Week 8 EOC: Creative content

To create my creative content I used Photoshop to edit a picture of the Grand Canyon to provide a dramatic background. The Grand Canyon fits into the idea that nothing should stand in your way of quality. It also ties into the brand name of Continental Divide as an iconic landmark that is a barrier to the other side. Next is the all important bottle. The bottle style can become the image of the product and the shape, design and appearance can stir emotions in customers. The bottle i chose is a decanter style bottle that fades from clear at the bottom to cobalt at the top. The reason I chose this bottle is the color shift reveals the pure product at the bottom and symbolizes the sky at the top fitting with the natural concept of the product. Also the decanter style bottle adds a level of richness and style to the vodka. Using Photoshop I added a label to the bottle and then overlaid the bottle on the Grand Canyon picture. Finally I added text to the overall image to convey the mission statement of the Continental Divide brand.

Implementaion Evaluation Control

Marketing is a dynamic and volatile process.   We need to do continuous evaluation of our promotion programs and measure areas of success and areas of poor returns. If our company is not achieving its goals; it could be caused by a poor plan, poor implementation or the plan has become outdated.   Using costumer feedback and sales figures we can evaluate if we are being successful with our marketing.  Customer satisfaction is the ultimate indicator of tracking our success at meeting our goals.  Most people are more willing to give negative feedback than positive. Although the feedback may seem to indicate that our product is poor, this negative feedback is a good starting point for improving our product or potential product line expansion. Also evaluating different market areas on a quarterly basis will be key. If sales are inconsistent from one market to the next, in depth analysis of the differences in each market will help us to improve targeted marketing for the less successful markets.  Evaluating efficiency will also be another important control to ensure our product is produced in a manner that ensure product availability to all markets we supply.

Marketing Strategy: Price

 

“Today’s squeezed consumers are seeking greater value—just the right combination of good quality and service at a fair price”. (Kolter p.95) While fair is a difficult term to define, our customers need to feel that they are not being ripped off.  “Price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service”. (Kolter p.275) Our brand isn’t just about the Vodka it’s about a life style. The pricing of our product will make it just above the price point of the customer that is only concerned with price, yet close enough that they will be tempted to purchase above what they would normally spend to “live Large.”  “In the normal case, demand and price are inversely related; that is, the higher the price, the lower the demand.” (Kolter p.283) because of this we set our price at what could be considered to be just above the middle of the price range. At $39.99 a bottle people will expect our vodka to be a quality product and that is what they will get.  “To the extent that customers view the services of different providers as similar, they care less about the provider than the price. The solution to price competition is to develop a differentiated offer, delivery, and image.” (Kolter p.226)

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management

Marketing Strategy: Promotion

Our promotions for our product in order to “communicate the merits of the product and persuade target customers to buy it.” (Kolter p.54) Include multiple digital media approaches as well as traditional media.  We will be using Search  Engine Optimization (SEO) to help drive potential customers to our site. Also using Facebook to have a product raffle for people who like our product, as well as a cocktail recipe contest.  During our initial marketing push we will be giving away outdoor adventure packages for skiing, backpacking, and fishing at locations in the Rocky Mountains.  “Developing separate marketing plans for the separate segments requires extra marketing research, forecasting, sales analysis, promotion planning, and channel management.” (Kolter p.188) To start we will focus mainly on the North West US  market to  focus our efforts and avoid “ trying to reach different market segments with different advertising campaigns increases promotion costs.” (Kolter p.188) Although many start u p companies use the “ affordable method and set the promotion budget at the level they think the company can afford. “(Kolter p.388) Using this method, although initially it can seem beneficial, can have negative long term impacts. In order to make a significant impact into the vodka market we will be using the full court press method to attempt to win as many custumers as we can.  

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Marketing Strategy: Distribution

“Few companies have the confidence, capital, and capacity to launch new products into full national or international distribution right away. Instead, they develop a planned market rollout over time. “(Kolter p.253) In order to grow our product we will limit our distribution to the northwest region. Specifically Washington, Oregon, Idaho, Nevada and Northern California. Although Nevada is somewhat out side of the northwest region, the marketing opportunities and ability to touch other markets to evaluate growth potential makes distribution to Las Vegas worthwhile.  While many “Companies often pay too little attention to their distribution channels, sometimes with damaging results.”(* p312) We have set up distribution channels to ensure our product is moved in a timely and efficient manner.  Building our own distribution system from scratch is difficult. “When Nikon entered the digital camera market, it decided that it needed an entirely new distribution strategy as well. So it asked transportation and logistics giant UPS to design a complete system for moving its entire electronics product line “(Kolter p.162) To bring our products to market we have partnered with FedEx to create a flexible and expandable distribution system. “Distribution channel decisions often involve long-term commitments to other firms.” (Kolter  p.312) and ours is no different, we have set up a 5 year contract with FedEx and have the option to extend for  5 more. “ Although in store sales are the norm, “many companies have used imaginative distribution systems to gain a competitive advantage.”  (Kolter p.312) We are going to use GetWineOnline.com to sell our product online to allow us to reach customers that are outside of our traditional distribution network.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Marketing Strategy: Product

“Products include more than just tangible objects, such as cars, computers, or cell phones. Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or mixes of these.” (Kolter p.209) because of that continental Divide Vodka will be marketed as more than just another vodka, it will be marketed as a lifestyle and an expression of personal image. Using  the image of the outdoors and being all natural give our product an organic quality that seperates uis from the more industrial image that many vodkas brands achieve. “Product planners need to think about products and services on three levels (see Figure 7.1). Each level adds more customer value. The most basic level is the core customer value, which addresses the question What is the buyer really buying” (Kolter p.210)  Continental Divide isn’t just another way to get drunk it’s a way to enjoy experience a taste of nature.  “Finally, product planners must build an augmented product around the core benefit and actual product by offering additional consumer services and benefits. (Kolter p211) this will be achieved by sponsoring events and having promotions at bars and nightclubs.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Marketing Strategy: Target Market Stategy

“The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place, and promotion.”  (Kolter p.13) Our marketing strategy will be a mixture of advertising our product to let people know about our new product, using sales promotions and multiple types of media to promote our product, offering deals to bars, nightclubs, and liquor stores to get optimal placement.  In order to best serve our custumer we are creating an image and lifestyle. “There is no single way to segment a market.  A marketer has to try different segmentation variables, alone and in combination, to find the best way to view the market structure.” (Kolter p. 178) one way we will market our vodka  is with the image that nature is our partner in making our vodka. By emphasizing the natural aspect we can tap into nature lovers and the rugged western lifestyle. Another way is the concept that nothing should stand in the way of what you want.  We will continue to review and analyze the market for expanding market areas. Purity is also key marketing point.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.