Final Project: Print Ad for Slender Vodka

Week 9: EOC Three great mission statements

A mission statement is important for any company. The reason that it is is because that's where you gain the connect between your product and your potential customers. Customers don't want to feel like customers they want to feel that you are serving them and that you are making your product because you care about their well being. The following mission statements I found for the final project to well delivered and great missions:




"Letting a Woman Feel Like a Woman"


"Fizz Vodka aims to create an all new American made drinking experience that is sure to be the life of any party."


What I liked about both of these mission statements is they made the connection between product to customer. No one wants to be told to buy a product because it will save them money. They want to be sold a product because that product was made for them. Whether you want to "feel like a woman" or be the "life of the party" you can find a vodka that is personalized to you.


The following mission statement has potential but still needs work:


"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."


They did a great job of describing the product to make it sound like you should want this product because it will get you into the holiday spirit. But they mention money twice within the mission statement. As I mention you do not want to influence your customers by cost. "Mission statements should be market oriented and defined in terms of satisfying basic customer needs." (Marketing An Introduction, 40) No one needs vodka so you have to focus on why you should want vodka other than the cheap price. 

Week 9: BOC Cyber Monday

This may be my favorite shopping day of the year. Most like to think that Black Friday is the day to shop but those amateurs are mistaken. On the Monday after Black Friday is the amazing day of Cyber Monday. The one day of the year where almost all businesses with an online store produce deals on theirs products. This day is great for a photographer because most of the equipment we need can be found more available online. To be a photographer you need a camera and "the eye" for photography. To be a GREAT photographer you need a little more. Lens are a photographers best friend. Sure we can see what will make a great picture but a lens is what makes a moment come to life in 2D form. This Cyber Monday I've been researching a new lens that I have been looking at for a couple of years. 

Canon EF 70-200mm f/2.8L II IS USM Telephoto Zoom Lens for Canon SLR Cameras

 

List Price: $4,000

Amazon Cyber Monday Price: $2,074.00

This telephoto lens is not only an amazing telephoto lens that makes getting pictures from far away look amazing it also works as a great portrait lens.  My photography business specializes in portrait photography, having this lens would increase my abilities in my portraits. With the ability to take a portrait with a longer focal length is a great way to make my photography more creative and pleasing to others. Since this is an "L series" lens I want to add this to my collection of lens now that I have been able to establish my business and have gained repeating customers.

This is a great deal because as you can see being a photography is another expensive career. We try to save money where ever we can. Being able to save almost $2,000 is a great way to obtain a much needed lens!

Final Project: Implementation Evaluation Control

Slender Vodka implementation is set for beginning of 2013. A projected budget of $150,000 will be needed in order to create the product, design and produce packaging, and to start the promotional plan for the product. The idea is for Slender Vodka to start small in the local Las Vegas area, establish a following and strong customer base and then reach out to national distributors to sell Slender Vodka. We at Slender Vodka we will also be provide interaction with social networking in order to influence our potential customers to see the benefits of using our product. Our suppliers for the creation of Slender Vodka will be well informed on being flexible as this is a fresh new product that we feel will be very popular among women ages 21 and older. “For effective implementation and control, the marketing plan should define how progress toward objectives will be measured. Managers typically use budgets, schedules, and performance standards for monitoring and evaluating results. With budgets, they can compare planned expenditures with actual expenditures for a given week, month, or other period.” (Marketing An Introduction, MP2) Along with the marketing plan a contingency plan will be made if any thing were to change to the current marketing plan, i.e. budget, loans, suppliers. It is important that the market plan be able to adapt to any unexpected changes. “Some marketers also prepare contingency plans for implementation if certain conditions emerge. Because of inevitable and sometimes unpredictable environmental changes, marketers must be ready to update and adapt marketing plans at any time.” (Marketing An Introduction, MP2)

Final Project: Marketing Mix PRICE

Since Slender Vodka will be sold in single serving packaging the price of it will reflect what we feel is reasonable for the convenience of the product as well as making it your go to vodka without spending a lot of money. “Competition-based pricing involves setting prices based on competitors’ strategies, costs, prices, and market offerings. Consumers will base their judgments of a product’s value on the prices that competitors charge for similar products.” (Marketing An Introduction, 280) To purchase one single serving will be $4.99 a bottle. Since we are marketing towards only providing single servings we are also providing 6 bottles of single serving Slender Vodka at $15. We believe if you spend a little more on the convenience to keep your life simple it is well worth the money being spent. Each bottle will contain 4 ounces, one serving, of Slender Vodka for 100 calories. For any large distributors wanting to sell Slender Vodka we will provide a discount of 40% off with the purchase of 50,000 bottles or more.

The price of Slender Vodka is worth your money because it is doing its job to help you simplify your life. Slender Vodka is a great product that we created in the hope to help our customers. The value in your product is that we want to help woman forget about calories when they drink Slender Vodka. We believe our customers deserve a break once in awhile and need the opportunity to have fun. As women we understand. “Value-based pricing doesn’t mean simply charging what customers want to pay or setting low prices to meet the competition. Instead, many companies adopt value-added pricing strategies. Rather than cutting prices to match competitors, they attach value-added features and services to differentiate their offers and thus support higher prices.” (Marketing An Introduction, 278)

Final Project: Marketing Mix PROMOTION

Promotion for Slender Vodka will be the second most important priority. We want Slender Vodka to be a well-known product and for all women to know the benefits of using it. Distribution will first take place in Las Vegas, print promotion will be purchased to run in Las Vegas Weekly as well as Vegas Magazine. Both are distributed through out Las Vegas for free making it readily available for all residents of Las Vegas. Though a print ad will give women an opportunity to see the product, the biggest promotion will be the one night a month sponsorship with local nightclubs and restaurants. As mentioned in the distribution section of the Marketing mix, the sponsorship will provide Slender Vodka to be served one night a month for use of promoting the product. Flyers will be provided to show the product, the benefits of the product, and a drink pass to try one cocktail using Slender Vodka while out at the event. “Promotion means activities that communicate the merits of the product and persuade target customers to buy it. Ford Motor Company spends more than $2 billion each year on U.S. advertising to tell consumers about the company and its many products.” (Marketing An Introduction, 54) Slender Vodka wants to use promotion as a way to communicate with their potential customers to show this product was made for them to successfully control the number of calories they are consuming while drinking. Mobile promotion will also be used by text message. Any events being sponsored by Slender Vodka will be announce through text message. The information to sign up for text messaging alerts will be provided at the events as well as through the print ads. The benefit of having the text message is it will allow for one free Slender Vodka cocktail at the nightclub or restaurant that is supporting the product. With the increase of sales, promotion will also increase but be aware to not over promote and be lost in the “clutter” of promotion out their on the market. “The growing use of sales promotion has resulted in promotion clutter, similar to advertising clutter. A given promotion runs the risk of being lost in a sea of other promotions, weakening its ability to trigger immediate purchase. Manufacturers are now searching for ways to rise above the clutter, such as offering larger coupon values, creating more dramatic point-of-purchase displays, or delivering promotions through new interactive media, such as the Internet or cell phones.” (Marketing An Introduction, 432)

Final Project: Marketing Mix DISTRIBUTION

The distribution of Slender Vodka will start locally in the Las Vegas surrounding area. It will be distributed to two well known liquor providers, Las Vegas Wine Co. and Sam's Club. After seeing the need for the product it will be distributed to many locations that gear towards women's needs. One night club/restaurant in Las Vegas will be selected each month to be sponsored by Slender Vodka for a one-night event. The nightclub or restaurant that will be targeted will either having a themed "Ladies Night Out" or special event occurring to insure many women will be trying Slender Vodka. By providing these sponsorships it is a great way to have the night life of Las Vegas embrace the product as well as show women that they can enjoy themselves while out and not have to worry about be the girl with the "special order". “Place includes company activities that make the product available to target consumers. Ford partners with a large body of independently owned dealerships that sell the company’s many different models. Ford selects its dealers carefully and supports them strongly. The dealers keep an inventory of Ford automobiles, demonstrate them to potential buyers, negotiate prices, close sales, and service the cars after the sale.” (Marketing An Introduction, 54) In return for supporting Slender Vodka, the place of business hosting the sponsored event will have a discount of 40% off all products purchased in the future. By providing these opportunities for women to experience Slender Vodka in an atmosphere they would likely use it, it will develop that association of a good time with the use of Slender Vodka. Making Slender Vodka convenient to experience will lead to having the customer want to always have the convenience of having the product in their homes for use. Not only is Slender Vodka simplifying a woman’s life but at the convenience that they deserve. "Customers want the product and service to be as conveniently available as possible." (Marketing An Introduction, 54)