objective: To provide a quality product to the consumer market that will exceed expectations and will not disappoint pocket books. Candy Striper is a premium vodka, without the top shelf price. "These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program." (Marketing: An Introduction, Armstrong/Kotler - pg. 386) Candy Striper is dedicated to building customer relationships by communicating a customer value that will ascend and transcend other products of the consumer market.

"This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives." (Marketing: An Introduction, Armstrong/Kotler - pg. 42)

Business Mission Statement

"At the corporate level, the company starts the strategic planning process by defining its overall purpose and mission. This mission is then turned into detailed supporting objectives that guide the whole company." (Marketing: An Introduction, Armstrong/Kotler - pg. 39)

Mission Statement: CANDY STRIPER is dedicated to providing quality tasting vodka without sacrificing the value of your dollar. With a peppermint infusion of flavor to enrich and tingle your taste buds, rather than overwhelm them, CANDY STRIPER is sure to strengthen your holiday spirit, but not break it -- or your wallet.

"An organization exists to accomplish something, and this purpose should be clearly stated. Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions are among the most difficult the company will ever have to answer." (Marketing: An Introduction, Armstrong/Kotler - pg. 39)

Week 9 BOC: Cyber Shopping

Canon EOS Rebel T3i 18 MP CMOS Digital SLR Camera and DIGIC 4 Imaging with EF-S 18-55mm f/3.5-5.6 IS Lens + Canon EF 75-300mm f/4-5.6 III Telephoto Zoom Lens

Sale Price: $891.41
Original Price: $1,098.00

                As a photographer, I am always interested in purchasing multiple camera bodies, as well as adding to my collection of lenses – because you just never know when your body is going to be down for the count, so it is always a good idea to have something to take its place. So why the T3i, you may ask? Well, it may not be the newest or best model from the Canon brand, but that doesn’t mean it still won’t produce the quality pictures people will pay you for. Let’s face it: we live in a society that is constantly progressing toward the “new,” and this is especially true for technology – that new television you just bought will be outdated in another year, but it can still bring you endless hours of entertainment.

                If I had $900 of spare cash to spend, I would most certainly spend it on this camera: the body is an upgrade from my Rebel XTi AND they are offering not one, but two!, lenses with the purchase of this camera. The 75-300mm telephoto zoom lens is great for those long distance shots, but more importantly, a wider aperture! I am primarily a wedding photographer with my current employer, therefore using the best available light is a huge necessity for me, not just to create beautiful photographs and to preserve someone’s special day, but because I am constantly on the move from one wedding to the next and it is difficult for me to carry around a bunch of lighting equipment (not to mention the proper equipment I have my little eye on is rather expensive). This is the ideal Christmas gift for any photographer, because just one lens (not including the body) runs anywhere from $800-$1,000+ on its own. Snag this deal while it lasts, photogs!

Week 8 EOC: Creative Content

In order to stay true to my major, my creative content will consist of photographs. Essentially, this will be a multi-ad spread, rather than just a single shot (if time permits this, that is).

                The first shot will consist of the bottle design – in order to accomplish this, I will need to cut out the design of my bottle, wrap it, and design a label that will be both visible and unique in the product advertisement. The most important elements for setting up this shot will involve my setting and lighting, because I want to keep the overall mood of this product that will also be used in a separate advertisement, which will then feature a model. I will take various shots of the bottle on its own, as well as with a glass to accentuate the product.

                The second shot will then feature a model enjoying this product, primarily from the comfort of her own home, because this product is just that: a comfort, not an expense. It will be a “treat” for all who experience it, but it will not come at a bigger cost – a dress, a club, waiting in line, priced at more than what someone is willing to pay for it. Candy Striper should become synonymous with the holiday season, particularly for women who want to relax at home. Ideally, this scene will be shot with a fireplace in the background and with lots of warm tones – reds, oranges, possibly even yellows –  to give the image an overall mood of safety and happiness. There will be other items in the shot to indicate the time of year, such as a pine tree, stockings, or other Christmas-related objects.

                The third and final shot will consist of a plate of cookies and a glass of Candy Striper – because even Santa needs to be a little naughty and nice.

Week 7 EOC: The Pitch

Just in time for the holiday season, a new candy cane infused Vodka! If you aren't sure of what to serve your guests at that office party this year, or maybe you'd rather be naughty AND nice while enjoying those cookies left for Santa, then this is the drink for you! A sweet tooth craving with a kick, CANDY STRIPER tastes as good as it smells -- and who will even know what you've been drinking?

This year keep warm with Candy Striper peppermint infused vodka! Candy Striper is the perfectly sweet adult themed Christmas treat for those who are a kid at heart. The warmth of inviting Southern hospitality meets the sweltering glitz of Vegas glamour and New York’s icy, but posh, class in this deliciously festive liquor. Candy Striper takes a new view on the old Southern classic that is still highly celebrated today: the hotty toddy. By taking out the husky dark liquor and replacing it with a light, but still biting, seventy proof vodka based taste with that classic and crisp peppermint we have created a celebration hit. Who doesn’t want to get rid of the awful aftertaste of fruity mixed drinks and still have a great taste with a good time? You can mix it with the milky White Russian for a tamer, more responsible office party hit alongside a feminine peppermint martini – or if you dare, pour it straight in a chilled shot glass for the bold and fearless. Candy Striper can even compliment a steamy coffee or spruce up the old fashioned hot cocoa by the fire. What else could go better with cookies left for Santa? Stuffing stockings and waiting for Ole Saint Nick won’t be half as boring this year with this in your cup! Whether you’ve been exceptionally naughty, or sickeningly sweet, Candy Striper makes a great stocking stuffer for everyone; besides what else would you want to be caught under the mistletoe with this year?

Week 6 EOC: Me X3

What defines a person? This is not exactly an easy answer. There are many things that come together as parts of a whole – different traits and things that essentially make a person, but can you be defined by these things? More importantly, should you be, and would you like to be? For instance, I could be defined as a Caucasian female, and yet, that is not all that I am. With that being said, there are many characteristics, as well as everyday items, that enable us as individuals in society. So, let’s take a look at three things that help to encompass the “everyday me.”

Chuck Taylor’s – or, more commonly known as, “chucks”

I am not a very materialistic person, nor am I obsessed with fashion – in fact, I could probably argue with someone over being any kind of fashion savvy – because I’m not, not really. I don’t know what’s in style, I don’t have the latest season of clothing, and I don’t own a closet full of shoes. Currently, I only have four pairs of footwear in possession: flip flops for the summer season, work shoes, and two pairs of chucks (green and black, respectively). Why green, you may ask? Well, green is my favorite color, but it’s unfortunate because I hardly wear that pair (mostly due to not owning very many green clothes to match, and well.. I don’t go out much) and, as a result, they still fit like new – which, if you’ve ever worn a pair, isn’t that comfortable. You have to break your chucks in. Black is, quite obviously, the easier and safer bet because I can wear this pair with anything… although I am in drastic need of replacing them.

iPod Nano – 14GB

Unfortunately for me, my car stereo was stolen, and although I’m pretty sure it is illegal to do so – I listen to my iPod while I drive (unless, of course, I need to really concentrate on where I’m going, because then music just becomes a distraction). The most convenient feature about the iPod, however, is its portability: I can take this thing anywhere, and 99.9% of the time, you will find it with me. It’s lightweight and small, so I am able to easily slip it into my pocket and continue on with my business. Who doesn’t love portable music?

Macbook

I know what you’re thinking: Erica, you’re a photographer, why isn’t there a camera on here? Well, for one, I don’t view my camera as an object outside of myself – instead, I consider it as an extension of me, and therefore it is more than just a simple product I use. Also, there may be days where I am unable to use my camera, so although photography is always part of my daily life, it is not something that I always implement. So what about my macbook, right? What makes that so special? Well, aside from the obvious answer of connecting me to friends and people in other states via social networking, I have endless possibilities at my disposable. As a millennial, I am part of the technological generation: I grew up with the internet, therefore using it every day (whether or not that is smart or healthy and beneficial is another matter entirely) just comes as second nature to me. Also, I am able to post images through my computer, as well as edit, and listen to music or update my iPod – so, really, it makes sense to have it here.