“Marketers try to
identify the reference groups of their target markets. Reference groups expose
a person to new behaviors and lifestyles, influence the person’s attitudes and
self-concept, and create pressures to conform that may affect the person’s product and brand choices. The importance of
group influence varies across products and brands. It tends to be
strongest when the product is visible to others whom the buyer respects” Marketing:
An Introduction for Education Management Corporation." P. 142 I would throw a Marketing party where I would
invite Young hot sexy women and hot sexy girls. And would serve Feisty Pink
Vodka to get the true and full effect of my product. I would like to see
everyone mingling about and socializing like it was the best day of their life.
Not switching up on drinks. Making sure they are asking for re- fills and if
not why not. “Who does the buying of the trillions of dollars’ worth of goods
and services needed by business organizations? The decision-making unit of a
buying organization is called its buying center—all
the individuals and units that play a role in the business purchase
decision-making process. This group includes the actual users of the product or
service, those who make the buying decision, those who influence the buying
decision, those who do the actual buying, and those who control buying
information.” Marketing: An Introduction for Education Management Corporation P.
162 Business and consumers need great products as well. They want to
keep the people coming to. That’s when you offer nightclubs and bars deals wear
they can run happy – hour with my product. That’s one more door opening to
another. This is also where the bottle, labeling, liquor, the entire product
has to be on tack. You are trying to wheel them in and keep them coming back
for more
Thursday, December 6, 2012
Target Market Strategy
Companies need to consider many factors when
choosing a market-targeting strategy. Which strategy is best depends on company resources. When the firm’s
resources are limited, concentrated marketing makes the most sense. The best
strategy also depends on the degree of product
variability. Undifferentiated marketing is more suited for uniform
products such as grapefruit or steel. Products that can vary in design, such as
cameras and cars, are more suited to differentiation or concentration. The product’s life-cycle stage also must
be considered. When a firm introduces a new product, it may be practical to
launch only one version and undifferentiated marketing or concentrated
marketing may make the most sense. In the mature stage of the product life
cycle, however, differentiated marketing often makes more sense. Another factor
is market variability. If most
buyers have the same tastes, buy the same amounts, and react the same way to
marketing efforts, undifferentiated marketing is appropriate. Finally, competitors’ marketing strategies are
important. When competitors use differentiated or concentrated marketing,
undifferentiated marketing can be suicidal. Conversely, when competitors use
undifferentiated marketing, a firm can gain an advantage by using differentiated
or concentrated marketing, focusing on the needs of buyers in specific
segments. Marketing:
An Introduction for Education Management Corporation P. 192. I would use
concentrated marketing for Feisty Pink
Vodka which thrives by catering to affluent customers who the Wal-Marts of the
world can’t serve well, offering them a great taste of vodka that has a rich
smooth exceptive taste. It will warm your body all over like you’re on a yacht
on the south of France. I want customer’s to not know the difference between my
$19.99 bottle of vodka and a $34.99. You know that same great taste but cheaper
and healthier. With better ingredients and of course all labeling planet green
eath.
Situation or SWOT Analysis
With a detailed marketing plan
the business, product, and brand can grow bigger than any other major
corporation. Consumers will then demand the brand from retailers. You have to stay
alive and relevant to buyers. Exciting and fun keep their mind wanting more,
while transforming their mind to know that my product is the best product out
the. Best benefits, taste, price, and illusion of a drink. Feisty Pink Vodka
will catch the eye and hold the ingredients that would make another beverage go
over their budget to compete with us. Making it harder for other competitors. “Strengths include internal capabilities, resources, positive
situational factors that may help the company to serve its customers and
achieve its objectives. Weaknesses include internal limitations and negative
situational factors that may interfere with the company’s performance.
Opportunities are favorable factors or trends in the external environment that
the company may be able to exploit to its advantage. And threats are
unfavorable external factors or trends that may present challenges to performance.”
Marketing: An Introduction for Education Management Corporation p. 55 “The company should analyze its markets and marketing
environment to find attractive opportunities and identify environmental
threats. It should analyze company strengths and weaknesses as well as current
and possible marketing actions to determine which opportunities it can best
pursue. The goal is to match the company’s strengths to attractive
opportunities in the environment, while eliminating or overcoming the
weaknesses and minimizing the threats. Marketing analysis provides inputs to
each of the other marketing management functions” Marketing: An
Introduction for Education Management Corporation p. 56 “In addition to
being good at the marketing in marketing management,
companies also need to pay attention to the management.
Managing the marketing process requires the four marketing management functions”
Marketing: An Introduction for Education Management Corporation p. 55
Objectives
“Marketing
managers and researchers must work closely together to define the problem and
agree on research objectives. The manager best understands the decision for
which information is needed; the researcher best understands marketing research
and how to obtain the information. Defining the problem and research objectives
is often the hardest step in the research process. The manager may know that
something is wrong, without knowing the specific causes”. Marketing: An
Introduction for Education Management Corporation p. 139 After the problem has been defined carefully, the manager and
researcher must set the research objectives. A marketing research project might
have one of three types of objectives. The objective of exploratory research is
to gather preliminary information that will help define the problem and suggest
hypotheses. Marketing: An Introduction for Education Management
Corporation p. 139 Before going abroad, the company
should try to define its international marketing objectives and policies. It
should decide what volume of foreign sales it wants. Most companies start small
when they go abroad. Some plan to stay small, seeing international sales as a
small part of their business. Other companies have bigger plans, seeing
international business as equal to or even more important than their domestic
business. Marketing: An Introduction for Education Management
Corporation p. 405. The objectives of a
company is what holds them all together from the beginning to the end. You must
have an Objective for every marketing plan and the plan with in the plan. The entire
company are run on these objectives. This will help focus on in house and outhouse.
What’s to come, what’s to come. How long a item last. Who likes the item, whether
or not to bring the item back or reproduce. A brand, product, and company always
has to be reinvented kind of like Las Vegas Blvd.
EOC Week 10 Business Mission Statement
It is the mission of Feisty Pink Vodka
to provide customers with the greatest taste of spirits that an alcoholic
beverage can have. To sell a delicious, remarkable, flashy, flirty, and fun
drink. A drink that can change a girl into a women. The drink we sell meets the best standards of quality for a inexpensive alcoholic beverage.. "Creating customer value. Building meaningful
customer relationships. All this sounds pretty lofty, especially for a company
like P&G, which sells seemingly mundane, low-involvement consumer products
such as detergents and shampoos, toothpastes and fabric softeners, and toilet
paper and disposable diapers. Can you really develop a meaningful relationship
between customers and a laundry detergent? For P&G, the resounding answer
is yes. But first you have to get to know your customers well—really
well." Marketing:
An Introduction for Education Management Corporation p.99
Week 8 EOC Creative Content
My product which is called Feisty
Pink Vodka will not only look great , but taste great as well. Of course the
color is pink. The bottle will be a blend of a clear glass finish, with a hot
pink background inside the bottle. The bottle will be in the shape of a
physically attractive woman’s body. With
curves, a unique style of poise, and grace. The site of the bottle will give an
illusion of a Girl maturing into a woman.
Most females are shy until they find their inner beauty that displays
the flashy, flirty, and fun part of their life. What’s a better way to bring it
out other than sprites. The color and
the bottle will make both female and male curious of the affects. The fragrance
would be lavender a smell that calms and wills you in all at the same time
while remaining relaxed and happy at the same time. The writing on the bottle would be bold, big,
and flashy. With feisty, flirty objects to make the drink seem warm and inviting.
The color of the writing would be hot pink and the color of the vodka would be
a lighter softer pink. The taste is
sweet and fruity. This is a straight up vodka. No mixers necessary. Just serve on chilled ice and the illusion of
a girl changing into a woman will appear. The proof of the vodka will be at its
max. With a hot pink cork and hot pink cap the bottle alone will grab the
attention of fellow drinkers. "spends less than one-third of its $650 million annual promotion budget on television and other traditional media, down from 55 percent 10 years ago. These days, behind the bright lights, Nike has developed a host of innovative new relationship-building approaches."Marketing: An Introduction for Education Management Corporation P. 38. "Apple is the epitome of cool—a company that has gained a cult-like following because it somehow manages to breathe new life into every category it touches. From sleek laptops to the even sleeker iPhone, Apple products are imaginative, irreverent, and pleasing to the eye. They’re fun to use and have wreaked havoc on competitors. Apple has shown “a marketing and creative genius with a rare ability to get inside the imaginations of consumers and understand what will captivate them,” says one analyst. Apple has been “obsessed with the Apple user’s experience.”Marketing: An Introduction for Education Management Corporation P.136 "Sports fans around the world love their ESPN. This fan affinity for the brand, in turn, makes it attractive to marketers as a vehicle for reaching their customers. Advertisers recently ranked ESPN number one for the fifth consecutive year for having appealing audience demographics, providing creative marketing and promotion opportunities, and having a positive brand image and an appealing programming environment. The combination of per-subscriber-based revenue from cable affiliates plus revenues from advertisers who buy time on its networks gives ESPN the financial muscle to compete with the traditional broadcast networks for sports programming." Marketing: An Introduction for Education Management Corporation P 208
EOC Week: 7 The Pitch
My Product would be Called Feisty Pink Vodka! A
flashy, flirty, and fun distilled drink. A drink that can change a girl into a
women. With Hawaii being paradise island; it’s only magical that the water
comes from paradise. The perfect place where a woman can be flashy, flirty, and
have fun. My bottle would be the shape of a woman’s body. Instead of clear
vodka I would have pink colored vodka to target lady’s everywhere. I would also
like for the bottle to represent a good shape figure, so future clients won’t
think they will gain weight. I would like for the vodka to be 70 proof, 750ml,
a clear bottle, with all the writing on the bottle in hot pink. The cork hot
pink. The top hot pink. Feisty Pink vodka would make you feel flashy by bringing
some excitement into your life. Feisty Pink vodka will make you flirty by
busting out yours sprints. Feisty Pink vodka is going to keep the fun coming
and coming, over and over again. Socializing share’s a very big part of
drinking. When your drink is flashy, flirty, and fun; socializing becomes to be
more enjoyable. If your socializing with your girlfriends for girls night out
Feisty Pink Vodka would be the perfect choice. If you’re standing alone in the
club and a guy comes along Feisty Pink Vodka would be the perfect drink for you
to feel flashy, flirty, and you will start having fun. No Debbie Downer’s will
like this drink. It’s uplifting, energizing, boosts of sprite. It will uplift
your joy to walk, talk, and enjoy life in a graceful style like no other. The
smell that arouses when you open the bottle will set the tone of a romantic
feeling that takes over your entire body."In recent years, Wal-Mart has also had to grapple with an aging image. To many mid-to-high income consumers, Wal-Mart seems downright dowdy compared with the younger, hipper retailers such as Target. So, in an attempt to capture a larger share of wallet from higher-income consumers, Wal-Mart has recently been giving itself a modest image face-lift. For example, it’s spruced up its stores with a cleaner, brighter, more open look and wider aisles. It’s added some new, higher-quality merchandise—many urban Wal-Marts now carry a slew of higher-end consumer electronics products, from Sony plasma televisions to Dell and Toshiba laptops to Apple iPods. The retailer has also dressed up its apparel racks with more-stylish fashion lines. Finally, Wal-Mart’s new “Save money. Live better.” slogan and supporting advertising have a softer, more refined feel than the old “Always low prices. Always” pitch."Marketing: An Introduction for Education Management Corporation P. 360
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