Week 9 EOC: The Narrative

Devine Fresh a soon to be top fresh vodka out there, that’s going to be wanted at every event. It’s the basics of making vodka but I am going with a particular water supplier called Rain Fresh Co. which is found in Garland, TX. My product came out first as an project in college, just a big idea with my creative juices flowing. Then a little bit after that class I decided I really had something going so here I am jumping into the liquor market. “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.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing -Pg175) My product is not sold everywhere but in my two lovely stores “Night Out” and “Blossom G” and the reasoning for that is because I want you to feel like you are in need of getting ready for something instead of having that sad feeling “I just need a drink to get to sleep”. No more of that my product is a event special, there’s always something to celebrate with a glass of Devine Fresh. ”New products are important—to both customers and the marketers who serve them. For customers, they bring new solutions and variety to their lives. For companies, new products are a key source of growth. Even in a down economy, companies must continue to innovate. New products provide new ways to connect with customers as they adapt their buying to the changing economic times.”(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing -Pg244) This special event bottle is not just for you going out or having a drink, it to is for men who needs to make up to their girls or just show some love and appreciation. No man or let’s say no one can go wrong with bringing a bottle of Devine Fresh.                                          

Week 8 EOC: Creative Content

With me being a fashion designer, branching off to make a Vodka product is something really out of my range and your probably thinking how could I put my fashion skills into this project. Well one I would use my creativity which in this case I actually have a good idea for the product and it’s marketing. For one my bottle is a event bottle and that’s my motive to get people to just enjoy life everyday and make everyday or night a event. I want people to see that we need to come out of the worlds boring routine and take charge and just enjoy a bottle of Devine Fresh. My Product will be sold online and in my stores for it’s first launch, the two stores to look out for is “Night Out” and “Elegance at it’s Finest”.   My stores feature clothes for a night out on the town and  wedding gowns so my marketing ad that’s in the process of being made is two women holding the bottle together. One is in a short going out to the club like dress and the other is in a wedding gown and they’re background would be the same scenery of like a night club, purple and flashing lights. When you order my bottle you will receive it in a black wooden box with the name written on there in blue, greenish metallic paint. Once you open the box which will not be hard all you have to do is lift the latch, you see a black bottle with bluish, greenish affect on it, all around as if you can see the liquid through the black color of the bottle. The words on the bottle would be gold to really stand out and the mini flavored bottle that come with it will be the same as well but have colored tops for flavor description. I want whoever orders this to have that “ooooh nice” factor and in the end to want to keep the bottle and box for decoration for their home.

Implementation Evaluation Control:

Devine fresh will be a small event vodka business, even though I say event vodka we still accept people who just needs a good drink for their partner and themselves. You can find our product at inside my “Night Out” and my Wedding Collection stores for a fair price depending on the size. For a night out in Vegas you can find it at Hakkasan Night Club and Drais, then in California there’s Sound Night Club, King Kong, and Lure, the hottest nightclubs there is. “A company can divide sales responsibilities along any of several lines. The structure decision is simple if the company sells only one product line to one industry with customers in many locations. In that case the company would use a territorial sales force structure.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page416) With our online access we give you the ability to have it shipped or delivered that day if ordered by 2 or 3. But coming to the store and finding the newest or unknown fashion trend that would look great on you for any occasion gives you a feel of you deserve a bottle of Devine Fresh and should totally have get together or go out for the night or day. Our plan is to get you out of your original routine and enjoy every second of life with a fresh glass of something light with natural fruit flavor that would possibly take you on a wild vivid image of the best day of your life. “In many cases, the move to team selling mirrors similar changes in customers’ buying organizations. “Buyers implementing team-based purchasing decisions have necessitated the equal and opposite creation of team-based selling—a completely new way of doing business for many independent, self-motivated salespeople”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page420)

Price:

With our goal to become the top seller vodka for events, bars, and nightclubs even though our pricing is on a high end status. “marketing research gives marketers insights into customer motivations, purchase behavior, and satisfaction. It can help them to assess market potential and market share or to measure the effectiveness of pricing, product, distribution, and promotion activities.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page106) Now the break down on my pricing goes by the size you get. For a small bottle that comes with one small flavor of your choice goes for $50, a medium with two flavors goes for $60, and a large with three flavors goes for $90. Yes our prices are very high but that’s to own a bottle personally for yourself and we fill the presentation and experience is worth it. “cutting prices is often not the best answer. Reducing prices unnecessarily can lead to lost profits and damaging price wars. It can cheapen a brand by signaling to customers that the price is more important than the customer value a brand delivers. Instead, no matter what the state of the economy, companies should sell value, not price.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page274) Therefore we will stick with our pricing until otherwise but since we are mostly a event type of drink we find it a fair pricing and we see you finding yourself to love it and making it apart of your life as a memory or memories. “ price is the amount of money charged for a product or service. More broadly, 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.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page275)

Promotion:

We Devine Fresh will give promotions monthly or even weekly since we are going for a high end product. A well priced product that you don’t have to think about spending money on, just once you see it , taste it your brain clicks and throws money on the counter. Now I know that sounds like some mind controlling but it’s not, I simply mean from our Fresh product that brings nothing but freshness to something that people see is bad, but everyone deserves a day or night or even a moment to themselves. “Promotional pricing, however, can have adverse effects. Used too frequently and copied by competitors, price promotions can create “deal-prone” customers who wait until brands go on sale before buying them. Or, constantly reduced prices can erode a brand’s value in the eyes of customers. Marketers sometimes become addicted to promotional pricing, especially in difficult economic times. They use price promotions as a quick fix instead of sweating through the difficult process of developing effective longer-term strategies for building their brands.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Pages294) Our promotions are simple we will give you a deal here and there like on special holidays you can get 50% off a big bottle of Devine fresh. Another deal would be adding more flavor bottles to your package at certain times. We will also allow our distributers to do promotions like ladies night or 20%-30% off on special events or days. We just don’t want to give to much promotions so that you wait forever for a bottle. We want you to fall in love with brand and spread the word and become a loyal customer by really tasting the product and it’s fresh uniqueness. And with it’s uniqueness waiting for promotions or particular discounts will be to long away from getting a new bottle.                                        

Distribution:

Distributing Devine Fresh is something small for now, only because I don’t want it to get so big that my customers wouldn’t want to adventure out into my clothing stores which is a new strategy I want to make come alive. By me selling my product inside my “Night Out” store and my Wedding Collection store. The women and men in my stores are obviously going out or getting prepared for a big event so therefore why not send them off with something that they can’t go wrong with bringing. “Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. Selecting and partnering with resellers is not easy. No longer do manufacturers have many small, independent resellers from which to choose. They now face large and growing reseller organizations such as Wal-Mart, Target, Home Depot, Costco, and Best Buy. These organizations frequently have enough power to dictate terms or even shut smaller manufacturers out of large markets.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page68) We soon will branch off to doing business online but it’s a bit tricky, and would have very high standards to keep our perfect performance and keeping our customers happy with experiencing a new experience. We also have branched off with Hakkasan Night Club and Drais in Las Vegas. In California we have Sound Night Club, King Kong, and Lure, the hottest nightclubs there is. In our eye’s we help them by them helping us and being nothing but a team to make our products goals successful. “ The marketing concept states that to be successful, a company must provide greater customer value and satisfaction than its competitors do. Thus, marketers must do more than simply adapt to the needs of target consumers. They also must gain strategic advantage by positioning their offerings strongly against competitors’ offerings in the minds of consumers.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page69)

Product:

“Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. These sellers suffer from marketing myopia. They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page7) My product Devine Fresh is a eventful drink, a drink that allows you to enjoy life the right way and hop out of the working robot line for a moment of life. It’s a drink a man and a woman can drink together without going to the store and fighting over which two kinds of drinks they should get so that, they both are satisfied. “Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the product to others.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-page7) When you order and receive your bottle of Devine Fresh, you get a black wooden box with a gold latch with a hidden compartment underneath where, there lies a key. You use the key to pop the latch so that you can open the box and see a Black bottle with tealish, blueish affect like a lava lamp. On the side of it you see two or three mini flavor bottles that is for the people who need a pinch of flavor instead of drinking it straight. There just opening the package is an experience and getting started to toasting and drinking it with friends or a special someone tops it off. “Marketers must be careful to set the right level of expectations. If they set expectations too low, they may satisfy those who buy but fail to attract enough buyers.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page7)