We understand "...[a] firm must first create a need-satisfying market offering." [Marketing an Introduction by Armstrong Ch.1; Pg17], and so have created Gem - a drink that appeals to more than one of a person's senses. Gem's Vodka does not intoxicate and is not something to consume for the sake of simply having a drink - rather that it is meant to be consumed with an idea. Every drink promises flavor of various tastes, some offer more alcohol to further intoxicate the consumer - Gem does not. Although, this is a Vodka drink, it's main purpose is to provide the consumer an experience to remember what they want to remember by using sight, smell, and taste to capture the moment.
There are few to no mentions of Vodka companies providing "...the goods-and-services combination [a] company offers to [their] target market" [Marketing an Introduction by Armstrong Ch.2; Pg29] to actually ensure customer satisfaction. Yes, this is a Vodka business, but our company strives for you to enjoy and get the most out of our product. Here at Gem we treat our customers like rare stones, and ensure that they always shine. We constantly look to our customer's for what they want, what they need, and a little something more to help them enjoy life as best they can.
Wednesday, November 30, 2011
Final Project -Target Market Strategy
"[Market segmenting] A group of consumers who respond in a similar way to a given set of marketing efforts." [Marketing an Introduction by Armstrong Ch.2; Pg.24]
Gem's pricing is not modest, and so our customers are not for those who look upon price as one of the first things they think about when buying a product. We've created an experience; one worth remembering, and a keepsake. Much crafting, dedication, thought, and time goes into our products, so it goes without saying we cannot hand these out for half of what they are worth. Our customers understand that their experience should be worth exactly what they are paying for - and then some (as a bonus).
"A company should target segments in which it can profitably generate the greatest customer value and sustain it over time." [Same as above]
Our product is elegance, impact, and sensations all put together into a single bottle. Memories and experiences are what make up a person; it's what helps shape who we are. They are priceless and without them the world and it's inhabitants would all be one big dull and boring place. Gem is your experience; it becomes your memory, and it's designs call to who you are - a priceless jewel. To have anything less would be beneath you, and who you are.
"[Target market] A set of buyers sharing common needs or characteristics that the company decides to serve." [Marketing an Introduction by Armstrong Ch.6; Pg.24]
Gem understands that even as a drink, its customers want the best life has to offer them, and so we do. Life goes by much quicker than we anticipate, so why not life it to its fullest? Strive for the best, live for the moment, and remember to take the time to bask in the glory of it.
Gem's pricing is not modest, and so our customers are not for those who look upon price as one of the first things they think about when buying a product. We've created an experience; one worth remembering, and a keepsake. Much crafting, dedication, thought, and time goes into our products, so it goes without saying we cannot hand these out for half of what they are worth. Our customers understand that their experience should be worth exactly what they are paying for - and then some (as a bonus).
"A company should target segments in which it can profitably generate the greatest customer value and sustain it over time." [Same as above]
Our product is elegance, impact, and sensations all put together into a single bottle. Memories and experiences are what make up a person; it's what helps shape who we are. They are priceless and without them the world and it's inhabitants would all be one big dull and boring place. Gem is your experience; it becomes your memory, and it's designs call to who you are - a priceless jewel. To have anything less would be beneath you, and who you are.
"[Target market] A set of buyers sharing common needs or characteristics that the company decides to serve." [Marketing an Introduction by Armstrong Ch.6; Pg.24]
Gem understands that even as a drink, its customers want the best life has to offer them, and so we do. Life goes by much quicker than we anticipate, so why not life it to its fullest? Strive for the best, live for the moment, and remember to take the time to bask in the glory of it.
Final Project : SWOT Analysis
"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." [Marketing an Introduction by Armstrong Ch.2; Pg. 31]
The show case of our product stands out the most, and it's easy to create different designs relating to the item's ideal body. It stands on its own against other brands by it's unique design and packaging as it would a showcase item. It's internal strengths lie with the aroma, which can only be described by said the person taking in the scent. "Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." [Marketing an Introduction by Armstrong Ch.2; Pg. 31]
As alluring as it may be, it may also draw away from the drink itself. It may be a problem that it's as flashy as it is, when all it really is is a Vodka drink. The packaging may be a slight problem as well, due to the expensive-looking external design to carry the Gem product inside. Our target market may be a limited group, but these are the people who would be more than willing to pay the extra money for the 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 by Armstrong Ch.2, Pg 31]
The packaging bit, or the fact that it's so flashy may have something more to offer. Commercializing this product would be eye candy, and at least serve as strong propaganda to the viewers. We could come up with more themes, but that may or may not take away from the drink itself."...threats are unfavorable external factors or trends that may present challenges to performance." [Marketing an Introduction by Armstrong Ch.2, Pg 31]
Our threat may also be our weakness, in that the flashiness of the product may draw away from the drink itself.
Final Project : Marketing Objective
"...overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.”" [Marketing: An Introduction by Armstrong. Ch.2; Pg.9]
Gem's objective is to provide its customers with a positive memorable experience. We give our customers their desired beverage, but also call to their other senses. Our goal is to lead the customer down an experience, and have them remember it fondly - even after the drink has been consumed. Gem delights our client's senses, while also providing a lovely keepsake to lock the adventure forever into a precious gemstone - get it?
Final Project : Business Mission Statement
"...Market oriented and defined in terms of satisfying basic customer needs" [Marketing an Introduction by Armstrong. Ch. 2; Pg 6].
Gem, like any other Vodka, is not for the young and immature. It is for those who have a mature understanding of who they are, and where they want to go. Our customers are ambitious, and yet, they know how to savor the highlights of their lives. We, from Gem, provide our people 'Gems' to mark such occasion. It's a fact that memory can be influenced by one or more of the five senses. For those in our target group (from 30 on), who want to always remember, Gem touches upon sight, taste, and smell. The site of the bottle will be engraved/matched to the special event of your life, its aroma will lull you to the bliss of the moment, and its taste will seal the deal - so to speak.
“Make people happy around the world by selling the highest quality, most creative ice cream experience with passion, excellence, and innovation.” [Marketing an Introduction by Armstrong. Ch. 2; Pg 6].
Gem caters to those who know value when they see it, and enjoy the finer things of life. Significant moments in life can come in big or small events, and Gem understands that. They can be as big as discoveries, victories, or group achievements, or as small and memorable as weddings and anniversaries. For these such special events we've themed our packaging in either a bigger Treasure chest, or smaller jewelry box-like packaging.
Gem, like any other Vodka, is not for the young and immature. It is for those who have a mature understanding of who they are, and where they want to go. Our customers are ambitious, and yet, they know how to savor the highlights of their lives. We, from Gem, provide our people 'Gems' to mark such occasion. It's a fact that memory can be influenced by one or more of the five senses. For those in our target group (from 30 on), who want to always remember, Gem touches upon sight, taste, and smell. The site of the bottle will be engraved/matched to the special event of your life, its aroma will lull you to the bliss of the moment, and its taste will seal the deal - so to speak.
“Make people happy around the world by selling the highest quality, most creative ice cream experience with passion, excellence, and innovation.” [Marketing an Introduction by Armstrong. Ch. 2; Pg 6].
Gem caters to those who know value when they see it, and enjoy the finer things of life. Significant moments in life can come in big or small events, and Gem understands that. They can be as big as discoveries, victories, or group achievements, or as small and memorable as weddings and anniversaries. For these such special events we've themed our packaging in either a bigger Treasure chest, or smaller jewelry box-like packaging.
Wednesday, November 23, 2011
Wk 8 EOC - Creative Content
The Vodka design I have in mind is more for show, than the actual taste of it. It calls to the designer in people, or those who understand and appreciate the finer things in life. This isn't something that plain old, Joe Schmoe, walking down the street can pick up and think, "Oh, well this calls out to me! I must have it with my meager $10 an hour wage". No. People with class, people with deeper intellectual sides to them, and creative outlooks will enjoy and seek this out. Gem is not necessarily about the taste, but the impression of it. It will come in different designs that match the occasion/style/theme. The customer should think, "This matches me, and it's unique to my lifestyle".
I would like to have a few models of these made, but my sculptor is having financial issues and doesn't have as much free time. So, instead I will create images as the idea, and show them all in their specific element.
I would also like to eventually get the models done and film them, in their environments, but I doubt I'd get that done in time (what with everything that's going on, and I don't want to do anything half done).
There will be a few of bottles I will design for when my sculptor finally gets his things settled, and then I will arrange a script to film it. Though, like I said before: I don't think the filming part of it will get done in time. So, I'll start out with the images, and finish the more elaborate part some other day.
I would like to have a few models of these made, but my sculptor is having financial issues and doesn't have as much free time. So, instead I will create images as the idea, and show them all in their specific element.
I would also like to eventually get the models done and film them, in their environments, but I doubt I'd get that done in time (what with everything that's going on, and I don't want to do anything half done).
There will be a few of bottles I will design for when my sculptor finally gets his things settled, and then I will arrange a script to film it. Though, like I said before: I don't think the filming part of it will get done in time. So, I'll start out with the images, and finish the more elaborate part some other day.
Wednesday, November 16, 2011
Wk 7 EOC: The Pitch
Gem has as many bottled themes as there are gems itself. Choose your bottle to match your specific event. Whether the memory, or theme of the day/mood be from fiery red rubies, to crystal white diamonds, or dark black onyxes. Memories last as long as reoccurrence follows, and when you become known for the Gem of your choosing, then friends and relatives will always have you in mind, and vice-versa.
For big events we have gold treasure chest-like packaging, and small jewelry box-typed for weddings and anniversaries. The bottle style(s) are yours to personally select to remind, or begin a reminder.
Memories are kept in our heads, but when time passes those same wonderful memories may just fade away, and you’ll find yourself wishing you could at least remember a fragment of it. Well, Gem is such a thing to help you mark those highlights that you never want to forget. Drink this and the experiences will not be set in stone – but in gems. Why leave it to chance whether you remember something so beautiful? Seize it as pirate would when they notice their treasure, and never let them go.
For big events we have gold treasure chest-like packaging, and small jewelry box-typed for weddings and anniversaries. The bottle style(s) are yours to personally select to remind, or begin a reminder.
Memories are kept in our heads, but when time passes those same wonderful memories may just fade away, and you’ll find yourself wishing you could at least remember a fragment of it. Well, Gem is such a thing to help you mark those highlights that you never want to forget. Drink this and the experiences will not be set in stone – but in gems. Why leave it to chance whether you remember something so beautiful? Seize it as pirate would when they notice their treasure, and never let them go.
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