Week 10 EOC: My Business Mission Statement

"A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. "(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 39) Here at Play Hard Vodka were all about working hard so you can play hard. Play Hard is just a slick term for letting loose and having fun. Everyone needs a little fun in there life, am I right? From the waters from the depths of the Pacific Ocean, to the hemp seeds we import from the British of Columbia to filtering it with our Herkimer Diamonds.We loosen up inhibitions and encourage you to explore. It's time for you to come out and play!

A few good questions to ask yourself while trying to write your business state would be, "Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be?" (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 39) Our business is to loosen inhibitions just as a Electronic Dance Music Festival would do as people dance through the night and take our customers on an never ending adventure from the first sip of their glass to the last sip of the glass. Our customers are people who work hard to play hard, people who love to let loose on the dance floor to their favorite DJ or those who love crazy night life adventures, not knowing what will happen. Our company is all about having a good time regardless of where you are. With us, you can play hard no matter where you are. "Mission statements should be meaningful and specific yet motivating."(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 41)

Play Hard Vodka

Week 9 EOC: Creative Content

For my creative content for my product of Play Hard Vodka, I am going to use FL Studios to come up with a theme song. It won't have any lyrics because most electronic dance music don't have any. I'll be using a hard hitting simple bass line with some voice clips saying, "rock this" and another saying "energy." Then a catchy little piano melody will slowly make it's way into the mix along as the song builds. Then after more synths come in with some counter melodies to give it a little more depth to the song. Then to round out the last part of the song, we throw in some harmonies to make the song scream. I hope that this will catch the listeners ears and make them move their feet to the beat. When making this theme song, it was all about having fun, without having any worries.

Implementation Evaluation Control

"Managers typically use budgets, schedules, and performance standards for monitoring and evaluating results." "(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Appendix 1 Marketing Plan) In order for Play Hard Vodka to evaluate how we are doing in the markets. We need to look at sales number in each of the cities and compare how they are doing against each other. If numbers are high in a certain city, but low in another city, we have to figure out what is going on in that city and see if we have to change how we market our product there. We want to be able to build and capture consumer value and consumer loyalty with this innovative vodka. We want them to come back and live the play hard lifestyle to the point they put implement it, into their lives.  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." (Marketing: An Introduction. Armstrong/Kotler pg 228.).

Marketing Mix: Price

"Companies today face a fierce and fast-changing pricing environment. Value-seeking customers have put increased pricing pressure on many companies." "(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 275) Play Hard Vodka has been thinking carefully of where to put the price on our product. We are a specialty vodka and only the second of it's kind to sold in the United States. After doing some research on the other company and where they sell their product, the price ranges anywhere from 44.99 to 55.99 depending where you buy it from. Since we are new and want to get out into the market, Play Hard Vodka will be selling for 33.99 per 750mL bottle. We feel that this is the perfect price to market this at due to the quality of ingredients and the process it takes to be made. This gives independent wholesalers and independent retailers a chance to set the prices whatever they want it to be as long as it does not exceed our competitors top price. "Customer value-based pricing, setting price based on buyers’ perceptions of value rather than on the seller’s cost.""(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 276)

Marketing Mix: Promotion

"Promotion means activities that communicate the merits of the product and persuade target customers to buy it." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 54) In the means of promoting us, since we are small company we don't use television commercials or use buy ad space in newspaper or magazine. We do most of our promotion through huge social networking medias such as Twitter, Facebook, our website and by word of mouth from our loyal consumers. We occasionally hold social events down at our distillery, at these events we have a 6 or 7 different kinds of cocktails that were made by our mixologists using our brand of vodka. Then each cocktail is paired with a certain dish to bring the full flavor of the dish and drink. The only way to find out about these events is to look it up on Twitter, Facebook or our website. We act like an underground secret society, you either know about us or you don't. Do you dare come out and play hard with us? "The company designs promotion programs that communicate the value proposition to target consumers and persuade them to act on the market offering." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 31) We also offer tours of our distillery, that gives people the insight to what Play Hard Vodka is all about. On this tour, people will go on an adventure learning all about the company, how our vodka is made, what ingredients we use and what we want to accomplish as a company. At the end of the tour, each person will get two drink tickets to take to the bar after to enjoy some cocktails on the house with each person receiving a little gift bag on top of that. Also to create some buzz around the cities we decide to come play in, we will have a street teams in each city, sticking our brand logo anywhere and everywhere possible. This is to get people exposed to our brand without them even knowing. The more they see this logo around their town, the more likely they will check out to see what that logo is all about. 

Marketing Mix: Distribution

"The company must decide where to launch the new product—in a single location, a region, the national market, or the international market." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 253) Play Hard Vodka will only be available in a select cities going up the West Coast into Canada and select few cities. The cities that we will be coming out to play in are Las Vegas, San Diego, Los Angeles, Oakland, San Francisco, Portland, Seattle, Denver, Honolulu and British Columbia, Canada. Our distillery is the only place that you can buy in bulk from. To get our products to the shelves for our consumers, we use two different marketing channels, "indirect marketing channels, containing one or more intermediaries." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 314) and "direct marketing channel, has no intermediary levels; the company sells directly to consumers." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg. 314) In each city, we will work closely with independent wholesalers who in turn will sell to the retail stores, that we have approved of since we want to over see where we are being sold. Play Hard Vodka will not be making appearances in grocery stores like Albertsons or Smiths ect. and not sold in drug stores. We also want to work with independent retailers to sell our products on their shelves. Our product will also be available online through our website for a more direct connection with the company.