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?