EOC: week 10 what channels are you going to do to get your product out to the public?

Getting the product to the public can be at times a hard thing, there is what words to use, what media to use and at what times to use them, what is the best method to say to the public, not only on the product but on the products function to the buying public. The question of what channels to use is hard to answer so lets take a look at what we have at hand:

1 there is news paper

2. there is radio

3. there is TV

As for me and the field that I am in I would say that (as it is in the final on promotions) would use a wide spread aspect of advertising, a full newspaper ad to start, with a magazine ad, I would use the ability of the sales people that I would have at hand to also help in the promotion process, in this manner it will help bring the employees a great deal closer to the product that we are, making and trying to sell.

I would use sporting events to help promote the product more as well as it says in the text book (

Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing

Marketing: An Introduction for Education Management Corporation, 10th Edition  Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain. This supply chain consists of “upstream” and “downstream” partners. Upstream from the company is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. Marketers, however, have traditionally focused on the “downstream” side of the supply chain—on the marketing channels (or distribution channels) that look toward the customer. Downstream marketing channel partners, such as wholesalers and retailers, form a vital connection between the firm and its customers. 10 Marketing Channels Delivering Customer Value (page 3) it is all about the chain and that means from the company employee to the store manager to the consumer, they are all a part of the process.

BOC:week 10 the lemon ad

The famous lemon ad of 1960
(http://www.powerwriting.com/vw-lemon-ad.html) was a ad that supplied the buying public a way to look at how to buy a car, in many ways it was a fact the VW’s of that time was a small throw back to the WW2 cars of Germany, but the new market that was here in the United States was open to a new idea, in so doing the VW corporation decided to think outside the box the ad reads (We pluck the lemons; you get the plums.: http://www.powerwriting.com/vw-lemon-ad.html) this was a hard sell and a tough market to the buying public as it was said on (http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html As the 20th century comes to a close, it's only fitting that we look back at a century of advertising and single out the one ad campaign that stands above all others.  Of course, no discussion of the greatest ad campaign is complete without mention of some truly great ones throughout the past 10 decades. There's Nike's "Just do it," Marlboro's Marlboro Man, the U.S. Army's "Be all that you can be," Apple Computer's "1984," Campbell Soup's "Mmm mmm good!", the Jolly Green Giant. The list goes on and on. However, one campaign did much more than boost sales and build a lifetime of brand loyalty. It's the 1960s ad campaign for the Volkswagen Beetle. It, and the work of the ad agency behind it, changed the very nature of advertising,from the way it's created to what you see as a consumer today. A tough sell Unless you're old enough to remember, an advertising professional or an ad buff (if there is such a thing), you probably don't know much about the advertising campaign for the first Volkswagen Beetle. So a brief overview is in order. Volkswagen hired the Doyle Dane Bernbach ad agency to create a campaign that would introduce the Beetle to the U.S. market in 1960. Now consider the marketing situation. Competing automakers were building ever bigger cars for growing families with baby boomer children. The Beetle, on the other hand, was tiny and, well, ugly. Who would buy it? On top of this, the car was manufactu ... ) it is with this that makes it very historic. It was a new way to illustrate value in a product that was not well known.

final project: Implantation of Evaluation control,

In the marketing world today it is violable to all kinds of changes, there are many steps in the evaluation control on a site (http://www.diplomatictraffic.com/nation_branding.asp?ID=17   VII. Marketing Implementation, Evaluation, and Control

How can a country (region, state, city, municipality, or other polity) judge the efficacy of its attempts to brand or re-brand itself and, consequently, to attract customers (investors, tourism operators, bankers, traders, and so on)?

Marketing is not a controlled process in an insulated lab. It is prone to mishaps, last minute changes, conceptual shifts, political upheavals, the volatility of markets, and, in short, to the vagaries of human nature and natural disasters. Some marketing efforts are known to have backfired. Others have yielded lukewarm results. Marketing requires constant fine tuning and adjustments to reflect and respond to the kaleidoscopic environment of our times.)

When it comes to evaluating this project, there are several steps:

1.     When you look at the product as it fits in to the market as a whole you see that there is a massive opening for profit in a new style of customers

2.     The over all attitude of the consumer at large when it comes to the product, but you must define the parameters that need to be measured.

3.     Define the target values

4.     Perform the measuring of the values

5.     Then makes changes due to the values that are found

In this case of the product of our beer it is assumed that the open market for this is unique and as such  it will take about 2 years to fully understand how the market feels about the product. However in this case, I would have a constant meeting on a month by month base with the suppliers, the distributors, as well as the sales and employees of the company, in doing this I would keep the product fresh, keep the people that are involved with the product excited about the product, as well as make improvements to the product at large in which will keep it fresh and new in the buying publics eye

final project: distrubition,

Like anything that there is in the making of a product there is location, location, location, where it is sold, a place where the buying public can find it, and most of all where the public and have easy access to it, in the text book  they call this

(Marketing: An Introduction for Education Management Corporation, 10th Edition Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain. This supply chain consists of “upstream” and “downstream” partners. Upstream from the company is the set of firms that supply the raw materials, components, parts, information, finances, and expertise needed to create a product or service. Marketers, however, have traditionally focused on the “downstream” side of the supply chain—on the marketing channels (or distribution channels) that look toward the customer. Downstream marketing channel partners, such as wholesalers and retailers, form a vital connection between the firm and its customers. Previous Page 10 Marketing Channels Delivering Customer Value (page 3 )

So to start with the main supply chain is from the brewery to that of local bars, and this is to start out with in the introduction phase of the life cycle of the product,

(Marketing: An Introduction for Education Management Corporation, 10th Edition After launching the new product, management wants the product to enjoy a long and happy life. Although it does not expect the product to sell forever, the company wants to earn a decent profit to cover all the effort and risk that went into launching it. Management is aware that each product will have a life cycle, although its exact shape and length is not known in advance. 8 Developing New Products and Managing the Prod... (page 29)
I say small local bars due to the fact that this will get the word out and the start in by moving it to the local small store such as 7/11, Am/Pm and other convenient stores, after this we will move the product in to the main stream of the larger super markets

((Marketing: An Introduction for Education Management Corporation, 10th Edition  Previous Page 11 Retailing and Wholesaling (page 5 Retailing plays a very important role in most marketing channels. Each year, retailers account for more than $4.4 trillion of sales to final consumers. They connect brands to consumers in what marketing agency OgilvyAction calls “the last mile”—the final stop in the consumer’s path to purchase.)

The constant focus will always be on the buyer and how they feel about their experience with the product.

(disclaimer: this product is not real and is done for a class project in the fundamentals of marketing class at The art Institute of Las Vegas)

final project: market mix, price,

The pricing of this product, Old Vegas Light, needs to be on the moderate side, and at the same time done in a manner that does not under mind the company’s ability to turn a profit. For it is within the profit  that the company will be able to maintain the ability to stay a float and keep making the product that will delight the customer base of what we are after.

As it was stated in the product as well as the pitch and the promotion blogs, the target of the product is the x and me generation or to be more in tone the age range of 20 to that of 40+, as it was said in this range there is a large market of different walks of life and professions, so with this said the price needs to be set at a range that will not turn off the target buyer, as it is said in our text book (Marketing: An Introduction for Education Management Corporation, 10th Edition“The selling process consists of several steps that salespeople must master. These steps focus on the goal of getting new customers and obtaining orders from them. However, most salespeople spend much of their time maintaining existing accounts and building long-term customer relationships” 13 Personal Selling and Sales Promotion (page 26)

There are many things to consider in the pricing of a product it is more than just pricing better than the competition it is as the book says
 (Marketing: An Introduction for Education Management Corporation, 10th Edition The first step in the selling process is prospecting—identifying qualified potential customers. Approaching the right potential customers is crucial to the selling success. As one sales expert puts it, “If the sales force starts chasing anyone who is breathing and seems to have a budget, you risk accumulating a roster of expensive-to-serve, hard-to-satisfy customers who never respond to whatever value proposition you have.” He continues, “The solution to this isn’t rocket science. [You must] train salespeople to actively scout the right prospects.” Another expert concludes, “Increasing your prospecting effectiveness is the fastest single way to boost your sales.”²²13 Personal Selling and Sales Promotion (page 27)
With that being said the product is to be sold not in a normal six pack as it is in many other types of beer but rather in a 8 pack, this will give the buyer the idea of value, and as it is said in the text book

(Marketing: An Introduction for Education Management Corporation, 10th Edition  Product line pricing Setting the price steps between various products in a product line based on cost differences between the products, customer evaluations of different features, and competitors’ prices. 9 Pricing Understanding and Capturing Customer ... (page 29)

Where as it is that most of the products that are out there are, are in a 12 pack with the average cost of $12 to $14.00/ 12 pack and most of the non alcoholic beers are about $9.00/ 6 pack, this product will be the sum of $5.00 to $6.00/ 8 pack a little more than that of  soda, but this is not soda, and selling it in a 8 pack will give it a identity to the public

 (Marketing: An Introduction for Education Management Corporation, 10th Edition Brands are more than just names and symbols. They are a key element in the company’s relationships with consumers. Previous Page 7 Products, Services, and Brands Building Custo... (page 37 )

The product will be in a sturdy box to give support to the product and safety to the consumer.

(disclaimer: this product is not real and is done for a class project in the fundamentals of marketing class at The art Institute of Las Vegas)

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)

EOC Week 9;Three great mission statements

In this class of Fundamentals of Marketing, we are making a mission statment for a company as well as a product for beer, it is our own creation and our own idea. In order to make a mission statment and do so with reality you need to tap in to a side of you that bring a feel of reality in this there are three class mates that have done this for me:
http://erniestepp.blogspot.com/
it is a simple and yet stright foward reason for doing something like this.
I also found, http://enviousdesigns1.blogspot.com/search/label/Final%20Project I found that this was a wonderful way of telling a story along with getting the public in to the product.

the book says (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 1 Marketing Creating and Capturing Customer Value (page 3 of 52 — printed page 5) I also found that http://cymurianphotography.blogspot.com/

was a great way to bring a product like this to lite and in the viewing eyes of the buying public.