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.