The benefits of my vodka far outweigh the features. "The product’s design, its price, the shape and color of its package, and the stores that sell it all communicate something to buyers." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 12 Pg 5) Although Pure Perfection Vodka comes in a chic style bottle and has a fancy eye-catching label, this is not all the product offers. Pure Perfection's style hopes to invite the customer to drink and experience what we have to offer.
Pure Perfection Vodka offers the drinker value. "Differentiation involves actually differentiating the firm’s market offering to create superior customer value." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 6 Pg 4) We are a different kind of vodka. Our brand is filtered once whereas other vodkas can be filtered as many as 5 times! Taking out the imperfections lets the vodka lose all of it's natural flavoring. We like the natural stuff! Our unique taste offers an experience like no other vodka on the market today.
"Sellers must search for buyers, identify their needs, design good market offerings, set prices for them, promote them, and store and deliver them." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 1 Pg 10) Our job is to please you! Taste tests have confirmed that 28 to 45 year olds prefer our taste. Studiest have shown that you love our look, our bottle style, and our logo. We cater to you. Our products are available anywhere from liquor stores to night clubs. Availability is important when the vodka tastes this good.
Wednesday, December 7, 2011
Wednesday, November 30, 2011
Implementation Evaluation Control
Having business goals is an important part of being a business owner. It's important to be able to moitor those goals at regular intervals to make sure you are on the right track. Some of the tools that are important to utilize are "...budgets, schedules, and performance standards for monitoring and evaluating results." Marketing: An Introduction for Education Management Corporation, 10th Edition (Appendix Pg 2)
Budgets can be used to compare planned expidentures from a given week, month, or a period of time. Schedules show when tasks are supposed to be completed and when they are actually completed. Performance standards track the outcomes of marketing programs to see whether the company is moving toward its objectives.
Implementation evaluation control is a key for a successful business. "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 31)
Budgets can be used to compare planned expidentures from a given week, month, or a period of time. Schedules show when tasks are supposed to be completed and when they are actually completed. Performance standards track the outcomes of marketing programs to see whether the company is moving toward its objectives.
Implementation evaluation control is a key for a successful business. "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 31)
Marketing Mix: Price
Many consumers don't have the information or knowledge to know if they are paying a high or low price for a certain product. "They don’t have the time, ability, or inclination to research different brands or stores, compare prices, and get the best deals. Instead, they may rely on certain cues that signal whether a price is high or low." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 9 Pg 42)
Pure Perfection Vodka will not make a fool out of consumers. We believe our pricing is worth every penny. At $27.99 a bottle, Pure Perfection is cheap enough for consumers to afford, but just enough to seem luxurious. Our vodka pricing is purely strategic. "...some consumers will see the $299.99 as a price in the $200 range rather than the $300 range. The $299.99 will more likely be seen as a bargain price, whereas the $300 price suggests more quality." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 9 Pg 42)
"With promotional pricing, companies will temporarily price their products below list price and sometimes even below cost to create buying excitement and urgency." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 9 Pg 42) No promotional pricing will take place in this company, however. Promotional pricing is often negative for companies. If it is used too frequently, consumers will wait for brands to go on sale and only purchase according to who has what for a deal.
Pure Perfection Vodka will not make a fool out of consumers. We believe our pricing is worth every penny. At $27.99 a bottle, Pure Perfection is cheap enough for consumers to afford, but just enough to seem luxurious. Our vodka pricing is purely strategic. "...some consumers will see the $299.99 as a price in the $200 range rather than the $300 range. The $299.99 will more likely be seen as a bargain price, whereas the $300 price suggests more quality." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 9 Pg 42)
"With promotional pricing, companies will temporarily price their products below list price and sometimes even below cost to create buying excitement and urgency." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 9 Pg 42) No promotional pricing will take place in this company, however. Promotional pricing is often negative for companies. If it is used too frequently, consumers will wait for brands to go on sale and only purchase according to who has what for a deal.
Marketing Mix: Promotion
"Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 13 Pg 37) No promotional discounts will be offered by Pure Perfection Vodka. It decreases the value of a product when it is on sale. It says that your product is so expensive a consumer must wait for a sale to buy it.
"Companies differ greatly, and each has its own special promotion needs." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 12 Pg 23) Our promotion plan will be involving customers in our company. Feedback will be taken into consideration by the consumers of our product. It is important to cater to customers, without losing face, and keep them happy. If it seems that our bottle shape is turning off, a promotion can happen. Customers may be involved with choosing a new bottle shape that best depicts our product.
"If properly designed, every sales promotion tool has the potential to build both short-term excitement and long-term consumer relationships. Marketers should avoid “quick fix,” price-only promotions in favor of promotions designed to build brand equity." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 13 Pg 38)
To promote Pure Perfection Vodka, these ads will be in magazines and possibly billboards. Every detail of this ad was carefully thought out to capture the essence of Pure Perfection. The girl in the ad has crazy hair to show the hectic nature of her life. The leaves on the ground shows an imperfect space she is relaxing in. Each imperfection of this picture represents the imperfect nature of our vodka and how it all comes together in the end to become a perfect taste. The simplicity, yet chic and sleekness, of the girl's clothing and makeup also capture what Pure Perfection Vodka is all about. The picture of the bottle will read, "Pure Perfection Vodka. A perfection imperfection."
"Companies differ greatly, and each has its own special promotion needs." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 12 Pg 23) Our promotion plan will be involving customers in our company. Feedback will be taken into consideration by the consumers of our product. It is important to cater to customers, without losing face, and keep them happy. If it seems that our bottle shape is turning off, a promotion can happen. Customers may be involved with choosing a new bottle shape that best depicts our product.
"If properly designed, every sales promotion tool has the potential to build both short-term excitement and long-term consumer relationships. Marketers should avoid “quick fix,” price-only promotions in favor of promotions designed to build brand equity." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 13 Pg 38)
To promote Pure Perfection Vodka, these ads will be in magazines and possibly billboards. Every detail of this ad was carefully thought out to capture the essence of Pure Perfection. The girl in the ad has crazy hair to show the hectic nature of her life. The leaves on the ground shows an imperfect space she is relaxing in. Each imperfection of this picture represents the imperfect nature of our vodka and how it all comes together in the end to become a perfect taste. The simplicity, yet chic and sleekness, of the girl's clothing and makeup also capture what Pure Perfection Vodka is all about. The picture of the bottle will read, "Pure Perfection Vodka. A perfection imperfection."
Marketing Mix: Distribution
When it comes to delivery, being creative has proven success for many businesses. "Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 10 Pg 5)
A conventional distribution channel is "a channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, even at the expense of profits for the system as a whole." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 10 Pg 12) A corporate vertical marketing system is what Pure Perfection will use as opposed to a conventional distribution channel. It "integrates successive stages of production and distribution under single ownership. Coordination and conflict management are attained through regular organizational channels." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 10 Pg 13) Effective corporate vertical marketing can make a company flexible and efficient, even more so than they already were. It can take a new line from production to distribution all over the world in stores in less than a month, rather than the average 9 months for other companies using different marketing systems. It's fast, it's effective, I don't see why our company would use any other method. It will give our company much competitive advantage.
A conventional distribution channel is "a channel consisting of one or more independent producers, wholesalers, and retailers, each a separate business seeking to maximize its own profits, even at the expense of profits for the system as a whole." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 10 Pg 12) A corporate vertical marketing system is what Pure Perfection will use as opposed to a conventional distribution channel. It "integrates successive stages of production and distribution under single ownership. Coordination and conflict management are attained through regular organizational channels." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 10 Pg 13) Effective corporate vertical marketing can make a company flexible and efficient, even more so than they already were. It can take a new line from production to distribution all over the world in stores in less than a month, rather than the average 9 months for other companies using different marketing systems. It's fast, it's effective, I don't see why our company would use any other method. It will give our company much competitive advantage.
Marketing Mix: Product
"A company’s product mix has four important dimensions: width, length, depth, and consistency." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 7 Pg 23)
The width, or number of different product lines the company carries, of Pure Perfection Vodka is one because it is a new product not yet on the market. For the future of our company, should it be successful, we plan to implement new ideas and create different product lines. New flavors will come out around the holidays and we may even experiment with colors, making our vodka exciting for bar tenders to mix with.
The length, total number of items the company carries within its product lines, of our product is not yet existent. It is important for our company to ensure that consumers enjoy our product. We would love to come out, right away, with a new flavor to keep the interest of the public. It will be exciting, once consumers catch on to our product, for them to see a new version of our product every once and a while.
Depth refers to the number of versions offered of each product in the line. Currently the number resides at one. Stated in paragraphs above, there is a future for expansion. A possibility for the future of Pure Perfection would be creating different types of alcohol perfect for mixing with our same products. Why not make your drink customizable? Spice things up!
"Finally, the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 7 Pg 23) Our products are very consistent. They are alcoholic beverages and offer the option of customization.
The width, or number of different product lines the company carries, of Pure Perfection Vodka is one because it is a new product not yet on the market. For the future of our company, should it be successful, we plan to implement new ideas and create different product lines. New flavors will come out around the holidays and we may even experiment with colors, making our vodka exciting for bar tenders to mix with.
The length, total number of items the company carries within its product lines, of our product is not yet existent. It is important for our company to ensure that consumers enjoy our product. We would love to come out, right away, with a new flavor to keep the interest of the public. It will be exciting, once consumers catch on to our product, for them to see a new version of our product every once and a while.
Depth refers to the number of versions offered of each product in the line. Currently the number resides at one. Stated in paragraphs above, there is a future for expansion. A possibility for the future of Pure Perfection would be creating different types of alcohol perfect for mixing with our same products. Why not make your drink customizable? Spice things up!
"Finally, the consistency of the product mix refers to how closely related the various product lines are in end use, production requirements, distribution channels, or some other way." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 7 Pg 23) Our products are very consistent. They are alcoholic beverages and offer the option of customization.
Target Market Strategy
Targeting a specific market will ensure success in selling the product. "It identifies the total market, then divides it into smaller segments, selects the most promising segments, and focuses on serving and satisfying the customers in these segments." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 22)
Pure Perfection's target market is 28 to 45 year old men and women. Although this is quite a large age gap, we feel these ages are very similar. Most men and women have decided on a career path and have started their hectic lives of running around, taking orders, and trying to make it big in their industry. People get stressed out every day because of their jobs and fast paced lifestyle. Pure Perfection Vodka can offer these stressed out men and women a moment of peace while drinking our vodka.
We aim to achieve profitable customer relationships. "The market consists of many types of customers, products, and needs. The marketer has to determine which segments offer the best opportunities." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 23) To determine this, our company will study market segmentation. We will focus on our target market. The market we are catering to needs to understand our angle, as described in the above paragraph. To make it clear, advertising is the key. We will make sure to research the types of magazines being read and the types of channels being watched by our market. Getting our product stuck in their head is important so the next time they go to the liquor store, they think of Pure Perfection.
"Most companies enter a new market by serving a single segment, and if this proves successful, they add more segments." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 27) In the future, Pure Perfection plans on doing just that. Alcohol is a large market that can be aimed toward young, old, and middle aged. If successful, we plan to expand to college aged young adults.
Pure Perfection's target market is 28 to 45 year old men and women. Although this is quite a large age gap, we feel these ages are very similar. Most men and women have decided on a career path and have started their hectic lives of running around, taking orders, and trying to make it big in their industry. People get stressed out every day because of their jobs and fast paced lifestyle. Pure Perfection Vodka can offer these stressed out men and women a moment of peace while drinking our vodka.
We aim to achieve profitable customer relationships. "The market consists of many types of customers, products, and needs. The marketer has to determine which segments offer the best opportunities." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 23) To determine this, our company will study market segmentation. We will focus on our target market. The market we are catering to needs to understand our angle, as described in the above paragraph. To make it clear, advertising is the key. We will make sure to research the types of magazines being read and the types of channels being watched by our market. Getting our product stuck in their head is important so the next time they go to the liquor store, they think of Pure Perfection.
"Most companies enter a new market by serving a single segment, and if this proves successful, they add more segments." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 27) In the future, Pure Perfection plans on doing just that. Alcohol is a large market that can be aimed toward young, old, and middle aged. If successful, we plan to expand to college aged young adults.
SWOT Analysis
"The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 31) Strengths and weaknesses are internal whereas opportunities and threats are external. Strengths and opportunities are positive and weaknesses and threats are obviously negative.
Pure Perfection Vodka offers the following strengths:
1. We only filter our product once. Majority of the competition filters as many as 5 or 6 times.
2. Our vodka is sleek and appealing in appearance grabbing the eye of a potential customer.
The following weaknesses entail that of Pure Perfection:
1. We do not market toward party animals, thus limiting sales and production in college towns and night clubs.
2. It may be unattractive to some that our vodka is only filtered once.
Opportunities linked with Pure Perfection are as follows:
1. Our product has the potential of expanding toward a wider market, if catered to correctly.
2. Pure Perfection can become different flavors with exciting new twists on taste.
Threats for our product are the following:
1. There are many vodkas on the market, especially during the holiday season.
2. Being a new product, if people don't take to the taste and/or the look and experience of Pure Perfection, we could go under.
"The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 32) To ensure that these negative threats and weaknesses don't take us down, Pure Perfection is prepared to fight back. We will launch in the middle of the holiday season, which is seemingly risky, but can work to our advantage. Our vodka can offer a spice up to any body's holiday season! Catering to our market is another solution to any possible threats. If consumers don't enjoy the look of our vodka bottle, we can offer up exciting promotions such as contests to design the new bottle or even a majority vote on a few choices. Keeping consumers involved will keep them interested.
Pure Perfection Vodka offers the following strengths:
1. We only filter our product once. Majority of the competition filters as many as 5 or 6 times.
2. Our vodka is sleek and appealing in appearance grabbing the eye of a potential customer.
The following weaknesses entail that of Pure Perfection:
1. We do not market toward party animals, thus limiting sales and production in college towns and night clubs.
2. It may be unattractive to some that our vodka is only filtered once.
Opportunities linked with Pure Perfection are as follows:
1. Our product has the potential of expanding toward a wider market, if catered to correctly.
2. Pure Perfection can become different flavors with exciting new twists on taste.
Threats for our product are the following:
1. There are many vodkas on the market, especially during the holiday season.
2. Being a new product, if people don't take to the taste and/or the look and experience of Pure Perfection, we could go under.
"The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 2 Pg 32) To ensure that these negative threats and weaknesses don't take us down, Pure Perfection is prepared to fight back. We will launch in the middle of the holiday season, which is seemingly risky, but can work to our advantage. Our vodka can offer a spice up to any body's holiday season! Catering to our market is another solution to any possible threats. If consumers don't enjoy the look of our vodka bottle, we can offer up exciting promotions such as contests to design the new bottle or even a majority vote on a few choices. Keeping consumers involved will keep them interested.
Objectives
Advertising Objectives
Pure Perfection Vodka wants to raise 90% awareness within the first year of business. To do this, we plan to advertise toward our target market. "The overall advertising objective is to help build customer relationships by communicating customer value." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 12 Pg 19) Twenty-eight to forty-five year olds are usually set in their careers. They have hectic life styles and need time to relax and unwind. Our vodka offers that simple world of peace and we will let our target market know.
The marketing mix, the four p's of marketing, are product, place, promotion, and price. All of these will be aimed toward the target market. Our product's appearance is fitting to the theme of simple and perfect from imperfections. The place of distribution for Pure Perfection will be available anywhere from liquor stores to night clubs. Promotion of our vodka has been made clear in the above paragraph. To reiterate, however, Pure Perfection will be advertised on those channels in which appeal to our target market, as well as magazines. Pricing of Pure Perfection is nothing short of perfect. We offer value so our vodka is priced at $27.99 a bottle.
Pure Perfection Vodka wants to raise 90% awareness within the first year of business. To do this, we plan to advertise toward our target market. "The overall advertising objective is to help build customer relationships by communicating customer value." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 12 Pg 19) Twenty-eight to forty-five year olds are usually set in their careers. They have hectic life styles and need time to relax and unwind. Our vodka offers that simple world of peace and we will let our target market know.
"In developing a sales promotion program, a company must first set sales promotion objectives and then select the best tools for accomplishing these objectives." Marketing: An Introduction for Education Management Corporation, 10th Edition (Ch 13 Pg 37) Advertising on commercials and magazines will be the best forms for our target market. NBC, CBS, ABC will be the main channels that our commercial will air on. In the future, Pure Perfection Vodka could consider the possibility to advertise on MTV and VH1 to grab a younger market.
The marketing mix, the four p's of marketing, are product, place, promotion, and price. All of these will be aimed toward the target market. Our product's appearance is fitting to the theme of simple and perfect from imperfections. The place of distribution for Pure Perfection will be available anywhere from liquor stores to night clubs. Promotion of our vodka has been made clear in the above paragraph. To reiterate, however, Pure Perfection will be advertised on those channels in which appeal to our target market, as well as magazines. Pricing of Pure Perfection is nothing short of perfect. We offer value so our vodka is priced at $27.99 a bottle.
Business Mission Statement
Pure Perfection Vodka offers an exciting taste that is completely craveable. The secret of Pure Perfection are the impurities. Our vodka is filtered once, to keep the good stuff in. We like keeping it natural and our customers seem to, too.
Week 9 EOC: Cyber Shopping
In honor of Cyber Monday, I figured I would shop around a little and see what all the fuss was about. Little did I expect, I ended up spending $110 at modcloth.com on 3 items of clothing. Everything was 50% off and I was ecstatic!
One of the items I bought is a dress Ms. Drizzle Dress. The description of this item says, "Is your everyday wardrobe leading you into a fog? Make a splash in this cumulus-colored dress as you teach the water cycle to your pupils! Fully lined in a silky material, and with a fitted elasticized waist band, this textured dot-covered frock will never make you 'condense' your style. Between two cascading rows of pleats is a tie collar and raindrops of grey buttons help you storm your classroom with style. Your look won't be 'mist' by anyone when you pair the paneled skirt of this dress with pink wedges, and top it off with a cute umbrella!"
The regular price of this dress was $77.99. Modcloth.com is known for buying a very little number of items that they carry. This makes their items novelties and highly lusted after once they get down in quantity. I wanted this dress because it is very fashion forward. It is just my style with the sweet and innocent look of the material yet with an edgy factor in the shorter length with a little bit of volume in the skirt.
I ordered this item 50% making the total price $38.99. What a steal! I didn't even have to pay tax or shipping on any of my items. This was a great deal because of the high demand of modcloth.com's low quantity. I am very pleased with my purchase and will definitely be checking out this sight for more sales, especially on Cyber Monday next year!
One of the items I bought is a dress Ms. Drizzle Dress. The description of this item says, "Is your everyday wardrobe leading you into a fog? Make a splash in this cumulus-colored dress as you teach the water cycle to your pupils! Fully lined in a silky material, and with a fitted elasticized waist band, this textured dot-covered frock will never make you 'condense' your style. Between two cascading rows of pleats is a tie collar and raindrops of grey buttons help you storm your classroom with style. Your look won't be 'mist' by anyone when you pair the paneled skirt of this dress with pink wedges, and top it off with a cute umbrella!" The regular price of this dress was $77.99. Modcloth.com is known for buying a very little number of items that they carry. This makes their items novelties and highly lusted after once they get down in quantity. I wanted this dress because it is very fashion forward. It is just my style with the sweet and innocent look of the material yet with an edgy factor in the shorter length with a little bit of volume in the skirt.
I ordered this item 50% making the total price $38.99. What a steal! I didn't even have to pay tax or shipping on any of my items. This was a great deal because of the high demand of modcloth.com's low quantity. I am very pleased with my purchase and will definitely be checking out this sight for more sales, especially on Cyber Monday next year!
Wednesday, November 23, 2011
Week 8 EOC: Creative Content
To promote my vodka I plan to have a print ad.
Print ad: A completely white background is the basis of the ad. A girl is in jeans and a comfortable sweater and has bare feet. Her makeup is simple and not flashy but her hair is out of control. The girl is sitting in a simple chair that one might find in a dining room of a comfortable home. She is holding Pure Perfection Vodka.
The point of this ad is to promote that Pure Perfection Vodka is simple. Amongst one's crazy and hectic days, our vodka offers solace and calmness.
The girl from the print ad has a back story. Picture an independent business woman and her day. What does she do in the morning? She misses her alarm and wakes up late. She rushes to get showered and dressed but forgot to pick up her suit from the dry cleaners. She pulls some clothes out of the hamper hoping they aren't stained or wrinkled. As she rushes out the door she cannot find her purse. After finding it she rushes outside to catch a cab. Minutes go by until she catches a cab and then gets stuck in traffic. Rushing into her office after picking up herself and her boss a Starbucks coffee, she spills her coffee all over herself. Her day at work is hectic and she's behind on her assignments. After a long and grueling day, she slips off her shoes and puts on something comfortable. The woman pulls out Pure Perfection Vodka and her day slips away.
The bottle will look similar to the one at the right of the previous paragraph. The sleek curves of this vase promote the sleek and simple nature of the taste of Pure Perfection Vodka. We want the customer to feel what we are all about before they even taste the drink. Experience should be pure delight but what's important is the product inside.
Print ad: A completely white background is the basis of the ad. A girl is in jeans and a comfortable sweater and has bare feet. Her makeup is simple and not flashy but her hair is out of control. The girl is sitting in a simple chair that one might find in a dining room of a comfortable home. She is holding Pure Perfection Vodka.
The point of this ad is to promote that Pure Perfection Vodka is simple. Amongst one's crazy and hectic days, our vodka offers solace and calmness.
The girl from the print ad has a back story. Picture an independent business woman and her day. What does she do in the morning? She misses her alarm and wakes up late. She rushes to get showered and dressed but forgot to pick up her suit from the dry cleaners. She pulls some clothes out of the hamper hoping they aren't stained or wrinkled. As she rushes out the door she cannot find her purse. After finding it she rushes outside to catch a cab. Minutes go by until she catches a cab and then gets stuck in traffic. Rushing into her office after picking up herself and her boss a Starbucks coffee, she spills her coffee all over herself. Her day at work is hectic and she's behind on her assignments. After a long and grueling day, she slips off her shoes and puts on something comfortable. The woman pulls out Pure Perfection Vodka and her day slips away.
The bottle will look similar to the one at the right of the previous paragraph. The sleek curves of this vase promote the sleek and simple nature of the taste of Pure Perfection Vodka. We want the customer to feel what we are all about before they even taste the drink. Experience should be pure delight but what's important is the product inside.
Wednesday, November 16, 2011
Week 7 EOC: The Pitch
A young person that looks relate-able standing in front of a white background is holding a bottle of vodka. This person is dressed plain but has slightly messed up hair.
Vodka is not about the gimmick, but what’s inside. We offer up no gimmicks here, just pure goodness. This vodka is all about the flavor and freeing sense when you drink it. We distil our vodka once. The “imperfections” make our taste pure perfection.
Sorghum and potatoes are used to give our nontraditional vodka a subtle flavor all its own. We like the natural stuff!
Sex sells but simplicity captivates. As you sit there wondering why you are so intrigued by this simple ad, think. Isn't your life hectic and demanding? Don't you have one thousand responsibilities a day with work, family, and friends? Take a breather and enjoy the simplicity. We want you to relax with our natural vodka.
Our bottle portrays nothing but the pure delight you will experience. Nothing is as important than what's inside.
The one time distillation allows flavors that you crave to be present in our vodka. It's our perfect imperfection.
We value our customers and understand their hectic lifestyles. We offer up an simple paradise; a perfect place in an imperfect world.
We value our customers and understand their hectic lifestyles. We offer up an simple paradise; a perfect place in an imperfect world.
Wednesday, November 9, 2011
Week 6 EOC: Me x3
Products can easily define a person. You can show the world who you are by the products you choose. Different smells can trigger how a person reacts to you. Clothing choices can express your personality. The electronics you own can show taste, style, and even loyalty. There are so many ways products can define a person. Let me tell you about three products that characterize me.
One of the very first make up products I ever used, when I was 12, was Cover Girl. Seven years later I still use Cover Girl. One of my very most favorite celebrities is Taylor Swift, so naturally I gravitated toward the Cover Girl product she endorses: Natureluxe Foundation. This product defines me in that when I wear this foundation, I feel good about myself. I feel pretty and I know I won't have to reapply my make up during the day.
Another product I feel defines me is Anthropologie clothing. To be specific, I just bought a lambs wool coat with a horse print on it. Anthropologie has clothing that is unique and fashionable. It is not for girls who don't want attention. Their clothing definitely calls attention to the wearer.
The third product that immediately comes to mind is nail polish. I have had a wonderful experience with China Glaze nail polish. The paint never chips and they have a wide variety of colors. This nail polish defines me as Alyssa Sims because I never go anywhere without my nails painted. I love being creative with new techniques such as a marbling effect or even making my own design with a tiny paint brush. (To the left is a picture of my own nails.)
These products define the person I am. I am able to show the world, without words, how I feel about myself and express my personality because of these products.
One of the very first make up products I ever used, when I was 12, was Cover Girl. Seven years later I still use Cover Girl. One of my very most favorite celebrities is Taylor Swift, so naturally I gravitated toward the Cover Girl product she endorses: Natureluxe Foundation. This product defines me in that when I wear this foundation, I feel good about myself. I feel pretty and I know I won't have to reapply my make up during the day.
Another product I feel defines me is Anthropologie clothing. To be specific, I just bought a lambs wool coat with a horse print on it. Anthropologie has clothing that is unique and fashionable. It is not for girls who don't want attention. Their clothing definitely calls attention to the wearer.
These products define the person I am. I am able to show the world, without words, how I feel about myself and express my personality because of these products.
Wednesday, November 2, 2011
Week 5 EOC: Social Networks and Job Hunting
Facebook is starting a relatively new thing that is similar to a job board but many say it may rival other job boards. "Facebook's use as a job-recruitment tool remains small, but its appeal may be growing." The Wall Street Journal, Recruiters Troll Facebook for Candidates They Like by Joe Light. In focus groups, many people felt the new service was invasive. "Indeed, Jeff Vijungco, vice president of world-wide talent acquisition for Adobe Systems Inc., said that in focus groups, prospective job candidates were sharply averse to being contacted through Facebook for jobs. 'The antibodies kicked in pretty quickly. They thought it was very invasive,' he said." The Wall Street Journal, Recruiters Troll Facebook for Candidates They Like by Joe Light.
On a similar note, brand ambassadors are being chosen for Sony. "For the ambassadors, it’s often a labor of love more than a paying job. Rewards include product samples, gifts, discounts, and token cash payments." Marketing: An Introduction for Education Management Corporation, 10th Edition, Chapter 5 (15). Brand ambassadors may be used to jump-start launches for new products. "Out of 2,000 or more online applicants, Sony picked only 25 brand ambassadors." Marketing: An Introduction for Education Management Corporation, 10th Edition, Chapter 5 (15). Being online has it's advantages, although few won't embrace it. The advantages are astronomical in that many opportunities are presented on websites, social networks, etc. "The brand ambassador approach has its critics. For example, some view the practice as underhanded or deceptive. However, to avoid charges of deception, most firms advise their ambassadors to openly reveal that they are representatives. Others worry that brand ambassadors will be perceived as hucksters who promote products because they get free stuff—or, worse, as annoying evangelists best avoided." Marketing: An Introduction for Education Management Corporation, 10th Edition, Chapter 5 (15).
Skeptics may have their views but creative people get the advantage in receiving jobs, brand ambassador opportunities, and many other great life experiences!
On a similar note, brand ambassadors are being chosen for Sony. "For the ambassadors, it’s often a labor of love more than a paying job. Rewards include product samples, gifts, discounts, and token cash payments." Marketing: An Introduction for Education Management Corporation, 10th Edition, Chapter 5 (15). Brand ambassadors may be used to jump-start launches for new products. "Out of 2,000 or more online applicants, Sony picked only 25 brand ambassadors." Marketing: An Introduction for Education Management Corporation, 10th Edition, Chapter 5 (15). Being online has it's advantages, although few won't embrace it. The advantages are astronomical in that many opportunities are presented on websites, social networks, etc. "The brand ambassador approach has its critics. For example, some view the practice as underhanded or deceptive. However, to avoid charges of deception, most firms advise their ambassadors to openly reveal that they are representatives. Others worry that brand ambassadors will be perceived as hucksters who promote products because they get free stuff—or, worse, as annoying evangelists best avoided." Marketing: An Introduction for Education Management Corporation, 10th Edition, Chapter 5 (15).
Skeptics may have their views but creative people get the advantage in receiving jobs, brand ambassador opportunities, and many other great life experiences!
Wednesday, October 26, 2011
Week 4 EOC: There's An App for That
In a perfect world where I know everything there is to know about creating an app, I would create an app called "Compare This."
Now, whether or not an app like I'm about to explain exists, I do not know, but here is what I'm thinking...
Picture this. You're out and about clothes shopping when you walk into this darling little boutique. You browse through the selection of unique clothing and find a pair of jeans that are to die for. Then you notice the price; $70.00. That's out of your comfort zone to spend more than $30.00 on a pair of jeans. You remember an app you just downloaded called "Compare This". Here's how it works. Take a picture of these major jeans and upload it to Compare This. Now press the compare button and wait. In less than one minute your search results pop up. Now you can check all of the local stores within a customized mile radius of your current location. It's easy to see what stores carry these jeans or jean similar with the price listed. You notice you can find these jeans for a much more reasonable price of $29.99 and the store is just 4 miles away!
Today's economy is undoubtedly affecting most people in their shopping habits in order to stay afloat. However, shopping is inevitable unless you are a self sufficient human who grows all of their own food, grows cotton to spin into thread to make their own clothing, and bathes in natural bodies of water. "It’s a tougher economy, money is tighter, and you’re looking for ways to save cash. Plus, if you own an iPhone, you’re probably paying a hefty monthly fee for service. But while the iPhone may have some big costs, it can more than make up for it in financial savings." http://mashable.com/2009/05/06/iphone-shopping-savings/
Upon research, I have notices that there are hundreds, if not thousands of apps just like my idea. Of course this app idea could be expanded upon to not just retail, but groceries, electronics, etc. To make my app stand out, I would advertise it to my expected market. Women shop for clothes! I would advertise that they can find the most fashionable pieces for cheap. Men love electronics! I would advertise on TV that they can find the best electronic deals. The possibilities for advertising to different markets are endless. My app could be very successful if advertised right!
Now, whether or not an app like I'm about to explain exists, I do not know, but here is what I'm thinking...
Picture this. You're out and about clothes shopping when you walk into this darling little boutique. You browse through the selection of unique clothing and find a pair of jeans that are to die for. Then you notice the price; $70.00. That's out of your comfort zone to spend more than $30.00 on a pair of jeans. You remember an app you just downloaded called "Compare This". Here's how it works. Take a picture of these major jeans and upload it to Compare This. Now press the compare button and wait. In less than one minute your search results pop up. Now you can check all of the local stores within a customized mile radius of your current location. It's easy to see what stores carry these jeans or jean similar with the price listed. You notice you can find these jeans for a much more reasonable price of $29.99 and the store is just 4 miles away!
Today's economy is undoubtedly affecting most people in their shopping habits in order to stay afloat. However, shopping is inevitable unless you are a self sufficient human who grows all of their own food, grows cotton to spin into thread to make their own clothing, and bathes in natural bodies of water. "It’s a tougher economy, money is tighter, and you’re looking for ways to save cash. Plus, if you own an iPhone, you’re probably paying a hefty monthly fee for service. But while the iPhone may have some big costs, it can more than make up for it in financial savings." http://mashable.com/2009/05/06/iphone-shopping-savings/
Upon research, I have notices that there are hundreds, if not thousands of apps just like my idea. Of course this app idea could be expanded upon to not just retail, but groceries, electronics, etc. To make my app stand out, I would advertise it to my expected market. Women shop for clothes! I would advertise that they can find the most fashionable pieces for cheap. Men love electronics! I would advertise on TV that they can find the best electronic deals. The possibilities for advertising to different markets are endless. My app could be very successful if advertised right!
Wednesday, October 19, 2011
Week 3 EOC: My Demographics
The millennial demographic is where I factually fall. I was born between 1977 and 2000 (1992 to be exact) and I am a daughter of 2 baby boomers.
"With total purchasing power of more than $733 billion, the Millennials make up a huge and attractive market." Marketing: An Introduction for Education Management Corporation, 10th edition (16) Although I do come a wealthy family, I do come from a family with a comfortable income. I have grown up knowing the value of a dollar and to not spend frivolously. I have taken this knowledge with me as I've grown into an adult. I realize that I have the access to much more money than I actually spend. I feel I am responsible with money and am proud of my spending habits.
"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. The Millennials were the first generation to grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks." Marketing: An Introduction for Education Management Corporation, 10th edition (17) This is extremely true. I remember being in 2nd grade, going to the computer lab, and loading files onto floppy disks. I have worked with computers my whole life. Technology advances so quickly and I feel I keep up with it relatively well.
I have never been interested in politics however, my interest is increasing the closer the next presidential election gets. Obama is smart in reaching social media. It is easy to follow campaigns and know the issues... instantly! "Reaching Millennials: The Barack Obama presidential campaign’s mastery of cutting-edge social media, such as the my.barackobama.com Web site, was optimized for Millennial appeal. Post election, it still is. You can connect with “Obama everywhere." Marketing: An Introduction for Education Management Corporation, 10th edition (18)
I am a millennial girl. Technology savvy and attractive to markets!
"With total purchasing power of more than $733 billion, the Millennials make up a huge and attractive market." Marketing: An Introduction for Education Management Corporation, 10th edition (16) Although I do come a wealthy family, I do come from a family with a comfortable income. I have grown up knowing the value of a dollar and to not spend frivolously. I have taken this knowledge with me as I've grown into an adult. I realize that I have the access to much more money than I actually spend. I feel I am responsible with money and am proud of my spending habits.
"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. The Millennials were the first generation to grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks." Marketing: An Introduction for Education Management Corporation, 10th edition (17) This is extremely true. I remember being in 2nd grade, going to the computer lab, and loading files onto floppy disks. I have worked with computers my whole life. Technology advances so quickly and I feel I keep up with it relatively well.
I have never been interested in politics however, my interest is increasing the closer the next presidential election gets. Obama is smart in reaching social media. It is easy to follow campaigns and know the issues... instantly! "Reaching Millennials: The Barack Obama presidential campaign’s mastery of cutting-edge social media, such as the my.barackobama.com Web site, was optimized for Millennial appeal. Post election, it still is. You can connect with “Obama everywhere." Marketing: An Introduction for Education Management Corporation, 10th edition (18)
I am a millennial girl. Technology savvy and attractive to markets!
Week 3 EOC: Making Money for Good
"Get involved: Changing a life begins with a single step.” This sounds like a mandate from a nonprofit volunteer organization. But in fact, this is the motto of a for-profit shoe company located in Santa Monica, California." Marketing: An Introduction for Education Management Corporation, 10th edition
Many organizations are out to make money for good. Their main goal is not to make profit, but to profit the world.
JustGiving raises awareness for human rights, animals, environment, disaster release, peace, education, healthcare, children, arts and culture, and women's issues. Each of these categories are then broken up to even smaller and more specific issues. It seems like just a few simple clicks to donate money. Easy, simple, and beneficial.
Habitat for Humanity comes to mind when I think of "making money for good." They accept volunteers to help build "decent and affordable homes." They will build homes for anyone in need regardless of race, religion, sex, etc. "Nearly 2 billion people around the world live in slum housing and over 100 million are homeless." http://www.habitat.org/how/default.aspx
Shade Tree is a familiar organization. Shade Tree is common organization that I often give to. Their mission is, "to provide safe shelter to homeless and abused women and children in crisis and to offer life-changing services promoting stability, dignity, and self-reliance." http://www.theshadetree.org/
I am extremely involved in volunteer work such as making hats and receiving blankets for hospitals, making toys and books for children in need, etc. It feels good to give and is an amazing experience to see the people whose lives you affect positively. More people need to be aware and give and volunteer!
Many organizations are out to make money for good. Their main goal is not to make profit, but to profit the world.
JustGiving raises awareness for human rights, animals, environment, disaster release, peace, education, healthcare, children, arts and culture, and women's issues. Each of these categories are then broken up to even smaller and more specific issues. It seems like just a few simple clicks to donate money. Easy, simple, and beneficial.
Habitat for Humanity comes to mind when I think of "making money for good." They accept volunteers to help build "decent and affordable homes." They will build homes for anyone in need regardless of race, religion, sex, etc. "Nearly 2 billion people around the world live in slum housing and over 100 million are homeless." http://www.habitat.org/how/default.aspx
Shade Tree is a familiar organization. Shade Tree is common organization that I often give to. Their mission is, "to provide safe shelter to homeless and abused women and children in crisis and to offer life-changing services promoting stability, dignity, and self-reliance." http://www.theshadetree.org/
I am extremely involved in volunteer work such as making hats and receiving blankets for hospitals, making toys and books for children in need, etc. It feels good to give and is an amazing experience to see the people whose lives you affect positively. More people need to be aware and give and volunteer!
Wednesday, October 12, 2011
Week 2 EOC: Boston Consulting Group - Video Games
The video game industry is plummeting in today's market. My fiance worked in Game Stop for 6 months and he sadly saw it go under when the location he was working at shut down. More and more video games, consoles, and stores are struggling because of this market.
It is obvious when video games and consoles are stars when customers are waiting in line for days just for a chance to get their hands on the product but in today's world, things are much more instant than waiting in line for a day. iPod has changed the world with apps. Apps are now on iPads, iPods, iPhones and other electronic devices. Stars are a high-share of high-growth market. "...more than 10 billion apps downloaded from Apple’s iTunes App Store and approximately 15,000 new apps and updates submitted each week to the Apple app review team..." http://dailyappshow.com/achieving-app-store-success-with-effective-iphone-and-ipad-app-marketing
Cash cows, which are high-shares of low-growth, can be beneficial to a company however they obviously need improvement. Their strategy is to maintain or harvest for cash to build to be a star. Consoles, as mentioned above, can be a novelty when first coming out onto the market and people will wait in mile long lines just to get their hands on it. Although console sales soar in the first few weeks, it is hard to keep people interested months later; sales are at a stand still.
Video game and video game console sequel success is questionable. Question marks are low-shares of high-growth market. Nintendo, for example, is about to release the sequel to Wii called Wii U. "Nintendo is hoping to capture lightning in a bottle once again with a new console called the Wii U, which will be released in 2012." http://www.cm-life.com/2011/10/12/nintendo-hoping-to-capitalize-on-previous-success-with-wii-u/ New features and capabilities must outweigh 1) the cost and 2) the previous console. People may feel that they are content with their current console. Others may feel they must have the newest product.
When I think of dogs the first thing that comes to my mind are portable DVD players. Because of the iPad, many things have gone under. Almost any car, especially SUVs, have the option for DVD players. Low-shares of low-growth products are almost not worth being in today's competitive and ever changing market. DVD players are scarce because DVDs themselves are becoming scarce.
Everything is immediate and instant today; movies, games, apps. Majority of the stars in today's markets are instant. Ever notice that?
It is obvious when video games and consoles are stars when customers are waiting in line for days just for a chance to get their hands on the product but in today's world, things are much more instant than waiting in line for a day. iPod has changed the world with apps. Apps are now on iPads, iPods, iPhones and other electronic devices. Stars are a high-share of high-growth market. "...more than 10 billion apps downloaded from Apple’s iTunes App Store and approximately 15,000 new apps and updates submitted each week to the Apple app review team..." http://dailyappshow.com/achieving-app-store-success-with-effective-iphone-and-ipad-app-marketing
Cash cows, which are high-shares of low-growth, can be beneficial to a company however they obviously need improvement. Their strategy is to maintain or harvest for cash to build to be a star. Consoles, as mentioned above, can be a novelty when first coming out onto the market and people will wait in mile long lines just to get their hands on it. Although console sales soar in the first few weeks, it is hard to keep people interested months later; sales are at a stand still.
Video game and video game console sequel success is questionable. Question marks are low-shares of high-growth market. Nintendo, for example, is about to release the sequel to Wii called Wii U. "Nintendo is hoping to capture lightning in a bottle once again with a new console called the Wii U, which will be released in 2012." http://www.cm-life.com/2011/10/12/nintendo-hoping-to-capitalize-on-previous-success-with-wii-u/ New features and capabilities must outweigh 1) the cost and 2) the previous console. People may feel that they are content with their current console. Others may feel they must have the newest product.
When I think of dogs the first thing that comes to my mind are portable DVD players. Because of the iPad, many things have gone under. Almost any car, especially SUVs, have the option for DVD players. Low-shares of low-growth products are almost not worth being in today's competitive and ever changing market. DVD players are scarce because DVDs themselves are becoming scarce.
Everything is immediate and instant today; movies, games, apps. Majority of the stars in today's markets are instant. Ever notice that?
Week 1 EOC: My Voice
As a young adult in the world today, I have a passion for fashion design. I am pursuing to open my own business one day. How amazing would it be to inspire other young adult's everyday looks? Fashion can speak, create styles, and it can express one's feelings and personality. I would be crazy if I didn't want to be apart of that world. When I strut into a room, I want to feel my best and so I must look my best. I believe much of women's fashion thrives on the play of masculinity and femininity. As evidence of my picture, you can see the obvious distinction of blue and pink. Looking further, you can see the masculine touch on the shirt with the button up and rolled up sleeves. The feminine touch is the low neck. If I say “bowler hat”, doesn’t your mind go to a heavy set man with a monocle and a cane? I love that her hat comes in pink and adds a feminine touch, to this masculine hat, by adding a silky bow. Fashion can be thoughtful or carefree. I look at this picture and pick out crucial details that can make or break the outfit. Had the skirt been longer, for example, if may have changed the whole feel of the outfit. Fashion is ever changing, hectic, and exciting!
Wednesday, October 5, 2011
Week 1 EOC: Great Customer Service
I often reference my favorite store Anthropologie. You may be able to tell if you get to know me, or I can even bet I will reference it many times during this Art Institute blogging experience.
Great customer service is the name of the game for Anthropologie. It amazes me how certain stores can afford to have such great customer service, but I guess it balances out in the end considering the customers are happy and will most definitely be returning! When shopping for household items I know to go to Anthropologie because they have my style. What always makes my decision, however, is their lifetime guarantee. Saving receipts may seem crazy. You may think, "I always lose them!" or even, "I don't have enough room to save receipts." Trust me when I say, it's worth it. The lifetime guarantee takes affect the second your receipt is printed out. Just make sure to save it!
I have yet to use the opportunity that this guarantee offers. I know that it isn't just empty words, though. The staff are always happy and friendly and willing to help you with any problems or concerns you might have. I got a hat for a cruise I was going on in June of 2011. It was $60 and made out of straw with a huge ribbon on it. I got the hat home and my mom noticed that it had some loose ends. About two weeks later we finally got around to returning it to the store. The manager was cheerful and kind and fixed our problem easily with no questions asked. I feel comfortable returning items at Anthropologie now. It always makes the customer feel good when contention is not present and they feel as if they are not a burden in any way.
I have countless things from Anthropologie. My favorite being 4 medium sized dinner plates with an artistic drawing of fish on them. I don't fear to own nice things because Anthropologie has guaranteed me they will help me out. I think that is wonderful customer service.
Great customer service is the name of the game for Anthropologie. It amazes me how certain stores can afford to have such great customer service, but I guess it balances out in the end considering the customers are happy and will most definitely be returning! When shopping for household items I know to go to Anthropologie because they have my style. What always makes my decision, however, is their lifetime guarantee. Saving receipts may seem crazy. You may think, "I always lose them!" or even, "I don't have enough room to save receipts." Trust me when I say, it's worth it. The lifetime guarantee takes affect the second your receipt is printed out. Just make sure to save it!
I have yet to use the opportunity that this guarantee offers. I know that it isn't just empty words, though. The staff are always happy and friendly and willing to help you with any problems or concerns you might have. I got a hat for a cruise I was going on in June of 2011. It was $60 and made out of straw with a huge ribbon on it. I got the hat home and my mom noticed that it had some loose ends. About two weeks later we finally got around to returning it to the store. The manager was cheerful and kind and fixed our problem easily with no questions asked. I feel comfortable returning items at Anthropologie now. It always makes the customer feel good when contention is not present and they feel as if they are not a burden in any way.
I have countless things from Anthropologie. My favorite being 4 medium sized dinner plates with an artistic drawing of fish on them. I don't fear to own nice things because Anthropologie has guaranteed me they will help me out. I think that is wonderful customer service.
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