EOC Week 9 : Creative Content

VICE VODKA Make it Your ViCE

This is the Vice Vodka collection that has the wide arrangements of flavors for that special moment. On the left you have Vice Vanish which packs the powerful punch. Next we have Vice Venom in the reptilian green label, And in the red label we have Vice Vain for a relaxing night. And for the final bottle on the right we have Vice Vixen for the ladies night out on the town.Each bottle is smoked to preserve the contents as much as possible. The three stripes represent rye used from around the world. And we all know what the V stands for don't we. For customers to enjoy the collection if can be special value order of 1 bottle free in the collection.This will allow our customers to experience the entire collection of Vice Vodka.

Final Project : Implementation Evaluation Control

Implementation and Evaluation Control of Vice Vodka:

After production has taken place, we will be using the various contacts in Las Vegas to help get Vice Vodka to the customers. For example bar managers, nightclub Managers, store owners will be the prime targets to help get Vice Vodka off the ground in Las Vegas. There will be samplers starting at many of the local bars such as Blue Martini. One sure way to get help is to have to local community on your side first this will help market the product better to visitors as well. After this it will be push up to Celebrity events in nightclubs such as PURE using known contacts such as Club Managers. Then as the word gets out, it will help us to get Vice Vodka distributed to the stores of Las Vegas.

Many managers think that “doing things right” (implementation) is as important as, or even more important than, “doing the right things” (strategy). The fact is that both are critical to success, and companies can gain competitive advantages through effective implementation. One firm can have essentially the same strategy as another, yet win in the marketplace through faster or better execution. Still, implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out.

.Cited.  Company and Marketing Strategy Partnering to ...(page 33 of 43 — printed page 57)

Final Project : Marketing Strategy : Marketing Mix : Price

Prices for Vice Vodka:"Determining price is one of the most important marketing-mix decisions"

Vice Vodka is competing against the big players of the Vegas Market by offering a range of value from the premium market to the high end market. For example out of our 4 bottle collection Vain, Vixen, Venom will be $39.99 40 proff, but our high end bottle Vice Vanish will be $59.99 set at 90 proff. There will be celebrity promotion activities, nightclub giveaways and advertising on radio and television will help to grow the brand in the Las Vegas market shares.

.Cited.Appendix 2 Marketing by the Numbers(page 1 of 30)

Final Project : Marketing Strategy : Marketing Mix : Promotion

Promotion for Vice Vodka:

The promotion is most important to help launch our Vice Vodka Brand because we want to be able to compete with our biggest vodkacompetitors in the Vegas Market. We want to focus on this because the we want to be a part of the Las Vegas experience as well as the world. The the growing tred of bottle service we would like to be part of the menu for the visitor's enjoyment. This is why it is important to focus especially Las Vegas Promotion activities of the marketing mix. We start by setting up nightclub events in order to attract new customers and consumers to Vice Vodka.

.Cited.13 Personal Selling and Sales Promotion(page 41 of 49 — printed page 435)

"Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others."

Final Project : Marketing Strategy : Marketing Mix : Distribution

Distribution of Vice Vodka:

Vice Vodka's main selling market will be in Las Vegas, which could be sold in many of the main liquor centers and nightclubs such as, LEE's Liquor, XO Liquor, Discount Liquor, Pure Nightclub, Vanity at the Hard Rock, RAiN Nightclub and Blue Martini. In other states it will be sold in only high end liquor centers. Most of the customer sales will be done through private order to experience the full collection while getting one bottle free in the package deal. This will allow customers who have enjoyed Vice Vodka on the Vegas getaway, ot enjoy it in the comfort of their own home.

 "The product life-cycle stage in which the new product is first distributed and made available for purchase."

.Cited. 8 Developing New Products and Managing the Prod...(page 33 of 47 — printed page 259)

Final Project : Marketing Strategy : Marketing Mix : Product

Marketing Mix for Vice Vodka:

We at Vice Vodka want you to enjoy your Las Vegas vacation as much as you can, with our new great tasting Premium Vice Vodka Collection. We also feel that having choice to different taste of your favorite vodka creates more of an experience unlike many other types of vodka where you only get one bottle and one taste. Nightclubs bartenders will blend drinks with ease because Vice Vodka does not have a loud taste, we did not want just add another strong, obnoxious vodka on the market. We want you to dance the night away or relax to your favorite music with a glass of Vice Vodka to be your great tasting companion.

"A consumer product that the customer, in the process of selection and purchase, usually compares on such bases as suitability, quality, price, and style."

.Cited. Products, Services, and Brands Building Custo...(page 7 of 55 — printed page 211)

Final Project : Marketing Strategy : Target Market Strategy

Target Marketing Strategy

The Vice Vodka marketing strategy is to create a collection of premium vodka to introduce to the adult market population in Las Vegas. Focal point of market penetration is through Vice Vodka company contacts throughout the Las Vegas club scene e.g. Vanity club of Hard Rock Hotel, Pure club of Caesar’s Palace, Chateau’ club of Paris Hotel, Rain club, Blue Martini.

The target market of the Vice Vodka collection is the adult population, specifically adults who go clubbing in Las Vegas. While expansion to liquor stores, hotels, and other local establishments is part of the company overall marketing strategy, the entry market base is the Las Vegas clubs.

"The company’s marketing strategy outlines which customers the company will serve and how it will create value for these customers. Next, the marketer develops an integrated marketing program that will actually deliver the intended value to target customers. The marketing program builds customer relationships by transforming the marketing strategy into action. It consists of the firm’s marketing mix, the set of marketing tools the firm uses to implement its marketing strategy."

.Cited.  Marketing Creating and Capturing Customer Value(page 17 of 52 — printed page 13)

Final Project : Situation or Swot Analysis

SWOT Analysis

"Marketing returns can be difficult to measure. In measuring financial ROI, both the R and the I are uniformly measured in dollars. But there is as of yet no consistent definition of marketing ROI. “It’s tough to measure, more so than for other business expenses,” says one analyst. “You can imagine buying a piece of equipment … and then measuring the productivity gains that result from the purchase,” he says. “But in marketing, benefits like advertising impact aren’t easily put into dollar returns. It takes a leap of faith to come up with a number.”²⁰

Strengths:

Ÿ  Premium vodka

Ÿ  Collection of various flavors (Vanish, Vain, Vixen, Venom) to suit adult target market

Ÿ  Distinct, unique bottle shape

Ÿ  Reasonably-priced for premium vodka

Ÿ  Product of extensive vodka research

Weaknesses:

Ÿ  Starting, small company

Ÿ  No brand awareness

Ÿ  Weak brand distribution

Opportunities:

Ÿ  More flavors

Ÿ  Expansion to other states

Ÿ  Export to other countries

Threats:

Ÿ  Saturated vodka market in Vegas

Ÿ  Established, big-time competitors

Ÿ  Loyal customer base of established competitors

Ÿ  Entry to Vegas clubs

.Cited.  Company and Marketing Strategy Partnering to ...(page 37 of 43 — printed page 60)

Final Project : Objectives

Objectives
To establish the Vice Vodka collection as an alternative premium vodka in the Las Vegas market
To penetrate the Las Vegas Nightlife with the Vice Vodka collection as the focal entry point
To position Vice Vodka as the newestfor of vodka for the Las Vegas guests and community
To sell 1,800 cases in the Las Vegas market at the end of the first year
To strengthen brand distribution channels within the first year

We want to appeal to our Las Vegas Market in every way possible, but ensuring great taste and manageable pricing with our Premium and High End collection just like Trader Joes:

"Chrissi expects she’ll leave Trader Joe’s with eight bottles of the popular Charles Shaw wine priced at $2.99 each tucked under her arms. “I love Trader Joe’s because they let me eat like a yuppie without taking all my money,” says Wright. “Their products are gourmet, often environmentally conscientious and beautiful … and, of course, there’s Two-Buck Chuck—possibly the greatest innovation of our time.”
.Cited.  Pricing Understanding and Capturing Customer ...(page 3 of 59 — printed page 275

Final Project : Business Mission Statement

There are many different types of vodka for you to choose from, but to sit with drink that grabs hold of your senses and never let’s go is what we specializes in. The Vice Vodka Collection passes down to you some of the best tastes from around the world in your glass. Vice Vodka is made with many alchemical methods mixed with the crystalline distilled well water, which is one of Vice Vodka best kept secrets. Some of the finest Polish rye mixed with barley is combined and fertilized with yeast. The process of distillation is what gives Vice Vodka it signature taste, by 3 levels which strengthens, purify and smoothens out the luscious fruit flavors.
Adding the best tasting fruit flavors mixed with the top recipes of vodka, will bring you on a journey of epic proportions on four different levels, by bringing it to you in 4 special bottles. Enjoy the Best 40 years of great tasting vodka with our Vice Vodka Collection, It will surprise you. Vice Vodka make it you Vice.

"Some companies—such as Patagonia, Ben & Jerry’s, Timberland, and others—are practicing “caring capitalism,” setting themselves apart by being civic-minded and responsible. They are building social responsibility and action into their company value and mission statements"

Marketing Creating and Capturing Customer Value(page 44 of 52 — printed page 29

Final Project: VICE VODKA Pitch

Pitch For Vice Vodka:

I bring forth to you, a vodka with 40 years of history in the making. ViCE VODKA has a taste that has been forged together by leading researcher around the world to bring you a crisp new leading taste that will captivate you. The extraordinary tastes of this vodka vary in many fruit flavors. Many of these flavors have been put threw rigorous consideration to be part of ViCE. Sit and relax with a chilled cup of Vice Vain, this blend draws you in with the seductive blackberry taste. Or enjoy a night out with the girls with our sexy Vice Vixen, ripe grape flavor. And beware of our 90 proof Vice Venom, as it injects you with our Vegas red apple sensation. Last but not least our world renowned Vice Vanish addition, with one of a kind fruit blend that you have to experience yourself. Don’t miss 40 years of experience, promising you the greatest and latest in taste to hit your collection. Vice Vodka Opening Party will be held in Last Vegas, at Chateau Night Club on New Years Eve of 2012, with many in attendance such as Denzel Washington, Jennifer Lopez, and Jay Z.

What is marketing? Many people think of marketing only as selling and advertising. And no wonder—every day we are bombarded with TV commercials, direct-mail offers, sales calls, and e-mail pitches. However, selling and advertising are only the tip of the marketing iceberg.

.Cited. Marketing Creating and Capturing Customer Value (page 4 of 52 — printed page 6)