Week 9 EOC: The Narrative

The Cabitac family, the family whom invented Paix Vodka, are always looking to better the world. As Jason's parents worked at Korbel Champagne for over 18 years, the alcohol industry has had a large impact on the young man's life. His family members are of some French descent which inspired the creation of the French delicacy, Paix Vodka. Paix is French for "Peace" which is what this company wishes to achieve. This Vodka is made with fresh organic granny smith apples to leave a bitter sweet taste on the tip of your tongue, but to leave a smooth refreshing after taste of cinnamon and cider. There is a apple cedar wood fragrance with a hint of almond spice to give it a warm delightful feeling. However delicious, the Cabitac's wanted more than just an alcoholic beverage, they wanted a purpose. Paix Vodka's purpose is to serve those in need with a clean refreshing water supply. Not only are our customers helping with our purpose, they are the sole compensation of our goal. Their contributions give us hope and a passion to succeed. With out our customers we have no purpose other than to please the taste buds of our consumers, then again that is the basic goal for any vodka brand.

Week 8 EOC: Creative Content

For my creative content I will be creating a billboard advertisement on Photoshop. Since my vodka brand is environmental friendly the color scheme will be very earthy and organic, hues of browns, greens and yellows. It will be placed in a very green scenario, most likely a forest of some sort. This will help with the logo which is green and the fact that this vodka is made with tart granny smith apples. I plan on having it be placed on a tree stump for a table to add to the environmental friendly feel of this brand. The bottle will have a light source on it that will make the shot look "epic." There will be a white banner across the top that has a low opacity so i can put the punch line "Drink for Pleasure. Drink for Purpose." on it along with the logo that I have created. There will be a simple description on what our goal is and other body copy as well. I will try to match the light source of the earthy forest with the bottle so it feels as if the bottle and vodka are connected with the earth.

Implementation Evaluation Control

We make our advertisements connect with our purpose, they are green and very earthy and organic. Hopefully non vodka drinkers will be persuaded to buy this product for that purpose. Even minor purchases that may be affected by advertising messages lead to repeat purchases only if the product delivers the promised customer value. (519) We started out as a plan, but we are on our journey to executing that plan and turning a dream into a reality. We do have some problems however we are in our stride to fixing those problems and hopefully making our company flawless in the consumers eyes. Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed.(54) We have enough revenue to put accounts into making more opportunities to expand Paix Products.

Price

The price of a bottle of Paix Vodka will be $24.99. The reason being is because our demographic is the age 25-30 so that our customers are somewhat established. We realize how easy it is to create vodka, we tried our best in bringing the crisp tart taste of our French Apples and cedar wood fragrance into our vodka. But we realize that our customers are buying this vodka to be apart of a movement, they are buying it for the unveiling of the bottle, our customers are buying it for the experience. It’s important to remember that “good value” is not the same as “low price.” (276)  Many times a year we have sales, for example during the holidays or for the birthday of our product. At these times our customers purchase many bottles per person because of the limited edition cases and bottles the vodka comes in. Price is also one of the most flexible marketing mix elements. Unlike product features and channel commitments, prices can be changed quickly. (275)

Promotion

Paix Vodka promotes safe drinking and giving back to the environment and communities in need. Every bottle is numbered so every customer who buys a bottle will be getting a one of a kind Paix Vodka. Also within every box the bottle comes in there will be a special note to thank the buyer and let the buyer know that he or she is taking part in Paix Vodka's main goal. First, they must decide on the size of the incentive. Incentives might be offered to everyone or only to select groups. (437) As I have stated before, Paix Vodka has many sales throughout the year, many of which are the holidays. During the holidays Paix creates special boxes and bottles to commemorate the celebration. Our biggest sale is on October 3rd, the birth date of our product. We sell "Buy one Bottle, Get one Free" in hopes that more people will celebrate this joyous day with us. Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. (432)

Distribution

Our best selling spot is Whole foods, because we know people who shop there shop for high quality and tasteful products. They are also established and can spend that extra dollar for great service and quality products. Management should focus on improving production and distribution efficiency. (10) We sell to Whole Foods becuase they understand our purpose and want to take part in it. Resellers are distribution channel firms that help the company find customers or make sales to them. These include wholesalers and retailers who buy and resell merchandise. (68) Whole Foods is a retailer grocery store, but they are more than that, just like we are more than vodka. We trust this company in creating the best opportunity for us to sell our vodka.

Product

Our product is specially imported from France to give an experience many thirst. We make our vodka from fresh organic French apples to give this most delicious tart, sweet taste with a apple cedar wood infused fragrance.  Consumers see products as complex bundles of benefits that satisfy their needs. When developing products, marketers first must identify the core customer value that consumers seek from the product. We know many people want to experience a true French delicacy, so we created this thirst quenching vodka. Paix Vodka has a unique experience by just even opening the beautiful matte grey box, revealing the frosted bottle in a nest of shredded cardboard. They must design the actual product and find ways to augment it in order to create this customer value and the most satisfying customer experience. (210) There is then a specialized note thanking every buyer for not just choosing us, but making the right choice when purchasing a Vodka. The note also lets them know they are taking part in the goal of creating a peaceful environment in the world. Paix Vodka is not for everybody, it's for the people who see bigger things in life, people who want an experience to go along with our vodka.

Target Market Strategy

Our main demographic are the ages of 25-30, mostly because this is the age where most people establish themselves with a sturdy job. Also because at this age people start to become aware and care for charities and other multi purpose brands, such as ourselves, that focus on bettering the planet.  Good marketing companies know that they cannot serve all customers in every way. Instead, they need to focus their resources on the customers they can serve best and most profitably. (30) For that sole reason and the profile most of our customers have, our biggest selling destination is Whole Foods. The job is not to find the right customers for your product but to find the right products for your customers. (10) By letting our customers know they are taking action in the goal of this company, they feel a stronger connection to our brand. They feel they are serving a purpose as well as serving their pleasure. The marketing program builds customer relationships by transforming the marketing strategy into action.  (12) This is our main way of building a strong customer-brand relationship, and our most successful way of gaining loyal customers.

Situation or SWOT Analysis

It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue.(55) We have many strengths but we have many weakness's as well.  The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. (55) One of our biggest strengths is the fact that we use recycled material for our packaging and bottle. This lets people know that we are serious about our goal and that we care about the environment. Another strength is that we have personalized notes in every bottle to let our customers know that we are thankful for their decision and that they are contributing to our purpose.  Are weakness's are the people who don't care for our crisp apple taste and consumers that can't afford it or already loyal to a different brand. Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance.  (54) Our objectives are clearly stated to give back to the communities in need and being a environmental friendly brand. We do have threats which are the bigger more popular brands such as Absolut and Ciroq, they have much more worth than we do and threaten our sales. Other threats are the stores that won't take our business such as big multi purpose stores. So we have narrowed down our demographics to Albertson's, Whole Foods, and other smaller but successful grocery outlets.

Objectives

As a French delicacy, we strive to bring enjoyment to our customers by bringing them the satisfaction of the tart yet sweet French apples and and the experience no other vodka brand has. This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. (42) Just because we offer such a pronounced experience, we also strive to serve a purpose with every bottle sold. We care about our customers, and though some may not be directly buying our products they are our affiliation. Overall objective is to build profitable customer relationships...(42) We have a goal to bring peace to communities in need by supplying them with a clean water supply with every bottle sold. It is our pleasure to serve everyone we can in any way possible and we would like to have our customers contribute as well. Paix means "Peace" in France, and we truly believe that peace should be the staple of the world.

Business Mission Statement

As a Vodka brand, Paix is aware of the purpose it beholds being an alcoholic beverage, but our goal is to be more than the stereotypes. Our goal is to bring peace to a world in need by giving a clean water supply with every bottle sold. A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization. (39) Our target market is the ages 25-30, because at this point in many peoples lives they understand there's more to life than just pleasing themselves. With our vodka consumers can satisfy their needs while at the same time serving a purpose and bettering the environment around them. Mission statements should be market oriented and defined in terms of satisfying basic customer needs. (39) Many consumers do not know they are doing a good deed when they purchase a Paix, product, but give them credit and thanks for what they did by deciding to buy our product. 

Week 7 EOC: The Pitch

Paix Vodka is essentially the best vodka for any casual get together. It is made in France with only the freshest apples available. It is 40% alcohol, which means each bottle is 80 proof. It has a slightest touch of the crisp apple taste, making it enjoyable for a sipping vodka or a shot of vodka. Followed by the crisp apple taste will be a hint of cinnamon with a follow through of almond. The last part of this journey is the scent of apple cedar wood fragrance the is bound to enlighten the room. Each bottle comes in an elegant matte grey box with a pull tab that reveals the Paix Vodka, which lies in a nest of shredded cardboard. Every thing about the packaging and bottle is recycled, giving the drinker an experience others thirst for, yet a purpose that serves the better of the planet. Paix Vodka was created to help the planet and those who are in need. We care about our customers, and though some may not be able to purchase our products they are our affiliations. With every bottle of Paix Vodka sold, a clean water source will be given to a community in need. Paix Vodka serves a purpose larger than being an alcoholic beverage, our purpose is to better the world and bring peace and harmony to those who need it most. Paix Vodka, we are more than alcohol. Drink for a pleasure, drink for a purpose.

Social Networks and Job Hunting

While I don’t like the fact that Facebook is being used as a job recruiter, Facebook's use as a job-recruitment tool remains small, but its appeal may be growing, I do think it is a good profit for Facebook. Personally, I don’t use Facebook often, however I do have on and I do have my current education and my previous jobs listed. I use Facebook to connect with friends and family, but never have I thought that my personal page would be scouted for jobs. Facebook can utilize this new development and try to make a profit out of it, because even though it may be creepy and inhumane, it is a good investment and tool. Companies that are hiring can use this to their advantage by trying to leak their company through some ones account by the “Where do you work?” question on Facebook. Brands ranging from Burger King to the Chicago Bulls are “tweeting” on Twitter, so why can’t other companies use this as another way to get in the social media network. Companies regularly post ads or custom videos on video-sharing sites such as YouTube, which can be directly posted on to Facebook. Now I already stated I don’t like this version of job-recruitment by using Facebook and staking employees to see what they really are in real life, but it is very helpful. A job interview is one thing, but when a company hacks into your real life they see what you are hiding under the suit and tie. It can be used as a safety precaution, similar to a criminal background check. Or it can be used as a regular “who am I really hiring?” to see what type of personality this person actually has. Whatever or however it is used, in the end networking is networking. 

Week 4 EOC: The Cult of Apple

Have you ever been in an argument about a movie quote or song lyric? Who said it? What movie it was in? Did you ever stress yourself out because you couldn't remember song lyrics? Well, with the new app Quote-It you can win every argument, sing songs as loud as you want without ever forgetting the lyrics and you can receive almost all the information needed from the song or movie.. It is quite simple, all the user need to do is open the app, choose the category, Movie or Song. If you choose the movie category then all you need to do is recite the quote into the phones speaker. The Quote-It app will then give you the following information, the title of the movie that the quote was in, who said the quote, what scene the character used the quote in, and when the movie was released. IN future updates there will be the cast and crews. If the user chooses the song category then all he or she needs to do is to sing any part of the song or put in the name of the song or artist. The Quote-It app will then give the name of the song, the artist, the genre, the entire song lyrics and an audio clip of the song. With this app you will never loose an argument again, nor will you ever forget any song lyrics. Quote-It now, remember it forever.

Week 3 EOC: My Demographic

"One thing that all of the Millennials have in common is their utter fluency and comfort with digital technology." (73) Based off of this information alone, it is true that I am a millennial. I do feel comfortable with any type of technology, whether it be phones, computer, cars, or even gaming consoles. Also true is that i was born in the era of technology, it formed my for the way I am. My career will be based on social media and it is up to me to keep the millennial blood flowing.I am constantly searching the inter webs shopping, streaming, playing games and again looking at social media such as Facebook. I believe that millennials will run the future which may seem obvious but I believe the next few decades will be based on social and technological advancements and that the millennials will only become more apparent. Not that it is a competition or anything, but what ever the future holds, myself and my millennial companions will be the majority of it. I myself am not bombarded with marketing surveys but i do find myself helping my elders out with phone and computer problems a lot.

Week 3 EOC: Making Money for Good

People Water is a for-profit company that believes no living body should suffer in this world. "People Water is not a charity or a non-profit organization. We're a for-profit, cause-based business, committed to alleviating the global water crisis. We're a double-bottom-line company. That means that we believe that success goes beyond just turning a profit. We feel we have a responsibility to make a positive impact on our world and community." (http://www.peoplewater.com/drop-for-drop).

People Water does a few things for communities suffering from poverty around the world, one being, New Water. With profit they have made from selling cases of bottled water, they go to suffering communities and restore wells or purify and cleanse the main source of water. They also create a water purification system that many communities would not imagined that they would ever have. This may be expensive, however People Water does not care about the price or expense, they care about the well being of PEOPLE, customers or not.This allows the communities to have a healthy supply of constant water. Again, all this company cares about is the well being of everyone, not just their customers. They don't like to see anyone suffer, and their goal is to bring peace to everyone.

Week 2 EOC: Boston Consulting Group - Video Games

In 2009 the video game market was indeed struggling. Microsoft and Sony, along with other video game companies, had to reduce prices of consoles or postpone game releases because of this struggle. However that was in 2009, a study showed in 2015 says, "In its upcoming 2015 Global Games Market Report, the researchers estimate that the 2015 games market will jump from $83.6 billion in 2014, to $91.5 billion in 2015." (Colin Campbell). And that prediction was some what right, those number may not be exact, however the video game industry did bounce back into a more successful title. The video games stocks made a comeback in 2015 because of the "mobile" games and other advances. (Rob Fahey). In my opinion gaming is coming back bigger and stronger because of the next generation consoles as well as the new and improved PC gaming. But facts are facts, One trademark name alone generated over $1 Billion in revenue in the video game industry in 2015. (John Gaudiosi) 2016 will be the test of time for the Video Game Industry. As for now, Xbox has a high market share but low growth, which is the same as Sony's PS4. Nintendo Wii U's are the hypothetical "dogs" by means of low market share and low growth. The more powerful of the gaming companies is the mobile, who has high growth rate and high market share. The virtual reality type of gaming can be the newest trend or it can be a total bust.



http://www.polygon.com/2015/4/22/8471789/worldwide-video-games-market-value-2015
http://www.gamesindustry.biz/articles/2015-12-07-video-game-stocks-bounce-back-in-2015
http://fortune.com/2015/12/30/star-wars-video-game-sales/

Week 1 EOC: My Voice

As an advertising professional, I make advertisements that are visually pleasing to the consumers eye. It's not so much manipulation; I open the door visually to help people understand a products purpose and hopefully persuade a viewer to become a consumer. I focus on originality, precision, and persistence in my work. My final products represent my hard work for perfection. The work I put out reflects the company but at the same time it has my own touch so that in every advertisement there is a hint of my own theme. I don’t settle for under quality work, and nor should the viewers of my advertisements. My goal as an advertising professional is to sell products in a high quality manner that is productive yet at the same time does not give out the sense of urgency or desperateness. I will be recognized for my work and I am determined to sell products in a creative and pleasing way. The viewers of my work will not be wasting time by looking advertisements. Instead, they will pleased, visually, in what they see and by chance be persuaded to purchase said item or product.

Week 1 EOC: Great Customer Service

A few months ago I took a trip down to Puerto Vallarta, Mexico for a small family vacation. We chose the Melia Resort because of previous satisfactions we have had with them. We didn’t think that the resort could get better but it did.

Once we landed and got to the resort to check in, there was some miscommunication on what room we reserved. Already frantic, my mom was starting to get impatient, however the concierge was calm and relaxed. There had been a huge convention for a cheerleading competition and every room had been booked. Again the concierge was under no visible distress and kept reminding us everything would be okay as if they knew this situation was coming. They could’ve given us a basic room on the far side of the resort and we would’ve been fine, but that’s not how they do things at the Melia. “Top marketers all share a common goal: putting the consumer at the heart of marketing.” (Armstrong, Kotler)

Since we were a little distrust with the regular concierge they sent us to the VIP section which was a whole different room. The customer service was ridiculously professional and friendly. They didn't treat us like we were just getting an upgrade, they treated us like we belong in VIP.There they gave us a VIP room right ion the water, with a fantastic view. To makes matters better, once we got up to the room there was a piece of a cake that said “Welcome to the Melia”. They suited us as if they knew we were coming and that we weren’t going to have our regular room. There was no fuss or disappointment, only happiness and gratitude.