TWENTY ONE VODKA
Product
Millennials (or Generation Y)
The 83 million children of the baby boomers, born between 1977 and 2000.
"One thing that all of the Millennials have in common is their utter fluency and comfort with digital technology. They don’t just embrace technology, it’s a way of life. The Millennials were the first generation to grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks. A recent study found that 91 percent of Millennials are on the Web, making up 32 percent of all U.S. Internet users. According to another study, 77 percent of Millennials frequent social networking sites and 71 percent use instant messaging. “All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! executive. For them, “it’s not something separate. It’s just something they do.” (Page 73, Armstrong & Kotler, Marketing: An Introduction)
The 83 million children of the baby boomers, born between 1977 and 2000.
"One thing that all of the Millennials have in common is their utter fluency and comfort with digital technology. They don’t just embrace technology, it’s a way of life. The Millennials were the first generation to grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks. A recent study found that 91 percent of Millennials are on the Web, making up 32 percent of all U.S. Internet users. According to another study, 77 percent of Millennials frequent social networking sites and 71 percent use instant messaging. “All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! executive. For them, “it’s not something separate. It’s just something they do.” (Page 73, Armstrong & Kotler, Marketing: An Introduction)
The product for Twenty One Vodka is...well...Vodka. Pretty plain and simple and straight forward. Or is it? We could run circles forever trying to create "buzz" words and making up facts and other things that would make our vodka look like it's the next new thing, but in reality it is going to be created like 99% of all other vodkas out there today.
I really wish there was a that I could present some laboratory featuring a ton of scientists toiling over beakers and bubbling equipment, but it is just a straight up process of creating vodka.
The key is selling the image and the lifestyle as the product to the generation of consumers that will be or have already turned 21. So therefore, yes, the product is the vodka, but the actual product being sold is the image.
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