Final Project - Creative Content

Here's a link to my radio commercial.
RadioCommercial




http://soundcloud.com/jeriasounds/marketingcommercial 

Week 10 EOC: Les Paul

Today is the birthday of Les Paul, one of the biggest figures in history when it comes to not only the electric guitar, but he was the pioneer for many famous recording techniques that are still used today. Not only was he an inventor, but a songwriter and musician as well. He was the founder of the solid-body electric guitar, which made the sound of "rock and roll" possible. His model, the Les Paul, has been one of the more popular types of guitars since it has been released, and they are still flying off the shelves. Not only is he credited for the invention of the solid-body electric guitar, but he was one of the pioneers to start using overdubbing on tracks (sound on sound.) Paul had hosted a fifteen-minute radio program, The Les Paul Show, on NBC Radio in 1950, featuring his trio (himself, Ford and rhythm player Eddie Stapleton) and his electronics, recorded from their home and with gentle humor between Paul and Ford bridging musical selections, some of which had already been successful on records, some of which anticipated the couple's recordings, and many of which presented re-interpretations of such jazz and pop selections as "In the Mood", "Little Rock Getaway", "Brazil" and "Tiger Rag." Over ten of these shows survive among old-time radio collectors today.A bad automobile accident in 1948 put Les out of work for about a year and half; however, he had an alternative. His right arm had to be set at a permanent right angle for him to be suitable to play the guitar. Now that is amazing! He was also one of the first to innovate other recording techniques such as tape delay, phasing effects, and multi-tracking. Without his experiments and innovation in the recording industry, who knows where we would be at today because he did so much for the recording industry.

http://goo.gl/doodle/P4gB

EOC - Week 9 - Creative Content

For the creative content aspect for my vodka product, I will most likely be doing a 15-30 second commercial. I want to have a commercial that will accentuate the fact that we use waters from the Andes mountains and real Riesling white grapes from Chile. I don't want this to be your ordinary radio commercial. I want to have something that  will make this one stand out; however, I am still in the creative process and still currently thinking on what exactly I will need to make this commercial special.

EOC - Week 9 - Three Great Mission Statements

As the book says “Mission statements should be meaningful and specific yet motivating.”

One of the first mission statements that stuck out to me was Danielle’s mission statement -  "Cheap Ass vodka strives to maintain the absolute lowest cost vodka in every market to provide our customers with the ultimate inebriated experience." It was very short and straight forward with the pitch, which I liked a lot. Being a blunt person, I like that kind of style.

I like Keri’s mission statement "It is our responsibility to make, distribute and sell the finest quality all natural, hand selected Vodka and with a continued commitment to incorporate wholesome, all natural ingredients and promote business practices that respect the Earth and the Environment. Which in turn, will give you the most natural experience On the Rocks." After reading this, I was very impressed with everything in aspect. I am definitely an advocate for green living and being environmentally friendly so I was very excited to read that.

I was also a fan of Grover's mission statement as well. "The mission of Verb Vodka is to give a quality beverage to accent a good time, as well as promoting responsibility when consuming alcoholic beverages and participating in sexual activities." I think incorporating the packs of condoms with every bottle purchase is an excellent idea and I think it will definitely have an affect with the marketing aspect. It might be more applied to the younger generation.

EOC - Week 8 - What Makes My Vodka Special

There are all kinds of vodka brands out there. Whether it's the flavor, the quality, or just the brand name that sets them apart-there is always something that makes that particular vodka bran unique.What sets us apart (Andes Vodka) is that our vodka is distilled through the waters of the Andes mountains so they can taste the clarity and smoothness of our product. Also, our product is refined through white Riesling-grapes from Chile- and with their light, luscious, fruity flavors, we can assure that the consumer will not only have a smooth, great tasting experience, but an incomparable one as well.We wanted our product to be a full bodied, strong drink, but also a smooth, drinkable one as well. Andes Vodka is 40% alcohol and is 80 proof, which has somewhat become a standard for most vodka drinks. Our distillation process is a little bit different as well. The ethyl alcohol is injected to a column or pot still (most modern vodka producers use column stills). The stainless column still is comprised of vaporization chambers stacked on top of each other. The alcohol is continuously heated up with steam while it cycles up and down. This cycle continues until the vapors created from the heat are released and condensed. The alcohol vapors rise to the top vaporization chambers where they accumulate. The by products and extracted materials drain into the lower chambers where they can be discarded.

Implementation Evalution Control

Another key element a company must instill for their product to be successful is to develop some kind of system that will let them evaluate, implement, and control not only the price of the product, but the product itself. Implementing is one of the first vital steps in the marketing process because it’s what gears the plan and drives it into action. "Through implementation, the company turns the plans into actions." (Marketing: An Introduction, Armstrong/Kotler, page 39). Operational control is another vital role that plays in the elements of marketing. Marketing control consists of "measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved" (Marketing: An Introduction, Armstrong/Kotler, pg. 58). It’s very important for a company to be up to date on the whole market and where there product stands currently. Marketing and operational control are very significant. Essentially, control will allow you to take care of any kind of flaws in the development process. Everything in this field is “hit or miss.” Some products are going to make it, and some will eventually fluke, and that’s just the way it is. Andes Vodka has a specialized team that takes their time and goes over our plans to keep us successful. We are always going to be up to date with what’s going on outside of our company so we are on the same boat as everyone else when it comes to social events, news, etc. 

Price

When it comes to quality, there is always a price. Due to the fact we get our main ingredients at a very special location of the world, there can be quite of a jump in price;  however, it is our goal to assure you that with every cent you put towards this bottle, you will definitely taste where your money went. We assure our customers that it is the fact that we do use very expensive ingredients and an expensive way of distilling/filtering our vodka as well, that is why we target towards the more luxurious class - who won't the best of the best. A unique concoction such as this will be marked at $125 per bottle. When a customer purchases a bottle of Andes Vodka, they will be able to see just where exactly there money went - once they see the frost crystal glass bottle, joined with the smoothest taste imaginable- it's hard to compare. We do believe in competition-based pricing, which is "setting pricesbased on competitors’ strategies, prices, costs, and market offerings" (Marketing: An Introduction, Armstrong/Kotler, pg. 280).  We are fully aware that we are not the only vodka brand of luxury so will be constantly on the watch to see if any other companies or doing any promotional parties or conventions, that way we can be ahead of the game.One of the other aspects which takes place in our marketing strategy is psychological pricing, which is, "Pricing that considers the psychology of prices and not simply the economics; the price is used to say something about the product."(Marketing: An Introduction, Armstrong/Kotler, page 39) We do believe in our product and the price-point of our product, but our higher price still lets customers know that we are, in fact, a higher-end brand of Vodka – one of quality and class. 

Promotion

When a new company is out looking for customers to buy their first product, it may be a little tough. Andes will most likely have some kind of promoting team on the road to advertise our new name. "Sales promotions are usually used together with advertising, personal selling, direct marketing, or other promotion mix tools. Consumer promotions must usually be advertised and can add excitement and pulling power to ads."(Marketing: An Introduction; Armstrong/Kotler; 13 Personal Selling and Sales Promotion; page 38 of 49) Andes will their own kind of off-road team that will reach all across the country, reaching nightclubs all across the country, luxurious restaurants, and any other luxurious company that will offer to promote our product for us. When we first release, we may have a grand opening party at one of the nicest Las Vegas Casinos, allowing us to do some kind of "Happy Hour" for a couple hours. That will help us immensely to get our product pushed out and for others to enjoy and get to experience what we are all about. Promoting to Industrial companies can be very costly though. "Companies spend billions of dollars each year on promotion to industrial customers."(Marketing: An Introduction; Armstrong/Kotler; 13 Personal Selling and Sales Promotion; page 43 of 49) To do that kind of promoting, it may be risky, but in life, everything is a risk. It's always going to be a hit or miss. I think that this is one of the most affective ways to help get a product's name out there.

Distribution

Our brand is one of luxury and we don't want to be sold at any "hole in the wall" kind of bar. We want our customers to only be able to access our product at a place where they can enjoy the experience. We believe that our drink alone is one that will bring a good experience. We want to sell our product exclusively to certain luxurious nightclubs, casinos, etc. By contrast, some producers purposely limit the number of intermediaries handling their products. The extreme form of this practice is exclusive distribution, in which the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories. Exclusive distribution is often found in the distribution of luxury brands and brands.  ( Marketing: An introduction; Armstong/Kotler; 10 Marketing Channels Delivering Customer Value;page 25 of 50)" We believe that by selling our product solely through exclusive distribution, we can have more control over our prices and services. Not only can we have more control of our prices, but through exclusive distribution-it boosts our brand name up and can allow us to have higher markups, meaning more profits. These are the kind of marketing methods that lets a company successfully   provide unique experiences for their customers and also have their name on the high-end scale. “The extreme form of this practice is exclusive distribution, in which the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories." (Marketing: An Introduction, Armstrong/Kotler, page 25)

Product

 One of the key things to remember in a company is before you can even try selling the product, you must know what exact kind of market you're trying to sell the product in. "We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Products include more than just tangible objects, such as cars, computers, or cell phones." (Marketing: An Introduction; Armstrong/Kotler; 7 Products, Services, and Brands Building Custo...; page 3 of 55) Andes Vodka is a genuinely unique blend of the clear mountain waters flowing from the Andes Mountains, refined with the light, crisp taste of our White-Riesling grapes coming from Chile. The alcohol content will be at 40% which is almost become the standard. We don’t want our vodka to be too overpowering so we believe 80 proof is perfect match for our unique experience. We will also be including the bottles in two different sizes.

"Specialty products are consumer products and services with unique characteristics or brand identification for which a significant group of buyers is willing to make a special purchase effort." (Marketing: An Introduction, Armstrong/Kotler, page 8) Our brand of vodka made entirely of truly unique ingredients found only in that certain area of the world. Everything that is involved with this Vodka is unique – from the distillation process to the exotic, light, crisp taste that comes from the White-Riesling grapes from Chile. Our specialty vodka will be at a relatively high price but we can definitely assure our customers that once they make a purchase of Andes Vodka, they will definitely be able to taste where they money went, and not be disappointed. 

Target Market Strategy

It is vitally important to have some kind of a target marketing strategy to help guide them to where exactly they should be heading in the market. A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels."(2 Company and Marketing Strategy Partnering to ... ; Marketing: An Introduction; Armstrong/Kotler; pg33) One of the first things we were thinking about doing at Andes Vodka is to start promoting ourselves with mini bottles of Andes Vodka and giving them away for free at certain luxury casinos. We are so confident in our product that we don’t have a doubt that customers will head back to the bars/clubs asking for their next glass of Andes Vodka on the rocks. "It outlines how the company intends to create value for target customers in order to capture value in return." ( Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... ; pg33) The target customers that we are trying to approach are those who are all about luxury lifestyle. We don’t want to be anywhere near the market that the low-brand vodkas are held at. We want to be a few steps above and beyond the competition, for we, are a truly incomparable brand of Vodka.

Situation or SWOT Analysis

Before considering to put any kind of product on the market, a company should definitely perform a S.W.O.T. 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). 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; 2 Company and Marketing Strategy Partnering to ... pg. 31) One our biggest strengths at Andes Vodka is that not only does it have the smoothness from our filtration process with the Andes Mountain water, but the luscious taste of the grapes as well.

"Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." (Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... pg. 31) There aren’t too many flaws with our product. The only downfall I could think of it that the price might be too high for the general public.

"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; 2 Company and Marketing Strategy Partnering to ... pg. 31) Since we do consider ourselves a luxury brand of vodka, the opportunities may seem endless, especially in this town. There are multiple luxury casinos, bars, and restaurants that may want to consider endorsing our brand of vodka. "And threats are unfavorable external factors or trends that may present challenges to performance."(Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... pg. 31) I guess you could say our only threat would be our competition of luxury brand vodkas, or possibly maybe our price point.

Objectives

One of our main goals at Andes Vodka is to genuinely provide our consumers with one of the classiest, unique blends of Vodka. We believe in building strong customer relationships by developing a truly incomparable brand of Vodka. We strongly believe that true success comes from within the customers so we try to make the customer happy at our utmost priority. Not only is our vodka distilled from the fine waters running through the Andes Mountains but we refine it with White-Riesling grapes that from country of Chile. We want to give our customers a truly remarkable experience – one like they have never had before. We believe that we are only successful if the customer comes back for me so we try to give our consumers the best experience they’ve had – whether it’s their first sip or their last.  "Within individual business units, marketing designs strategies for reaching the unit’s objectives. Once the unit’s objectives are set, marketing’s task is to help carry them out profitably." (Marketing: An Introduction, Armstrong/Kotler, page 17) Our strategy is to keep our customer coming back for me so we made our vodka very unique in the distilling process which leaves the vodka smoother than no other. "Each broad marketing strategy must then be defined in greater detail." (Marketing: An Introduction, Armstrong/Kotler, page 9) The marketing strategy is a very vital piece of the puzzle that wholes everything together. One must know the strategy before implementing any kind of pitch at all. You should always know what exactly are you trying to get out of your product.

Business Mission Statement

" A mission statement is a statement of the organization's purpose-what it wants to accomplish in the larger environment. A clear mission statement acts as an "invisible hand" that guides people in the organization."(Marketing: An Introduction, Armstrong/Kotler, page 5)

Our mission at Andes Vodka is to provide our consumers with the finest, smoothest tasting vodka so they can experience what real quality tastes like. What sets us apart is that our vodka is distilled through the waters of the Andes mountains so they can taste the clarity and smoothness of our product. Also, our product is refined through white Riesling-grapes from Chile- and with their light, luscious, fruity flavors, we can assure that the consumer will not only have a smooth, great tasting experience, but an incomparable one as well.