Implementation Evaluation Control

In order to implement Lucky Vodka, we need to stay true to what our brand stands for. This has to be portrayed through anything we do whether it is community events, ad campaigns, marketing events, etc. Since our vodka is made from unique ingredients we pride ourselves on this and also the quality of our vodka. We ensure that each bottle is carefully crafted so that our customers can rely on both the quality and taste. “Similarly, Siemens defines quality this way: “Quality is when our customers come back and our products don’t” (Marketing: An Introduction, Armstrong/Kotler, Pg.214). We also promote a lifestyle. This is implemented through the actions we take to market our product. In the magazine ad I created it is simple and smooth to show that our vodka is smooth and it has pops of green to show how our vodka is refreshing and different. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how” (Marketing: An Introduction, Armstrong/Kotler, Pg. 57).

Price

For the first year, Lucky Vodka will be priced at $25.95 for a bottle that is 350 mL. “When setting prices, beyond the market and the economy, the company must consider a number of other factors in its external environment” (Marketing: An Introduction, Armstrong/Kotler, Pg. 284)This will make it a good quality vodka but at a lower price than Grey Goose and similar vodkas. After the first year, we will reevaluate our price and see if it should be lowered or altered.  “The company adjusts its prices to reflect changes in costs and demand and to account for variations in buyers and situations. As the competitive environment changes, the company considers when to initiate price changes and when to respond to them” (Marketing: An Introduction, Armstrong/Kotler, Pg. 285).

Distribution

"Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain…They try to forge a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user” (Marketing: An Introduction, Armstrong/Kotler, Pg.310). Lucky Vodka will supply its alcohol to a variety of stores all over the United States so that people will be able to enjoy the taste of it at their own home. We will also supply a number of clubs, concerts, and etc. with our vodka so that when people are out having fun they can be sure to find our vodka wherever they are. “They press lawsuits and file complaints with regulators to keep competitors in line, and they form contractual agreements to better control their distribution channels” (Marketing: An Introduction, Armstrong/Kotler, Pg.92).  We will have contract agreements with each distributer we do business with in order to avoid conflict.

Promotion

For the promotion of our vodka we will display ads on billboards and in magazines, create commercials, participate in contests on radio stations, and word of mouth. “Satisfied customers buy again and tell others about their good experiences”(Marketing: An Introduction, Armstrong/Kotler, Pg.7).  We will take part in community events where people can get involved and see that we are more than just a brand that sells vodka. We focus on the overall experience that our customers have with our company. “Consumer promotions must usually be advertised and can add excitement and pulling power to ads” (Marketing: An Introduction, Armstrong/Kotler, Pg. 432). 

Lucky Vodka Magazine Ad

Product

There are hundreds of vodka brands out there but what is it that sets Lucky Vodka apart from the rest? We use ingredients to create our vodka that other companies don’t use. The first ingredient is Waiakea Hawaiian Volcanic Water. This water is naturally filtered through volcanic rock and as a result is rich in electrolytes and minerals. Due to this, it is good for people’s health and well-being. The next ingredient that we use is spelt. “Spelt is a member of the same grain family but is an entirely different species and has certain properties which make it in many respects quite different” (http://thespeltbakers.ca/what-is-spelt/). Other companies use potatoes, corn, rye, wheat, molasses, soybeans, grapes, and rice. With these ingredients they leave you with a sort of burning sensation in your throat. The properties in spelt prevent this from happening so when drank alone, the vodka will travel down the consumers throat smoothly with no sting. The spelt leaves the vodka sweet, with a note of vanilla at first but then becomes dry, and slightly spicy. In order to enhance this, we add ginger and mint into the process. It does not change the flavor of the alcohol in anyway but the mint enhances the sweet flavor by making it refreshing and the ginger intensifies the spicy flavor by adding some zing. These two ingredients also enhance the aroma in order to make the consumer feel fresh and alive when they open the bottle. The color of the vodka is clear and it is packaged in a clear bottle with the brands name on the front.

By creating a vodka that has different ingredients than the other companies and offer benefits to consumers we are meeting and satisfying their needs. “The firm must first create a need-satisfying market offering (product)” (Marketing: An Introduction, Armstrong/Kotler, Pg.12). As a result, our product will grow and start to become a lifestyle rather than just a brand.

Target Market Strategy

Lucky Vodka targets a market that is very specific. We want our product to create a community and lifestyle that people want to be apart of. If we do this, then our number of consumers will always be growing. “The marketing manager’s aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value” (Marketing: An Introduction, Armstrong/Kotler, Pg.9).

Our target customer’s are both men and women between the ages of 21 and 30 who like to enjoy themselves. They are passionate and driven in life both professionally and personally. They are interested in new trends in music, fashion, and much more. They are always up-to-date with what’s going on around them. They enjoy drinking both shots and mixed drinks. They are open-minded, passionate, and active in trying new things and being adventurous. By targeting this specific customer profile we will be able to focus more on how to serve our consumers and keep them satisfied. “Some people think of marketing management as finding as many customers as possible and increasing demand. Instead, the company wants to select only customers that it can serve well and profitably” (Marketing: An Introduction, Armstrong/Kotler, Pg.9).

At Lucky Vodka, we will make our customer the center of everything. In today’s society people love feeling like they have a purpose or that they are important. With this mindset, we can use that to our advantage in marketing and revolve everything around the customer. This includes the price, taste, packaging, and marketing.