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.

Week 7 EOC: Pitch

      Experience the charm of Desejo, with its gold rich color, soft and eloquent taste that silently explodes your taste buds. Giving you the desire to need and want more of a crisp, tangy, and refreshing flavor. Gathering the tropical feel that Brazil offers, Desejo beer uses malted wheat, a touch of citrus, and pinch of grinded cocoa beans, all fine products from Brazil’s Amazon Rainforest. The fermentation imparts a tropical taste as if you where on the beaches of Brazil relaxing in the nice warm sand. Brewing in Brazil dates back to the German immigration, in the early nineteenth century. As of 2010, Desejo beer is being recognized as a new Brazilian tradition. Making it way into Brazils well known festivals. The elegance and unique appearance and taste of our tropical beer has everyone who’s anyone gushing about the brilliance behind Desejo. The vivacious appeal of the bottle is displayed as a rare jewel found in the cascading waters of Brazil. A light colored bottle that will display the gold glow of the beer.

Week 6 EOC: Me Times Three

Three products that I personally would choose would be scented body lotion, deodorant, and shampoo. Scented body lotion is a target market almost for women. Being as Victoria's Secret, Bath&Body Works, and many other brands are those who target women who want to smell wonderful. As many would say that the different scents used are the type of person that a woman is or wants to be. I would think this was a demographic view. I don't know too many older ladies in there late 70's wanting to smell like a spicy apple or a love rocking diva. But there are those exceptions. Deodorant is also one of my main focuses because as much as I would like to forget the unpleasant smell of armpits,as a women smelling good is a must. That's one of many of the women's codes of conducts. The deodorant brand I only use is Secret. I use it for reasons such as it's long lasting, it doesn't stain or leave white marks on clothes, especially black clothes, and it smells feminine of the bat. Shampoo is another must have product for myself. Taking care of hair is very important. Not only is it one of the things that defines a women's appeal, but it also is one of the ways we express ourselves. Nobody wants a greasy, knotted, corse hair ball on the top of there heads. What these three products introduce are to the women who want to smell good and fell good and also that want to smell approachable for themselves or for other people. The brands and or scents i use may not really appeal to let's say an 80 year old. That's where the demographic point of view comes in. This following quote ties in to what Kotler says about demographics and the target market. "The “You Kin’ Do It” campaign encapsulates

the spirit of Dunkin’ Donuts and the brands understanding of what

everyday folks need to keep themselves and the country running.

“Prevailing over life’s daily challenges deserves acknowledgment and

appreciation, especially in difficult times,” says a Dunkin’ Donuts

marketing executive. “The “‘You Kin’ Do It’ campaign shines the

spotlight on the accomplishments of hard-working Americans, while

reinforcing that Dunkin’ Donuts will continue to fuel their busy day

and provide a bit of happiness without blowing the lid off their

budget.” The campaign cheers on everyday people who keep America

running by reminding them that they can take on any task, even during

these challenging times."(chapter 6 page 15 e-book, Marketing an Introduction)

EOC Week 5 Question 1

The health care reform happens to be a touchy subject to most people I know. In my opinion I do believe there are serious issues in our health care industry. People always want to cut cost in anything especially nowadays; the only problem is that people do not want to give up options for them when they are asked to do so. There are also the problems of the uninsured, but the number of sick people that currently lack access to the system because of insurance issues grows more often than not. I have run into two types of people: the people who think it is not “fair” that not everyone is insured, and the people who think it's not “fair” that some do not have the ability to be cared for. The census website states that the people in families, in unrelated subfamilies, or unrelated individuals that have not been covered at anytime of the year is 46,995 individuals and the ones covered by some type of health insurance during the year is  249,829. To me that is a huge gap in numbers. You have over 150,000 gaps between both groups. Although this page stats it was 2007 this is 2010 and terrifying as I think it is those numbers might have gone way up in the gap. Each demographic shown on the site show a varied percentages and numbers. The pattern I see is that the minorities are the ones with the most health reform trouble.