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.