Antarctica Vodka Marketing Plan

Antarctica Vodka

You know you want some...

“The foundation of any marketing plan is the firm’s mission statement, which answers the question “What business are we in?”” MKTG pg 18 after great consideration to the above quote I have decided that Antarctica Vodka’s mission statement to read as follows.

Antarctica Vodka is a spirit with a crisp clean taste and finish that only water straight from Lake Vostok in the center of Antarctica can produce. The water is so pure and the gathering process so refined that the moment that the first sip touches your lips is the first time this crystal clear water has been in contact with life as we know it in more than 1 million years. There is no other water on the planet that is purer or cleaner than water gathered from below the icebergs in Antarctica. Try Antarctica Vodka and discover how untouched water from Lake Vostok makes a premium Vodka far superior to any other.

So what makes Antarctica Vodka so unique and will stand out among toe plethora of other high end vodkas you may ask. My answer is the crisp clean taste that comes along with total purity. The uniqueness is from the exotic waters that one can only find in Antarctica Vodka. Water that is so expensive to bring out of Antarctica that a consumer cannot even purchase it by itself, the only way to taste it is in this amazing vodka. “A competitive advantage is a set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.” MKTG pg 20

“A niche competitive advantage seeks to target and effectively serve a single segment of the market.” MKTG pg 21 We at Antarctic Spirits Inc strive to deliver a product that a true premium vodka connoisseur will appreciate and purchase again and again because of its unique taste and truly clean finish. We have brought to the market place something that only our company can produce because of our exclusive bottling rights on Lake Vostok. The water from Lake Vostok is even a higher quality than melting ice from glaciers and bottling the water. Our water comes from below the glaciers in an untouched pool of purity.

“To discover a marketing opportunity, management must know how to identify the alternatives.” MKTG pg 22. Looking at the alternative vodkas on the market today you will find fruity flavors and vodkas that have been filtered up to 10 times. We don’t need to do that. This is water that Mother Nature made millions of years ago and has been trapped deep below the Antarctic ice until now. We invite you to try the filtered tap water and compare it to the true taste the water was meant to have. No need to add flavor to this vodka.

We are looking for the sophisticated individual who knows and understands the difference between premium, ultra premium, super duper and beyond infinity premium, and a category that stands by itself- The Antarctica Vodka category. This category is not for everyone, just the responsible drinker that doesn’t mind spending a little extra pocket change to be able to consume the very best. “The target market strategy identifies the market segment or segments on which to focus.” MKTG pg 24

Antarctica Vodka was created to fill a void in the already heavily overpopulated ultra premium vodka market. The void was vodka no vodka made with the purest natural water, it seemed to be only filtered water. We searched every corner of the planet to find this water and in the most remote place know to man we discovered Lake Vostok. "Effective strategic planning requires continual attention, creativity, and management commitment. Strategic planning should not be an annual exercise, in which managers go through the motions and forget about strategic planning until the next year. It should be an ongoing process because the environment is continually changing and the firms’ resources and capabilities are continually changing. MKTG pg27" Upon discovering this untouched source we put every resource into finding a way to bring the water from below the glaciers to the consumer. Our patented process allows the water to be pumped to a sterile bottling station on the edge of southern Antarctica. We work every day to keep the quality and purity that will keep our product ahead of all competition.

When researching what kind of consumer would want to purchase our product we discovered there is a niche market of vodka drinkers from around the world that money is not an issue and they are very brand loyal. Are adduience is a very wealthy individual that might drink a bottle of Rémy Martin Co. Louis XIII de Rémy Martin Grande Champagne Cognac or a bottle of Montrachet 1978 from Domaine de la Romanée-Conti . "A target market is a defined group that managers feel is most likely to buy a firms product. MKTG pg 32" We stand for the elite market share of vodkas.

In the ultra rich circle money and price means nothing but the quality and uniqueness of the product does. The billionaire on his yacht trying to impress his business buddies does not want to serve a type of vodka that is easily obtained in a grocery store, he wants a product that comes with a unique quality that is consistent with the way he lives his opulent life. "A lifestyle is a mode of living; it is the way people decide to live their lives." MKTG pg 33 Antarctica Vodka is the vodka for this customer.

We believe Antarctic Vodka stands alone in a category by itself and has few if any competitors. Where would the average person be able to purchase water from Antarctica, much less directly from Lake Vostok? Nothing touches the natural purity. "The competitive environment encompasses the number of competitors a firm must face, the relative size of the competitors, and the degree of interdependence within the industry." MKTG pg44 Our competition is ourselves and maintain the highest standards possible.

We have only a limited quantity of vodka and within a global market only select bars and people will be able to purchase directly from our factory. "Globalization expands economic freedom, spurs competition, and raises productivity and living standards of people in countries that open themselves to the global marketplace." MTKG pg 48 We are now able to offer Antarctica Vodka to every country in the world with the help of our online store. "Opening an e-commerce site on the internet immediately puts a company in the international marketplace." MKTG pg60 From the clubs in Ibiza Spain to a private political meeting in Moscow even at the elite ultra lounges of Las Vegas in the United States, Antarctica Vodka can be easily ordered on our website.

Economic climate is always a concern for a company and we understand some establishments are not always able to carry such premium products so we send our experts out in the living climate to talk with our customers. We listen to their concerns and suggestions. "In order to address this constant state of flux and to create proper marketing mix for a well defined market, marketing managers must have a thorough knowledge of consumer behavior." MKTG 63 We try and take every suggestion directly back to our board and address it. We do believe that our product if maintained to the current standards will weather any unforeseen economic disasters.
Consistency in our distillation process is what we strive for. Our standards are of the highest and our customers expect nothing less. We only use the finest ingredients and always will, no bottle goes unchecked and our recipe developed by Russian chemist Dmitri Mendeleev is followed to his precise calculations. "When buying products, consumers expect certain outcomes from the purchase. How well these expectations are met determines weather the consumer is satisfied or dissatisfied with the purchase." MKTG 65

With the word of mouth from our customers we hope to continue to serve the upper echelon of vodka drinkers. Are target is people who can afford the finer things in life and those select people form a very small community. "A social class is a group of people who are considered nearly equal in status or community esteem, who regularly socializes among themselves both formally and informally, and who share behavior norms." MKTG 71 The above quote explains why it is so important we deliver the product to its highest levels. We often perform face to face surveys with loyal customers and try and find leaders in such social circles. "Reference groups frequently include individuals known as group leaders, or opinion leaders- those who influence others." MKTG 73 we use social networking sites to gain our feedback. Please check out our sites on the links below. TWITTER: http://twitter.com/AntarcticaVodka FACEBOOK: www.facebook.com/profile.php?id=100000277372740&ref=name Or search (Antarctica Vodka or Antarctic Spirits) MYSPACE: http://www.myspace.com/antarcticavodka BUZZNET: http://antarcticavodka.buzznet.com/user/home/ WINDOWS LIVE: http://cid-9ecb085bd13649df.profile.live.com/ HI5: http://antarcticavodka.hi5.com/

My favorite store and why I stay brand loyal to it.

My favorite store and why I stay brand loyal to it.
My favorite store is Lucky Brand Jeans co. I love this store because they are always changing merchandise and creating new looks for what is in style. Their style is not to over the top but more a conservative trend. They carry shirts that can be used as a club type shirt (if ironed) and can also be very casual. Lucky jeans seem to fit me right and the shirts have my perfect cut. I can get in and out in a hurry and the service staff is always friendly. It’s kind of like a one stop shop for me.

Some of their clothes may be a little pricy but if you sign up for their loyal shoppers program they will send you coupons that save as much as fifty percent. All in all Lucky fits my personality as a male shopper that wants to get in and out as fast as possible so I will keep returning as long as their business model stays the same.

Progress in my marketing project

So far with my project for Antarctic Vodka I have signed up for the free advertising social networking sites gives to products for free. I am using accounts such as Myspace, Facebook, and Twitter. I have also taken pictures of a my Antarctic Vodka model and am in the process of photoshopping the final print add.
I have written the background on the history of the label and have a sales pitch of why one would buy Antarctic Vodka over another premium label. It’s coming along but still have much work to do.

What I have overpaid for....

I have over paid for alcohol so many times it is impossible to count. Why would I do this? Many factors involved. First and foremost it usually involves girls. Yes, girls and the loss of any kind of reasonable judgment that comes along with consuming tasty sprits.

Thinking on why I would do something like this? Well it’s pretty simple to state the obvious; I was trying to get “lucky” for the night. Looking back on the amount I have paid in this quest I have failed with the lucky part more often than not but when I write my book of the crazy experiences that have occurred while chasing this objective maybe I will get some kind of return on the investment.

Price is not a factor because I wanted to be in whatever place is cool for the scenery and experience. M any bars will sell the experience and when the experience the advertise is actually happening I gladly pay extra just to be there. This is kinda weird thinking about it now but I think that I feel this way because 90% of the time I am let down when I go out looking to blow off a little stress. All the failures by these establishments make the winners look and feel so much better. Hummm?

Where I stand with my project

I have been brainstorming and thinking about how I want to present this brand. What special qualities does it have? Where is it priced in the marketplace? What kind of promotional materials do I want to create? Need a slogan and some print ads and video to go with it. Thought about ,“Antarctic Vodka, cold enough to turn fire into ice”. Don’t know yet.

I am going to film a short commercial and create a story of how this company was formed including a sexy bio of why we are superior to other vodkas and what we offer that others don’t. I also want to create print advertisements with some happy pretty girls. Everyone likes happy pretty girls right?

Antarctica Vodka - Marketing Plan

Vodka distilled and bottled in Antarctica using only the purest and untouched water on the planet.
Antarctica brand vodka is the only vodka that takes the water directly from the glaciers of Antarctica and combines the most advanced technology produce the highest quality vodka on the planet. Antarctica Vodka is distilled and bottled in Antarctica and shipped directly to your local store.

The consumer can taste the crisp and clean flavors that only Antarctic glaciers can produce. For your only opportunity to taste water from Antarctica besides traveling there you must try Antarctic Vodka

Biggest challenge to develop marketing plan

The biggest challenge I am facing for my marketing plan is trying to find a niche market that is interested in trying my vodka. If I can get them to try it then I have make sure the quality is what is advertised or they will not buy it again.

So many different types of vodka makes the marketplace saturated so why will my new vodka stand out from others. The quality has to be superior and somehow the consumer has to get a feeling of being in Antarctica or at least that cold, crisp, clean feeling that is associated with the brand.

3's About Me

3's About Me
Three Names I have been called: Bear, B, Asshole

Three Jobs I have had in my life (include unpaid if you have to): Photographer, Valet, Stripper

Three Places I Have Lived: San Francisco, St. Louis, Ponte Vedra Beach

Three TV Shows that I watch: Breaking bad, No Reservations, Seinfield

Three places I have been: Ankor Wat Cambodia, Giza Egypt, Sigon Vietnam

People that e-mail me regularly Aunt Judy, Mike Loretta, Spammers

Three of my favorite foods Pizza, Pho, Pasta

Three cars I have driven: BMW, Audi, Saab

Three things I am looking forward to: Life, Graduation, travel

Week 6 EOC

SNB Enterprises

Suit in a Bag
Because Life Happens

Target market

Initial launch:

Business professionals

2^nd Phase:

Casual wear
Children’s clothing
Club wear

3^rd phase:

Courier service
Customized travelers packages

Members:

Shane Hooper
Rahkeem Supreme Kearney
Barry Hamilton
Minnie Rodriguez

Life happens. Do you have a backup plan? What do you do when the client across from you spills salad dressing on your suit in a lunch meeting? Do you drive all the way back home? Place an emergency phone call to the cleaners? Nope. You go back to the office and open the environmentally friendly, scientifically designed package containing your wrinkle free, custom sized suit in a bag. Save gas, save face.

Suit in a bag is tailored to our clients. We know what it’s like to have to quick change when every available option is an inconvenience. Suit in a bag is packed in state-of-the art, flame-retardant packaging which was originally created by NASA.

Week 5 EOC: Agreements and Disagreements of Marketing vs. Advertising

Agreements and disagreements of Marketing vs. Advertising

Round 1
“Advertising is more of a public service by advertisement. Marketing concentrates more on the customer values and can sometimes focus all their energy on a certain demographic or age group.”
http://warrenthegenius29.blogspot.com/
I agree with this statement because advertising does provide a public service. It allows the public to know what’s out there and what product may be beneficial to them. If we as consumers don’t know something exists how can we ever seek it out, and purchase it to help us?

Round 2
“Marketing is the process of the product being introduced to the market place. When marketing you have to do tons of research to decide who you are going to target your product or services to. Marketing is just about making a product and finding a way to make people buy it. It’s about finding out what people need and then fulfilling that need.”
http://19starsproductions.blogspot.com/
Again in absolute agreement with this statement, marketing is doing all the behind the scenes research to figure out the who, what, where, and why so the company can direct their advertising to the correct places.

Round 3
“Advertisers and marketers think very much differently.”
http://ccmarieproductions.blogspot.com/
Well I had to find something that I disagree with and I believe that a marketer has to think like an advertiser because at the end of the line a company is going to spend a lot of money to try and place the advertising in the correct outlet. When designing a marketing plan one should think how are we going to advertise this product and is it feasible? What are the means that the company has to advertise?

Differences between marketing and advertising

Advertising is only a single component in the whole marketing picture. Advertising is very specific and focused on a target market or demographic. Marketing is the big picture.

Let’s take a pizza for example, marketing is the whole pizza and advertising is just a slice.
Advertising is useful when you already know who to market to. A company like Axe is focused on one type of person, the horney teenage boy that believes that if he sprays some cheap fragrances all over he will get lucky with all the girls. They use sex and humor to sell their product and have been successful selling this notion to their target market. The marketing division in Axe had to do the research and look at the big picture to figure out what angle they wanted their product to be known as to the general public.

Advertising only equals one piece of the pizza in the strategy of marketing. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.

How I buy stuff

Well, I buy stuff for many reasons. My most import buying decisions are made out of necessity. Things like toilet paper, food, and medicine are necessities. So these are my most often purchased items.

Luxury items are what I do my research on. If I’m in the market for a new TV or computer I’m going to go to many different websites trying to compare prices and read reviews. I will also sometimes take a risk and purchase something on Ebay. I have had luck most the time but have had one time that I received a broken camera and the seller disappeared. I finally did get my money back but the time and effort out weighed the savings.

Clothes are my other shopping challenge. I look for quality and durability mixed with style. I am not afraid to spend some extra money on nice brand name clothing if I’m going to get a product that will last me years. In clothing I have found that name brand designers more likely than not have a far superior product. I do stay away from flash trends though.  “Culture is pervasive. What people eat, how they dress, what they think and feel, and what language they speak are all dimensions of culture.”(MKTG, Lamb, Pg 69)

Me as the consumer

I am a white male thirty two years of age that was born and raised in America. I am interested in women, sports, beer, and anything else manly or at least that what I’m supposed to be interested in according to the general stereo type. In reality I do like most all those things but I live to travel and explore. My true interests in life are my family, friends, food, my art, and school.

I shop pretty much anywhere that carries medium to high end products. I try and buy quality over quantity in clothes, furniture, cars, and so on. I have this philosophy because I try and keep things for awhile and have found you normally do get what you pay for.
I save my extra money to travel and spend considerable time doing research on the next place I’m going to visit even if it’s a weekend trip to California. I try and live within my means but have a tendency to splurge on crazy nights out with friends on the strip. Always seems like a good idea to buy that $12 martini at Winn at the time but und up regretting it the next morning.

I try and never spend money on cheap crap that I only use once and then it sits in the garage. I also try and avoid impulse buys such as the newest LCD TV because it is on sale. I figure that TV will be a quarter of the cost when my current TV breaks and if I want to watch something in super high def I can go to my friend’s house who has it. I know he will be home because he spent all his money on the new Super high def LCD TV.

Quality Customer Service

Week 1 quality customer service experience.

A recent quality customer service experience I have had was on a visit to LA. I wanted some new Ralph Lauren Polo shirts and was on Rodeo Drive browsing the shops. I went into the polo store and started trying on their new line. A sales guy came up to me and started offering shirts that weren’t even on the floor yet. They were awesome and less expensive than the ones I was going to buy. He then offered wine and snacks. Of course I wanted some free wine, why the hell not. The consequences of excepting his offer was I spent twice as much time and money then I was originally going to but for some reason I still felt that I purchased better and more original shirts. I left that store with a nice buzz and feeling like I got some kind of a deal even though I paid full price. Amazing how perception can change just with a nice sales guy and a few glasses of wine.

The point of the sales guy being so outgoing and friendly to just the average customer was obviously to get me to buy more merchandise but to return to that specific store. As I was leaving he handed me a card and said he would give me a 15% discount if I asked for him next time.

This experience gave me a new respect for Polo and also opened my eyes that if you shop at the flagship stores you are able to buy the better items before anyone else if you ask. Next time I’m in LA I will return to and ask for that sales associate.