It’s a little difficult to incorporate vodka with fashion but for the
creative content portion of my final I am going to create a magazine ad. I want
it to be very simple and focus strictly on the bottle. I also want there
to be a quote that will get people’s attention and make them want to try our
vodka. The biggest image on the page will be the bottle of Lucky Vodka. It will
also be the only thing that has color. The rest of the page will be very
neutral with grey, black, and white. I am thinking of having an image on my
bottle. Ginger and spelt aren’t very appealing visually so I am thinking about
using mint leaves. This will provide the color on the bottle that I want and it
also isn’t an image that it to loud and obnoxious. The lettering on the bottle
will be in silver. I want the word ‘lucky’ to be in a font that is elegant but
the word ‘vodka’ to be bold and big. I will achieve this ad by using Photoshop
and adding multiple images together until I get the picture I envision. Overall,
I think a simple ad that doesn’t have a lot going on will be appealing and it
also represents the brand.
Casey's Marketing Blog
Friday, March 4, 2016
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.
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