Final Project: Implementation Evaluation Control

The implementation evaluation control will be based upon the how much we sell the beer and where we sell it at. We want to be able to control how much we sell based on the market sell and where we sell it at. I don’t want to start out too big for our product if it doesn’t go well, but being positive here we want our product to sell great for Los Angeles and the clubs there. So for our plan we want to make our beer have the best flavor and a little bit of alcohol. We want to be able to test our samples and make sure that it is the best for our customers. The customers must be able to see that there is value in our beer for our plan to work. In conclusion the control of beer will be based on our customers and our employees.

Final Project: Pricing

Price is important matter to our company and that is why we want to start out in Los Angeles. We don’t want our drinks to represent “too pricy”. “Price: The amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service.” (Marketing An Introduction Armstrong/Kotler Chapter 9 Pg. 4) “Price is the only element in the marketing mix that produces revenue; all other elements represent costs. Price is also one of the most flexible marketing mix elements.” (Marketing An Introduction Armstrong/Kotler Chapter 9 Pg. 4) Drinks in Los Angeles for beers and fruity beers is about five, six dollars, we want our beers to not represent a cheap drink so we are happy with the price and hopefully with the experience the customers will see it as value and not worry about the price. That is what most important in pricing, is that customers don’t have to worry about it or care because they like the experience they have; they see value in buying it. That is what we want to see for our product, otherwise the price doesn’t really represent anything because we won’t make any money if our customers can’t trust our brand and think that the value and experience is worth it.

Final Project: Promotion

Our company would like to create the promotion mix for our company. “Promotion Mix: The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.” (Marketing An Introduction Armstrong/Kotler Chapter 12 Pg. 3) The promotion mix is based on advertising, sales promotion, personal selling, public relations, and direct marketing."Advertising: Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.” (Marketing An Introduction Armstrong/Kotler Chapter 12 Pg. 3)  “Sales promotion: Short-term incentives to encourage the purchase or sale of a product or service.” (Marketing An Introduction Armstrong/Kotler Chapter 12 Pg.3) “Personal selling: Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.” (Marketing An Introduction Armstrong/Kotler Chapter 12 Pg. 4)” Public relations (PR): Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.” (Marketing An Introduction Armstrong/Kotler Chapter 12 Pg. 4) “Direct marketing: Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.” (Marketing An Introduction Armstrong/Kotler Chapter 12 Pg. 4)

Final Project: Distribution

Our company’s distribution we will probably be in a truck with our beer’s logo on it. We will mostly likely only have one delivery truck for all of our routes right now. Until if hopefully we grow and then we could use more trucks to deliver to more channels that we are connected to. I think that for our first distribution we should start in the clubs, I want to make sure our product would even make it in the convenience stores and Lee’s Liquor. Our product will be the same rate as other drinks in Los Angeles. We also want to make sure that we are the only ones that know the ingredients of our beer; we just want other channels to sell our beer, not to know how we make it. So our company will probably have VMS. “Vertical marketing system (VMS): A distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate.” (Marketing An Introduction Armstrong/Kotler Chapter 10 Pg. 12) Our company wants to make sure we have the option to set up a multichannel distribution system. “Multichannel distribution system: A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments.” (Marketing An Introduction Armstrong/Kotler Chapter 10 Pg. 18) We want to make sure our employees are connected to our customers so we can have the chance to connect and listen to our customers and our employees will be in the same age rank and be able to connect with our customers and they can make them feel more comfortable. In conclusion we want our distribution to be smooth and go well with our customers and our employees so our company can thrive.

Final Project: Product

Our companies’ product will be called Dynamite. I want to make an original named beer that will be able to attract customers. “New product development: The development of original products, product improvements, product modifications, and new brands through the firm’s own product-development efforts.” (Marketing An Introduction Armstrong/Kotler Chapter 8 Pg. 5) We don’t want our project to fail for this product that will be our main goal. “Why do so many new products fail? There are several reasons. Although an idea may be good, the company may overestimate market size. The actual product may be poorly designed. Or it might be incorrectly positioned, launched at the wrong time, priced too high, or poorly advertised.”(Marketing An Introduction Armstrong/Kotler Chapter Pg. 6) As I explained before will be a beer that is made of brown color bottles. We want the best taste for our beer so we decided to go with the brown bottle packaging. The brown bottle packaging prevents the sunlight from going into the beer and prevents it from making the beer taste sour. Plus we are depending on our product to produce the experience of blasting flavor. We plan on doing this by adding more flavors to the beer and only a little bit of alcohol. When we start our company we want to give out samples to our employees, this how involved we want them to be. “New-product development starts with idea generation—the systematic search for new-product ideas.” (Marketing An Introduction Armstrong/Kotler Chapter 8 Pg.7) We want to make sure that we are giving our customers the experienced we promised instead of saying a lot of stuff and not meaning it. We want our company to thrive on our product not go down because of it. So hopefully if everything works out we will be able to produce our product with the best flavors in beer and our customers will love it.

Final Project: Target Market Strategy

For our company we will consider these factors for our target market strategy. We will not just consider who is our target market; but how and what. “Thus, in target marketing, the issue is not really who is targeted but rather how and for what.” (Marketing An Introduction Armstrong/Kotler Chapter 6 Pg. 34) Our target market is people who like the experience of a party in a club or just at their home who can enjoy a drink that is flavorful, but still has a little alcohol. How we will deliver this is that we will provide our drinks at club and at convenience stores and mostly likely partner up with Lee’s Liquor. We don’t want our alcohol to not look cheap, but we want our customers to be able to afford it especially in this economy. What is by hiring employees among the age groups and so they can tell people about our alcohol, we want to gain our customers trust and in order to do that we must treat our employees with the most respect, so that in return they will tell their friends that we care about our employees and so that maybe if we listen to our employees our beer will only get better, so that our customers will enjoy our delicious beer. Also with our market strategy we will also make a competitive advantage."Competitive Advantage: An advantage over competitors gained by offering greater customer value, either through lower prices or by providing more benefits that justify higher prices.” (Marketing An Introduction Armstrong/Kotler Chapter 6 Pg. 37) The competitive advantage is that we will have our beer available in clubs, convenience stores, and Lee’s Liquor, also since we are hiring people that we are targeting we will get the best ideas and opinions from minds that we need to hear from and as soon as we get customers we will also listen to their comments and ideas so we can combine both. In conclusion this will be our target market strategy.

Final Project: Objectives

The objectives for our company would be defining our market-oriented mission. What is our business? Who is our customer?  What do consumers value? What should our business be? Our business is to give our age related customers an experience with our product Dynamite. Our customers are people who range from twenty-one to thirty. Our consumers will value the experience and the flavor our beer. Our business should be a business that cares about customer relationship and employee relationship so we don’t have any distrust. I want our company to be like a family that is concerned about what our customers want and what they value and that their opinions matter to us. Our next objective would be our business portfolio. “Business portfolio- The collection of businesses and products that make up the company.” (Marketing An Introduction Armstrong/Kotler Chapter 2 Pg. 9) We would begin portfolio by an analysis. “Portfolio analysis-The process by which management evaluates the products and businesses that make up the company.” (Marketing An Introduction Armstrong/Kotler Chapter 2 Pg. 10) Our next objective would be to develop strategies for growth. “Beyond evaluating current businesses, designing the business portfolio involves finding businesses and products the company should consider in the future. Companies need growth if they are to compete more effectively, satisfy their stakeholders, and attract top talent.” (Marketing An Introduction Armstrong/Kotler Chapter 2 Pg. 13) Beyond this we must go into strategies for our teams and how product will be produced, what we will include in our products and if we are going to go beyond making beer, and how will we get it to people (through clubs?) and how will we create the experience for our customers. Also how will we serve our employees and what will be there tasks. There is a lot to consider for our objectives.

Final Project: Mission Statement

My mission statement is going to talk about my product and what it’s moral/ethic position, public image, target market, products/services, the geographic domain, and expectations of growth and profitability. The product Dynamite moral/ethic position is a choice the people can make whether or not to drink this product. The company will help with this by building trust with the customers and our employees. The public image that Dynamite will be able to produce is that it is a drink for college students to drink for the flavor and a little bit of alcohol. The company that makes the products/services will make many products for Dynamite representing different flavors. The services that the company will offer to its employees and customers are different. For our employees we want to give the service of giving free samples for employees and willing to hear their ideas for new products. For our customers we want to give them the experience we want to create with this drink and we will also be willing to hear their ideas on our website; we want to make sure our customers are satisfied. “Customer satisfaction: The extent to which a product’s perceived performance matches a buyer’s expectations.” (Marketing An Introduction Armstrong/Kotler Chapter 1, Pg. 20)The company’s geographic domain will start in Los Angeles; I think that is where we could possibly do the best in and we would consider working with other companies."Marketers can’t create customer value and build customer relationships by themselves. They must work closely with other company departments and with partners outside the firm.”( Marketing An Introduction Armstrong/Kotler Chapter 1 Pg. 28) Expectations of growth and profitability will be for our company to move from Los Angeles to other cities as well and hopefully with enough profit we will be able to move to our dream which would be New York.

SWOT analysis

Our company has strengths, weakness, opportunities and threats just like every other company. Our company strengths are that we want to create an original idea for our product. Our product possibly has the strength to have customers enjoy the experience for the value our beer. As I have said before we want to create a beer that has a lot of flavor, but still has a little bit of alcohol. Our product as I have said before we will call Dynamite, which I think is original, because it will represent how much flavor we are putting in the beer and it will stand for how it explodes with flavor. Our company’s weakness is possibly that we are a small business that is starting out in a bad economy, but as long as our customers value our experience that we give then we will most likely do well. I think that our opportunities are that we are a company that values both our customers and our employees. Our company wants our employees to get involved with our product because we want to make sure that we are delivering on that Dynamite flavor in the beer. We do not want to promise something we don’t deliver; I wouldn’t want our company to be like that. We want our customers to trust our brand so our employees will be the same age range as our customers so we can get the best advice about what is going out there.  Our threats are other companies’ that serve beers just like ours and already have customer value and have their trust.  These companies’ have built something that we want and what we must achieve for. Our most important threat is our customers; their value will either destroy us or help us grow. In conclusion, we have these strengths, weakness, opportunities and threats we must face and achieve as a company.

Week 7 EOC: The Pitch

After many weeks of trying to decide what to do I have decided that I am going to make a beer called Dynamite. My idea is that the beer is supposed to be blasting with flavors and alcohol. The examples I have are flavors like cherry limeade, strawberry limeade, pomegranate limeade, and acai berry limeade. The reason why I want to name my beer Dynamite is because I want to represent the beer to have blasting flavors but with a little taste of alcohol so it is not too sweet, but it still has that taste of bitter grain in the mix. The reason why I came up with Dynamite is because I like the name, it pops to me and I think the creation of my logo would pop to other people as well. I have also noted through my research of the segmentation of age and life cycle. “Dividing a market into different age and life-cycle groups.”(Marketing An Introduction Armstrong/Kotler Chapter 6, Pg. 8)That most people my age like flavorful beer or light beer. Only sometimes do they like to drink the strong heavy alcohol because they usually have work in the morning or just something to do. Also I considered gender segmentation. “Dividing a market into different segments based on gender.” (Marketing An Introduction Armstrong/Kotler Chapter 6, Pg. 9)I think for my beer it would best if I sold my beer to project my beer towards both.  Most people that age thought that the “fruity” beers weren’t flavorful enough for them and that is when I came up with the idea. Well why don’t we make a beer that has strong flavor, but still has a bit of alcohol flavor to it. Another one of my ideas for Dynamite beer was to make my signature logo really pop out. So I was considering the normal things that people use with Dynamite, a bomb, a stick of dynamite lighting up, even a grenade. All these things are the normal for the logo for dynamite, but I would like to come up with something original for the logo. I want to do this because there are tons of beers out there that are “fruity” beers and I think that the only way I could make mine stand out would to make the logo pop at my costumers.