Final Project: Label

EOC: Week 10: Channels

I think probably the most obvious channels of distribution for my fresh new beer “Deficit” will be through establishing a good relationship with the type of businesses that my target demographic hang out. I think that the Vegas Night life has one of the trendiest scenes around. What a perfect place to get started, we could, at the product launch, sponsor several nights and events for up and coming talent that is just breaking into the nightlife scene. “Success of individual channel members depends on overall channel success, all channel firms should work together smoothly. They should understand and accept their roles, coordinate their activities, and cooperate to attain overall channel goals.”( Armstrong/Kotler)( http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446838) At these events we will have very lovely, young, pretty women handing out free samples of our product in an attempt to leave the impression upon our new customers. Very large banners with brightly colors hung around the venue will go without notice.

BOC Week 9: Famous Ad for VW

One of the most famous and changing ad campaigns of the 20th century is the Volkswagen ad “Think Small”. In the nineteen sixties most of the cars that were out on the market were big beautiful, futuristic and looking cars. Today my generation calls them boats because of their size. All the American cars in the 60’s used a lot of gas because of their eight cylinder engines. “Volkswagen hired the Doyle Dane Bernbach ad agency to create a campaign that would introduce the Beetle to the U.S. market in 1960. Now consider the marketing situation."( http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html) And what Volkswagen did that was so differerent then what the American automotive did is that they did not have ads that where fantasy. The German made car company made ads that where a lot more personal. They spoke to the average Joe. They were ugly yet different and they used that to their advantage within the marketing.

Final Project - Implementation Evaluation Control

As a precaution we will have to implement our marketing strategy constantly and modify it if necessary to insure a competitive edge. We will create a marketing department that works closely with bartenders, store owners, brewers in the factory, social media and other forms of interactive media to better understand who are customers are and how we can provide better value with a closer relationship with them.“A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446445). To make sure that we got it right with our analysis of the market, we will need to strategically position ourselves with the needs and wants of our customers be able to accommodate them in a progressive environment. So if the intelligent, educated customers, that we have, move towards being more responsible towards the planet and climate change and will only purchase from companies that align themselves with those types of companies we will need to make that change accordingly. “Strategic control involves looking at whether the company’s basic strategies are well matched to its opportunities. Marketing strategies and programs can quickly become outdated, and each company should periodically reassess its overall approach to the marketplace.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446445). This is an important procedure to follow to help insure the company's future in the beer making industry.

Final Project - Price

When we talk about the price of any product and who determines the price of any particular good or service, ultimately its the consumer. “The price the company charges will fall somewhere between one that is too high to produce any demand and one that is too low to produce a profit.” (Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/14/chapter?page=5&q=price) At “All In” brewing company we can always think that our beer should be slightly above the other craft brews out there but ultimately at the end of the day if the perceived customer value is lower than what we ask then we have done something wrong. But Deficit beer should be viewed as a step above other craft brews. It is not only the quality of the beverage that is slightly better nut it is the experience that it brings when the personification of the beer drinker is transformed into an adventurist. That is what we are selling.“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.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/14/chapter?page=5&q=price) Combined with the cost of certified select organic ingredients the price of a six-pack will be set at $9.99 and $17.99 for a twelve pack.

Final Project - Promotion

I think probably the most obvious type of promotion for my fresh new beer “Deficit” will be through establishing a good relationship with the type of businesses that my target demographic hang out. I think that the Vegas Night life has one of the trendiest scenes around. What a perfect place to get started, we could, at the product launch, sponsor several nights and events for up and coming talent that is just breaking into the nightlife scene.“The promotion mix is the marketer’s bag of tools for communicating with customers and other stakeholders. All of these tools must be carefully coordinated under the concept of integrated marketing communications in order to deliver a clear and compelling message.”(Armstrong/Kotler) (http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446932) Another way is through the use of direct marketing in several Vegas area weekly publications such as “The Weekly” and so on. “Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446934)

Final Project - Distribution

“Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446834) One of our competitive advantages is that we are primarily are local to Las Vegas and caterer to the surrounding areas in southern Nevada, Arizona and California. Although are reach is not far and wide but we can offer a comparable price next to other alternatives. Another form of placement is that we will provide is our bar draft that is serviced and delivered by our very own driver within the Las Vegas metro area. In this way we can garentee quality all the way to the bar and restaurant. And to further extend our reach we will go through the “National Beer Wholesalers Association” (NBWA)(http://nbwa.org)that specializes in delivering choice and value through a regulated system and deals with craft beer brewers.”Producers use intermediaries because they create greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operation, intermediaries usually offer the firm more than it can achieve on its own.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446834) This channel of placement should give that edge over or at least an competitive one at the very least.

Final Project - Product

“The company can pursue more product line consistency—or less—depending on whether it wants to have a strong reputation in a single field or in several fields.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/12/chapter?page=23&q=product). Although a company’s product mix should have four important dimensions: width, length, depth, and consistency, we feel that the consistency is most important. The reputation that we establish is key and we will concentrate on making a beer that narrows in on a type of person that also enjoys hefeweizens. We feel that there is a market for this type of person. The beer will have distinctively refreshing taste with a naturally cloudy appearance. It will showcase a traditional blend of wheat, malted barley and a subtle hint of coriander and orange peel. This incredibly flavorful beer is easy to drink but is also full of satisfaction. “Companies that market experiences realize that customers are really buying much more than just products and services. They are buying what those offers will do for them.” (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing, Printed page 221.) Combine this with the image that goes with the average Deficit beer drinker and you have an experience that does not compare.

Final Project - Target Market Stragety

When our target customers buy our product they are not only living the dream of an adventurist but they will always be pleased to know that our beer will not let them down. A Deficit beer always has that signature taste of smooth and unfiltered flavor that combines hints of spiced wheat, citrus, coriander and a malty finish. “A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return.” (Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446443) The strategy that we will take is that the narrative is first and foremost. We will start to build the brand on and continue to do throughout the life of the company. An early adoption of our mission statement and by abiding to it will be crucial to our success of this product. The last thing that we want to happen to our brand is to have it over taken by demon customers that don’t fit our market and then demand the quality beer for less. This should also help with the potential threat of to many other beers out in the market. You could drink any beer at the night club but your only cool if you drink ours.“Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly.”(Armstrong/Kotler)(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446443)

Final Project - SWOT

“Through strategic planning, the company decides what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446442). A company should always analyze the market and find opportunities that will give them a competitive advantage. Through the SWOT analysis a company’s strengths, weaknesses, opportunities, and threats should be identified and then taken advantage of. At “All In Brewing” Co.where “Deficit Beer” is made our biggest strength is our narrative. It’s an attractive culture to belong to. And if you do not look like the the type of person that is in our ads you most likely want to be by the end of them. But on the flip our market segment could also be our weakness. This could end up being a narrow one and not attract the crowd that is willing to spend money on a craft beer like ours if they don’t buy into our narrative. Our crowd is smart and we have to appear to be a beer for educated people. An opportunity lies in the Las Vegas area for “Deficit” because there are not any craft beer makers that also appeal to a sophisticated, upper middle class market combined. And a potential threat that lies is that there are to many choices in Las Vegas at some bars and restaurants to get noticed on the shelf. And we do not have the marketing power that some bigger and more well known brands have. We will need to watch this and make changes if necessary.“A detailed marketing plan is needed for each business, product, or brand. What does a marketing plan look like? Our discussion focuses on product or brand marketing plans”.(Armstrong/Kotler)(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446442)

Final Project - Objectives

One major objective that “All In Brewery” is to tell our target market our story continually.We will hire not just qualified brew-makers and office staff but they will be hired based on similar personalities. Then we will build a close relationship with our customers through different methods. ”The first three steps in the marketing process—understanding the marketplace and customer needs, designing a customer-driven marketing strategy, and constructing marketing programs—all lead up to the fourth and most important step: building profitable customer relationships.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/6/chapter?page=18&q=customer+relationship).One being, free tours at the factory so that customers can see first hand the type of persona that we all share at the company so they can feel at home. Second we will use technology such as 24-7 webcams in our humble factory so that customers can tune in and watch the story of our company culture in real time. Also a monthly podcast that our more engaged customers can download and learn about company culture, brew-making and new innovation and feel like they are a part of us. Interactive web chat-rooms and mobile phone applications with a way for customers to talk to each other and share stories, videos and photos of their adventures with each other. Remember this is about a culture that exist on factory floor as well as out side and in to the consumers world of being a risk-taker or adventurist. Events will be orchestrated by managers that will involve employees with customers.“The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446417). Our major objective and goal is to establish that vision into our customers mind and also have a relationship with them.

Final Project - Business Mission Statment

At “All In” Brewing Co.,LLC where “Deficit Beer” is made we encourage our employees to be forward thinkers by thinking out side the beer-box. We want all of our workers to feel like they are the person that creates and is responsible for the image that represents our customers. Through encouraging our employees to be creative we will help them create the vision for our aspiring customers to follow. “A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/7/chapter?page=5&q=Business+Mission+Statement). Our product comes from the foundation of our company, our employees and it is their idea. This mission statement is a document of their creation. This will allow the employees to feel more engaged in the company's goal.

Week 9 EOC: Three Great Mission Statements

I think that Carlos’s at “Tangentco” mission statement is probably one of the most beautiful mission statements that I have ever read. The way that he describes the company and its beer make me immediately want to try the product.”Companies must also communicate their value propositions to customers, and what they communicate should not be left to chance.”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/pages/16446931) As I read RBowmanphoto’s mission I get the sense that I can really relate with it. To me it sounds like his company are the type of folks that live right down the road from you if you lived in a small town in Colorado or something. Another is Dan Plums line of beverages.”Some retailers, such as specialty stores, carry narrow product lines with deep assortments within those lines”(Armstrong/Kotler)(http://digitalbookshelf.artinstitutes.edu/#/books/9780558851903/content/16/chapter?page=7&q=variety). with his line of products and assortment flavors it sounds appealing to me and interesting. Choice can sometimes be a good thing if not overdone.