final project: market mix, promotion

In any type of product that is made for the public to buy thinking of promotional ideas that will bring it to the attention of the consumer is necessary, this is no different than that of Old Vegas Light , in this product it is geared towards those that do not drink or in some ways shear in the genre of the society that does.

So the question is how to gain the attention of the public to look at the product and then try it:

In our text book (Marketing: An Introduction for Education Management Corporation, 10th Edition Marketing plays a key role in the company’s strategic planning in several ways. First, marketing provides a guiding philosophy—the marketing concept—that suggests that company strategy should revolve around building profitable relationships with important consumer groups. Second, marketing provides inputs to strategic planners by helping to identify attractive market opportunities and by assessing the firm’s potential to take advantage of them. Finally, within individual business units, marketing designs strategies for reaching the unit’s objectives. Once the unit’s objectives are set, marketing’s task is to help carry them out profitably 2 Company and Marketing Strategy Partnering to ... (page 17)

This can be done in a manner of a wide media spread, this is how. Radio/TV spots:

The radio spot will be a 30 to 15 sec commercial, in which the product is introduced to the public, the way it will be introduced is by 1. A small bit of humor ,and 2. By a fact based commercial.

With in the fact based commercial a small bit of history will be introduced to the public telling them of what it is and where it came from.

The TV spot is a set of 5 commercials, in each of them is a college student that does not drink and the way he enter acts with the product and the way the product is introduced to him,  this is done to get the public to find them selves connecting with the character more as one of their own, as the stories  go though to their final it will educate the public as to what the product is and what it is not.  

There will be a web site in which a online order form will be used to have bottles shipped to a persons home, as well as a story of the product explaining the making of the product and the locations of the farms that the supplies are gotten from.

We will have in there as well an on line store to provide swag, such as mugs, hats, shirts, as well as jackets, all with the product logo, this is to keep the logo in the public eye as much as it is possible in order to make brand trust (Marketing: An Introduction for Education Management Corporation, 10th Edition Product Quality.

1. Product quality is one of the marketer’s major positioning tools. Quality has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction. In the narrowest sense, quality can be defined as “freedom from defects.” But most customer-centered companies go beyond this narrow definition. Instead, they define quality in terms of creating customer value and satisfaction. The American Society for Quality defines quality as the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs. Similarly, Siemens defines quality this way: “Quality is when our customers come back and our products don’t.”¹⁰ Previous Page 7 Products, Services, and Brands Building Custo... (page 13 )

The news paper and magazine ads will depict people around a table enjoying the product and having a fun time, this will tell the public that this product can be a joy to have a use.

Such paper publications like the RJ Journal and magazines like Vegas life will be used.

Disclaimer: (this is a class project for the fundamentals of marketing class at The Art Institute of Las Vegas and is not a real product, it is used for a grade only)