PRODUCT

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 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.

TARGET MARKET STRATEGY

TWENTY ONE VODKA

Target Market Strategy

"Nike powered its way through the early 1990s, moving aggressively into a dozen new sports, including baseball, golf, skateboarding, wall climbing, bicycling, and hiking. The stillbrash young company slapped its familiar swoosh logo on everything from sunglasses and soccer balls to batting gloves and golf clubs. It seemed that things couldn’t be going any better." (Page 38, Armstrong & Kotler, Marketing: An Introduction)

Finding a target market will create an advantage in selling Twenty One Vodka. Because of the many types of current vodka brands that are already out there the only real way to market to a target audience is to find a niche and then exploit everything possible about that niche market.

Twenty One Vodka is obviously going to target a younger audience because of the lifestyles of those who turn 21 and therefore become legal to purchase and consume alcohol. Not only does this market live a more active lifestyle, but they are more likely to go out and "party" a lot more than those who are older and might consider staying at home or only going out for a limited amount of time.

Another advantage to the younger target audience is that they often times go out to bars, clubs, and venues that serve alcohol in large groups or they go to places where larger groups of younger people are. This leads to an even larger market of vodka consumers and continues to grow that niche market.

BUSINESS MISSION STATEMENT

Don Monroe

TWENTY ONE VODKA

Business Mission Statement

“We don’t have a marketing department; we have a customer department.” (Page 11, Marketing: An Introduction, Armstrong/Kolter)

Here at TWENTY ONE VODKA we strive to bring the greatest tasting Vodka to our customers. Through months of research we have come up with formula for creating a vodka that not only tastes great, but is also good for the well being of you mind, body and soul. We understand that you live a very active lifestyle and we also understand that at the end of the day, when you are ready to kick and relax, you not only want an enjoyable drink, but you also want the benefits that come along with it. Working hard and being active all of the time can leas to stress and tear down of the human body. Sometimes you just need to let it all go and have a drink with friends, family, or colleagues. This is why TWENTY ONE VODKA should be you one and only choice. While other vodka makers use elaborate and unnecessary processes in making there vodkas we like to keep it simple. Our vodka is made with the same ingredients that most higher quality foods are made with and this leads to a much simpler yet great tasting vodka. Using only homegrown, USA made products we can ensure that every glass is of utmost quality. Not only is it a vodka, but it has added vitamin, nutrients, and minerals that your body needs. You work hard all day and you deserve to have an enjoyable time out once the work ends. You live an active life and you deserve a glass of TWENTY ONE VODKA.

OBJECTIVES

Twenty One Vodka

Objectives

"Profits can be improved by increasing sales or reducing costs. Sales can be increased by improving the company’s share of domestic and international markets." (Page 42, Marketing: An Introduction, Armstrong/Kolter)

The main objective of any company is to make money. That is the obvious part. But in order to obtain profits the objectives of the overall goal of the company must first be set.

"Having an objective is useful because it helps everyone know what the goal is what to aim for." (http://www.bbc.co.uk/schools/gcsebitesize/business/aims/partnershiprev1.shtml)

Rather than looking at the "objective" it might be easier to just call it a "goal". Everyone knows what a goal is and everyone knows that you shoot for the goal. So just what is the goal of Twenty One Vodka?

The goal (other than to make money) is to build a dedicated base of customers who understand why they should always be purchasing Twenty One Vodka. The ultimate goal is to have any given customer walk into a store and immediately, without any hesitation at all, look for Twenty One Vodka as their first, and only, choice. This isn't something that can be achieved over night (although with today's social networking it actually could happen over night).

So in the case of Twenty One Vodka the objective or goal is to gain a loyal customer base that will continue to buy for years to come.

FROM TEXTBOOK:

Setting Company Objectives and Goals

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. For example, Kohler makes and markets familiar kitchen and bathroom fixtures—everything from bathtubs and toilets to kitchen sinks. But Kohler also offers a breadth of other products and services, including furniture, tile and stone, and even small engines and backup power systems. It also owns resorts and spas in the United States and Scotland. Kohler ties this diverse product portfolio together under the mission of “contributing to a higher level of gracious living for those who are touched by our products and services.”

Week 7 EOC: Product Proposal

Don Monroe

Week 7 EOC: Vodka Product Proposal

            I propose a new vodka that has a crisp, smooth flavor. It will also be made with vitamins, minerals, and electrolytes to help hydrate people who live a very active lifestyle by day, but want to relax and chill at night. 

This new vodka will also have the added benefit of certain flavors to take the harsh bite that others vodka are known to have when being consumed. Different flavor variations might be also be an add on at a later date.

             

The target market demographic for this product is not limited to one age group either. Anyone 21 or older that works hard or goes to the gym will be enticed to purchase this brand. Action sports people such as those who ride Bmx bikes, skateboards, and snowboards will also be very intrigued by this vodka brand.

             

By having added benefits of containing vitamins and minerals not only can the active and athletic enjoy a great tasting vodka, but they will know that they are rejuvenating their mind, body, and soul with a very smooth vodka that can help to relax the night away.

I present to you : A.L. Vodka (Active Life)

Week 5 EOC : Social networking and the new face of job recruiting and promotion

Week 5 EOC : Social networking and the new face of job recruiting and promotion

In today's modern marketplace there has been an increased interest in getting products promoted and also in the overall process in which companies hire individuals for job positions. This is in direct relation to the rise of social networking and the constant connection to mobile applications and the worldwide web.

Almost everyone has access to the internet in many forms. Having a smartphone in your pocket basically gives way to constant, 24 hour access, of anything and everything in the world around us. This leads to a new form of product promotion known as brand ambassadors.

 A brand ambassador is pretty much someone who has a an extremely high interest in a product, service, or company and is openly willingly to promote for fame or in some cases free services and products from whatever company they are promoting. These promotions can come from direct interaction by “street teams” or getting the word out by literally going out and giving information to potential customers and clients by word of mouth or physical demonstrations on a personal level. These brand ambassadors are fast becoming a new wave of marketing for many companies.

Companies are not only searching out brand ambassadors online, but are also using the vast social networking system to seek out new hires for job positions. Rather than wait for people to simply apply for jobs then go through the old hiring process companies actively recruit by doing searches on popular social networking sites and online web job sites in order to have a much larger return in potential candidates. This not only increases chances to find a better person for the position, but it also shows the potential for using social networking as a hiring tool.

Week 3 EOC : My Demographic

Asians and Asian Americans

Colleges and University Recruiting of Asians

In America it is a stereo type that all Asians are smart. The thing that is most interesting about that stereo type is that it may actually not be a stereo type at all.

In America 86% of all Asians have a high school diploma and 50% of all Asians have a Bachelors Degree from a college or university. These statistics alone can be used to see why many colleges and universities want to recruit these types of people. 

(http://www.onlinecollege.org/2011/12/13/20-amazing-stats-about-asian-american-achievement/)

If most Asians have a high school diploma that means that most of them are going to be attending a college after they graduate from high school. And if half of the entire Asian population graduates with a 4 year degree that means that they are solid investment for those higher education universities that have something to offer.

So as a demographic to the yearly recruiting schedules of those work for colleges and universities it would a a bright, economic, and academic move to purposefully scout out and recruit Asian high school students.