EOC: Week 10: What Channels are you going to do to get your product noticed?

My beer company Desejo would high-quality specialty stores and would sell directly to consumers via the Web and intermediaries because they would create greater efficiency in making goods available to my chosen target markets. Vertical marketing system I believe is what’s best for my beer company because it would unite the wholesalers, producers, and retailers to sell our product. Also seeing how some consumers prefer to have a variety of small quantities then just one type in a huge bulk purchase would benefit them as the same time as it would us. It lets our customers now that we are thinking many steps ahead of them for their convenience.

http://www.allclassicads.com/volkswagen-history-classical-ads.html

The lemon Ad was to suggest to the people that the cars were being well tested. The inspections were all thanks to Kurt Kroner who noticed that VW's needed to just inspect the cars and to make sure the they were well equiped for there future owners. Nothing more and nothing less, just right for the new owners. Which i believe that this means you have to pin point every little detail from the dumbest little flaw to the hugest one. Thera all threats when you have nothing to back up the reasons of the mistakes from your product or products.We pluck the lemons; you get the plums. This was the lemon ad that Volkswagon was advertising. Adding to this also means that the more inspection given to VW's meant less need for maintnance from you the consumer and less of a hassle to own.

Week 9 EOC: Three Great Mission Statements

The three mission statements that i personally felt almost wanted me to buy into there beer were,Gontarek Jefferey, Lapadu, Michaell Edward, and Plum, Daniel. I like Jeffereys because his first sentence was about creating a friendship with the customer instead of just selling the beer and brand. In marketing I believe that's crucial because as a consumer myself I feel a lot more faithful to a brand when there is a customer relation.Michael Edward's was also interesting due to the fact that he right of the bat chose to say that his beer was for the few who would appreciate his beer and also the quote he gave about how mission statements are better of simple and straight to the point instead of long and confusing. Daniel Plum's mission statement was very creative. The idea of fruit beer is very good, I mean i would try it in a heartbeat. The whole gamer beer that no ones ever create4d is a bit interesting.

Implementation Evaluation Control

Evaluating the results of marketing strategies and plans and taking corrective action to ensure that our objectives are attained.  Our marketing control involves the basic four steps. Management, which sets specific marketing goals for us to reach to our customers and if they are enjoying the product. We then measure the performance we are either gaining or loosing in the marketplace and evaluating the causes of any differences between the expected and actual qualifications of our product. To see what we need to update and what we should keep as is..” Measuring return on marketing investment has become a major marketing emphasis. But it can be difficult. For example, a Super Bowl ad reaches nearly 100 million consumers but may cost as much as $3 million for 30 seconds of airtime alone. How do you measure the specific return on such an investment in terms of sales, profits, and building customer relationships. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 58.)

Price

 Being an imported beer does take the value of the price a bit more costly then your regular beers. “These days, we’re all cheapskates in search of a spend-less strategy.” In response, it seems that almost every company is looking for ways to slash prices. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 275.)Although just because the economy is going through some tough times don’t mean that nobody can buy things that they want and or need.“Instead of running away from pricing,” says the expert, “savvy marketers are embracing it.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 275.) Customer value-based pricing, setting price based on buyers’ perceptions of value rather than on the seller’s cost. Setting the right price is one of the marketer’s most difficult tasks. A host of factors come into play. But finding and implementing the right price strategy is critical to success. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 275.) More factors that would come into conflict would be the taxes, transportation, shipping, and other expenses like so. But there’s always a way to maneuver everything especially if our customer wants it they get it! Now that we’ve looked at the three general pricing approaches—value-, cost-, and competitor-based pricing—let’s dig into some of the many other factors that affect pricing decisions. (Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page

Distribution

Being as the beer is imported from Brazil and seeing that imported beer sales are going down it’s going to be a bit of a struggle. Although by getting out there and having successful advertising and really reaching to create customer relationships from such a distance doesn’t mean all is lost. Here at Desejo, creating comfort and relaxation to our customers is our goal. Forget the profit for a moment, gaining the support of our customers is our true desire. "Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully."(Marketing: an introduction / Gary Armstrong, Philip Kotler. -10th ed., Printed page 2.)

Promotion

The main goal for Desejo to reach to consumers’ world wide is by social networking. Examples would be Facebook and Twitter. The world is changing and so is the word of mouth. Nowadays most people use social networking to communicate or to get the word across of anything happening. Of course doing the old school way is another way to go, such as commercials to be viewed worldwide. "You already know a lot about marketing—it’s all around you. Marketing comes to you in the good old traditional forms: You see it in the abundance of products at your nearby shopping mall and in the advertisements that fill your TV screen, spice up your magazines, or stuff your mailbox." (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 3.)

Product

Desejo beer is a product like no other. The experience from the taste and the appearance of the bottle takes you away to another level of exotic beers. Selling not only the appearance but also the quality and gratitude from the consumer is what makes our product. Without the experience of researching and interviewing everyday people made us realize that everyone has something in common, which is desire. Everyone desires to do this and to do that, avoid her or him, the desire to escape and relax somewhere soothing and tranquil. Therefore, Desejo has come up with your escape in a bottle. ”Like everything else in marketing, good pricing starts with customers and their perceptions of value.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 39.)Our beer is all based off of what the customers wanted and desired and what they would like to see brewed. From years of researching and hearing what everyday people wanted made the creation of Desejo beer and all the quality produced from creative minds.Company wide strategic planning guides marketing strategy and planning. Like marketing strategy, the company’s broad strategy must also be customer focused. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 275.) Having all the data from the research and the feedback from the market will determine the estimated price of our beer brand."Setting the base price for a product is only the start. The company must then adjust the price to account for customer and situational differences. When was the last time you paid the full suggested retail price for something? (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 290.)

Target Market

Desejo beer is targeted toward the everyday guzzler. I'm going to say the largest percentage would be men and of course the smallest percentage would be the women. I would say the age range is around 21-35 because most men already know what they like and don't like in a beer and usually the 35 and over stay faithful to there beer of choice. As oppose to when you’re young your open to taste and experiment what kinds are out there. The women’s age range would differ I would think 27-45 when believe women get into beer. Without the gender segments the markets customers would be, working class, middle class, upper middles people who are outgoing and ambitious. Would be consumed on a regular occasion; special occasion; holiday, etc. “Market segmentation addresses the first simple-sounding marketing question: What customers will we serve? The answer will be different for each company. For example, The Ritz-Carlton targets the top 5 percent of corporate and leisure travelers. Hampton targets middle Americans traveling on a budget. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page175.)

Our beer has great quality, service, economy, convenience, speed, and gratitude to our customers.” Now that we’ve divided the market into segments, it’s time to answer that first seemingly simple marketing strategy question we raised in Figure 6.1: Which customers will the company serve? (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 186.)

SWOT Analysis

Strengths- Local use of ingredients, Brazil’s the world fourth largest market for beer, driven by consumer’s desires. Marketing information by itself has little value. The value is in the customer insights gained from the information and how these insights are used to make better marketing decisions. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 101.)Weaknesses- Lack of beer variety, microbrewery, imported beer. Despite the simple-looking model in Figure 5.1, understanding the whys of buying behavior is very difficult. Says one expert, “the mind is a whirling, swirling, jumbled mass of neurons bouncing around….”.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 137.)Opportunities- Gain a fair market share around the Brazilian Carnival, Social networking as promotion world wide, and gaining strong customer bonds. “Whereas marketing intelligence involves actively scanning the general marketing environment, marketing research involves more focused studies to gain customer insights relating to specific marketing decisions.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 106.)Threats- Pilsner beer consumes 98% of market shares in Brazil, US craft beers, Decrease in import beers to the US. Business buying decisions can range from routine to incredibly complex, involving only a few or very many decision makers and buying influences. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 161.)

Objective

Desejo beer was created to not only satisfy your taste buds, but also to take your imagination into an environment were all your stress flees your mind and takes you to one of the most relaxing places you can be. Where the breeze is soothing and refreshing, the clash of the water waves calming the beat of your heart, where your desire comes true, with a simple removal of Desejo’s cap. "... A company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create." (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 101.)No matter how far we need to ship our beer, it will be done in a great efficient amount of time and the quality will also be at its finest point.At the same time that it’s answering the first simple-sounding question (Which customers will we serve?), the company must be asking the second question (How will we serve them?). For example, Ritz-Carlton serves the top 5 percent of corporate and leisure travelers. Its value proposition is “The Ritz-Carlton Experience”—one that “enlivens the senses, instills a sense of well-being, and fulfills even the unexpressed wishes and needs of our guests.” (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 193.)Here’s another definition of sales force management: “Planning, organizing, leading, and controlling personal contact programs designed to achieve profitable customer relationships.” Here again, the goal of every marketing activity is to create customer value and build customer relationships. (Marketing: an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 416.)

Mission Statement

Desire the feel of escaping to someplace that more often then not is far from reality. Desejo beer, wants to take you away to experience the lavishing tropical feel of relaxation with just a soothing taste from a bottle. Our desire is to make you realize that you don't always have to get away in order to experience relaxation. As soon as you see our beer in the cooler your eyes will be invigorated with the royal blue color scheme guiding your imagination to tropical climates and emotions, leading you away from the fuss of your everyday life. Relax and pop open that cap of Desejo, you know you desire to experience our exotic taste. "Few leaders actually get the point of forging a mission with real grit and meaning. [Mission statements] have largely devolved into fat-headed jargon. Almost no one can figure out what they mean. [So companies] sort of ignore them or gussy up a vague package deal along the lines of: “our mission is to be the best fill-in-the-blank company in our industry.” [Instead, Welch advises, CEOs should] make a choice about how your company will win." (Marketing: an introduction / Gary Armstrong, Phillip Kotler - 10th Ed., printed page 40)

EOC Week 8: Creative Content Projects

        Being as I am a fashion retail student I have decided to display my brand and beer as a retail store displays there garment or garments in the front windows of there retail stores. Being as my beer is more a tropical feel, I have decided to display my beer in a window display with a beautiful Brazilian beach picture as the backdrop of the window. And thought of placing a cabana with the beer being displayed in a silver chiller as you would place a wine bottle during dinner at a restaurant. The cabana furniture will be all white cotton cushions with a palm tree brown style wood to give it yet a rustic look. Also I will add a sheer pale white fabric to give it a nice romantic movement. The cushions will be lined with sky blue to match the ocean color so that this way all colors will be light and the only pop of color will be the beer bottle in the center of the display window.