Week 2
Week 3
Week 4
Week 5
Week 6
Week 7
Week 8
ProfitDrive review
4 years ago
Wednesday, September 24, 2008
Value Proposition
“The company must also decide how it will serve targeted customers-how it will differentiate and position itself in the marketplace. A company’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs. (Armstrong & Kotler – Marketing 9e Ch.1 pg.9)”
Kettle V., new vodka, new generation.
Kettle V. is a new high end vodka with a twist. Made with Kyoto green tea leaves from a prestigious tea producer in Japan with a high end Russian Vodka that has been distilled five times gives birth to a new type of vodka for the new generation. Kettle V. is a all organic vodka that has the great nutrients, ginseng for energy, and taste of green tea combine with the strong, bold, and smooth taste of Russian vodka 40% (80 proof) with a splash of honey to give it the hint of flavor. Kettle V. is here to re-invent the vodka, not to follow the others. It is sophisticated so you can have a glass at a book reading or art gallery show, but also sexy enough to drink up at a club or at a trendy restaurant. Kettle V. is the new standard for the new generation.
Kettle V., new vodka, new generation.
Kettle V. is a new high end vodka with a twist. Made with Kyoto green tea leaves from a prestigious tea producer in Japan with a high end Russian Vodka that has been distilled five times gives birth to a new type of vodka for the new generation. Kettle V. is a all organic vodka that has the great nutrients, ginseng for energy, and taste of green tea combine with the strong, bold, and smooth taste of Russian vodka 40% (80 proof) with a splash of honey to give it the hint of flavor. Kettle V. is here to re-invent the vodka, not to follow the others. It is sophisticated so you can have a glass at a book reading or art gallery show, but also sexy enough to drink up at a club or at a trendy restaurant. Kettle V. is the new standard for the new generation.
Mission Statement
“Many organizations develop formal mission statements that answer these questions. 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. (Armstrong & Kotler – Marketing 9e Ch.2 pg.37)”
Kettle V. – We are re-inventing the vodka for the sophisticated and the sexy.
Kettle V. – We are re-inventing the vodka for the sophisticated and the sexy.
Selecting Customers to Serve
“The company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). 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 – Marketing 9e Ch.1 pg.9)”
I’ve decided to go after the young adults from ages 21-30. I aggressively going to go after the club going person who loves to party and have a good time. Las Vegas is a great place to start a Vodka company especially the target audience I am going after. I also want to target the lay back, social gathering people who attend art gallery shows and have weekly book meetings. I think my vodka can’t effectively hit both targets at the same time with compromising the image of the vodka.
I’ve decided to go after the young adults from ages 21-30. I aggressively going to go after the club going person who loves to party and have a good time. Las Vegas is a great place to start a Vodka company especially the target audience I am going after. I also want to target the lay back, social gathering people who attend art gallery shows and have weekly book meetings. I think my vodka can’t effectively hit both targets at the same time with compromising the image of the vodka.
Responding to the Marketing Environment
“Someone once observed, “There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened.” Many companies view the marketing environment as an uncontrollable element to which they must react and adapt. They passively accept the marketing environment and do not try to change it. They analyze the environmental forces and design strategies that will help the company avoid the threats and take advantage of the opportunities the environment provides. (Armstrong & Kotler – Marketing 9e Ch.3 pg.89)”
The vodka environment is old and boring. There isn’t anything new or exciting coming out. Kettle V. is here to re-invent the vodka for the new generation. Kettle V. is here to give people something new and exciting. Kettle V. is here to make things happen.
The vodka environment is old and boring. There isn’t anything new or exciting coming out. Kettle V. is here to re-invent the vodka for the new generation. Kettle V. is here to give people something new and exciting. Kettle V. is here to make things happen.
Marketing Information & Customer Insight
“To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need or want. Companies use such customer insights to develop competitive advantage. “In today’s hypercompetitive world,” states a marketing expert, “the race for competitive advantage is really a race for customer and market insights.” Such insights come from the good marketing information. (Armstrong & Kotler – Marketing 9e Ch.4 pg.97)”
“The market researcher must now interpret the findings, draw conclusions, and report them to management. The researcher should not try to overwhelm managers with numbers and fancy statistical techniques. Rather, the researcher should present important findings and insights that are useful in the major decisions faced by management. (Armstrong & Kotler – Marketing 9e Ch.4 pg.113)”
From a non-scientific study I conducted, my overall conclusion is that people are tired of Kool-Aid flavor vodkas and want something new. People don’t mind if vodka is flavored, but they want to taste the vodka and not the fruit and sugar. Kettle V. is a green tea flavor vodka, but the green tea doesn’t over power the vodka like other companies do with their flavor vodka. Also the idea of a green tea vodka might sound unappealing, but that is what marketing is for and with my marketing plan I created, with the great taste of the green tea vodka and the design of the vodka, this should make people curiosity of what a green tea vodka might taste like. With the advantage of being the only true green tea vodka in the market, hopefully this will satisfy the people that are looking for something new in vodka.
“The market researcher must now interpret the findings, draw conclusions, and report them to management. The researcher should not try to overwhelm managers with numbers and fancy statistical techniques. Rather, the researcher should present important findings and insights that are useful in the major decisions faced by management. (Armstrong & Kotler – Marketing 9e Ch.4 pg.113)”
From a non-scientific study I conducted, my overall conclusion is that people are tired of Kool-Aid flavor vodkas and want something new. People don’t mind if vodka is flavored, but they want to taste the vodka and not the fruit and sugar. Kettle V. is a green tea flavor vodka, but the green tea doesn’t over power the vodka like other companies do with their flavor vodka. Also the idea of a green tea vodka might sound unappealing, but that is what marketing is for and with my marketing plan I created, with the great taste of the green tea vodka and the design of the vodka, this should make people curiosity of what a green tea vodka might taste like. With the advantage of being the only true green tea vodka in the market, hopefully this will satisfy the people that are looking for something new in vodka.
Lifestyle
“People coming from the same subculture, social class, and occupation may have quite different lifestyles. Lifestyles is a person’s pattern of living as expressed in his or her psychographics. It involves measuring consumers’ major AIO dimensions-activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products). Lifestyle captures something more than the person’s social class or personality. It profiles a person’s whole pattern of acting and interacting in the world. (Armstrong & Kotler – Marketing 9e Ch.5 pg.141)”
Drinking Kettle V. should be an event. That is why we want our vodka to be served at trendy night clubs and restaurants, at art gallery shows, and elaborate book readings and gatherings, and if someone is doing a sophisticated dinner party. We want our vodka to be the drink of choice when doing an event or gathering of sophisticated and sexy people. I want Kettle V. to become someone’s lifestyle.
Drinking Kettle V. should be an event. That is why we want our vodka to be served at trendy night clubs and restaurants, at art gallery shows, and elaborate book readings and gatherings, and if someone is doing a sophisticated dinner party. We want our vodka to be the drink of choice when doing an event or gathering of sophisticated and sexy people. I want Kettle V. to become someone’s lifestyle.
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