Week 9 EOC: Three Great Mission Statements

”New products are important—to both customers and the marketers who serve them. For customers, they bring new solutions and variety to their lives. For companies, new products are a key source of growth. Even in a down economy, companies must continue to innovate. New products provide new ways to connect with customers as they adapt their buying to the changing economic times.”(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Pg. 244). inaltéré Vodka is all about quality and the perspective on a on-the-night drink. The experience inaltéré gives the consumer is suppose to evolve around spontaneous endeavors, adventure, and continuous fun. inaltéré Vodka is in partnership with Hakkasan Group and will be featured in all of the Hakkasan properties as the number one Vodka promoted. The french ingredient vodka will be sold also in stores but the may focus is the nightclub, lounges, and music festivals. “There is no single way to segment a market. A marketer has to try different segmentation variables, alone and in combination, to find the best way to view the market structure.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing -Pg175)

Week 8 EOC: Creative Content

inaltéré Vodka will be presented with a crown to express its greatness, quality, and eminence. Featured in the advertisement image will be Hakkasan represented in the background to serve purpose of the partnership of both brands. Official banners and billboards will be created to express the experience inaltéré Vodka expects you to have; spontaneous, over-the-top, and continuous fun.

The featured banner and inaltéré Vodka party booth will be placed in all of the Hakkasans propertities, which will eliminate confusion of the new brand. They both will be straight-to-the-point, eye catching, and crowning. The booth will be a special V.I.P lounge that is offered to all V.I.P guest and can be requested for private parties. It features a personal bartender serving all inaltéré Vodka cocktails, lounge area, of course space to dance, and a customized photobooth with plenty of inaltéré Vodka filters to choose from.

Implementation Evaluation Control

TBC

Price

inaltéré will not only be featured in all of the Hakkasan properties but in the liquors stores around the United States, Canada, and Europe priced at $32.99. Price is subject to change if inaltéré is in high demand. Competition wise inaltéré is competing against Effen, Grey Goose, and Ciroc. “When setting prices, beyond the market and the economy, the company must consider a number of other factors in its external environment” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 284. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online).

Distribution

Distributing inaltéré Vodka exclusively at all Hakkasan properties and music festivals promotes the experience you have when drinking our alcohol. Making we market  inaltéré Vodka the right way gives us the chance to serve our alcoholic beverage properly and give the brand much more perspective. At all of the Hakkasan locations the bar will be stacked with a large amount of inaltéré Vodka and promoted for its eminence, served as a cocktail or on the rocks. “Companies can design their distribution channels to make products and services available to customers in different ways” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 313.

Promotion

inaltéré Vodka and Hakkasan Group has partnered up to create the ultimate experience. Hakkasan Group is a worldwide hospitality company with establishments across the United States, Europe, Middle East, and Asia. At the day and nightclubs, lounges, and private parties owned by Hakkasan, inaltéré Vodka will be featured as the prime vodka along with the several party cocktails available at the bar. inaltéré Vodka will also be featured as the number one vodka at all insomniac music festivals and events, expanding the name of the new, fresh, exciting drink. “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” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 432.) 

Product

inaltéré vodka represents a spontaneous and expressive lifestyle. The french imported vodka brings a new intricate flavor that is like no other. From french honey, sugarcane, wheat, and rye to the sweet Honeycrisp apples from Minnesota, inaltéré is full of exciting flavors. The customer will know what to expect every time and will never be disappointed while choosing inaltéré as the drink of the nightlife scene. "Product is a key element in the overall market offering. Marketing-mix planning begins with building an offering that brings value to target customers.This offering becomes the basis upon which the company builds profitable customer relationships." (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 209.) 

Target Market Strategy

“The company first gains a full understanding of the marketplace by researching customer needs and managing marketing information. It then designs a customer-driven marketing strategy based on the answers to two simple questions. The first question is “What consumers will we serve?” (market segmentation and targeting)”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Pg. 30) The target market for inaltéré vodka is the consumer who is willing to experience moments and adventures they never experienced before. The excitement of something new and thrilling, such as the nightlife. Men and women in between the age of 21 and 30 who enjoys an exciting party, is open minded, and overall outgoing individuals. Depicting what demographic fits best with inaltéré vodka is a more effective way to please our customers, and create a product they relates to their lifestyle. “Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Pg.9)

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)” (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. pg.54.)
 Strengths, weaknesses, opportunties, and threats are things that accumilate overtime. inaltéré is a brand that represents internal factors as our strengths and weakesses which we will use as an advantage to boost promotion, marketing, and advertisement. As for external factors, opportunties and threats fall into that category. Although, external factors are inevitable it can sometimes have a huge impact on the brand itself. Having threats against the brand can alter the way we sell and market  inaltéré. “Managing the marketing function begins with a complete analysis of the company’s situation. The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 54). The goal is to start out strong and continue to stay on top of our game, and have a presence of success. Having a good, affirmative, or positive outlook is important when dealing with either internal or external factors. “The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities. The plan next states major objectives for the brand and outlines the specifics of a marketing strategy for achieving them.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Pg. 55)

Objectives

Making our way into a business that has existed for many years and has plenty of similar products is a challenge. inaltéré Vodka is made to make a difference by the experience you receive while savouring the crisp taste. inaltéré has partnered up with Hakkasan Group which means inaltéré vodka will be the featured drink at all of Hakkasans day and night clubs. “The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them.”(Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Pg. 40) 

Business Mission Statement

The ultimate goal of inaltéré is to be in the hands of someone who enjoys the nightlife and party scene, always looking for a good time. inaltéré is for the optimistic wanting to do things outside of the box. “The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation" (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 6. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online. 
 The logic behind inaltéré is to create an atmosphere of pure enjoyment and thrill, the want and need a consumer wants to endure while out on the town.
“Guided by the company’s mission statement and objectives, management now must plan its business portfolio—the collection of businesses and products that make up the company.”( Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing- Page 42).

Week 7 EOC: The Pitch

inaltéré  Vodka is up against many versions of itself but the experience is like no other. The exquisite taste of honey, sugarcane, apple, rye, and wheat all imported from France defines the definition of fun, sweet, and bold. It's the ultimate meaning of confidence in a bottle. Individuals who are open minded to all things fun and spontaneous endeavours are they key customer of inaltéré Vodka. This particular vodka is named inaltéré, Unaltered in English because every time you drink it the tastes is always the same, perfect and unaltered. The top 3 current competition inaltéré Vodka is facing against would be Ciroc, Effen, and Grey Goose. inaltéré Vodka is joining the family of all Vodkas in the market but is bringing a new, innovative, and tasteful blessing to the mix. inaltéré  will be sold and served particularly in day and night clubs, pool lounges, music events and festivals, as well as a variety of liquor stores.

Week 5 EOC: Social Networks and Job Hunting

Job recruiting through social networks has a lot of pros and cons. Not only would your job be linked to you professionally but personally as well. Most job candidates may feel uneasy linking the two together because it may feel like an invasion of privacy. Linking a job with any social network platform such as Facebook has its advantages because of how often people are on the site or app. It can be convenient to the employer and the to the employee because of the consistent contact. "Indeed, Jeff Vijungco, vice president of worldwide talent acquisition for Adobe Systems Inc., said that in focus groups, prospective job candidates were sharply averse to being contacted through Facebook for jobs." (Light, Joe. "Recruiters Troll Facebook for Candidates They Like."The Wall Street Journals. Dow Jones & Company, In.). Although LinkedIn specializes in job recruitment as a social network platform, it's nothing but business, unlike Facebook which is usually used personally with friends and family.  LinkedIn is used as a professional networking outlet to recruit knowledgeable candidates with executive experience. Another plus that linked offers that is effective when looking ton fill a position is an access to candidate resumes."Even though LinkedIn is the traditional route to recruiting employers are preferring the connection they have through facebook more."Facebook's use as a job-recruitment tool remains small, but its appeal may be growing. Some recruiters say they have all but eliminated their spending on job boards, which can charge a few hundred dollars per job posting, depending on volume. Others note that while LinkedIn  contains a more comprehensive résumé database, candidates tend to value referrals from their connections on Facebook more." (Light, Joe. "Recruiters Troll Facebook for Candidates They Like."The Wall Street Journals. Dow Jones & Company, In.).
As far as recruiting and employing candidates from social networking outlets companies such as Sony has used brand ambassadors to jump-start the launch of its new (at the time) GPS camera to candidates the personally liked as a company. They hired candidates who travelled frequently, blogged, and took great photographs while they travelled to various locations. Sony used the brand ambassadors to market the GPS camera that draws on satellite tracking technology to let you record the exact location of every picture you take and later map them out online using Google Maps. The wanted the brand ambassadors to show their friends and family, associates, and generally, anyone they could advertise the camera to. "Brand ambassadors programs leverage the power of peer-to-peer communication. Consumers heat about products and brand experiences from others just like themselves- people they trust- rather than from commercial marketing sources." (Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. Upper Saddle River, NJ: Prentice Hall, 2000. Print.)

 

Week 4 EOC: New App

The idea I came up with for a new innovative app is Find My Pet. Find My Pet is a user-friendly app that allows pet owners to track their pets without the hassle of depending on the general public and "missing pet" flyers. The apps compatibility requires iOS 8.0 or later and android compatible. It is compatible with iPhone, iPad, iPod Touch, and Android users. After downloading with the one-time fee of $2.99 and signing up, the customer will be directed to the Find My Pet website. Within the website, the customers are welcomed with an array of $15 or less stylish collars. Each collar has the capability of being customized and on each collar is a control button that can be pressed when your pet is found. Once the control button is pressed an automated message you create is release and your information is received to the persons who found your pet. Tools that are featured on the app give you a satellite, 3D view of the area you pet is located at. Once you begin tracking the collar the app gives you directions, step-by-step, on where your pet has gone. There is also a feature that allows you to create a pet profile that will link up with all of the local pet shelters and hospitals. With that feature, your beloved pet can be found a lot quicker if he or she is injured or found and the control button isn't pressed. Other in-app purchases can be made and other handy tools to keep track of your pet. 

Week 3 EOC: My Demographics

Being a millennial and reading about all of the characteristics I relate to the title even more. Technology is something that I always had access to even as a baby. Growing up, I had access to computers, the TV, cell phones, and as I got older social media. A recent study found that 91 percent of millennials are on the web. "All generations are comfortable with technology, but this is the generation that's been formed by technology," says Yahoo! executive (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition, Pg. 73). 

There a pros and cons of being a millennial because nowadays conversation is becoming less frequent and there is an absence in conversing face to face but we are intellectually proficient in technology which comes in handy for jobs, school, and personal gain, "One thing that all of the millennials have in common is their utter fluency and comfort with digital technology. They don't just embrace technology, it's a way of life." (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition, Pg. 73) 

Being full force on the internet almost all day the millennials' become a target for marketers. Having the capability to advertise products, campaigns, and even automakers, companies messages are getting across because it is online and they know we, if not most will see it. Sharing capabilities are very relevant on social media outlets so if there is something an individual likes it is easy to share it so then everyone they associate with on their accounts can as well see the advertisement or post, which is what happens for President Obama presidential campaign. President Obama was marketed as a high-end consumer brand, " Young people want to be in control of their relationship with a brand. They want to customize and personalize." Before he was elected president, his campaign site allowed just that, with its use of tagging, discussion boards, photo uploads, and other interactive elements (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition, Pg. 73).

Week 3 EOC: Making Money for Good

In the fashion industry, there is always opportunities to give back and contribute to the community. It is very important as an employer to instill a great social responsibility policy and for the employee, it is great to work for a company that has values. LVMH Moet Hennessy Louis Vuitton SE, better known as LVMH, is a European multinational luxury goods conglomerate. The LVMH group withing its company comprises 70 exceptional house and is the only group present in all five major sectors of the luxury market. The luxury market includes Wines & Spirits, Fashions & Leathers, Perfumes & Leather Goods, Perfumes & Cosmetics, Watches & Jewelry  and Selective Retailing. As a major company within itself and a parent company for the luxury houses, they make it a priority to give back to the community and to be socially responsible. "LVMH is committed to exemplary social responsibility. This commitment is based on the fundamental principle of respect for people, and making excellence a lever for social and professional inclusion, in solidarity with our host communities." (http://www.lvmh.com/group/lvmh-commitments/social-responsibility/) 

 One of the social responsible acts that LVMH gives back to is the 'Fight Against Sickle Cell Anemia', and LVMH donates money and holds gala's to raise money for the Robert Debre Pediatric Hospital in Paris to sickle cell disease research. LVMH has been donating to the hospital since 2011 and has enabled the team to pursue their research and improve the quality of patient care. "LVMH's patronage has provided key impetus for several important research projects that would otherwise have lacked resources." said Doctor Malika Benkerrou, head of the sickle cell disease center at Riber Debres Hospital (http://www.lvmh.com/group/lvmh-commitments/social-responsibility/the-fight-against-sickle-cell-anemia/) 

 Being a well-known company that has major, successful businesses within its own it is extremely important to be a part of a project or organization that was created to do good and give back. In 2015, LVMH confirmed they would continue to support the pediatric hospital and the research with open-ended support, " When you are fortunate to work in a privileged enviroment, a universe marked by dreams, sharing with the community is something we all feel very strongly about." Chantel Gaemperle, the Group Executive Vice President Human Resources and Synergies, emphasized (http://www.lvmh.com/group/lvmh-commitments/social-responsibility/the-fight-against-sickle-cell-anemia/).

Week 2 EOC: Boston Consulting Group - Video Games

The video game industry was once simply known as the,"downturn-resistant", but now is showing significant market growth. Newzoo, game market research projects that the video game industry will boost sales, "9.4% year-over-year and worldwide revenues will reach $107 billion in 2017"(http://www.gamesindustry.biz/articles/2015-04-22-gaming-will-hit-usd91-5-billion-this-year-newzoo). Companies who specialize in producing and selling game consoles, such as Microsoft Corp.'s Xbox 360, Sony's Playstation and Nintendo Co.'s Wii, are making mass profit off of the consoles they sell, and even making mass market percentage growth with business partners such as, EA, Activison, treyarch, ubisoft, sledgehammer games, and nintendo. "In 2019, the traditional gaming market is expected to account for $65.91 billion, with digital distribution of traditional games making up almost 20 percent of that total." (http://www.gamesindustry.biz/articles/2015-06-03-global-gaming-market-to-hit-usd93-billion-by-2019-report) Not only are game console systems and the video games for those systems racking up heavy amount of revenue and market percentage, but PC and mobile games are also a big hit, "Newzoo expects that mobile games will generate $30.0 billion worldwide." (http://fortune.com/2015/01/15/mobile-console-game-revenues-2015/)

Week 1 EOC: Great Customer Service

Worst:

My sister and I needed to pick up some household items so we decided on Wal-Mart. It was around Christmas time so they were heavy on the security. We spent about 30 minutes shopping in the home department and couldn't find any assistance, as usual. After we gathered everything we went there for we stood in line for checkout. We purchased a new trashcan, trash bags, kitchen essentials, and also bathroom supplies. Reckon it was the Christmas season and everyone is shopping at once. So, after we checked out we made our way towards the exit where security is checking everyone's receipts and bags. Once it's our turn for the security man to scan over our receipt he brings to our attention that the trashcan is not on the receipt. We try to explain to him that we paid for it and there's no way for us to steal a trashcan that is bigger than the shopping cart. The security starts to get loud with us and is accusing us of stealing and that if we don't want the consequences to go pay for it or deal with him. We go back to the register that we purchased our items at and told the cashier that the security guard said we didn't pay for the trash can and it's not on the receipt. The lady working checkout scanned the item then told us that we should have been better customers and to put all of our items on the conveyor belt. My sister and I looked at each other and couldn't believe what she said. Being the person I am I told her, "Being the employee at Wal-Mart, you should do a better job at making sure you scan all of the customers items before they leave." We took our receipt and walked away, I know all very dramatic but true.

Best:

One of my best customer service experiences happened about 2 months ago when I needed some new boots and a friend referred a clothing and shoe website to me. I checked out the website and it seemed pretty legit and they had great comapny reviews. So I then ordered a pair of boots and a pair of jeans from the online site called, Cicihot.com. The standard shipping for your purchase is 3-7 days and when I finally received the package, the box along with shoes were damaged. Not only was I upset with the way I received my product but it took my shoes a whole week to come, and they were delivered to me damaged and not up to my standards nor any other paying customers. Immediately after I received my shoes the way they were, I emailed the company the same day to let them know that when I received the package it came to me ruined and in worst possible shape ever. Only one of the shoes were damaged but I have two feet so I had to send them back, but my jeans were perfectly fine so I kept them. Two days after I emailed the company they sent me a, "I'm sorry for the inconvenience", email and the company offered to send me a new pair of the same shoes free of charge and a 25% off coupon code for my next online purchase. After the company sent the new package they sent me an email again stating how they appreciate my service as a customer and sorry for the inconvenience once again. Ever since the company took care of the mishap extremely well and gave me a refund, I continue to shop through their website and luckily I haven't had another damaged package or product.

Week 1 EOC: My voice

My passion for everything art, contributes to the work aesthetic I hold myself to as a professional. Pursuing to be a renowned Creative Director for a fashion house is my main goal in the industry. I take risks and extra steps to make sure I am on top of my game and have mastered each major requirement that will lead me to a successful ending. Being a Fashion industry professional gives you the opportunity to understand every aspect of being in the business of fashion. Creating a concept that is built off of a vision is what it is to be a Creative Director and to expand conceptually with a team of designers, putting forth a collection and inspired idea as the final product. Fashion contributes to our everyday lives which is something that will never go out of existence. Being able to contribute to the art you love and enjoy is worthy at any cost. Having the technical skills with digital illustration, leadership skills, communication, and creativity are things I am mastering to be successful.