Week 9: Creative Content

"The advertiser must next develop a compelling creative concept—or “big idea”—that will bring the message strategy to life in a distinctive and memorable way. The creative concept may emerge as a visualization, a phrase, or a combination of the two."(Marketing:An Introduction; Armstrong/Kotler; pg. 28)
For On the Rocks, we have created a unique bottle that has a ice chilling look. The label is visually pleasing and not overwhelming. It is simple and easy to read. We have also included the rocks that you freeze instead of ice. We wanted it to be easy to get that natural experience without that watered down taste. We do not want you to just pour a shot, slam it and leave. Our vodka is to be enjoyed, savoring every sip. The whole purpose of On the Rocks is the natural experience of a luxury vodka.

Marketing Mix: Promotion

"Sales promotions are usually used together with advertising, personal selling, direct marketing, or other promotion mix tools. Consumer promotions must usually be advertised and can add excitement and pulling power to ads."(Marketing: An Introduction; Armstrong/Kotler; 13 Personal Selling and Sales Promotion; page 38 of 49)

On the Rocks will have a off road team to promote it all over the United States. We will also have some of the biggest advertising agents such as Las Vegas Casinos, New York restaurants, and any other luxury company out there that will get the chance to sell our product. We will also use business promotions such as conventions, promotional parties, and functional gatherings.
"Companies spend billions of dollars each year on promotion to industrial customers."(Marketing: An Introduction; Armstrong/Kotler; 13 Personal Selling and Sales Promotion; page 43 of 49) 

Target Market Strategy

A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels."(2 Company and Marketing Strategy Partnering to ... ; Marketing: An Introduction; Armstrong/Kotler; pg33)
The first marketing strategy we will use is to give a sample bottle of On the Rocks to all the High Rollers that check into the casinos or make reservations at a luxury restaurant. Just a compliment of On the Rocks. Maybe give the first glass free, on us, so the customer can enjoy the experience. We are confident that after the first sip, it will leave your taste buds wanting more. 
"It outlines how the company intends to create value for target customers in order to capture value in return." ( Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... ; pg33)
Our target customers are those who are looking for a luxury drink that will give them a chance to relax and enjoy the experience. This is a vodka that people in a business meeting would sip on or over a luxury dinner with there wife. We want every customer who experiences On the Rocks to think of it as the most natural experience they have ever had with each and every sip.

Marketing Mix: Distribution

"By contrast, some producers purposely limit the number of intermediaries handling their products. The extreme form of this practice is exclusive distribution, in which the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories. Exclusive distribution is often found in the distribution of luxury brands and brands.  ( Marketing: An introduction; Armstong/Kotler; 10 Marketing Channels Delivering Customer Value;page 25 of 50)"

On the Rocks is going to be exclusively distributed. We want our product in places were our customers are going to be able to enjoy the experience they will receive from our vodka. "Exclusive distribution also enhances the brand’s image and allows for higher markups.( Marketing: An introduction; Armstong/Kotler; 10 Marketing Channels Delivering Customer Value;page 25 of 50)" If there is one thing we don't want is to be on a shelf in a fast pace bar, poured over ice to get watered down, and slammed. That would defeat the whole purpose of our experience, the natural taste On the Rocks.
"Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories."( Marketing: An introduction; Armstong/Kotler;10 Marketing Channels Delivering Customer Value;page 26 of 50)

By having exclusive distribution, we will gain stronger dealer selling support and more control over dealers prices, services, and promotions. It will also enhance our brand's image.

Situation or SWOT Analysis

"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; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... pg. 31)

One of our biggest strengths is going to be able to serve a luxury vodka without watering it down so you get the full experience of the natural taste.
"Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." (Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... pg. 31)
The weakness of our vodka may be that the customer will have to keep the rocks frozen if they are going to serve our product.They might not want to take that extra step to give the customer the full experience.
"Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." (Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... pg. 31)
Our opportunities are endless. There are several luxury casinos, lounges, bars and restaurants. Since we are all natural, we shouldn't have a problem. 
"And threats are unfavorable external factors or trends that may present challenges to performance."(Marketing: An Introduction; Armstrong/Kotler; 2 Company and Marketing Strategy Partnering to ... pg. 31)
Some of our threats may be our price or the fact we do not want you to use ice. For the most part, we believe our vodka will be a popular luxury vodka.

Objectives

"These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value. "(Marketing: An Introduction; Armstrong/Kotler; 12 Communicating Customer Value Advertising and...page 19 of 53)

On the Rocks objectives are here to target high end casinos, lounges, bars and restaurants all over the united states. That means our clients will be willing to spend a little money for our luxury vodka. The reason for this is because we want you to enjoy the experience. We do not want you to slam a shot of our vodka and go about your business. We want you to stay, converse, and relax. On the Rocks is to be enjoyed, savoring every sip you take. The price is going to be reasonable for were we will be distributing it. We are hoping once you taste it, you will spread the word on how wonderful the experience is and diffidently be back for more.

"Advertising objectives can be classified by primary purpose—whether the aim is to inform, persuade, or remind." (Marketing: An Introduction; Armstrong/Kotler; 12 Communicating Customer Value Advertising and...page 19 of 53)

 

Marketing Mix: Product

"We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Products include more than just tangible objects, such as cars, computers, or cell phones." (Marketing: An Introduction; Armstrong/Kotler; 7 Products, Services, and Brands Building Custo...; page 3 of 55)

Our vodka is the unique blend of  water found in the deepest aquifers and barley imported from Finland. Plus a hint of fresh mint to give it that natural taste. It has a 40 % alcohol content and will be sold in three different sizes. We also include the rocks you freeze, instead of using ice. Why would you want to water down such a natural taste? The experience of our vodka is worth the hassle of freezing the rocks. After you take that first sip of On the Rocks, you will know what we are talking about. It will leave you taste buds wanting more.
"Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or mixes of these." (Marketing: An Introduction; Armstrong/Kotler; 7 Products, Services, and Brands Building Custo...; page 3 of 55 )