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 ) 

Marketing Mix: Price

"Pricing may play an important role in helping to accomplish company objectives at many levels. A firm can set prices to attract new customers or to profitably retain existing ones. It can set prices low to prevent competition from entering the market or set prices at competitors’ levels to stabilize the market."(Marketing: An Introduction; Armstrong/Kotler; 9 Pricing Understanding and Capturing Customer ...; pg. 18 of 59 )
On the Rocks is looking to exist in luxury casinos, lounges, bars and restaurants. So we have to set our price to compete with the other luxury vodkas out there. We are also taking into consideration the fact that we are an all natural vodka. Our ingredients are from the purest places. Our bottles are one of a kind. They are not like most bottles. Plus we include the rocks used in place of ice. Taking all of that into consideration, we are looking at a price around $89.99 for a 1.75 liter.
"Some psychologists argue that each digit has symbolic and visual qualities that should be considered in pricing. Thus, 8 is round and even and creates a soothing effect, whereas 7 is angular and creates a jarring effect."(Marketing: An Introduction; Armstrong/Kotler;9 Pricing Understanding and Capturing Customer ... page 42 of 59)    
Since On the Rocks has a lot of round letters and we decided to price our product at $89.99, we feel this psychologist may be right about these creating a soothing effect. So this could make our product as soothing to buy as it is to consume.

Implementation Evaluation Control

"To be good at customer relationship management, a company must also be good at partner relationship management."(Marketing: An Introduction for Education;10 Marketing Channels Delivering Customer Value; page 1 of 5) 

Here at On the Rocks, we plan on maintaining a very close relationship with our partners in the other company departments to form an effective internal value chain that serves the customer. We want to have an external delivery service that can effectively market our product. By using all of our marketing mixes: Product, Distribution, Promotion, and Price, On the Rocks should be able to compete with the other luxury vodkas out there.
"Still, implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out."(Marketing: An Introduction for Education; 2 Company and Marketing Strategy Partnering to ... page 33 of 43)

Week 10 BOC & EOC: Who is Les Paul?

Les Paul had a significant impact on the jazz world. Before he he recorded multi-layered hits for the pop market, Les was a brilliant jazz guitarist. Not being able to read music, he had a magnificent ear and inate sense of structure, composing complete arrangements in his head before setting them to disc or tape. Even in the 40's and 50's in many of Les's pop hits you can hear a jazz sensibility at work. No doubt his brassy style gave critics a bad time, but the gregarious, garrulous Paul didn't much care; he was bent on showing his audiences a good time.   http://goo.gl/doodle/3ML3

Week 9: Three Mission Statements

A mission statement is a statement of the organization's purpose-what it wants to accomplish in the larger environment. A clear mission statement acts as an "invisible hand" that guides people in the organization.

 Alyson Lefkowitz  :

“Ergo is the movement: organic, all-natural vodka that helps create a more sustainable global environment. Ergo is the memories one creates when the party doesn't stop. Ergo is what you make of it.”   I like the fact that Alyson’s vodka in not just a drink but it has a whole experience that goes along with it. It is vodka that keeps the party going. Seem like you would find this in several different clubs and maybe even bars. 

Garrett Millar :

"We utilize eye-catching materials for our production and storage processes in order to further captivate the eye of the vodka connoisseur." I think Garrett has a great idea in making it eye-catching. I am wondering how he is going to go about that. What is going to make his more eye-catching than anyone elses. 

Deziret  Ritsch :

"Toxic Vodka will be about more than just a great tasting drink, it will be about the lifestyle, for those who never  fear  the Toxic." This is directed towards young adults and I think it is going to be a great idea. Going after the lifestyle put together with a great taste of vodka could be a success.

Week 8 EOC: What is special about my Vodka?

On the Rocks Vodka is one of the finest and naturalist vodkas. The water comes from aquifers that are fifteen hundred or more feet below the surface so the water is so pure we do not have to change it in any way. If it is already natures best what is the point of changing it. The barley is imported from Finland, due to the pure environment. The air, land and water that the barley is touched by is in pristine condition. The midnight sun ripens the barley to a beautiful gold. When we combine the hint of mint, pure water and the gold barley it creates the finest and naturalist vodka. It comes displayed in a very unique bottle that has that ice cold look. This vodka is served to the High Rollers in the casinos of Las Vegas to the most elegant restaurants in New York City. When served, it is poured over ice cold rocks so you get the full flavor of the vodka without the watered down taste. That is why it is the most natural vodka On the Rocks.