EOC: IMPLEMENTATION EVALUATION CONTROL

Implementation, Evaluation and control are the keys to running a successful company. "The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans  into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities."Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg55" We would of course start with a blue print of all our advertising ideas and see how other companies have done it previously to catch their clients Implementing our ideas and making them reality after careful planning.Our product Treasury Vodka will sell at lower prices than our competitors but still not being a cheap brand. With better branding and advertising we can change that. Starting off in Las Vegas we could distribute our bottles to the casinos and local alcohol stores which cost less for us and could still make profit. By promoting our brand in a city this small hitting the right connections can make this company explode in less than a month. I already have connections out here with plenty of restaurants, clubs and Dj's which would make Treasury Vodka explode in the markets. Everyone loves Dj's, I can easily get the world top Dj's to promote my vodka and they would carry it on to other states. Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment. We will now look briefly at each activity. Then, in later chapters, we will discuss each one in more depth.

EOC: PRICE

I of course want to make Treasury Vodka not CHEAP but a lower price than other premium vodkas but without changing much to their knowledge. "Companies today face a fierce and fast-changing pricing environment. Value-seeking customers have put increased pricing pressure on many companies. Thanks to the weakened economy, the pricing power of the Internet, and value-driven retailers such as Wal-Mart, says one analyst. “These days, we’re all cheapskates in search of a spend-less strategy.” In response, it seems that almost every company is looking for ways to slash prices.Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes. Web. 05 June 2013
 Page 275."Making everything here in the USA should make everything cheaper and cut shipping cost by 10 percent! lol jk no idea but it should help in lowering our price since other premium brands are out of country. At the same time I do not want to be the cheap brand, I think if my vodka taste better than everyone else's I think I would be able to change our clients minds about getting a lower cost brand. Maybe changing our slogan to something such as " Less does not always mean bad, Treasury Vodka"

with a group of financially stable men drinking Treasury vodka on a magazine ad. It would bring the Vodka to higher class level which would also make the younger crowd want to look cool drinking it. Such as circoc did, Famous people got sponsored by circoc such as rappers and now all the kids think they are cool when drinking circoc."Yet, cutting prices is often not the best answer. Reducing prices unnecessarily can lead to lost profits and damaging price wars. It can cheapen a brand by signaling to customers that the price is more important than the customer value a brand delivers. Instead, no matter what the state of the economy, companies should sell value, not price. In some cases, that means selling lesser products at rock-bottom prices. But in most cases, it means persuading customers that paying a higher price for the company’s brand is justified by the greater value they gain." 

Treasury isnt about the price. Its about the quality.

EOC: DISTRIBUTION

Since Treasury Vodka will be sold a lower price I would have to work with discount chains that sell high quality products. I would have to make sure my channel has all the support it needs to get the everything done."A company’s channel decisions directly affect every other marketing decision. Pricing depends on whether the company works with national discount chains, uses high-quality specialty stores, or sells directly to consumers via the Web. The firm’s sales force and communications decisions depend on how much persuasion, training, motivation, and support its channel partners need. Whether a company develops or acquires certain new products may depend on how well those products fit the capabilities of its channel members." Page 312.  I would of course get a distributor to cut down the time to distribute all my products. Instead of me taking care of shipping every bottle to every single store. I can just send it to one person and he can take care of that while I work on getting more clients.
     Having a lot of channel levels would help in promoting and getting our product even closer to the final buyer.

EOC: PROMOTION

As Promotion is concerned I tend to try and spend as little as needed on promoting deals here in Vegas. I think if I can talk to the right people and right companies It could promote itself through word of mouth. Nike did it the other way around by using good advertising."Nike still invests hundreds of millions of dollars each year on creative advertising. However, it now spends less than one-third of its $650 million annual promotion budget on television and other traditional media, down from 55 percent 10 years ago. These days, behind the bright lights, Nike has developed a host of innovative new relationship-building approaches."Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg38. I want to have my customers talking about it to others and doing the promotion for me. I dont want to lower my cost more than it already is going to be. I want people to think of this as a premium vodka not a "two for one" kind of drink.I can get the right people to drink my product the advertising could be kept to a minimum. Just a couple of magazine ads, tv ads and word of mouth. when doing an ad I would use my research and get em where I can, tabacco companies do it all the time! "studies report that children view more than 20 food ads each day, of which over 90 percent promote highfat, high-sugar products. The marketing concept focuses on satisfying customers’ needs and wants, but are marketers crossing the line when they cater to younger consumers’ wants for products that may counter parental wishes or that may be unhealthy?"Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg63

EOC: PRODUCT

The product Treasury Vodka will be bottled in a smooth sleek bottle. A great top design to catch the attention of anybody that walks about. Once they look at the bottle they see a cleaner smooth logo of the brand is a nice clear red. Making them want the bottle just because it looks cool and also will taste great. "Companies that market experiences realize that customers are really buying much more than just products and services. They are buying what those offers will do for them. “A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it,” says one marketing executive. “Successfully managing the customer experience is the ultimate goal,” adds another."Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.page210

EOC: TARGET MARKET STRATEGY

"Marketing management

The art and science of choosing target markets and building profitable relationships with them."

Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg9

As it says in this definition of marketing management, "Choosing target markets and building profitable relationships with them". Ive said this in other parts of my blog pertaining to my target audience. My goal is to aim for the wealthy young crowd. The crowd that people look up to. For 2 reasons

1. Wealthy people buy and always want to buy whats in, which will be treasury vodka.

2. The people we aim for have a lot of people that look up to them. Which makes people want to get our product just to fit in.

"Marketing mix

The set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market."Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg53

Using the 4 P's as discussed in other blogs with our great branding, better price and made locally in Las Vegas.

"Target market

A set of buyers sharing common needs or characteristics that the company decides to serve."

Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg187

EOC: SITUATION OR SWOT ANALYSIS

The ups and downs of our company are going to be more obvious than I think. "Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)"Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg55. The overall strengths of our company is the connections we have here in Vegas. Being a local photographer, my brother being a well known Dj/producer and my buddy running the fashion scene in Las Vegas we can promote our vodka with little money. Our weakness is that we are gonna be running short on money because we wont have enough to promote as little as we want to so it comes down to a pick and choose type of ordeal. Our opportunities in getting connections in the clubs with our bottles is highly likely since we are already close with most clubs and restaurants here in Las Vegas which is a huge plus! "The plan begins with an executive summary that quickly reviews major assessments, goals, and recommendations. The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities. The plan next states major objectives for the brand and outlines the specifics of a marketing strategy for achieving them."Gary Armstrong, Philip Kotler. Marketing: An Introduction, 10th Edition., 2010. The Art Institutes.pg56.