Thursday, May 26, 2011
Final: Target Market Strategy
Outlines the broad marketing logic by which the business unit hopes to create customer value and relationships and the specifics of target markets, positioning, and marketing expenditure levels. How will the company create value for customers in order to capture value from customers in return? This section also outlines specific strategies for each marketing mix element and explains how each responds to the threats, opportunities, and critical issues spelled out earlier in the plan.
Final: Situation or SWOT Analysis
Starting a new business of any kind, is always a bit difficult at first if you are unaware of the market and other products that are out there. With so many well known names in the vodka market currently, its an obvious thought to wonder how Ano Makana will overcome stepping into an already established industry. One thing that can help our company is by conducting a SWOT analysis. In this analysis, our marketing team will "evaluate the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T) (Marketing: An Introduction, Armstrong &Kotler. Printed page 55)."
In evaluating our products strengths, our marketing team must also keep in mind that our "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives (Marketing: An Introduction, Armstrong &Kotler. Printed page 55)." Some of our strengths include the ability to have access to local farmers for our ingredients. This also gives us the ability to provide that blissful experience that Ano Makana promises to our consumers, giving us a database of continuous clients resulting in a high profit margin.
Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance.
Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance.
Final: Objectives
Ano Makana's main focus is on providing its consumers with the ultimate exotic experience from the fine ingredients used in our product, to the marketing and promotion aspect of our product. We hope to target consumers of all "genres" of society, giving us the widest market profit. The only thing now would be to decide how to achieve these objectives. In Marketing:An Introduction, Armstrong&Kotler give a description of a method used by companies to achieve the objectives set by their company. The objective and task method includes "Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.(Printed page 389)" With us knowing that our main objective is to target all consumers, as well as providing the finest exotic experience, we know that our ingredients will be a vital part of this plan. We must market to our consumers through simple, yet breathtaking imagery (including, magazine ads, billboard posters, and banners to be placed in various locations throughout cities across the country), television ads, as well as radio ads. Word of mouth is always an important aspect as well. Our release of our vodka will have a release party open to celebrities and many media outlets. The cost to achieve these tasks varies from task to task. Knowing that our factories will be based out of the islands, all ingredients will be local, making them easily accessible causing the cost of ingredients to stay at a more affordable cost. The marketing aspect of our tasks will be a little higher priced, seeing as we do want ALL areas covered. However, covering a wider marketing area, means that our profits will be in higher results.
Final: Business Mission Statement
"Ano Makana brings the experience of natures blessing to your glass. From a stressful day at the office, to an eventful night out, Ano Makana is made for a variety of individuals. Providing the finest in quality, Ano Makana brings the blissful experience of the beach to you, without the sand. "On the beach, you can live in bliss." - Dennis Wilson of the Beach Boys"
"A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization." Marketing:An Introduction; Armstrong &Kotler Page 5 of 43 (Printed Page 39) The purpose of my spirits company will be to provide a memorable experience and high quality tasting vodka at prices everyone can afford.
"A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization." Marketing:An Introduction; Armstrong &Kotler Page 5 of 43 (Printed Page 39) The purpose of my spirits company will be to provide a memorable experience and high quality tasting vodka at prices everyone can afford.
Week 8: EOC My vodka is special because
Ano Makana provides you with the experience of the Hawaiian Islands no matter where you are. From the beauty of the bottle, to the taste, to the little gift nature places inside each bottle, we provide a tropical experience that you can only find one other place which is accompanied by sand, the expensive airfare ticket, and suitcases. Leave all of that behind and indulge with Ano Makana. The islands gift to you.
Thursday, May 19, 2011
Week 7 EOC: Final Vodka Proposal
Seven Vodka is a 80 proof premium 7-time distilled vodka made on the islands of Hawaii. Infused with Hibiscus, and Guarana, we like to call Seven, nature’s gift from the islands. Here at Seven, we use the purest of Hawaiian waters, MaHalo deep sea water, found 3,000 feet below the earth’s surface. Each bottle has one pure preserved Hibiscus flower placed inside, providing you with a tropical, exotic experience like no other. Our ice filtration process leaves Seven in a genre of premium vodka of its own. From our martini glass to yours, relax and enjoy the islands personal gift to you.
Exotic in Hawaiian
Ano Makana (Natures gift)
Hiku (Seven)
Week 6 EOC: Me x 3
Consumers purchase based on not only their wants but also needs. At least for myself, this is true. A consistent purchase that I make is diapers because it is a necessity for my children. I also purchase gas for my automobile so that I can have a means of transportation to get to work, as well as school. Another purchase I make consistently is based on nothing but a want. I along with many other females purchase clothing and shoes, on a regular basis. My choice for this purchase is because I WANT to have new clothing that makes me as a woman, feel like I look good by society's definition.
Diapers can be a want or a need only for the simple reason that back when my mother was an infant, mothers, cloth-diapered their children. Diapers although necessary to not get infant fecal matter on their clothing, are a convenience to mothers. At the same time, it does help prevent bacteria from being spread which in infants, is very important. This buy, although can be stated as a want for the simple fact that disposable diapers are a convenience, I say is a necessity.
Now a days, there are many methods of transportation, be it a bike, an automobile, a public bus, or taxi. However, one thing three of these methods have in common, are that they use gasoline to get from one destination to the next. Gasoline is a necessity if you want your automobile to transport you from one location to the next, however an automobile is not. Other means of transportation include public buses or shuttles as well as walking or riding a bike but the thing about public buses, is that gasoline is needed to run these automobiles.
Women at times of financial struggle, breakups, job losses, will go out and buy clothing or shoes to make their self esteem go up. Clothing is a consumer want majority of the time for women.
Diapers can be a want or a need only for the simple reason that back when my mother was an infant, mothers, cloth-diapered their children. Diapers although necessary to not get infant fecal matter on their clothing, are a convenience to mothers. At the same time, it does help prevent bacteria from being spread which in infants, is very important. This buy, although can be stated as a want for the simple fact that disposable diapers are a convenience, I say is a necessity.
Now a days, there are many methods of transportation, be it a bike, an automobile, a public bus, or taxi. However, one thing three of these methods have in common, are that they use gasoline to get from one destination to the next. Gasoline is a necessity if you want your automobile to transport you from one location to the next, however an automobile is not. Other means of transportation include public buses or shuttles as well as walking or riding a bike but the thing about public buses, is that gasoline is needed to run these automobiles.
Women at times of financial struggle, breakups, job losses, will go out and buy clothing or shoes to make their self esteem go up. Clothing is a consumer want majority of the time for women.
Thursday, May 5, 2011
Week 5 EOC: Sony Sleuths
"Sony is committed to developing a wide range of innovative products and multimedia services that challenge the way consumers access and enjoy digital entertainment. By ensuring synergy between businesses within the organisation, Sony is constantly striving to create exciting new worlds of entertainment that can be experienced on a variety of different products." (http://www.sony-europe.com/
Sony is attempting to move forward in ways that may or may not help their company. Many consumers may be wondering if Sony will issue reimbursement for any damages incurred and, well... lets just say that doesn't appear to be in Sony's plans. "We thank you for your patience as we complete our investigation of this incident, and we regret any inconvenience," Sony said. "Our teams are working around the clock on this, and services will be restored as soon as possible. Sony takes information protection very seriously and will continue to work to ensure that additional measures are taken to protect personally identifiable information." (http://www.pcmag.com/
The marketing department at Sony really needs to get their game into gear, and figure out a way to gain the trust of their current users as well as build the trust and support of those who currently are not Sony users. One way would be the obvious, by rebuilding a new secure network as well as a apologetic press release letting users know that they have rebuilt the network. Another way to reassure their users would possibly be giving a free trial of some sort, or a voucher for a free game, etc. They could persuade other consumers to become Sony users, by giving away something with the purchase of a new PS3, or a Sony TV. Regardless of what the Sony marketing department does, something needs to be done soon.
Sony is attempting to move forward in ways that may or may not help their company. Many consumers may be wondering if Sony will issue reimbursement for any damages incurred and, well... lets just say that doesn't appear to be in Sony's plans. "We thank you for your patience as we complete our investigation of this incident, and we regret any inconvenience," Sony said. "Our teams are working around the clock on this, and services will be restored as soon as possible. Sony takes information protection very seriously and will continue to work to ensure that additional measures are taken to protect personally identifiable information." (http://www.pcmag.com/
The marketing department at Sony really needs to get their game into gear, and figure out a way to gain the trust of their current users as well as build the trust and support of those who currently are not Sony users. One way would be the obvious, by rebuilding a new secure network as well as a apologetic press release letting users know that they have rebuilt the network. Another way to reassure their users would possibly be giving a free trial of some sort, or a voucher for a free game, etc. They could persuade other consumers to become Sony users, by giving away something with the purchase of a new PS3, or a Sony TV. Regardless of what the Sony marketing department does, something needs to be done soon.
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