EOC Week 10: What are the benefits vs. the features?

So you want a product with benefits that compliment its features? We all do, but first, let's examine the features of Candy Striper vodka.

Is it easily accessible? Yes and no. You can find Candy Striper in big retail liquor stores -- such as Lee's Liquor or Total Wine, if you live in Nevada -- but not the local little guys; you can, however, still purchase online! Of course, shipping fees will apply, and delivery is ultimately determined by state laws. The decorative bottle is, perhaps, the biggest feature of Candy Striper: with red wrapping, white ribbon, and a candy cane removable top handle, this mint infused vodka is a ready-to-go gift for any occasion.

So what is a benefit? Something that you don't expect! A reasonable price for a premium liquor is definitely a benefit -- but let's not forget where your hard earned money is going, either. When you purchase Candy Striper throughout the entire month of December, 20% of proceeds go to MADD -- and best of all, we are partnered with an organic vodka to bring an eco-friendly good time, fresh and pure taste to the holidays.

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)