Week 10 EOC: What Channels Are You Going to Do to Get Your Product Noticed

Deciding on the best channels might not be a problem: The problem might simply be how to convince one or a few good intermediaries to handle the line. P.22

Unveiling a new product to the market is a very serious event and process. It should be carefully analyzed, in order to locate the best channels to use. Of course there is bound to be a ton, because the product is brand new, and unknown. So, in efforts to get the product noticed, luckily, you have just about every point of connection to the market wide open. Being realistic, I would start off selling my alcohol drink to a group of the best known bars and liquor stores in California alone. After awareness is spread throughout the market,

Week 9 EOC: Three Great Mission Statements

EOC Week 8: Creative Content Projects

For creative content, I am considering doing a possible photo shoot for Vogue, or cover for Vogue. I would like to probably try to use prior images, already published, and incorporate the drink into them using photoshop or possibly scissors and a scanner. This is likely to be unmanageable, though, so I suppose I could dress models and photograph them with the drink. I'd maybe like to create a prototype six-pack, and magazine ad. The ads will be featuring obviously people in a bar, and also one of a woman with it sticking out of her purse. Another will be of someone wearing a stained shirt, next to someone holding the drink with its lid. I haven't designed the logo yet, but I want to create some images of it on various pieces of clothing and accessories. I'll definitely put it on a t-shirt, and have it say something clever like "your stain could be here", or "we love (product name)" on a women's shirt. Another ad might be showing a traditional Japanese tea party with the drink in place of the teapot, or maybe the label on the tea pot.

Implementation Evaluation Control

Price

Promotion

Hammer Time will be promoted using the 'pull strategy,' "A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that “pulls” the product through the channel." (Marketing: An Introduction, Armstrong/Kotler, ch. 12 pg. 385) advertised in magazines in the regions with the beer available.  Magazines relative to our market include: CG, Forbes, Vogue, and possibly others.  We will know more magazines to feature in once we know more about our target market.  In addition, the local newspapers and editorial prints will be used to advertise, to create awareness in general.  Various merchandise will be handed out in the bars where located throughout the first few months of sales.  After that time period ends, we hope to establish a website, where the merchandise can be bought online from.  Merchandise will include: t-shirts, sweatshirts, messenger bags, laptop cases, and more to come.  The bottle Hammer Time is sold in is also a promotional item, conveniently.  The bottle is reusable, and comes free with beverage purchase.  However, we plan to continue using these bottles permanently.

Distribution

This would generally be the section titled "Place," however, distribution is substituted.  The beer, Hammer Time, will be available in Ontario, Canada and outskirts.  In the United States, it will be shipped from headquarters, via roadways on commercial vehicles, to the northern regions, including: Minnesota, Wisconsin, Michigan, New England states, and North Dakota.  In these states it will be delivered to certain places, using selective distribution, "The use of more than one, but fewer than all, of the intermediaries who are willing to carry the company’s products" (Marketing: An Introduction, Armstrong/Kotler, ch. 10 pg. 324) by the case to both liquor stores and bars, and units to sell on tap to the bars.

Product

The products are "The goods-and-services combination the company offers to the target market." (Marketing: An Introduction, Armstrong/Kelter, ch. 2 pg. 54)  Our product, Hammer Time, is a malt beer beverage.  It is from a new brewery, headquartered in Hammerton, Quebec, Canada.  The beer has a rosy color, given from the Light Munich Malt added, in slight amount, to give a richer flavor.  Only organic grains are used in this beer, and only alkalized water.  The alcohol content is 18%, definitely much higher than most beers.  It isn't done with the intention of getting consumers drunk, though.  We take great pride in our beer's taste, contents and appearance.  That's what most people don't recognize in a beer anymore-its full quality.  We believe in the savoring of a beer, taking a moment to really gather the taste.  Every beer has a taste, and every taste tells a story.  With Hammer Time's high alcohol content, you can't or at least shouldn't guzzle it down without even recognizing what you just tasted.  Hammer Time should be savored slowly, and really taken in.  Give it full appreciation, don't just chug it because you have become trained to believe that a beer is relaxing and refreshing.  Hammer Time should actually BE refreshing and relaxing, so let it be.  It is generally said to "Include packaging as just one of many product decisions."  (Marketing: An Introduction, Armstrong/Kelter, ch. 2 pg. 54)  So, the packaging  consists of a pewter colored stainless-steel, reusable bottle, with a screw top and carabiner clipped to that.  The bottle has chilling ability, keeping your brew cold.  The words Hammer Time are printed in simple black lettering, all capitalized.  The beer is also available on tap at bars, but only when requested, generally by those who have already tried it before.  This is to ensure that first-timers get the full experience, which is something you never forget and you'll never be able to recreate exactly the same.

Target Market Strategy

Our goal is to appeal to the entire market, but currently our target market is very small.  It consists of those who have a standard for quality and take beer and its elements seriously.  In other words, the beer tasting enthusiasts.  This group of people, we predict, is very limited; but we hope to make it much larger, and ultimately include the entire market.  Obviously that isn't happening any time very soon, so right now, we will be using the niche marketing strategy.  This works by "Instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches." (Marketing: An Introduction, Armstrong/Kotler, ch. 6 pg. 188)  Meaning, instead of offering mediocre products to the mass market, we offer high-grade and special gourmet products to a small niche market.  The customers in this niche market are unable to get their unusual products from retail giants, which is why they come to upscale specialty retailers.  Their special products have higher prices, but equally higher quality, so customers are receiving fair value.  Once the target market grows larger, we'll move towards an undifferentiated, or mass, marketing strategy.  This is one that ignores market segmentation, and sells a product to the market as a whole.  "This mass-marketing strategy focuses on what is common in the needs of consumers rather than on what is different. The company designs a product and a marketing program that will appeal to the largest number of buyers." (Marketing: An Introduction, Armstrong/Kotler, ch. 6 pg. 187)  This will become an appropriate strategy when the needs of our customers are all common, (when they form an appreciation for beer) thus placing them in one category-the mass market.

Situation/SWOT Analysis

It becomes necessary at some time in every company's life to evaluate their situation.  This includes both positive and negative elements, easily done using the SWOT analysis-Strengths, Weaknesses, Opportunities, Threats. Being truthful about the company is important, because it can prevent overlooking a threat or weakness, even an opportunity, because of ignorance to the issues. "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."(Marketing: An Introduction, Armstrong/Kotler, ch.2 pg. 56) In Hammer Time's SWOT analysis, the findings, applying to the current time period, were as follows.  Strengths we possess are high-quality, moderate pricing, convenient exporting from headquarters, and strong company values.  Having high-quality merchandise gives an easy leg-up over competitors, because it creates a higher value.  Having reasonable prices is attractive to customers, because with us, it means they get a lot without spending a lot.  Having our headquarters in Canada makes exportation across North America and maybe someday South America, very simple and cost-efficient.  We can eliminate the need for cargo ships, and rely on shipment vehicles.  Also, being in a foreign nation, the United States' rules and regulations for production factories do not apply to us.  The Canadian economy allows us more freedom.  Weaknesses include: lack of company history, limited market information, and a fairly small target market.  Being new gives us the appearance of an inexperienced company to consumers and other industry groups.  Also due to to our company's adolescence is the lack of customer demographics.  And at this point, from the little we know about our target market, it includes a pretty small number of individuals.  Opportunities we can hope for may be changing society's common ideals of beer.  As said many times prior, we want to instill a stronger appreciation of beer in the minds of consumers, therefore, this could become an opportunity.  Threats Hammer Time faces are those caused by competition, and the legal drinking age, which restricts our product for anyone under age 21. With the many weaknesses Hammer Time has currently, it's important that we always provide the best customer service.  "I.n order to provide a great customer experience, find out what customers are facing—what their problems and opportunities are." (Marketing: An Introduction, Armstrong/Kotler, ch. 3 pg. 68)  While offering this great service, we'll likely reduce our weaknesses, expanding the limited market information, and changing our image of an inexperienced company, by obviously getting experience!

Objectives

Hammer Time is committed to its customers, and producing high-quality product to serve them.  This company differs from many, because we aren't just concerned with quality in order to move product.  We strive for quality product production because we believe our product should be fully appreciated, and aim to instill this among our customers. Our company has just recently been established, so it is very new to the industry.  We want to establish our company's awareness to the market, and an image for our brand. Our customers are specific people, we've identified them as best as possible at this point, because "If you can’t say who your customers aren’t, you probably can’t say who your customers are." (Marketing: An Introduction, Armstrong/Kotler, ch. 1 pg. 17) After we have been in business at least 6 months or so, we'll have more information on our customers, and can categorize them better.  We plan to serve them beyond their expectations; after this additional information is gathered this will be simpler, however, we will be striving toward this consistently.  Our longest-term goal is to become a Star in the industry, a "High-growth, high-share business or product. They often need heavy investments to finance their rapid growth." (Marketing: An Introduction, Armstrong/Kotler, ch. 2 pg. 44)

Mission Statement

You'll never forget your first sip of Hammer Time. And you'll never repeat that single moment of bliss, when your body meets Hammer Time, for the very first time. You'll probably forget briefly, what you are drinking. (By the way, it is a beer!) Headquartered in Hammertown, Ontario, Canada, this brew has class. It has the timeless strong-but-smooth, elegance known to the earliest beers, and the light, refreshing taste that makes a beer so relaxing. Drink slowly, though, with Hammer Time, less is more. We urge you to take your time to savor the organic, beautiful blend. "Consumers will favor products that offer the most in quality, performance, and innovative features." (Marketing: An Introduction, Armstrong/Kotler, pg. 12) We aim to provide you with all three, and to the highest extent. This brew is for those who appreciate the sensual elements of a beer. Be advised though, the alcohol content is 18%. Also notice the unusual and desirable color, taste and presentation. You can't miss this beer's striking rosy shade, from the slight addition of light Munich malt for a richer grain taste. While on tap if requested, this drink will be served to you in most sophisticated Hammer Time packaging. Crafted from tin, the thermos bottle has the ability to keep Hammer Time chilled, for the most satisfying taste. The handsome, and reusable, bottle is colored in beautiful pewter, with black lettering, and a resealable cap, hooked on a carabiner clip. "Successful companies continously raise these questions and answer them carefully and completely.What is our business? Who is the consumer? What do consumers value?"(Marketing: An Introduction, Armstrong/Kotler Pg. 5) Well, this is no party beverage for recreation. This is for the most serious of enthusiasts, dedicated to quality and flavor. Hammer Time, 'can't beat this.'

Week 7 EOC: Pitch

Beer is usually described as a mellow alcoholic drink, with only about 3% alcohol. It's got an acquired taste, and is commonly consumed at a wide variety of places. Some of these include: bars, dinner table, with friends casually, in front of the TV, at the kitchen counter after work, on breaks, and at sporting events. Basically, it's pretty safe to say that beer is drunk just about everywhere and anytime. This makes it a pretty 'casual' beverage. But, I'd like to recreate this idea of beer. I want to introduce a new breed of malt beer, with significantly higher alcohol content. Hammer Time brew is a new Canadian beer, originating from Hammerton, Ontario, Canada. It has an alcohol content of 18%, and is fortified with energy-boosting taurine, caffeine, B12, malic acid, niacin and tyrosine. This drink is not to be drunk in usual amounts, people must be sure to limit their consumption to one or two drinks, due to high alcohol content. We hope that by adding more alcohol, thus limiting consumption, customers will gain a new appreciation for the taste of their beer. They seem to have lost sight of what's so great about beer-the flavoring, which creates a sense of calmness and casual mood. Over time, people just accepted that beer would give them this relaxed mood, and stopped appreciating the unique taste of each kind. There's a long story behind every beer's concoction, and that’s what makes them so memorable.  "If the company promises greater value, it must then deliver that greater value."(Marketing: An Introduction, Armstrong/Kotler, ch. 2 pg. 28) This beer is high-quality, offering a better experience to customers, therefore, customers receive more value for their money.  Tasting all the ingredients in a Hammer Time will bring back that classic elegance in a beer.

Week 6 EOC: Me Times Three

3 products personal care
why you like
market segmentation, diff., positioning
quote from text each

Personally, since hairspray was brought up in class and I haven't thought about it in a while, I chose to discuss Aqua Net. This happens to be one of the cheapest hair-wrangling products a person can buy, and also my favorite. It has an amazing amount of strength, and can be bought for a price suitable for its exact purpose. It's strong as hell, and dirt cheap. Plus, you can buy it in scented and unscented, though personally I prefer scented. Nowadays, companies are pushing 'flexible' hairspray. Okay, let's think for a minute. Does that even make sense? I feel it doesn't. The brand was widely introduced in the 80's, to a generation of big-haired customers. This was the key to hard hair. They haven't changed today, and have remained in that era, selling to people who desire that tall, full body of hair.

Skin Bleach
Now, before you make a judgement about it, allow me to explain this next one-skin bleach. I am in no search for whiter skin, being about as pasty as they come. In fact, I use this cream to accentuate my fair complexion. I was left with the aftermath of what appears to be chickenpox marks, after a red ant assault, whom I am allergic to. They would inflame anyone's skin, but mine was so damaged by the attack, that I have permanent red spots all over my arms and legs. I was desperate for a cure after I came to terms with the permanency of the marks. They are simply embarassing, and I feel self conscious in public while wearing anything revealing. So I finally turned to skin bleach. I came across it at walmart of all places, for a fair price of $5 a tub. It is very strong stuff, I mind you, but miraculously, it works! I can only assume it's aimed at middle-aged women and elderly.
Sunscreen SPF 90

Week 5 EOC: Health Care Reform

Family income status. In families with incomes less than 25,000, 51% are covered by the health plan, and 27% are completely uncovered. Income levels $50-$75k, 18% are covered by the plan, 12% are uncovered. The percent of families with incomes over $75,000 protected by the plan is 11%, and only 7% are uncovered completely.

Education. 41% of persons without a high school diploma are covered by the plan, and 31% are uncovered. Total high school grads covered is 30%, and uncovered totally, 20%. The people with associates degrees who are covered make up 20% of the total, while 13% are not covered. Bachelor's degree holders and above total 16% covered, and 7% unprotected. 70% of full-time employees are covered by their companies, so only 6% are covered by the bill. Part-timers are covered privately by 67%, though 55% are protected by their employers, and 23% are not covered at all.

The highest risk age group, over 65, is luckily mostly covered, 94% by the bill. Under 18 year-olds, scarily, are only 30% of total covered by the insurance plan, but only 11% are uncovered, most are covered privately or via employers.

It appears as though the bill would be helpful for quite a few people, but at the same time, not helpful for a lot of others. Men and women are fairly covered, which I like to see. Under 18 year-olds I find questionable, considering only 30% are covered by the government insurance plan. It is nice to know that only 11% of total minors are unprotected, but that’s only reassuring because it’s a coincidence. The other 89% just happen to be covered, but say someday they aren’t. Who’s going to protect them? I feel that since this whole reform is supposed to be protecting everyone, (and has been a huge hassle and unfair to prior insurance holders) that’s where their coverage should come from. So why is it minor’s insurance apparently doesn’t come from the bill currently?

Week 4 EOC: Advertising is Based on Happiness

While I really can't stand the store overall, I bought a pair of jeans from Hollister that I think may honestly be one of the best purchase decisions I've ever made. I found them two years ago, and wear nothing else ever since. They fit perfectly, look awesome, and are reasonably priced. I have to have specifically the Hollister Laguna Skinny, size 3 short, in lightwash. Jeans usually are an issue for me, like most women; either they're too loose, too tight, two flared, too tapered, make your butt look too big, or something else. For me, it is the fact that my legs are relatively short, and I need jeans that accommodate my needs. The Hollister jeans I described in more detail above just happened to. That meant that I didn't need to hem the bottoms myself, or wear boots 24/7 to hide my high-waters. Unfortunately, the store has yet to revive the jean style from its tragic death, but I still have to have them. So every time I need jeans, I insist on buying them from Ebay usually. That seems to be my best option. Of course I have sought out for another option, but have yet to come across one, so I am at this point, forever loyal to these jeans, they make me happy every second I'm wearing them. And that might as well be 80% of my life.

Week 3 EOC(2): Internet Privacy V. Market Research

Obviously personal information is collected as market research

Week 3 EOC: Making Money for Good

While TOMS shoes is a very notable non-profit crossover to for-profit venture today, it isn’t the only one.  Vehicles for Change, established in 1999, is an organization that provides restored and (through their subdivision—Freedom Wheels) donated cars to low-income families in MD, VA and DC.  Many families in these areas don’t own a vehicle, making it a constant struggle to do things as simple as grocery shopping, caring for elderly relatives and taking children to school.  “Today, there are a number of families in MD, VA and DC that are struggling to perform common tasks that most of us take for granted because of a lack of transportation.” (http://www.vehiclesforchange.org/) The tax returns given to donors are also generally higher for donations to Vehicles for Change.  “VFC is one, if not the only non-profit in the Maryland and Virginia area that can maximize your deduction by allowing you to claim the full fair market value of your car.” (http://www.vehiclesforchange.org/)  Statistically the families have improved their lives after receiving the donation of a vehicle.  The organization is unique because unlike others, who want to simply give things away, it “helps individuals who want to work to help themselves by providing affordable cars and a chance for an improved life. In a recent study, 73% of our car donation recipients obtained better jobs/promotions and have increased their income by an average of $4,800.” (http://www.vehiclesforchange.org/do_i_qualify.html)  The vehicles aren’t just given away, either.  Vehicles for Change focuses specifically on helping people who are trying to help themselves, they just need a little extra assistance.  Should a family qualify for a car, they are required to agree to a 12-month loan plan, to pay for it.  The cars usually cost $600-$700 each, meaning payment is $65-$80 each month.  This is a reas

Week 2 EOC: Boston Consulting Group - Video Games

DFC has two major concerns for the video game industry: One, consumers have a rapidly increasing abundance of choice among low cost games and other entertainment products; and two, the five-year console model that has driven industry growth in the past is currently not working for Sony and Microsoft.

http://www.gamasutra.com/php-bin/news_index.php?story=25223

Sony and Nintendo: Microsoft's two primary competitors in the Entertainment & Devices sector are the Nintendo Wii and the Sony Play Station 3. Following the announcement of the cutting-edge Kinect peripheral device to the Xbox 360, Sony plans to release Move, its own body movement-sensitive add-on to the Play Station 3, while Nintendo plans to release a new version of its DS handheld device that does not make use of 3-D goggles^[32].

http://www.wikinvest.com/stock/Microsoft_(MSFT)

In my opinion, PS3 is the star. The console has high market share, and is in high demand by it's consumers. It also has high market growth. The product has made significant progression, getting increasingly slimmer and more compact. And now it has gone wireless, using facial recognition, I believe, with the just released Play Station Move.
Question Marks are cell-phones with video game compatible platforms. The amount of progress these have made is unbelievable, and especially considering the very quick time span. Within about 2 years, they have publicized touch screen availability for the majority of customers. Whereas before, this was a commodity offered only at a steep price point, and at one time, known exclusively as an iphone feature. Now, video game compatibility may be the next era for cell phones, or smart phones. However, currently, despite their high growth rate, a low market share plagues these devices.
the cash-cow would be definitely the Wii.  The growth rate of the Wii system is significantly low, although the market share remains fairly high. It is still consistently purchased by consumers, but when was the last time a new installment or upgrade was made? From the beginning, the Wii exceeded expectations, and that was probably the issue. Too much too soon. But, for now, they are still selling successfully.
The dog, I'm told, is the X-Box. Before recently, I'd agree, but their new X-Box Kinect is probably going to shoot them up to cash-cow status, if not star. This new system enables literally hands-free controlling. The use of facial recognition makes your body the controller, possible with the help of movement sensors in the console. This is definitely quite a breakthrough, that is, in my opinion, going to be a big commodity very soon.

http://www.oppapers.com/essays/Competition-In-The-Video-Game-Console/209271

http://www.wikinvest.com/concept/Game_Consoles_Wars:_Xbox_360_vs._PS3_vs._Wii

EOC Week 1: Excellent Customer Service

The best customer service experience I have ever had, so far would have to be at Domino’s Pizza.  I signed up for something online, and they started sending me all these really exclusive and valuable offers in the mail.  When they came out with the new oven baked sandwiches, I was mailed a coupon for one free sandwich.  They had also recently released their online ordering and pizza tracker at this time, so I was asked to order it online, and evaluate the efficiency of this new method.  I went online to do it, and it was actually a lot easier than expected, but unfortunately, I guess I lost track of time.  By the time I arrived to pick up the food, they said it had been ready for almost an hour. I was expecting to hear that they’d be charging me for having to remake it, but shockingly, they offered to remake it at no charge! So not only was my sandwich free to begin with, but i got a replacement free too, and it was my fault the switch was necessary.  I thought this was excellent customer service because they had no obligation to remake my food, and they offered to do so with a friendly attitude and no protests.  I still am not sure why they send me the VIP coupons, as I didn’t go there excessively.  But, that made me feel even more important, as they seem to appreciate all customers equally, regardless how much or how little they spend. 

EOC Week 1: My Voice

It all started with a Vera Wang ad, hanging on the wall of a London subway station, in 1998.  That’s when I realized my passion in life—fashion; which my love for later helped to create clothing label, FAUX SHO.  Upon receipt of a B.S. in Fashion and Retail Merchandising at the Art Institute of Las Vegas, I bought and opened my first store, in Las Vegas. Meanwhile, I was continuing my education at UNLV.  After hardship for about seven months, the store gained market success! FAUX SHO expanded to Los Angeles and New York City (its new headquarters) over the next four years.  FAUX SHO is a clothing retailer, founded by myself, Randi Spencer.  It includes two other brands as well: Chin up Princess in Los Angeles, and Boys Grow Up in New York City. The brand is inspired by elements such as: creativity, modesty, respect, cruelty-free, social responsibility, and style.  As the owner of this company, I want to ensure that my strong concern for social issues is presented in FAUX SHO’s image.  We are a sweatshop-free, fur and leather-free, eco-friendly, socially conscious establishment. Also, we are an active supporter of organizations: World Wildlife Fund, Girls Inc., National Organization for Women, and (PRODUCT)RED.