"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.
Wednesday, November 30, 2011
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.
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