Eoc week 8: creative content for project

In making creative content for the final project of  Old Veags Lite, a non alcoholic beer, you have to think about what it is that you are going to do and why,
the why?
this is not a easy question to answer, granted it is a project that was given to us and we are to do in order to pass the class, but as the instructor has said on many differeft times through out the 9 weeks that we have been there it should be more then a grade, by his pont it is a way of demostrating our ability in the world of marketing, my arguement to that is that there are many companies that spend hours and weeks on this in order to make it happen but only a few acomplish the task, his reply would be that those that have come before me have done the job and done so well. still the question of why has not been answered, why am I doing this in order to promot a product one has to use things the buying public at large is, use to, and is comfortable with but done in a manner that is not normal, so that you are able to stand out from the crowd.
the what are you going to do:
well I am a graphic designer/web designer and interactive media major, in the real world we would have a budget to work with, however in this case the check is blank, and in so doing I plan on a mass spread, starting with a radio ad, with ther hours of 12 to 3 pm the prim time, a news paper ad, in the RJ, and a web site there will be more on the massive details letter on in the marketing plan as to how I am going to get the word out there. however for the most part the idea of swag to be used in a way to promot the product as it comes in to the market will be a fresh start, as well as the use of the social network such as Facebook, and Twitter.

final project: market mix, product,

·       

         In this product of Old Vegas Lite, the basic ingredients are used to make a non Alcoholic            Unhopped Wheat Malt Extract   

 type of True Brew Bavarian Hefeweizen  the process that is used to make this non Alcohol

 is a longer heating time because this will take out about 99.8% of the alochol leacing only about0.2% of alochol with in the brew which is no more then that of common mouth wash or cough syurp.

the ingredients that will be used are:

            Liberty Hop Pellets    

            Fermentis WB-06 Hefeweizen Yeast 

        Priming Sugar

·         Oranges

Estimated cost of making: $77,980.00 = 2000 cases

Equipment:

Estimated cost  apx:$300.000.00

This price will include the cost of the burners and storage containers that are needed 

The product will be bottled in a small 12oz dark brown bottle, this is to prevent the natural sun from damaging the contents that are inside.

Sun light as it is exposed to the beer will cause a chain reaction with in the bottle that makes the beer go flat and taste bland to the pallet and in doing so spoil the experience to the consumer.

On the top of the bottle will be a gold like foal, and the cap will be a corck style, this will be done to keep the contents of the bottle as fresh as possable tell the moment it is open and drank. This way it will also make the customer feel as if they are using and dranking something that is truly special and this will renforce the idea of the vegas style and experience. The lable is a simple one designed to not distract from the over all look of the package

In the text book , (Marketing: An Introduction for Education Management Corporation, 10th Edition  Previous Page 7 Products, Services, and Brands Building Custo... (page 37 brand strength along four consumer perception dimensions: differentiation (what makes the brand stand out), relevance (how consumers feel it meets their needs), knowledge (how much consumers know about the brand), and esteem (how highly consumers regard and respect the brand).)

Because a person does not buy a beer just for the brew that is inside but rather to feel that they are part of something larger than themselves.

Final Project: target market Strategy

There is a vast amount of  people that are out there that do not drink any type of alhocolic beverage at all, this is done for their own resaons, but at what age range is that:
Most of the public will say that it is between that of 18 to the early 20's however this may be in error because I am 41 and i do not drink and it is for my own reasons. So in using my self as a part example i looked in to the age group and seen that the age group is really 18 to that of 40+.
In this target we find a vast amount of different walks of people from the professionals in the office buildings to that of college students, this new product will give this group of people the ability to enjoy watching their friends have a good time with them knowing that there is a ride that they are able to trust, with out those that choose not to drink to feel left out or worse then that a out sider.
in the text book it said (For Fundamentails of Marketing class at the Art Institute

Marketing: An Introduction for Education Management Corporation, 10th Edition

chapter 6 Customer-Driven Marketing Strategy Creating V... (page 23  "The company also needs to examine major structural factors that affect long-run segment attractiveness") it is for this reason alone that we are targeting this group because of (

Marketing: An Introduction for Education Management Corporation, 10th Edition

chapter 6 Customer-Driven Marketing Strategy Creating V... (page 23  "The company also needs to examine major structural factors that affect long-run segment attractiveness.") their aweraness to the social problems at hand and wish to have a alternitive to them this is in a way, as the book says (

Marketing: An Introduction for Education Management Corporation, 10th Edition

chapter 6 Customer-Driven Marketing Strategy Creating V... (page 25  "Using a concentrated marketing (or niche marketing) strategy, 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.") and yes in this market this is a niche that is growing.

Disclamer:

(this is for a school project, none of this is in real production, its sol reason is for a grade in Fundamentails of marketing class, Art institute of las vegas)

final projects:SWOT Analysis

For the product of Old Vegas Lite, the SWOT analysis concluded that here in the vegas market the non alcoholic beer has very little competitors, I say this because that most of that type of product has little to taste or the taste is way to bitter with the price being done in a manner that it over comes the cost of making of the product. From a web site of 

(http://www.researchandmarkets.com/reportinfo.asp?report_id=651147) in which a Boston Beer company makes low alcoholic beer, in the site it is reported (The Boston Beer Company (Boston Beer) is engaged in production and sale of low-alcohol beverages. The company operates in the US. It is headquartered in Boston, Massachusetts and employs about 780 people. The company recorded revenues of $415.1 million during the financial year ended December 2009 (FY2009), an increase of 4.2% over 2008. The increase was primarily due to increases in net selling prices. The operating profit of the company was $54.3 million in FY2009, as compared to an operating profit of $14.1 million in FY2008. The net profit was $31.1 million in FY2009, as compared to net profit of $8.1 million in FY2008)  the beers in the las vegas area are small microbrewers and are connected to some of the casinos that are here in town. Because you must pay close attention   to the buying behavior of the public in this case Las Vegas as it is said in the text book

 (Marketing: An introduction for education Management Corporation, 10^th edition, Business buyer behavior refers to the buying behavior of the organizations that buy goods and services for use in the production of other products and services that are sold, rented, or supplied to others. It also includes the behavior of retailing and wholesaling firms that acquire goods to resell or rent them to others at a profit. In the business buying process, business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands. Business-to-business (B-to-B) marketers must do their best to understand business markets and business buyer behavior. Then, like businesses that sell to final buyers, they must build profitable relationships with business customers by creating superior customer value (see Marketing at Work 5.2). this comes from page 37 of 59)

In looking at the over all market of the vegas valley for the content of non alcoholic beer, there is very little competition, however what competition there is has a attachment to a social stigma of which needs to be delt with first,

 the Strength of the non or low alcoholic beer in the vegas market is some what weak however there is a strong placement for the product it is in this manner: 

• the growing trend of non alcoholic drinkers with the ages of 25+
• Vegas is a growing population with a changing face and new commers comming in every month
• the new faces are more concerned with the growing ideas of todays social concerns then those that came before it
• that ads of  some of now  the most popular beer companies are now  placing ads preaching the thought of drinking resonability
• the fact that there are now programs in place at a public school level that now teach the idea of alhocolic awareness.

the Weakness of the market in order to sell the product is troublesome for you need to educate the public first.

• educate them that the idea of this product is not like any that has come before it
• the idea that if you drink this it is not promoting the idea to drink a real beer and do something illeagle
• the ability to get the raw materials to a place that will make the product at a pace that will satasify and delite the customer base that you are trying to create
• the over all cost of the material, such as:
• water
• power
• gas for the trucks in the disturbition process
• over head cost on the building, as well as permits for the brewing of the product
• cost of the office employees that will take the orders, cost of the sales people, cost of the plant workers/drivers

However there is a large market out there in which brings the Opportunity to making a product like this grow,

• the making of a brand idea that will gain public trust
• the making of a product that will last a true test of about 5 to 6 years of growth

 the Threat to this is in the small microbrewers that are in the town and as the book says  you need to make a demand for the product

(The business marketer normally deals with far fewer but far larger buyers than the consumer marketer does. Even in large business markets, a few buyers often account for most of the purchasing. For example, when Goodyear sells replacement tires to final consumers, its potential market includes the owners of the millions of cars currently in use around the world. But Goodyear’s fate in the business market depends on getting orders from one of only a handful of large automakers. Similarly, Black & Decker sells its power tools and outdoor equipment to tens of millions of consumers worldwide. However, it must sell these products through three huge retail customers—Home Depot, Lowe’s, and Wal-Mart—which combined account for more than half its sales. 5 Understanding Consumer and Business Buyer Beh... (page 38 of 59 — printed page 157) with this info I have a good Idea as to what a good competitive price needs to be for a product.

Disclamer:

(this is for a school project, none of this is in real production, its sol reason is for a grade in Fundamentails of marketing class, Art institute of las vegas)

final project:objectives

Our objective with Old vegas Lite
 is to bring a type of beer to the generation of non alhocolic drinkers, those that believe in having a good time but to do so with the idea that they do not have to be impared doing it, to have them feel that they are the life of the party and yet at sunrise are able to remember it.
Old vegas Lite is made of the simple and pure things that most beers are made of but what seperates it from the rest is not the fact that it is nonalhocolic but rather the some what sweet and fruity taste of citrus that is in the brew, for with in the contents of the bottle is 200 millagrams of orange citrus juice, not flavor but real juice that is grown on a small farm here in Nevada.
We will be partnering with the the small farms that is here though out Nevada in order to bring home the full idea that this product is all made in the Nevada, from the people of Nevada by the people of Nevada.
In the text book it is called

Marketing: An Introduction for Education Management Corporation, 10th Edition

(7 Products, Services, and Brands Building Custo... (page 37 A powerful brand has high brand equity. Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. It’s a measure of the brand’s ability to capture consumer preference and loyalty.)



Disclamer:

(this is for a school project, none of this is in real production, its sol reason is for a grade in Fundamentails of marketing class, Art institute of las vegas)

Final Project: bussiness mission statment

Vegas Old lite,
 a new beer for a new generation, in this age where the nights are long and the parties are tell the break of dawn, it is good to know that  there is a beer will not slow you down. With Old Vegas Lite it is the type of beer that will keep you the life of the party with out letting you feel the effects of the morning after. Made from ingredients that are locally grown and harvested, in the farms of Nevada, from farmers that care for the land and people that take pride in their work. Old Vegas Lite lets be with your friends with out letting you feel that you are on the out side looking in. Old Vegas Lite, brewed in the town where the lights shine on foever, it brings back the old vegas charm, to those who wish to drink responsible.A non alocholic brew that is safe to drink and a taste that is like nothing that has come before it,
 Old Vegas lite, the new beer for the new generation.

This is the mission statement for the product in chapter 7 of our text book; (Brands are more than just names and symbols. They are a key element in the company’s relationships with consumers. Brands represent consumers’ perceptions and feelings about a product and its performance—everything that the product or service means to consumers. In the final analysis, brands exist in the heads of consumers. As one well-respected marketer once said, “Products are created in the factory, but brands are created in the mind.”²⁸
A powerful brand has high brand equity. Brand equity is the differential effect that knowing the brand name has on customer response to the product and its marketing. It’s a measure of the brand’s ability to capture consumer preference and loyalty. A brand has positive brand equity when consumers react more favorably to it than to a generic or unbranded version of the same product. It has negative brand equity if consumers react less favorably than to an unbranded version 7 Products, Services, and Brands Building Custo... (page 37 of 55  Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing ) it is hard to market a brand to the public when they have never seen it
(Thus, positive brand equity derives from consumer feelings about and connections with a brand. Consumers sometimes bond very closely with specific brands. For example, one Michigan couple had such a passion for Black & Decker’s DeWalt power tool brand that they designed their entire wedding around it. They wore trademark DeWalt black-and-yellow T-shirts, made their way to a wooden chapel that they’d built with their DeWalt gear, exchanged vows and power tools, and even cut cake with a power saw. Joked the wife about her husband (a carpenter by trade), “He loves DeWalt nearly as much as he loves me.”³⁰   7 Products, Services, and Brands Building Custo... (page 38 of 55)
Disclamer:

(this is for a school project, none of this is in real production, its sol reason is for a grade in Fundamentails of marketing class, Art institute of las vegas)

Week 7 Eoc: The Pitch

The making of a great beer takes time and careful consideration, you must consider the materials that are needed to make it, the place where it is made and the reason for it, in Vegas there are a vast number of different breweries that make and produce a vast amount of different types of beer, but what about those that do not drink, what about those that choose to be the driver of the group? do they feel left out? do they feel that they are not part of something because they are sipping on a a soda with a cherry in it, why not make a beer that has no alhocolic with a great taste so that they feel that they are part of somthing and still live up to the reasonabilties they see them selves in, and do so in a old vegas style, that is why we present to you Old Vegas Lite, the non alhocolic beer that has great taste but with out the effects of normal beers, Old Vegas Lite the choice of a new generation.”² Marketing: An Introduction for Education  Management Corporation, 10th Edition Previous Page  Marketing Creating and Capturing Customer Value (page 2 of 52 —  printed page 4)  in many different studies that are made today about market and market value there is many ways of making products that will fit new markets (Marketing, more than any other business function, deals with customers. Although we will soon explore more-detailed definitions of marketing, perhaps the simplest definition is this one: Marketing is managing profitable customer relationships. The twofold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction. Previous Page Marketing Creating and Capturing Customer Value (page 3 of 52 — printed page 5)  in this the idea of a new beer and market is in the non alcoholic brew, this is for the underage drinkers and also those that are the designated drivers that do not wish to be left out of the experience but still wish to be part of the crowd and have no effects that normal beer would have. The name of this beer (due to change, is vegas water, or vegas gold) there is more to come on this.
Disclamer:

(this is for a school project, none of this is in real production, its sol reason is for a grade in Fundamentails of marketing class, Art institute of las vegas)

Week 6 EOC Me Times Three

In todays market the reason why products are bought by the public is a hard thing to determine at times, due to the fact that there is much that goes in to it, from the demographics, to the behavioral aspects, to that of even cultural reasons. All of these fit in to the grand scheme of things, as a consumer I am very figural, in marketing it is about value, value in how it fits to you, value in how it fits in your life style, and value in how it fits in your day to day routine.  (Buyers in any market differ in their wants, resources, locations, buying attitudes, and buying practices. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. In this section, we discuss four important segmentation topics: segmenting consumer markets, segmenting business markets, segmenting international markets, and requirements for effective segmentation. 6 Customer-Driven Marketing Strategy Creating V... (page 6 of 50 — printed page 177)  In my house money is very tight and the best value is always looked for in all that is bought, in the such is the case for food like peanut butter, it is in these periods of time when the budget is effected by what we do that the price of a object matters, in that case the store brand is found, based on the price alone.

The same is said for the fact of toothpaste as the book says (Consumer needs and wants change with age. Some companies use age and life-cycle segmentation, offering different products or using different marketing approaches for different age and life-cycle groups. For example, for kids, Oscar Mayer offers Lunchables, full of fun, kid-appealing finger food. For older generations, it markets Deli Creations, everything they need to create a “hot and melty fresh-baked sandwich in a microwave minute.” 6 Customer-Driven Marketing Strategy Creating V... (page 8 of 50 )
In this case as well the store brand in looked for as well, as one may see there is a pattern, unlike the average American, I do not attach myself to a special brand nor do I place myself in a position that I will not see a alterative to any brand that is out there. It can be said that the only exception is in the softwear that I use in the industry that I am in, because it is the standard I am forced to use what is out there used by other companies.
The last on the list is in shoes, a unusual aspect I know for most are stuck to a special brand I on the other hand say what ever fits, is what I will wear, I am not in to what looks good (vanity is not my thing)

EOC week 5:health care reform

The health care issue, is in today’s  time is the most important issue of our time, with the newest set of Baby Boomers now reaching the age of 65, the idea of who is going to take care of me is massive important. The massive Burdon to the generation X, of which are the offspring to the baby boomers, is a hardship that most of us do not like to face. Using a example; in a typical month, a 67 year old widow of who is medically handicapped , living on a fixed income must spend about  1/3 of her income on prescription drugs, and must every month decided on what bill does not get paid, in the new health care reform she will spend on average 36,035 on out of pocket expense in order to pay for theses cost before the government will step in to pay for any of it, now on a average a women such as that will have a income on or about $12000.00 a year,(http://pubdb3.census.gov/macro/032007/health/h01_001.htm)  now this will not include the need to see her doctor once every 6 months or so, it will also require her to fund her own supplement care on a month by month bases. It is said that with the government involved it will, in the past 10 years the increase of health care cost has skyrocketed and this is done in part for the government involvement. The numbers are staggering (The uninsured and self-employed would be able to purchase insurance through state-based exchanges with subsidies available to individuals and families with income between the 133 percent and 400 percent of poverty level.  http://www.cbsnews.com/8301-503544_162-20000846-503544.html) and how will this be paid for (Medicare Payroll tax on investment income -- Starting in 2012, the Medicare Payroll Tax will be expanded to include unearned income. That will be a 3.8 percent tax on investment income for families making more than $250,000 per year ($200,000 for individuals). http://www.cbsnews.com/8301-503544_162-20000846-503544.html) 

However without any government involvement the health care industry will go completely unchecked and unregulated and the baby boomers will be seen as a cash cow ready to be harvested, (Six months after enactment, insurance companies could no longer denying children coverage based on a preexisting condition.

• Starting in 2014, insurance companies cannot deny coverage to anyone with preexisting conditions.
• Insurance companies must allow children to stay on their parent's insurance plans until age 26th.
• The bill segregates private insurance premium funds from taxpayer funds. Individuals would have to pay for abortion coverage by making two separate payments, private funds would have to be kept in a separate account from federal and taxpayer funds.
• No health care plan would be required to offer abortion coverage. States could pass legislation choosing to opt out of offering abortion coverage through the exchange. )

So as a society we do have a choice and that choice is that change no matter how hard must happen if we are to grow as a group and as a nation.