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.