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)

Target Market Strategy:

Devine Fresh targets men and women, for the reason of how our product is set up by coming with flavors on the side so therefore the men who just want the vodka part of it can get that and the ladies who need a little sweet flavor can have as well all from one bottle. “The company first gains a full understanding of the marketplace by researching customer needs and managing marketing information. It then designs a customer-driven marketing strategy based on the answers to two simple questions. The first question is “What consumers will we serve?” (market segmentation and targeting)”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page30) Our typical man would be a business man who’s obviously all about business so spending late night dinners and a bottle with his wife or special lady. He has just enough time to either have the bottle ordered already and delivered to his office so that he can run and get dinner or flowers to approach the night right. Our motive , no one or no man can go wrong with a bottle of Devine Fresh “ A bottle for two”. “Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page9) Our target women is someone who loving planning events, or going to events. And also we target the hard working women who just needs to unwind from the days work. And don’t forget the women who stay home waiting on their husbands to come home to the dinner they made. We are basically fit for every type of women that drinks alcohol, I mean that’s what are product is and all about.

Situation or SWOT Analysis:

“Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)” (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page54) For Devine Fresh our strengths would be promotions and the making process even though we are using imported water from Garland, TX and keeping our fruit refrigerated while in travel to “The Home”, what we call our manufacture. Our weakness would be for sure getting the products sent out that day from the website in time for your event start date, that is why that process is still a work in progress. Another would be getting people to physically come to the store and get the product right along with a item from the clothing store like a top, pants, jewelry, etc. “The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities. The plan next states major objectives for the brand and outlines the specifics of a marketing strategy for achieving them.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page55) We feel we give a lot of opportunities like jobs, a way to get the product, and a excuse to drink whether your at home or out on the town for a night. With our employment we have our employers do a months worth of training that way they have time to really know how to make the product, put the product together for display, and send it out. We want our employers to feel confident in what they have learned to the point they don’t need any help. “Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly.(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page56)

Objectives:

Devine Fresh striving to be the most freshest vodka there is in this competitive industry for men and women. This pure sensation that you get by just a sip will tell you that everything that your going through or had to deal with in that day, will be okay tomorrow. This product is for men and women to be equal and not have to decide which drink they both want, when there’s one drink that’s fit for the both. That is one of our goals for the brand along with the whole women and men combined, you’d only need one drink for the occasion. “The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them.”(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page40) We are a company that is willing to branch out and collide with other businesses like for instance Hakkasan night club sells our drinks but not in bottle form, but if you’d like to own a bottle we are in the process of doing an online market where if you order before 2 pm from our website, your delivery will arrive that same day if we have a manufacture in your state. Otherwise you can go to my boutiques , there we sell them and can help you find an outfit for your special night. “More companies today are partnering with the other members of the supply chain—suppliers, distributors, and, ultimately, customers—to improve the performance of the customer value delivery network.”(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page48) We just want our customers to treat themselves and take a break from life for a night either with friends/ family/ or a loved one over a bottle of Devine Fresh, a bottle no one can go wrong with when showing up at an event. “Consumers stand in the center. The goal is to create value for customers and build profitable customer relationships. Next comes marketing strategy—the marketing logic by which the company hopes to create this customer value and achieve these profitable relationships. The company decides which customers it will serve (segmentation and targeting) and how (differentiation and positioning). It identifies the total market, then divides it into smaller segments, selects the most promising segments, and focuses on serving and satisfying the customers in these segments.”(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing-Page49)

Business Mission Statement:

My mission for Devine Fresh is to have each and every customer that gets a bottle to believe that they can take a break from life and enjoy the night, then start fresh the next day. Devine is pure and made from the freshest water you can get and the flavoring is nothing but fresh fruit in it’s natural state, no preserves put inside. “Guided by the company’s mission statement and objectives, management now must plan its business portfolio—the collection of businesses and products that make up the company.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing- Page 42) I want my clients to experience a wine like experience but with vodka; the product does come in a wine bottle which should get you in the mood of you have something to celebrate, when you really don’t. This product is for men and women; why think opposite genders need to have two different drinks. “An organization exists to accomplish something, and this purpose should be clearly stated. 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?”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing- Page39) Well with Devine Fresh you and your friend or lover can enjoy an experience together; no man can go wrong with this product. “This is the focus of strategic planning—the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing- Page 39)

Week 7 EOC: The Pitch

Creating a new Vodka brand

Name: Devine Fresh

• The Price Point: Small-$50 Medium-$60 comes with two little flavored bottles. Large-$90 comes with three little flavored bottles.
• The Presentation: Specially hand wrapped in a greenish Metallic wrapping paper and put into a black wood designed box.
• The Taste: Would of course be fermented grains and fresh water from a water supplier, Rain Fresh Water Co. from Garland, TX. But the little flavored bottles that come with the overall vodka product would be made from fruit flavors. There will be strawberry, blue raspberry, grape, etc.
• Where It’s Sold: At first would be sold in my two clothing stores, “Night Out” and my wedding collection, simply because I believe this could be a new way to bring clients to the stores and find something they like to wear like for when they go out and then we add on Devine Fresh so that they have a bottle for their special event or night out. I also would allow bars to sell my products in drink form not the actual bottles but if they would like the bottle forms I would also have an online website which they can order from and it could be sent out to them that same day if request is put in before 3 p.m. Here I’m collaborating with bars and networking, instead of being just an insider company, I don’t mind helping other companies while they help me all in one.