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progressing toward the “new,” and this is especially true for technology – that new television you just bought will be outdated in another year, but it can still bring you endless hours of entertainment.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.

Week 4 EOC: There's An App For That

If there was one application that I wish my phone had, it would be an app that could examine a photo and determine the settings used to produce the photo, or that could automatically configure settings for you prior to a photo shoot – although this app would most likely not be 100% reliable and may even turn some photographers off of the product – imagine the time that could be saved trying to figure out your lighting setup, aperture, and shutter speed!

            By far the most inconvenient (or fun, however you choose to look at it) part of being a photographer is the big set-up before a photo shoot: if you're limited on time, you could very well spend most of that time scouting your location, putting together your equipment, or applying hair and make-up to your model. Therefore, I recommend figuring all of these things out prior to the big event, because then you will know exactly how much time you have to take photos. Of course, the trickiest part is lighting – without light, there would be no photography! Outdoors are the most difficult locations to shoot, because depending on the time of day and the weather, you will be adjusting your settings regularly throughout the shoot. These days, however, anyone with a camera on their phone likes to consider themselves a photographer – and although that makes my job harder as a professional, it also helps me to strive to be the best at what I am doing.

"iPhone photography has come a long way in the last three years since the advent of the App Store." (Panzarino, The Top 30 Best Photography Apps for iPhone: http://thenextweb.com/apps/2011/04/17/the-top-30-best-photography-apps-for-iphone/)

            There are many apps in existence that allow you to edit your images for enhancement, or to create interesting effects – but none of them go as far as to choose settings for you – and while any experienced photographer or enthusiast may tell you that they know what they’re doing without the help of a computer chip… it would just minimize the amount of time you’d be spending worrying about correct exposure, and allow you to focus on obtaining the image you want. Of course, results may vary.

Week 3 EOC: My Demographics

                If you were born between 1977 and 2000, then you are part of the Millennials (or Generation Y, and also called the echo boomers). I may not agree with some of the descriptions of my generation, but I cannot dispute them.

"One thing that all of the Millennials have in common is their utter fluency and comfort with digital technology. They don’t just embrace technology, it’s a way of life." (Marketing: An Introduction, Armstrong/Kotler - Chapter 3 Analyzing the Marketing Environment, pg. 74)

There has never been a more accurate assessment of my generation – we are so conditioned to life with digital technology, that living as our parents did before us would probably scare a lot of Millennials senseless. The perfect example of this, not just through our daily interactions with social networking and in keeping up to date on everything through digital technology, but also in how we are asked to explain to older generations just how something works. Take my father, for example: I was asked to come over and show him a step by step “how to” reply to a job posting on craigslist through email. Now, for me, this seems like a simple task that can’t possibly be as difficult as he’s making it out to be… but for my father? It might as well be rocket science. You see, my father was part of the baby boomer generation, therefore he knows hard labor more than he knows about computers and the internet. I must admit, I lose patience and get frustrated when asked to explain something that I have been doing for years, but I know that my father is even more flabbergasted and impatient by his lack of understanding than I am.

“All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! executive. For them, “it’s not something separate. It’s just something they do.” (Marketing: An Introduction, Armstrong/Kotler - Chapter 3 Analyzing the Marketing Environment, pg. 74)

            I spent a large majority of my teenage years on the internet. I didn’t just learn the new technology that was being enhanced on a yearly basis, I attempted to master it. I explored website building, graphic design, chat forums, blogging, and a multitude of other things that the internet provides – it was like having a friend that connected you to other people around the world, and to this day, I talk to people from other parts of the country and even from Europe.

“What really set the Obama campaign apart was its immense appeal to Millennials, the country’s youngest voters. The campaign’s mastery of cutting-edge social media, such as the my.barackobama.com Web site, was optimized for Millennial appeal. For this generation, “the new pronoun is me, my,” says a marketing expert. “Young people want to be in control of their relationship with a brand. They want to customize and personalize.” (Marketing: An Introduction, Armstrong/Kotler - Chapter 3 Analyzing the Marketing Environment, pg. 74)

            Millennials are very self-indulgent, and as a member of this generation, I am not embarrassed to admit this – I do, however, want to change it. Considering the technological state of society, it is very hard to reach other people on a personal basis that does not involve social networking or through a text or email. The most effective marketing is definitely through the internet, through social platforms that people use every day to communicate to others and to express their opinions. I, personally, post political opinions, videos, and articles on facebook to share with other people or to ignite discussions. If you want to reach the 83 million children of the baby boomers, the internet is the first and last place to start.