Wk 9 EOC - Three Busines Statements

"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace." [Marketing an Introduction by Armstrong. Ch. 2; Pg 6].

A mission statement from Live on the Fly made me feel like snatching up a bottle of one of these and running to the next football game (and I'm not even a fan of sports). The tone was very down to earth and motivational. If I were a sports fan and an 'Alcoholic enthusiast', I would buy these more often than not whenever a big game came around. The 'Longer Buzz' that won't make me 'look like a sissy' would definitely be a plus, since I'd love to shout all day at the TV, or behind the rails with one of these in hand.

Slender Vodka definitely piqued my interest. It basically promises a quality guilt-free drink, in which you don't have to be as paranoid about your weight. Of course, this would only really apply to women, or male models. However, the low calorie thing caused me room to second guess, because products with the mention of 'diet' usually means there's a lack of the original flavor in there somewhere. If that's not the problem, then I'd certainly buy these right along my health drinks, and still be walking around with a smile upon my face.

A very professional-sounding business statement from Elegance instantly caught and seized my attention. As I was reading this, I felt that I as a woman customer would be treated with high regard, no matter if I walk into the store looking worse for wear. This statement made me feel everything would be taken care of (from purchase to person), and that I would walk out of the store with this magic-wand-of-a-Vodka that would suddenly give me a Cinderella dress. However, I don't know what, beside the customer service, is what makes this brand stand out from the rest.

Final Project : Implementation Evalution Control

Here at Gem we plan to spread the word through commercial and voice through those who have experienced Gem themselves. Even as small reminders we plan on simply having small photo propaganda filter through high-end clubs and companies within specific magazines. Keeping in mind that the thing that will catch a potential customer will be it's design. People move and do not like to waste time to stop, if they don't have to, or see no reason to do so. It's the split moments that count for starting companies, or just anything in general. "[Turning plans into] actions in order to accomplish strategic ... objectives." [Marketing an Introduction by Armstrong Ch.2; Pg33] Goes without saying, is what we plan on doing. Because of our own connections, it's as good as done.
By "...address[ing] the who, where, when, and how." [Same] we've already figured out what our customers need and want, and how they would rather not have to search the ends of the world for something they require now. We treat our customers with all the luxury they deserve, and carter, and serve to them as they should be; helping them outshine everyone else.
In order to keep up with the best, Gem will "define how progress toward objectives will be measured" [Marketing an introduction by Armstrong Ch.1; Pg2] by relying on our in-store customer service. unlike other Vodka companies, our customers will expect the best we can offer for what they are paying for, so every hint, every suggestion will be taken into consideration because Gem recognizes each and ever precious stone.

Final Project : Marketing Mix - Price

After long considerable debate, Gem has "...decide[d] how much it will charge for the offering" [Marketing an Introduction by Armstrong Ch.1 ;Pg.17]. Keeping in mind that you will get what you pay for, and that if such a product as Gem was meant for just anybody, then its value and worth would not be so high. Having something from Gem means you are able to have and live with the finer things in life because it is worthy enough for someone like you. While some brands are thought of as high-quality, Gem stands for a more sophisticated class.
"When customers buy a product, they exchange something of value in order to get something of value (the benefits of having or using the product)." [Marketing an Introduction by Armstrong Ch.9; Pg6] It would be almost as an insult, if Gem were offered to those who wouldn't know how to shine their brilliance, or that they don't even have any. We do not take value lightly, so we will not treat it lightly. Gem is a treasure to behold, but only for meant for those who are treasures themselves, and is something that only the rare few may possess (as is always the case when precious rarity is present). Otherwise, it would not be a Gem, or rather a simple and ordinary stone.
"A firm can set prices to attract new customers or to profitably retain existing ones." [Marketing an Introduction by Armstrong Ch.9 ;Pg18] What we are offering, an experience for the people who live for the finer things in life, medium Gem bottles are set at $99. The sizes, packaging, and quantity vary and so do the prices. You can simply get one, many, or mix in sets and wrap them in our themed treasure and/or jewelry box packaging. Keep in mind that Gem is made for the few and rare - as is the product.

Final Project : Marketing Mix - Distribution

There are many stores that randomly distribute their products just to make them ready for whoever and whatever reason. They know "...how it will make the offering available to [their] consumers" [Marketing an Introduction by Armstrong Ch.1; Pg.17] and just anyone in general. Beverage drinks are usually placed in as many places possible just to get their products out and sold, but Gem is not just some product - just like our customers are not ordinary people. Gem was made for people who are gems themselves, so they are placed in exclusive stores, and high-end bars for those who know how to shine.
We at Gem "arrange for [our] product to occupy a clear, distinctive, and desirable place relative to the minds of target consumers." [Marketing an Introduction by Armstrong Ch.2; Pg27] Ordinary beverages, sell in ordinary locations. Our locations are in places where our own treasure hunters know where to look, and are able to venture - no that does not mean that these locations are in dangerous places where a middle-class person would fear to tread due to getting assaulted. Think of these locations as mountain peaks, where only the prepared hiker may venture, if they have the proper equipment.
Gem locations can also be contacted for special customary orders and deliveries upon request. Due to changes in seasons we may also feature speciality themed items, for even more occasions. New and more Gems can be discovered at these locations, and given as gifts to those who you consider a gem as well.

Final Project : Marketing Mix - Promotion

Gem "communicate[s] with target customers about the offering and persuade[s] them [by using] its merits". [Marketing an Introduction by Armstrong Ch.1; Pg17] We've stated before that Gem is an Alcoholic beverage that stands on its own. It is because Gem offers more than just some ordinary drink, that it outshines its competitors. Its features will draw your attention, its scent will lure you closer, and its taste will seal the deal - so to speak. Gem strives to bring the most out of itself; to bring the most out of what it has to offer you and fuel/lock your experience into a timeless gemstone.  
We've shown you its "activities that communicate the merits of the [it] and [why you should] buy it." [Marketing an Introduction by Armstrong Ch.2; Pg29] It's shape and size might be small, but it's presence boasts it's inner statue. Gem calls to those who seek the rare and priceless treasures in life and know how to really make themselves shine. Prove to the world and to all that look upon you, that you are as priceless and rare as treasure; you illuminate and outshine the others; you are in a class all of your own.
We at Gem "...put more of [our] funds into personal selling" [Marketing an Introduction by Armstrong Ch.12; Pg17] so that we may create the best we can, and we know that our clients do so as well. You shall get what you pay for - that part can not be any more truthful. Outshine the rest, and leave on-lookers in awe as they stare at your illumination and stature. Something as rare and brilliant can also be intimidating. Why settle for anything less, that wouldn't speak for you in volumes?

Final Project : Marketing Mix - Product

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.

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.