Wednesday, December 14, 2011
Sunday, December 4, 2011
Business Mission Statement
A business mission statement is a statement that tells your overall strategy, mission, purpose and reason. It is the goal for your product or company. It is what you want to accomplish and give to your consumers.
"At the corporate level, the company starts the strategic planning process by defining its overall purpose and mission."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 5).
After you write an official statement, you can start adding on more to it; such as objectives and long term goals. Where do you see this product or company in the future?
"This mission is then turned into detailed supporting objectives that guide the whole company."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 5).
"Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be?"
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 5).
My Mission Statement:
"Let yourself get carried away in a world of relaxation and luxury; Blüme Vodka ultimately provides the utmost quality in elegance, class, flavor and style."
Blüme Vodka is meant to be a relaxing beverage, while still feeling luxurious and classy. Let yourself get carried away, because when you drink Blüme, it instantly makes you feel relaxed and calm. Floral notes are infused to make the smell of the vodka appealing and tasteful as well. When you get a whiff of Blüme, it's equivalent to that of smelling a fresh rose petal. Blüme is elegant, classy and stylish.
"At the corporate level, the company starts the strategic planning process by defining its overall purpose and mission."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 5).
After you write an official statement, you can start adding on more to it; such as objectives and long term goals. Where do you see this product or company in the future?
"This mission is then turned into detailed supporting objectives that guide the whole company."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 5).
"Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be?"
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 5).
My Mission Statement:
"Let yourself get carried away in a world of relaxation and luxury; Blüme Vodka ultimately provides the utmost quality in elegance, class, flavor and style."
Blüme Vodka is meant to be a relaxing beverage, while still feeling luxurious and classy. Let yourself get carried away, because when you drink Blüme, it instantly makes you feel relaxed and calm. Floral notes are infused to make the smell of the vodka appealing and tasteful as well. When you get a whiff of Blüme, it's equivalent to that of smelling a fresh rose petal. Blüme is elegant, classy and stylish.
Wednesday, November 30, 2011
EOC Week 9: Cyber Monday
http://www.urbanoutfitters.com/urban/catalog/productdetail.jsp?itemdescription=true&itemCount=80&startValue=1&selectedProductColor=&sortby=&id=20505780&parentid=SALE_W_SHOES&sortProperties=+subCategoryPosition,+product.marketingPriority&navCount=165&navAction=jump&color=&pushId=SALE_W_SHOES&popId=SALE_W&prepushId=&selectedProductSize=
Original Price: $179.00
Sale Price: $69.99
Savings: Approx. $110/60% Disc.
Jeffrey Campbell is one of my favorite shoe designers. His designs are very unique, out there, loud, bright and crazy. It is easy to tell if a pair of shoes were designed by Jeffrey Campbell because he has such a distinct flare in his designs. The price point for his shoes are rarely ever under $100, so I found this deal to be a steal! His shoes usually go for about $150 and up. He's known for using a lot of platform soles on his shoes. I really like this pair of platforms because I feel like they would be a great addition to my wardrobe. The color is pretty neutral, so they would easily go with any color, print or pattern that's already in my wardrobe. I like how different these shoes look. They have a very summery feel to them, but you can also wear them during the fall because of the color. They are a bit of a splurge, but at the sale price they are literally a steal. For the different ways you can wear them and the versatility, you're getting a lot for your money.
Original Price: $179.00
Sale Price: $69.99
Savings: Approx. $110/60% Disc.
Jeffrey Campbell is one of my favorite shoe designers. His designs are very unique, out there, loud, bright and crazy. It is easy to tell if a pair of shoes were designed by Jeffrey Campbell because he has such a distinct flare in his designs. The price point for his shoes are rarely ever under $100, so I found this deal to be a steal! His shoes usually go for about $150 and up. He's known for using a lot of platform soles on his shoes. I really like this pair of platforms because I feel like they would be a great addition to my wardrobe. The color is pretty neutral, so they would easily go with any color, print or pattern that's already in my wardrobe. I like how different these shoes look. They have a very summery feel to them, but you can also wear them during the fall because of the color. They are a bit of a splurge, but at the sale price they are literally a steal. For the different ways you can wear them and the versatility, you're getting a lot for your money.
Implementation Evaluation Control
Implementation is when your company begins to execute its plans and objectives.
"Through implementation, the company turns the plans into actions."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 55).
It is important to have control and to know who your competitors are.
"Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 55).
Blume is constantly thinking of new ways to market and promote itself. We are always thinking of new strategies and plans to market the brand. "The analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 49).
"Because many surprises occur during the implementation of marketing plans, marketers must practice constant marketing control—evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance. This may require changing the action programs or even changing the goals."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 43).
"Through implementation, the company turns the plans into actions."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 55).
It is important to have control and to know who your competitors are.
"Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 55).
Blume is constantly thinking of new ways to market and promote itself. We are always thinking of new strategies and plans to market the brand. "The analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 49).
"Because many surprises occur during the implementation of marketing plans, marketers must practice constant marketing control—evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained. Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance. This may require changing the action programs or even changing the goals."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 43).
Price
It is very important to find a good price for your product; one that will be able to be convenient for your consumers, but one that will still benefit you.
"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."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 275).
You must look at all angles of the market. You need to look at your competitors and see what their prices are and figure out any type of strategies they may use. Taking a look at your consumer value is also a good idea when considering prices. What price would your consumers most likely pay? What demographic are you trying to reach and what are they willing to pay for this product?
Price of Blüme: $30.00
I decided on this price because I looked at my demographics and who I'm trying to reach. I'm trying to sell this product to women, and I feel like they're only willing to spend so much on a bottle of vodka. I looked at other vodka's and pricing usually ranges from $10 for the really cheap vodka's, and the one's priced over $40 are usually vodka's like Belvedere. I don't want to overprice my product, because it's new. If someone walks into the liquor store, and my product is overpriced and they've never seen it; they may just want to stick to what they usually get for cheaper. So I decided to price it at a reasonable, medium price. I feel like women would be willing to pay $30.00 for Blüme if it peaked their attention.
"In setting its price between these two extremes, the company must consider a number of other internal and external factors, including competitors’ strategies and prices, the company’s overall marketing strategy and mix, and the nature of the market and demand."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 275).
"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."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 275).
You must look at all angles of the market. You need to look at your competitors and see what their prices are and figure out any type of strategies they may use. Taking a look at your consumer value is also a good idea when considering prices. What price would your consumers most likely pay? What demographic are you trying to reach and what are they willing to pay for this product?
Price of Blüme: $30.00
I decided on this price because I looked at my demographics and who I'm trying to reach. I'm trying to sell this product to women, and I feel like they're only willing to spend so much on a bottle of vodka. I looked at other vodka's and pricing usually ranges from $10 for the really cheap vodka's, and the one's priced over $40 are usually vodka's like Belvedere. I don't want to overprice my product, because it's new. If someone walks into the liquor store, and my product is overpriced and they've never seen it; they may just want to stick to what they usually get for cheaper. So I decided to price it at a reasonable, medium price. I feel like women would be willing to pay $30.00 for Blüme if it peaked their attention.
"In setting its price between these two extremes, the company must consider a number of other internal and external factors, including competitors’ strategies and prices, the company’s overall marketing strategy and mix, and the nature of the market and demand."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 275).
Promotion
Promotion is a very important step when you're developing or launching a new product. How you promote depends on your sales and getting the word out about your product.
"Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotions), business customers (business promotions), and members of the sales force (sales force promotions)."
You must take into consideration several factors when deciding how you're going to promote. You need to think about what your consumers want to see/hear, and what will ultimately help your product become known, popular and successful.
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).
"Several factors have contributed to the rapid growth of sales promotion, particularly in consumer markets. First, inside the company, product managers face greater pressures to increase their current sales, and promotion is viewed as an effective short-run sales tool."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).
Blüme will be promoted through a magazine ad. I would like the ad to appear in more fashionable magazines, such as: Vogue, Lucky, Glamour, Elle, and Cosmopolitan. I want the ad to be a bed of flower petals with the bottle laying on top of it. Blüme Premium Vodka will be on the label, and it is 40%/80 Proof.
If I could, I would also create a billboard for Blüme using the same concept as the magazine advertisement. Have either a bed of flower petals or just a field of flowers, and then the bottle in the middle of it.
Promotion can also be achieved through social events, parties or mixers. You can throw a party in honor of your product and have the attendees actually test out the product during the event. For example, to promote Blüme, I would throw a party and serve multiple types of bar drinks using the product. The only vodka/alcohol that would be there at the bar in general would be strictly Blüme.
"Sales promotion objectives vary widely. Sellers may use consumer promotions to urge short-term customer buying or to enhance customer brand involvement. Objectives for trade promotions include getting retailers to carry new items and more inventory, buy ahead, or promote the company’s products and give them more shelf space."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).
"Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotions), business customers (business promotions), and members of the sales force (sales force promotions)."
You must take into consideration several factors when deciding how you're going to promote. You need to think about what your consumers want to see/hear, and what will ultimately help your product become known, popular and successful.
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).
"Several factors have contributed to the rapid growth of sales promotion, particularly in consumer markets. First, inside the company, product managers face greater pressures to increase their current sales, and promotion is viewed as an effective short-run sales tool."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).
Blüme will be promoted through a magazine ad. I would like the ad to appear in more fashionable magazines, such as: Vogue, Lucky, Glamour, Elle, and Cosmopolitan. I want the ad to be a bed of flower petals with the bottle laying on top of it. Blüme Premium Vodka will be on the label, and it is 40%/80 Proof.
If I could, I would also create a billboard for Blüme using the same concept as the magazine advertisement. Have either a bed of flower petals or just a field of flowers, and then the bottle in the middle of it.
Promotion can also be achieved through social events, parties or mixers. You can throw a party in honor of your product and have the attendees actually test out the product during the event. For example, to promote Blüme, I would throw a party and serve multiple types of bar drinks using the product. The only vodka/alcohol that would be there at the bar in general would be strictly Blüme.
"Sales promotion objectives vary widely. Sellers may use consumer promotions to urge short-term customer buying or to enhance customer brand involvement. Objectives for trade promotions include getting retailers to carry new items and more inventory, buy ahead, or promote the company’s products and give them more shelf space."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 432).
Dstribution
There are three types of distribution: exclusive, selective and intensive.
"Exclusive distribution is often found in the distribution of luxury brands and brands."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
You need to take in mind what kind of product you're selling and which way would be the best way to distribute it. I think the distribution approach I will take with Blüme is the selective distribution. I am only selling the product in four states: Nevada, California, New York and Florida. I feel like these states have the most popular, luxurious cities; such as Las Vegas, New York City, Miami, Los Angeles etc. Blüme represents class, glamour, luxury, style and taste; which is what I believe these cities accomplish as well. Within that, I want Blüme to only be sold in hotel/casino liquor stores. These cities are known for nice hotels, rich tourists, gambling casino's and of course, alcohol. The liquor stores in hotel/casino's are convenient and have the best selection of high quality drinks. What I also like about selective distribution is that I will be able to have more control over my product, how it is doing and what I need to fix. Rather than doing an intensive distribution where it's all over the place and hard to keep track of.
"Exclusive distribution is often found in the distribution of luxury brands and brands."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
"Selective distribution is the use of more than one, but fewer than all, of the intermediaries who are willing to carry the company’s products."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
"Intensive distribution is stocking the product in as many outlets as possible."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
You need to take in mind what kind of product you're selling and which way would be the best way to distribute it. I think the distribution approach I will take with Blüme is the selective distribution. I am only selling the product in four states: Nevada, California, New York and Florida. I feel like these states have the most popular, luxurious cities; such as Las Vegas, New York City, Miami, Los Angeles etc. Blüme represents class, glamour, luxury, style and taste; which is what I believe these cities accomplish as well. Within that, I want Blüme to only be sold in hotel/casino liquor stores. These cities are known for nice hotels, rich tourists, gambling casino's and of course, alcohol. The liquor stores in hotel/casino's are convenient and have the best selection of high quality drinks. What I also like about selective distribution is that I will be able to have more control over my product, how it is doing and what I need to fix. Rather than doing an intensive distribution where it's all over the place and hard to keep track of.
"Whirlpool and General Electric sell their major appliances through dealer networks and selected large retailers. By using selective distribution, they can develop good working relationships with selected channel members and expect a better-than-average selling effort. Selective distribution gives producers good market coverage with more control and less cost than does intensive distribution."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 324).
Product
My product, Blüme, will be the only product within my company that I will sell.
"A company’s product mix has four important dimensions: width, length, depth, and consistency. Product mix width refers to the number of different product lines the company carries. Product mix length refers to the total number of items the company carries within its product lines."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 221).
"A company’s product mix has four important dimensions: width, length, depth, and consistency. Product mix width refers to the number of different product lines the company carries. Product mix length refers to the total number of items the company carries within its product lines."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 221).
Target Market Strategy
"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."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 57).
Target Market: Women ages 21+
I plan on reaching my target market by using social networking and media. First I want to advertise Blüme through Facebook, Twitter and Google +. Social networking is so easy to advertise through because you're able to see who likes what by their page. You are able to tell who's a drinker and who's not which allows you to target individuals. When someone "likes" something having to do with alcoholic beverages, you can immediately rule them as a drinker and advertise Blüme directly towards them. Twitter is also a great way to advertise and market. You can gain followers and follow a lot of people so regardless they're still able to see your Twitter updates. Twitter makes people listen and read. You are also able to control who follows you and who you're following; which lets you only follow people who are interested and of age to drink.
"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."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 57).
A great marketing plan can either make or break your company or product.
"The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 58).
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 57).
Target Market: Women ages 21+
I plan on reaching my target market by using social networking and media. First I want to advertise Blüme through Facebook, Twitter and Google +. Social networking is so easy to advertise through because you're able to see who likes what by their page. You are able to tell who's a drinker and who's not which allows you to target individuals. When someone "likes" something having to do with alcoholic beverages, you can immediately rule them as a drinker and advertise Blüme directly towards them. Twitter is also a great way to advertise and market. You can gain followers and follow a lot of people so regardless they're still able to see your Twitter updates. Twitter makes people listen and read. You are also able to control who follows you and who you're following; which lets you only follow people who are interested and of age to drink.
"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."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 57).
A great marketing plan can either make or break your company or product.
"The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 58).
Objectives
A company must define its objectives within their business. It is important to know what goals you're trying to accomplish within what timeframe or period of time. You need to have the plans mapped out or else you won't be fully prepared.
"Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget."
"Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 389).
Objectives:
- To reach the interest to a broad range of women.
- To provide the utmost quality in taste, flavor, style and elegance.
- To target young adult women and middle aged women.
- To manufacture the product in Germany, but sell it in Nevada, New York, Miami and California.
- To use unique and creative flavors to provide a unique and creative drinking experience.
SWOT Analysis
It is extremely important that every company that is starting out go through a SWOT Analysis. It is key to understanding what you excel at and what you need to work on. It lets you know your business more and makes you become more aware.
"The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 31).
SWOT Analysis on Blüme:
Strengths: Blüme is different than any other vodka on the market right now. Not only is it visually appealing, but it also has a very delicious and unique taste to match. This vodka will look completely new and different among all the others on the shelf of the store. It's outward appearance is enough to draw in any woman for a closer look at what Blüme is all about. The very unique flavors of lilac, rose petal and lavender make my vodka stand out among the rest. When most women are looking for a drink, they want something more subtle and tasty; they still want the buzz without the overwhelming taste of alcohol. Blume is soft, calming, relaxing, and tastes lovely to drink; but still has 80 proof/40% alcohol content.
Weaknesses: Blüme's only weakness is that it is not the only vodka on the market that is infused with floral notes. My main competitor is Pinky vodka, which is vodka that has rose petal accents. Pinky doesn't have all of the unique flavors that Blume does, but it is still around the same concept. I need to make sure that Blüme easily trumps Pinky by its taste and design; which is what mainly draws a consumer in to a product. I would also add that another weakness may be that my product is strictly targeted for women, which means I can only depend on women to make my product a success buy buying it and enjoying it.
Opportunities: Blüme has many advantages working in its favor. It is targeted towards women, and women tend to like more tasteful alcohol drinks rather than strong beverages. If they see a beautifully decorated floral bottle of Vodka, they will most likely pick it up to read more about it, or find out more. When those women buy the product, they will most likely drink it alone or will their friends, which will spread the word about Blüme. The good thing about targeting women is that they talk to other women, and recommend what's good and what's not. I also think it's an advantage that the product will be sold in Las Vegas, California, New York and Miami; but it will be manufactured and made in Germany. To sell Blüme in more high end, expensive cities; it may draw more customers and attention. These four cities are known for luxury, money, and the finer things; which is exactly what Blüme represents and strives to achieve. I think Blüme will do very well among these markets.
Threats: There are a lot of other Vodka drinks on the market that are meant to be for more of the girly type of women. So Blüme is competing against any other beverages that may target women because of their flavor or style.
"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, 10th Edition. Pearson Learning Solutions pp. 31).
"The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives."
( Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions pp. 31).
SWOT Analysis on Blüme:
Strengths: Blüme is different than any other vodka on the market right now. Not only is it visually appealing, but it also has a very delicious and unique taste to match. This vodka will look completely new and different among all the others on the shelf of the store. It's outward appearance is enough to draw in any woman for a closer look at what Blüme is all about. The very unique flavors of lilac, rose petal and lavender make my vodka stand out among the rest. When most women are looking for a drink, they want something more subtle and tasty; they still want the buzz without the overwhelming taste of alcohol. Blume is soft, calming, relaxing, and tastes lovely to drink; but still has 80 proof/40% alcohol content.
Weaknesses: Blüme's only weakness is that it is not the only vodka on the market that is infused with floral notes. My main competitor is Pinky vodka, which is vodka that has rose petal accents. Pinky doesn't have all of the unique flavors that Blume does, but it is still around the same concept. I need to make sure that Blüme easily trumps Pinky by its taste and design; which is what mainly draws a consumer in to a product. I would also add that another weakness may be that my product is strictly targeted for women, which means I can only depend on women to make my product a success buy buying it and enjoying it.
Opportunities: Blüme has many advantages working in its favor. It is targeted towards women, and women tend to like more tasteful alcohol drinks rather than strong beverages. If they see a beautifully decorated floral bottle of Vodka, they will most likely pick it up to read more about it, or find out more. When those women buy the product, they will most likely drink it alone or will their friends, which will spread the word about Blüme. The good thing about targeting women is that they talk to other women, and recommend what's good and what's not. I also think it's an advantage that the product will be sold in Las Vegas, California, New York and Miami; but it will be manufactured and made in Germany. To sell Blüme in more high end, expensive cities; it may draw more customers and attention. These four cities are known for luxury, money, and the finer things; which is exactly what Blüme represents and strives to achieve. I think Blüme will do very well among these markets.
Threats: There are a lot of other Vodka drinks on the market that are meant to be for more of the girly type of women. So Blüme is competing against any other beverages that may target women because of their flavor or style.
"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, 10th Edition. Pearson Learning Solutions pp. 31).
EOC Week 9: Three Great Mission Statements
Three possible mission statements for Blüme:
1. "Blüme Vodka provides the utmost quality in elegance, taste, flavor and style."
2. "Let Blume carry you away into a world of elegance, luxury, and taste."
3. "Get carried away into the world of Blüme Vodka; providing the utmost quality in elegance, taste, flavor and style."
1. "Blüme Vodka provides the utmost quality in elegance, taste, flavor and style."
2. "Let Blume carry you away into a world of elegance, luxury, and taste."
3. "Get carried away into the world of Blüme Vodka; providing the utmost quality in elegance, taste, flavor and style."
Wednesday, November 23, 2011
Week 8 EOC: Creative Content
For my creative content, I'm going to shoot a 15-30 second commercial about Blüme Vodka. I also want to attach an advertisement to go cohesively along with the commercial. I also want to create a physical visual for the brand, and actually create the bottle for people to be able to see in person along with both of the advertisements.
The Commercial:
"Für die schöne Frau" will be the slogan for the commercial, which in German means "For the beautiful woman." Blüme was made for women who enjoy the finer and more beautiful things in life. The vodka is aimed for girly women who appreciate pretty things, such as flowers and the visual appearance of flowers and pretty color schemes. I want the commercial to feature the bottle, and a woman saying the slogan. While this is happening, I envision hundreds rose petals and other flower petals slowly falling down on top of the standing bottle. Then, have the woman say, "Blüme Premium Vodka, please drink responsibly" at the end. At that point, while she's saying that, I'm going to just do a real close up on the bottle and then have it fade away into the background of flowers. I will also be creating a short storyboard for this commercial.
The Advertisement:
For the advertisement; I want to have the bottle of vodka simply laying on a bed of flowers. I want the slogan to appear at the top, and the brand name Blüme to go at the bottom of the advertisement, and of course add, "Please drink responsibly" after that. It's very simple and focuses strictly on the bottle. The vodka itself is strong enough to stand on its own, so I don't want anything distracting from the pretty bottle or unique flavors description. At the bottom I also want to list the floral ingredients, so women know exactly what the vodka is and what makes it so different than the rest.
Visual Bottle:
Along with the commercial and the advertisement, I also want to create the physical bottle. I'd like a curvy long shaped bottle painted white with random floral patterns all around it. The color scheme of the flowers will be purple, pink, red and blue. I also want to paint some flowers with long stems growing up from the side of the bottle. I want the label to be a nice turquoise blue with gold lettering and trimming. I want the font of the name to be cursive and old scripture looking.
The Commercial:
"Für die schöne Frau" will be the slogan for the commercial, which in German means "For the beautiful woman." Blüme was made for women who enjoy the finer and more beautiful things in life. The vodka is aimed for girly women who appreciate pretty things, such as flowers and the visual appearance of flowers and pretty color schemes. I want the commercial to feature the bottle, and a woman saying the slogan. While this is happening, I envision hundreds rose petals and other flower petals slowly falling down on top of the standing bottle. Then, have the woman say, "Blüme Premium Vodka, please drink responsibly" at the end. At that point, while she's saying that, I'm going to just do a real close up on the bottle and then have it fade away into the background of flowers. I will also be creating a short storyboard for this commercial.
The Advertisement:
For the advertisement; I want to have the bottle of vodka simply laying on a bed of flowers. I want the slogan to appear at the top, and the brand name Blüme to go at the bottom of the advertisement, and of course add, "Please drink responsibly" after that. It's very simple and focuses strictly on the bottle. The vodka itself is strong enough to stand on its own, so I don't want anything distracting from the pretty bottle or unique flavors description. At the bottom I also want to list the floral ingredients, so women know exactly what the vodka is and what makes it so different than the rest.
Visual Bottle:
Along with the commercial and the advertisement, I also want to create the physical bottle. I'd like a curvy long shaped bottle painted white with random floral patterns all around it. The color scheme of the flowers will be purple, pink, red and blue. I also want to paint some flowers with long stems growing up from the side of the bottle. I want the label to be a nice turquoise blue with gold lettering and trimming. I want the font of the name to be cursive and old scripture looking.
The Pitch
The Pitch Statement:
"Blüme is the newest vodka on the market; infused with floral notes of rose petals, lilac and a hint of violet that will instantly make you feel relaxed. Fresh blooming flowers are sunken at the bottom of the bottle to give a feminine preference. Originated from Germany, its unique flavor is perfect for the woman who appreciates the more beautiful and finer things in life."
I came about choosing the name by seeing various forms of the word "flower" in different languages. I geared more towards Germany, Poland, and Sweden since they tend to have the best vodkas. They all had an interesting sound, but I thought Blüme had a nice ring to it, was more literal towards the product and overall sounded better than the other two.
The product is targeted for all women who are 21+. The floral design on the bottle and flowers inside immediately attract any girly girl. The color scheme of the bottle is also a very calming one; the great thing about Blüme Vodka is it is infused with ingredients that are relaxing rather than strong or overwhelming. Once you take a sip, you'll instantly taste the smooth texture and delicious flavor of floral. Floral tastes and smells instantly feel calming and relaxing, because it's a nice fragrance and it's also very appealing in any mindset. Instead of drinking a strong,overpowering alcohol drink that has a not so good taste; you can have Blüme that is very tasty and delightful to drink. It's also common for women to hesitate against strong alcohols and liquors; so Blüme is light enough, but still gives you 80 proof/40% alcohol. The vodka always goes great with any type of fruity juice; such as orange juice, cranberry juice or even apple juice.
The product is not only visually appealing but the whole idea of it is overall very compelling. Women would be instantly drawn to this bottle from its outward appearance, to its flavor description. The main goal of the drink is to relax you and calm you down, like after a long day of work.
"Blüme is the newest vodka on the market; infused with floral notes of rose petals, lilac and a hint of violet that will instantly make you feel relaxed. Fresh blooming flowers are sunken at the bottom of the bottle to give a feminine preference. Originated from Germany, its unique flavor is perfect for the woman who appreciates the more beautiful and finer things in life."
I came about choosing the name by seeing various forms of the word "flower" in different languages. I geared more towards Germany, Poland, and Sweden since they tend to have the best vodkas. They all had an interesting sound, but I thought Blüme had a nice ring to it, was more literal towards the product and overall sounded better than the other two.
The product is targeted for all women who are 21+. The floral design on the bottle and flowers inside immediately attract any girly girl. The color scheme of the bottle is also a very calming one; the great thing about Blüme Vodka is it is infused with ingredients that are relaxing rather than strong or overwhelming. Once you take a sip, you'll instantly taste the smooth texture and delicious flavor of floral. Floral tastes and smells instantly feel calming and relaxing, because it's a nice fragrance and it's also very appealing in any mindset. Instead of drinking a strong,overpowering alcohol drink that has a not so good taste; you can have Blüme that is very tasty and delightful to drink. It's also common for women to hesitate against strong alcohols and liquors; so Blüme is light enough, but still gives you 80 proof/40% alcohol. The vodka always goes great with any type of fruity juice; such as orange juice, cranberry juice or even apple juice.
The product is not only visually appealing but the whole idea of it is overall very compelling. Women would be instantly drawn to this bottle from its outward appearance, to its flavor description. The main goal of the drink is to relax you and calm you down, like after a long day of work.
Wednesday, November 16, 2011
Week 7 EOC: The Pitch
The Pitch Statement:
"Blume is the newest vodka on the market; infused with floral notes of rose petals, lilac and a hint of violet that will instantly make you feel relaxed. Fresh blooming flowers are sunken at the bottom of the bottle to give a feminine preference. Originated from Germany, its unique flavor is perfect for the woman who appreciates the more beautiful and finer things in life."
I came about choosing the name by seeing various forms of the word "flower" in different languages. I geared more towards Germany, Poland, and Sweden since they tend to have the best vodkas. They all had an interesting sound, but I thought Blume had a nice ring to it, was more literal towards the product and overall sounded better than the other two.
The product is targeted for all women who are 21+. The floral design on the bottle and flowers inside immediately attract any girly girl. The color scheme of the bottle is also a very calming one; the great thing about Blume vodka is it is infused with ingredients that are relaxing rather than strong or overwhelming. Once you take a sip, you'll instantly taste the smooth texture and delicious flavor of floral. Floral tastes and smells instantly feel calming and relaxing, because it's a nice fragrance and it's also very appealing in any mindset. Instead of drinking a strong,overpowering alcohol drink that has a not so good taste; you can have Blume that is very tasty and delightful to drink. It's also common for women to hesitate against strong alcohols and liquors; so Blume is light enough, but still gives you 80 proof/40% alcohol. The vodka always goes great with any type of fruity juice; such as orange juice, cranberry juice or even apple juice.
The product is not only visually appealing but the whole idea of it is overall very compelling. Women would be instantly drawn to this bottle from its outward appearance, to its flavor description. The main goal of the drink is to relax you and calm you down, like after a long day of work.
"Blume is the newest vodka on the market; infused with floral notes of rose petals, lilac and a hint of violet that will instantly make you feel relaxed. Fresh blooming flowers are sunken at the bottom of the bottle to give a feminine preference. Originated from Germany, its unique flavor is perfect for the woman who appreciates the more beautiful and finer things in life."
I came about choosing the name by seeing various forms of the word "flower" in different languages. I geared more towards Germany, Poland, and Sweden since they tend to have the best vodkas. They all had an interesting sound, but I thought Blume had a nice ring to it, was more literal towards the product and overall sounded better than the other two.
The product is targeted for all women who are 21+. The floral design on the bottle and flowers inside immediately attract any girly girl. The color scheme of the bottle is also a very calming one; the great thing about Blume vodka is it is infused with ingredients that are relaxing rather than strong or overwhelming. Once you take a sip, you'll instantly taste the smooth texture and delicious flavor of floral. Floral tastes and smells instantly feel calming and relaxing, because it's a nice fragrance and it's also very appealing in any mindset. Instead of drinking a strong,overpowering alcohol drink that has a not so good taste; you can have Blume that is very tasty and delightful to drink. It's also common for women to hesitate against strong alcohols and liquors; so Blume is light enough, but still gives you 80 proof/40% alcohol. The vodka always goes great with any type of fruity juice; such as orange juice, cranberry juice or even apple juice.
The product is not only visually appealing but the whole idea of it is overall very compelling. Women would be instantly drawn to this bottle from its outward appearance, to its flavor description. The main goal of the drink is to relax you and calm you down, like after a long day of work.
Wednesday, November 9, 2011
Week 6 EOC: Me x3
Three products that help define me:
1. Chanel N. 5 perfume: I've been using this particular fragrance for 4 years now, and ever since I started using it, I refuse to wear any other perfume. It feels weird if I use another fragrance, since I'm so used to the Chanel. I like the product because it's classic and I can always rely on it to make me feel good about myself when going out. The smell is very versatile as well, and I like the fact that it's not too overwhelming of a scent. I easily get headaches from perfumes that are too strong, so I found one that isn't too much nor too little. I also like the fact that Gabrielle Chanel herself picked and named the fragrance, it was the original; and as a die hard Chanel fan, it makes me feel like I have a piece of the real, original Chanel.
2. Perfect pair of skinny jeans: I have a certain pair of jeans that I bought about 2 years ago. I'm unsure of the brand, I think they're called Celebrity Pink, but I know I bought them at Nordstroms. The color of the jeans have yet to fade, and they're the only pair that I have that actually fit me perfectly. I have many pairs of jeans, but none of them fit the way the Celebrity Pink ones do. I try not to wear them too often because I don't want them to become too worn. I wanted to get more pairs, but I can't find the label anymore.
3. Crest Toothpaste: I think the reason that I stick with Crest and never buy anything else, is because my mom always bought Crest toothpaste for everyone in our house. It was something I was used to and familiar with, and that felt comfortable to me. So now whenever I go to buy toothpaste, I just buy what I know; rather than being unsatisfied with a new product that I'm unfamiliar with. Crest is the only brand I've ever really known, and I've never had a problem with their results on my teeth. The toothpaste tastes good and gives me a clean feeling, so why switch brands when I already know this one will do the job just fine?
1. Chanel N. 5 perfume: I've been using this particular fragrance for 4 years now, and ever since I started using it, I refuse to wear any other perfume. It feels weird if I use another fragrance, since I'm so used to the Chanel. I like the product because it's classic and I can always rely on it to make me feel good about myself when going out. The smell is very versatile as well, and I like the fact that it's not too overwhelming of a scent. I easily get headaches from perfumes that are too strong, so I found one that isn't too much nor too little. I also like the fact that Gabrielle Chanel herself picked and named the fragrance, it was the original; and as a die hard Chanel fan, it makes me feel like I have a piece of the real, original Chanel.
2. Perfect pair of skinny jeans: I have a certain pair of jeans that I bought about 2 years ago. I'm unsure of the brand, I think they're called Celebrity Pink, but I know I bought them at Nordstroms. The color of the jeans have yet to fade, and they're the only pair that I have that actually fit me perfectly. I have many pairs of jeans, but none of them fit the way the Celebrity Pink ones do. I try not to wear them too often because I don't want them to become too worn. I wanted to get more pairs, but I can't find the label anymore.
3. Crest Toothpaste: I think the reason that I stick with Crest and never buy anything else, is because my mom always bought Crest toothpaste for everyone in our house. It was something I was used to and familiar with, and that felt comfortable to me. So now whenever I go to buy toothpaste, I just buy what I know; rather than being unsatisfied with a new product that I'm unfamiliar with. Crest is the only brand I've ever really known, and I've never had a problem with their results on my teeth. The toothpaste tastes good and gives me a clean feeling, so why switch brands when I already know this one will do the job just fine?
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