Marketing Plan Creative Content

Implementation, Evaluation, Control

Implementation Evaluation Control: Implementation will take place through a series of informational advertising campaigns including tv, magazine, and internet beginning spring 2010. “Advertising offers the consumer a reason to buy; sales promotion offers an incentive to buy.” (Lamb, Hair, McDaniel, p. 245) As stated before, this is a summer product. Best enjoyed during the hot days of the summer months, although its benefits definitely extend all year round. Promotional pricing applies to the summer months, with special discounts (additional promotions) during specific months nearing the end of the summer to maintain awareness of the product.

The next step is evaluation following the vodka’s release into the market. This evaluation will be determined after looking at how well the advertising penetrates the specified summer markets and if awareness of the product is reaching satisfactory levels. “Only through effective interactions can organizations learn about the expectations of their customers, generate and manage knowledge about them, negotiate mutually satisfying commitments, and build long-term relationships.” (Lamb, Hair, McDaniel, p. 296) Should awareness not reach acceptable levels by mid-summer the marketing strategy will move more quickly into the control phase of the campaign.

The final step is control. Following evaluation of the success of a campaign it moves into adjusting and controlling the market share of the vodka and tweaking the using of different advertising elements to increase awareness and demand. Use of promotional discounts in the control phase will help augment the awareness of the product by providing further incentive to buy. Control phase discounts will occur near the end of the summer months moving into fall to help bump up sale before it falls out of season until the next year when the advertising campaign begins anew.

Price

Price: As a quality yet affordable product, Sweet Breeze will be sold at $19.99 per unit. This makes it accessible but not cheap. “Consumers are interested in obtaining a ”reasonable price.” “Reasonable price” really means “perceived reasonable value” at the time of the transaction.” (Lamb, Hair, McDaniel, p. 261) This is a light, easily enjoyable during anytime (specifically the summer months) product that is to be consumed and enjoyed over and over again. That being the case accessibility is very important in terms of price. That is why this will be a mid-level price product that will be priced accessible to the summer loving populous, but still retain worth based on its monetary cost relative to other vodka brands. “Retailing affects all of us directly or indirectly” (Lamb, Hair, McDaniel, p. 193) Which is precisely why this particular product is placed and priced the way that it is. Contextual luxury is not always expensive, but it is definitely not cheap. Affordable but respectable and even exotic makes this product both accessible and desirable. “All pricing objectives have trade-offs that managers must weigh.” (Lamb, Hair, McDaniel, p. 277) Despite the set price and the summer orientation of Sweet Breeze a great deal of promotional discounts will be available to help boost summer and spring time sales. This may be necessary due to having to annually overcome the hurdle of Sweet Breeze being a vodka that is directed towards the summer months.

Distribution

Distribution: Distribution strategies for this Sweet Breeze vodka are very specific since it is a summer oriented brand. Starting within the US distribution will focus on the mid and southern states with the warmest year round climates and expand according to hottest summer climates through Geographic segmentation. “Geographic segmentation refers to segmenting market by region of a country or the world, market size, market density, or climate. Climate is commonly use for geographic segmentation because of its dramatic impact on residents’ needs and purchasing behavior.” (Lamb, Hair, McDaniel, p. 99) Selective distribution will also be utilized given the environment to be sold in. The point of this will be to increase the exclusiveness and desirability of the vodka by only distributing to certain venues in each geographical area by localizing sales in up-scale to mid level grocery stores and liquor stores (i.e. Vons and Albertson’s). “Selective distribution is achieved by screening dealers and retailers to eliminate all but a few in a single area. Because only a few are chose, the consumer must seek out the product.” (Lamb, Hair, McDaniel, p. 181) Depending on how successful distribution throughout the country is and how much consumer awareness is increased during the first year we will consider entering the global marketplace. “A company should consider entering the global marketplace only after its management has a solid grasp of the global environment.” (Lamb, Hair, McDaniel, p. 55)

Promotion

Promotion: As the preeminent summer beverage of choice, our product will be recognized in conjunction with the free and fun times of summer. This will be accomplished by providing the appropriate types of information via advertising and public relations. “A consumer will use the information stored in memory and obtained from outside sources to develop a set of criteria. These standards help the consumer evaluate and compare alternatives.” (Lamb, Hair, McDaniel, p. 56) Consumers will become aware of Sweet Breeze’s summer advantage through our careful use of summer themed ad campaigns featuring beach imagery in conjunction with domestic imagery to emphasize its usefulness as a refreshing summer beverage and an escape from the mundane without having to go anywhere. “The main function of a marketer’s promotional strategy is to convince target customers that the goods and services offered provide a competitive advantage over the competition.” (Lamb, Hair, McDaniel, p. 211) This product provides that distinction two fold. First, as a sparkling beverage it sets itself apart from other vodkas as the norm to be flat or “neat” as the industry refers to it. Second, this particular brand is time of year and climate specific, lending itself directly to summer time and related activities, in effect bringing with it the essence of summer. Sweet Breeze will also be offered with a long list of diverse and tasty summer beverages and different suggestions for how to make your favorite cocktails even better through the use of Sweet Breeze brand vodka.

Product

Product: Sweet Breeze Sparkling Watermelon Vodka, the perfect summer cocktail complement. Product, packaging, company image, and value are directed towards the customer in the manner of summer imagery and association with the socially active female looking for summer escape and refreshment. “A consumer product is bought to satisfy an individual’s personal wants.” (Lamb, Hair, McDaniel, p. 131) That’s what this product does. It satisfies our consumer’s wants by promoting relaxation, and a sensation of cool refreshment on a hot summer day. This product is the essence of personal quality and consumer alignment. “In this case, quality refers to technical suitability. A superior tool can do a better job in the production process, and superior packaging can increase dealer and consumer acceptance of a brand.” (Lamb, Hair, McDaniel, p. 94) Uniqueness is one of our vodka’s primary strengths. And while we are not in any way the only flavored vodka on the market, we do combine several elements to make for excellent summer cocktails giving our product a perceived advantage over the competition. “An innovation is a product perceived as new by the potential adopter. It really doesn’t matter whether the product is ‘new to the word’ or some other category or new product.” (Lamb, Hair, McDaniel, p. 152) While it’s true there are other flavored vodkas, and even other sparkling alcoholic beverages, ours has the perfect flavor, and the perfect balance of carbonation and refreshment that takes out all of the guess work for the perfect summer cocktail.

Target Market Strategy

The target market strategy of Sweet Breeze Vodka will focus on women in summer climates and geographical areas tending towards subtropical climates in the summer (i.e. Southern US, Florida, California, etc.). This closely ties into the lifestyle choices made by this specific target market as socially active females. “A lifestyle is a mode of living; it is the way people decide to live their lives. In other words, they are choosing products and services that meet diverse needs and interests rather than conforming to traditional stereotypes.” (Lamb, Hair, McDaniel, p. 34) Following implementation and recognition of the specific target market for this particular brand of vodka, we immediately move into the advertising and evaluation portion of the plan by aggressively entering into multi-media advertising (TV, Print, Web). “Advertising appeals typically play off of consumer’s emotions or address some need or want the consumer has.” (Lamb, Hair, McDaniel, p. 230) During the evaluation portion of the market plan, following the initial release, that is when we determine exactly how much this our product campaign actually does appeal to our targeted market. “The positioning task is to identify undeserved market segments and to develop marketing programs that match their needs rather than to target the niches that may be most profitable.” (Lamb, Hair, McDaniel, p. 169) For example, this vodka is a complement to many other summer time drinks. It functions quite fantastically and deliciously on its own, but it can also make virtually any imaginable summer cocktail even better.

SWOT Analysis

Strengths: Sweet Breeze offers a unique refreshment and flavor specifically tailored to the summer months. Reasonably priced, low production costs, and versatile for cocktail making. Caters to the feminine, fruity cocktail crowd.

Weaknesses: better suited to the summer months and climates that tend towards heat and humidity, projects an image of singular use. May not be seen as a hardcore or masculine drink.

Opportunities: to project itself as “the” cocktail for summer and relaxation, and to truly capture a great deal of versatile market share.

Threats: more and more brands of vodka moving towards a specialty angle and taking away from Sweet Breeze’s unique image. Competing with other flavored brands in an effort to show individuality.

Objectives

To increase our market share to dominant market share in specific markets during the summer months beginning summer 2010.

To achieve a 10 percent return on investment with the intention of using that revenue towards additional advertising campaigns to further increase awareness of our product.

By summer 2011 to increase brand recognition to “household name” status and become the vodka brand of choice during the summer months.

Increase summer sales by 15% annually through aggressive spring and summer advertising campaigns.

To obtain 90 percent (or greater) customer satisfaction and generate repeat and loyal customers.

To obtain excellent information and position our brand of vodka as “the” summer drink of choice. “Good information can help an organization maximize sales and efficiently use scarce company resources.” (Lamb, Hair, McDaniel, p. 113)

Mission Statement

Summer is the business of Sweet Breeze. The warmth of the summer months are easily escaped and overcome with the aid of this uniquely refreshing and adaptable beverage. Our mission is based on the value that Sweet Breeze gives to its customers. “Marketing is a process that focuses on delivering value and benefits to customers, not just selling goods, services, and/or ideas.” (Lamb, Hair, McDaniel, p. 3) A major part of our process when marketing Sweet Breeze Vodka to the public has to do with a great deal of planning and getting to know our customer base and what they want from a product. “Planning is the process of anticipating future events and determining strategies to achieve organizational objectives in the future.” (Lamb, Hair, McDaniel, p. 15) Our customers lean towards the socially active feminine, women who are the party planners and understand that the key to enjoying the summer is having a perfectly balanced and appropriately flavored cocktail.

Using social media to support and protect your brand

Supporting and protecting my own products from things such as negative onslaughts via the world wide web would means in many ways maintaining a constant vigil over the image of the brand your are representing. For a product that is widespread and large scale enough to merit direct criticism on many sides means that it should be monitored. Point and case, blogging and the world wide web have taken over many industries as a means of commenting and making ones-self heard on issues of almost any subject. Not only that, but many companies (i.e. Amazon.com) actually welcome active participation of reviewing and criticism on their websites to help buys make informed decisions based on their fellow customer’s opinions. This can be both extremely useful, and extremely damaging simultaneously. The proverbial double edged sword.
First off, support. It should be stated that no one product or service will please every potential customer on the planet. Negativity towards your product or service is a consumerism given. But simultaneously, customers have come to appreciate companies that take pride in customer service and who offer their customers the chance to speak out about the product, often directly through the manufacturer. Constant listening and improvements of products is one great way of supporting your product virtually. Provide a place for customers to make their voice heard, then actually listen to what they are saying and do something about it. Video games are a great example of this trend in customer respect.
Second, protect. Since no product or service is perfect, and will eventually garner bad reviews from one side or another, quick response of negative publicity is key. Whether it be large scale or simply addressing the issue as close to the moment it goes out is paramount to maintaining good brand image and customer will towards your product or service. In legal situations, if an accusation is made and the accused gives no answer, the jury, audience, judge, and prosecutor may assume silence is equal to guilt. That is why a strong vocal addressing of the issue is very important to maintain your products integrity in the times of adversity.

EOC: Price vs. Worth

My condo. Four and a half years ago after moving to work in Las Vegas, I became very tired and disenfranchised with renting apartments and paying the exorbitant prices of living in a nice area, in nice accommodations. And thus I walked into the world of home ownership. At the time, Las Vegas was riding the ever expanding bubble of home ownership, and prices for houses and real estate were at an all time high. Las Vegas itself was the number one growth area for home purchases in the entire country and the economy was looking great. Similarly I was making a good deal of money and was very financially secure thus the decision came easy enough. I was going to buy my first home, a single story condominium in Green Valley.
At the time, even though the price was still expensive, I felt it worth it due to how well the place fit my personal needs including location, size, neighborhood, upkeep, and style. I was (and still am) very happy with my first home purchase.
Unfortunately, not long after this major purchase the market began to dip. Prices plummeted and suddenly I found the property that I had bought at the height of the overpriced real estate market was now only worth a fraction of what I had paid for it. As I said before, I am still quite happy with my home. It is comfortable and suits my needs quite well. But because of my commitment to it and the state of the market, I’m not going anywhere anytime soon. So this house is definitely going to get its share of good use, even if it’s only worth part of what I paid for it.