Shyann's mission statement is very well written and does a good job at explaining what she wants out of the company.
A.J.s mission statement is straight to the point and he really wants to the his customers believe that they are divas.
LaJuan mission statement is very detailed and I believe I would want to try his vodka.
Wednesday, November 30, 2011
Price
"For most purchases, consumers don’t have all the skill or information they need to figure out whether they are paying a good price. They don’t have the time, ability, or inclination to research different brands or stores, compare prices, and get the best deals. Instead, they may rely on certain cues that signal whether a price is high or low. Interestingly, such pricing cues are often provided by sellers, in the form of sales signs, price-matching guarantees, loss-leader pricing, and other helpful hints" (Marketing: An Introduction 10th ed pg 294) As far as the price goes we will want for it to be affordable but not scream cheap Vodka. We are setting the price at a reasonable 30 dollars a bottle. I don't want for our guests to think that they are buying a cheap vodka because Athabaskan is not. We researched multiple types of plants that have a varity of different types of nutriets so the price of the vodka should reflect the amount of care that we have put into it. For a 750mL 30 dollars is reasonable for a nice bottle of vodka. While selling it in bars or in resturants the cheap vodka usually goes for 3 to 4 dollars a shot and the expensive premium vodkas go for around 6 or 7. So we will be looking at about 5 dollars a shot to sell in those places.
Distribution
The way that I plan on distribution Athabaskan is through commercial travel. Since I would like to keep the company green we are looking into the Hybrid Semi-Trucks out there and this should help take some of the focus out of the energy costs while still being cost efficeint."Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage." (Marketing: An Introduction 10ed. pg. 312) The hybrid semi-trucks will change the entire dimension of how these trucks are sold.They will be have a faster speed as with the same quantities of fuel, the engine will work much better with smarter efficiencies and also the horsepower producing capacity will be boosted. The hybrid engine in the semi-trucks will provide an option for either shifting the engine modes from fuel to gasoline, electric and even the diesel ones. "Distribution channel decisions often involve long-term commitments to other firms. For example, companies such as Ford, HP, or McDonald’s can easily change their advertising, pricing, or promotion programs. They can scrap old products and introduce new ones as market tastes demand. But when they set up distribution channels through contracts with franchisees, independent dealers, or large retailers, they cannot readily replace these channels with company-owned stores or Web sites if conditions change. Therefore, management must design its channels carefully, with an eye on tomorrow’s likely selling environment as well as today’s." (Marketing:An Introduction 10th ed pg 312) By using Hybrid Semi-Trucks our company will be thinking about the environment while thinking smart about saving on energy and cutting fuel costs. Our company will not be about beating out the other companies as far as the distribution process goes but more on what is the better way to go about doing this. We will commit to sticking green by working with others who have the same outlook.
Promotion
Since I have decided to go ahead and mainly try to sell Athabaskan to people older then 55, I have decided that the best place to try and promote Athabaskan ia at country clubs. I could make some sort of deal with the owners to change out thier house vodka for Athabaskan and hand it out with their drinks. by doing things this way I am letting others try the product and taking it to allow them to help get the product out their for the company. The country club could let all of the guests know about the switch which would tell their guests that Athabaskan is worth a try, because the country club has given us the chance as well. "The product’s design, its price, the shape and color of its package, and the stores that sell it all communicate something to buyers. Thus, although the promotion mix is the company’s primary communication activity, the entire marketing mix—promotion and product, price, and place—must be coordinated for greatest communication impact." (Marketing:An Introduction 10th ed pg 377) By doing things this way we target people over 55 and if they like Athabaskan then they could help the company promote it through word of mouth. Hopefully doing things this way will go smoothly and allow for thing to go off without a hitch.
Product
Vodka is my product, but its more then that. I want to sell a memory and by doing that I have to create the memory in the first place. "New products are important—to both customers and the marketers who serve them. For companies, new products are a key source of growth. Even in a down economy, companies must continue to innovate." (Marketing: An Introduction 10th ed. pg 245) Athabaskan is about tasting good while containing the nutrients from the berries and the roots that will be put into it. Things that contain healing herbs and are known for their effects. Plants such as Agrimony, Alfalfa, Ban Xia, Basil, and Cayenne, among others. Also berries like black, blue, and bosen will be added for flavor. Once the product grows we may make more flavors but we want to be a simple brand. Everything that will be put into the vodka can be easily reseached nothing will be overly complicated.Our company will consist of what our customers think of the product and will be developed around that. Again I want this product to be about rememberence. When our customers taste our vodka and see the things that we put into it they will think of what the old native healers used to use these plants for. They will think about when times were more simple and things were not as complicated as they seem to have become."Convenience products are usually low priced, and marketers place them in many locations to make them readily available when customers need them" (Marketing: An Introduction 10th ed. pg 211) I want everyone to be able to afford our product and I would like to make it easily avalible to all. Even though most would not consider Vodka as a Convenience item that is what I would like for this to be. Overall I truly would like for our group of customers to think of Athabakan when they think of a great time and a wonderful memory.
Target Market Strategy
Athabaskan is specifically targeting people who are over the age of 55, by doing this we can possibly create a big market for the type of vodka that we would like to become. "A marketing stategy....outlines how the company intends to create value for target customers in order to capture value in return." (Marketing: An Introduction 10th ed. pg. 57) By targeting this particular group we are taking a chance that other companies that sell Vodka is not taking. Most Vodka companies advertise to the young croud. Those in college, in their early to mid-twenties who are out on the town and having a good time, or to those who would like a more refined taste in Vodka. Marketing to a group of people who are over 55 will allow for us to target and all new group. Athabaskan is all about having nutrients and a great taste that reminds you of when life was simpler. We will focus on letting our advertising speak for itself then by word of mouth. By possibly starting a group that gets together perhaps once a week who enjoys remincing to let them judge Athabaskan for themselves and then put the product out there to their friends and family we can focus on gaining a group of followers that enjoy the product and advertise it for us. "Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly." (Marketing: An Introduction 10 ed. pg 57) Okay so now that we have our product, who we want to sell it to, and how we want to advertise it, how are we going to make it work. Simple enough, by allowing our employees to market it for us until it slowly starts to make a name for itself. The company already knows what we are about we just have to get others to see it in the same light. I want this company to speak to its customers as a company that put its whole being into focusing on those same customers. It is really easy to come up with a company but getting out of your company that you want to get out of it is the hardest part. Athabaskan is not about making money but about creating memories.
Situation or SWOT Analysis
"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)" (Marketing: An Introduction 10th ed. pg. 55) For my SWOT analysis I will go in the order that they imply so starting with (S). What would be the strengths of my company? For starters I would need to point out who my company will be mainly promoting our product to. Of course I would like to say that anyone will want to be our product but that just is not looking and walking into a business realistically. So we will push this product to people over 55. Why, because our brand is all about rememberence and usually people over 55 like to remince about when times were simpler and they were younger. So one of our strengths I believe is going to be marketing, we already know who we want to market to and our whole product is about remincing so we already have a leg to stand on. Moving on to (W) weaknesses starting a company is never an easy thing unless you have the money to get everything off of the ground. So one of the weaknesses of the company would be that we are relying solely on our ability to market ourselves and relying on our customers to help get us off of the ground. "The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue."(Marketing: An Introduction 10 ed. pg 43) Next is (O) oppertunities, While many other companies sell vodka not many advertise solely to people over the age of 55. They mainly focus on the younger crowds who are still out and partying away their lives. Our company will advertise to those who are rarely spoken to from this market. We want a company that knows its customers and it's customers know themselves they are already established and know who they are. By advertising to them we are hoping to attract their attention in a way that others will not. "Assesses major threats and opportunities that the product might face, helping management to anticipate important positive or negative developments that might have an impact on the firm and its strategies." (Marketing: An Introduction 10th ed. pg. 43) Finally (T) threats of course everyone wishes that when they started a business they would encounter no problems no threats and that the company will take off with out a hitch, but those people who base everything in their company on that idea will quickly lose everything that they have come by. The biggest threat to our company I believe is the simple fact that vodka's biggest crowds are the younger people so those Vodka companies that advertise to that particular group may take potential business away from our company do to the fact that we are advertising to a group older then the standard Vodka drinker.
Objectives
Athabaskan's objective is to constantly improve the quality of our product. Doing this will cost not only time but money as well. By focusing on the customers of Athabaskan and developing something to their specifics Athabaskan will not only allow the great taste of a memory but create great memories in the process. Since Athabaskan is a vodka that takes all natural berries and roots down to their essence we want to devote time into replanting any type of plant that we use. All plants will be used to help produce a quality Vodka that tastes great but still gives you some of your daily nutrients. To help us acheieve some of our goals we will need to rely on the general public, or our customers. Our customers are going to be how we as a company can advance and allow for ourselves to thrive. "A public is any group that has an actual or potential interest in or impact on an organization’s ability to achieve its objectives," (Marketing: An Introduction, 10th ed. pg. 69). As a company we can help ourselves improve the quality of our product using a couple of methods. We need to focus on the profit of the company as a whole. Since our brand is new we do not want to come out right away with and offered discount or lowering our products prices, so we will still strive to keep our product at an affordable price to begin with to help the push of our product. Since our product is suppose to be availible to every one we will make it that way. By putting our product our there where it is easily accessible we will hopefully allow the sales of our product to continuously grow. By saleing our product we will be able to make the advacements in it that we would like to strive for. "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,"(Marketing: An Introduction, 10 ed. pg. 43) Overall the objectives of the company are easily accessable. We must work hard and show that we truly want to make a product that is for the people. That is what we strive for something people will want while tossing in great taste and memories.
Business Mission Statement
"An organization exists to accomplish something, and this purpose should be clearly stated." (Marketing: An Introduction 10th ed pg 39)
Athabasken is dedicated to bringing a new way of rememberence for the everyday person, whether it be a customer, company, or employee by :
Athabasken is dedicated to bringing a new way of rememberence for the everyday person, whether it be a customer, company, or employee by :
- Committing our brand with high quality ingredients to an affordable price.
- Focusing on beinging an all "Green" company.
- Ensuring that all buyers of Athabasken focus on remembering when times were simpler.
- Constantly striving to be the best at what we do.
Week 9 BOC: Cyber Shopping
Wednesday, November 16, 2011
Week 7 EOC: The Pitch
Athabaskan
Vodka that's rejuvenating made with premium chosen berries and roots that have a native culture reminiscence with a berry flavor that makes this vodka unique for you who says vodka can’t have nutrients to be flavorful. This new Vodka is designed with you in mind. Taking ingredients used in the past to make your present brighter. Athabaskan is created to bring back a Native feel to the lives of its drinkers. It will contain multiple types of berries that enhance its flavor but also contain nutrients needed in daily life; also certain roots will be used in order to protect the feel of Athabaskan. As a new Vodka on the market we are trying not to compete with the other brands but instead are trying to create a brand that’s yearned for, Vodka that is remembered for its reminiscence of the Old Country, a reminder of when times were simpler. Not only will this Vodka create a feel of youth and rejuvenation but it will also have a great taste to go along with it. Athabascan is ther for its consumers and created specifically for its consumers. By creating Athabaskan we will be targeting the elderly since we are trying to bring back memories, we want them to remember life as it use to be life that was more simple. Everything that we will put in our Vodka will be recognized nothing will be an overly complex chemical. Yes this will be new but it will be a new to remember. Our vodka will start out affordable and always will be, it will be sold alongside other vodkas not as competition but as a target. We will want our customers to see our bottle and have it look simple not flashy like the other brands because we are not about flashy we are about fresh and simple. In fact I believe that this will be our slogan Fresh and simple, like the old days. We are about a simpler time full of wonderful memories that are just waiting on the inside.
Wednesday, November 9, 2011
Week 6 EOC: Me x 3
I tend not to be a materialistic person, of course there are things that i would like to have in my everyday life but they are not things easily bought on budget. I live my life very simply and for my defining things just are not myself. Obviously every person buys health care products, things that improve their hygene. So I could not say that "oh I buy toothpaste and that defines the person that I am." What I can say for myself is that I enjoy reading so books would be a defining factor of myself. Not all books obviously but books pertaining to life outside my own. I love to read and be taken out of my world and put into another. For that amount of time I'm not worried about my own issues because for that moment I have none. Books are a way for me to not focus so much on what my life is like but gives me a reason to allow my mind to wander, without reading I can not truly say that I would be the person that I am today. Reading has always been a big factor in my life. Growing up for me was not the easiest we had a poor family and even though I was loved very much by my family I moved around a lot so I didn't have many freinds and I could always rely on books to be there for me. The next thing that I believe would define myself would be paper and pens and yes they are linked together and for a purpose. I not only read books I also like to write them. I enjoy creating a world on paper, one that is mine, something I came up with. A world that is more easily controlled and changed. I was able to take the hardships of my life and make the character in a book I was writing find a way to conquer that issue. I have always liked to think of myself as a creative person and writing was my calling. I can not draw but I can create and the way I did that was through character creations and creating worlds to go with those characters. Even though they may have been fiction they still helped to shape the person that I am today and for that writing has alwsay been a defining part of my life. Finally and I just realized this calling not to long ago would have to be anything that has to deal with a camera. I love taking photographs and no not of myself but of actual meaningful things to myself. Such as nature, what better way to get away from it all then by just leaving your worries behind and going on a nice camping trip or hiking. I believe that people forget what else is out there and i want to remind them of that. The way that I do this is by taking pictures of what I see out in the wilderness. Taking a photograph that creates life long memories. The world is to caught up in moving forward that it forgets to stop and enjoy the scenery. Well I for one do not want to be swept up and caught by the hussle and bussle of daily life. I would rather take it one step at a time and enjoy it while creating beautiful pictures in the process.
Wednesday, November 2, 2011
Week 5 EOC: Social Networks and Job Hunting
Since the internet is such a hot comodity amongst just about everyone from children, teens, college students, to job employers, what better way to look for a job then finding one online. In my personal opinion I believe that doing a job applicatin this way takes out the personal part of the interview. On the plus side applications done this way take out the middle man. Looking at an application this way allows for the employer to focus on the qualifications and the skill versus a first impression. "Over the past few years, a new type of social interaction has exploded onto the scene—online social networking" (Marketing: An Introduction, 10 ed. pg. 14) Many places now use social networking as an opportunity to grow. "Social networking media range from blogs to social networking Web sites, such as Facebook and YouTube, to entire virtual worlds, such as Second Life and Gaia Online. This new form of hightech buzz has big implications for marketers." (Marketing: An Introduction, 10ed. pg. 14) Sites like Twitter, Tumblr, and even Facebook can now be a means of getting a job. I you befriend people and or follow people through these sites and you have similar intrests then who to say that you can not get yourself to a place or get a job by the people that you know. As a person who lives in Las Vegas, knowing someone is everything. Even though the city may seem big to an outsider, for someone who lives in this town you truly know that Vegas is incredibly small and if you mess up here then you will no onger be able to work here. This also works in the opposite direction as wel though if you make a name for yourself here every one will know who you are. Or even if you become friends with someone and they begin to recognize the work that you do and produce they could mention your name and from there you could take off. Social networking will get you a far way in this town and with the economy being the way that it is most employers enjoy the word of mouth to find jobs or to sale a product versus the advertising avalible jobs. "But these days, thanks to modern technology, armed with little more than a video camera, laptop, and a cell phone, anyone can spread the word about products and brand experiences to thousands, even millions, of other consumers." If you work at a company and hear that there is a job opening in an area that say your friend is good at then you can suggest that person to whoever is hiring. By doing this you take out the middle stuff. The business will not have to spend money on advertising the job and taking time to interview 100's of 1000's of people.
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