Week 9 EOC: The Narrative

     Svelte Vodka is the future of alcohol and roots from ancient medicinal techniques using a combination of minerals, natural fruit, and the ginger root. Svelte focuses strictly on quality versus the other brands focus of quantity. We do not care how much time it takes to get it right because we vow to get it right the first time. Our ingredients date back to 200 B.C and are well known for their taste and wellness uses. The water that we use also sets us apart from the others because it is highly concentrated with the minerals and vitamins you should be consuming regularly. These can aide you with metabolism, muscle and bone health, and energy while still giving you the freedom to enjoy the adult taste.
     We strictly use Gerolsteiner water without the carbonation because of its volcanic origin and mineral qualities. The Volcanic Eifel in Mannebach, Germany is where our water is sourced from. Natural Mineral water is gathered from depths of up to 200 meters and is there protected after being filtered through numerous rock layers. After our magnificent water is bottled right at the source for top purity it is shipped to our facility where we add in our own fine ingredients.
     Instead of wheat or rye we use a mixture of raw materials consisting of barley, ginger root, and acai berry to create a naturally sweet flavor that goes down smooth each and every time. We are one of the few vodkas that uses this combination of grain and materials. We distill it 3 times to balance just the right amount of flavor and texture. The importance we have built on is in the nutrients your body needs in order to have a successful and positive experience with our spirit. You will always be able to tell the difference in our vodka because of its smooth, bold, but easy-going taste and feel. Always put the good in your body when drinking and choose Svelte to make it unforgettable.

    

Week 8 EOC: Creative Content

      I want my creative content to represent an aspect of my major. Although there are not many ways to accurately promote or advertise vodka through fashion I plan on creating a real life bar scene that shows Svelt Vodka as a main point in display and surroundings. I will be incorporating how Svelt Vodka will fit into the setting the target demographic would be in and also show what a T-Shirt promoting the vodka would look like. Sometimes you may see a certain brand being promoted on an opening night in a bar or a special event in a night club and that is exactly what I intend to do. The setting will be trendy and high-end while remaining lively and the campaigning that will be within my creative content will flow cohesively. The color palette I am choosing for this will be cool and relaxing. I will focus mainly on monochromatic schemes and simple fonts to let the actual design of the bottle and other components speak for itself. Svelt Vodka is meant to smooth, nourishing, and prestige and I really want to ensure that these qualities are realized in my creative content. I plan on using Photoshop to manipulate existing photos and create a scenario. This will act as a still photograph or possibly a magazine advertisement. I may also create a mood board to show the reasoning behind my methods.

Implementation Evaluation Control

To implement the concept of Svelte Vodka I want to stay true to the initial beliefs and standards the brand represents. “In addition to tangible products and services, marketers have broadened the concept of a product to include other market offerings—organizations, persons, places, and ideas.” (Armstrong & Kotler Page 212) The idea is to create strong Marketing, Promotion, Quality, and Branding that is undeniable to the target demographic and market. Our marketing will consist of ad campaigns, and will also include promotional offers that satisfy the financial standing of the consumer. We remain fairly priced while also offering a more exclusive range that is not associated with cheap alcohol because we are far from that. “In the narrowest sense, quality can be defined as “freedom from defects.” Armstrong & Kotler Page 214) We are then brought straight to the actual product and the quality. The contents of the product could be enough to speak for itself but the quality of the packaging and presentation all should be taken into account. The Svelte Vodka surface is more than a spirit it is an amazing experience bottled into an artwork. “Similarly, Siemens defines quality this way: “Quality is when our customers come back and our products don’t.”” (Armstrong & Kotler Page 214) Our image is more than a front it really represents our morals, standards, company as a whole. In order to evaluate and control our brand we constantly analyze the information our research brings in and apply that to our branding. “Branding has become so strong that today hardly anything goes unbranded.” (Armstrong & Kotler Page 216) As mentioned in the beginning we believe Svelte Vodka is part of a lifestyle. It is not made to fit you or change you but capture the lifestyle you live on a day to day basis. Svelte Vodka is for those who make the occasion special with attention to detail and those who know exactly what it means to have a specific standard every time. “Formal evaluation forces management to develop and communicate clear standards for judging performance.” (Armstrong & Kotler Page 425)  Much like our consumers there is no room to ever settle for less or “good enough” but push the envelope for great results. You don’t settle and neither does Svelte Vodka, start to finish we are unique, bold, and strong just like you envision.

Price

For a Fifth of Svelte Vodka the price is $27.98. The price is fair but still reflects the higher quality the spirit offers. We also have Handles available for bulk consumers like bars, or event locations in order to maximize quantity that cost $34.98. As mentioned earlier we do have novelty packages that offer shot glasses and symbolic trinkets for the collectors of Svelte Vodka. Price can range from $36 for a Fifth and 2 signature shot glasses to $55 for signature glass tumblers or crystal stoppers.

Distribution

Our distribution plan is one that are customer can appreciate because we have teamed up with the right connections to make our availability increase. We use multiple channels to reach the consumer coming from us, the manufacturer, and reaching either agents, then the consumer or through a retailer and then the consumer. “The company might argue that it was through better prices or better marketing. But what contributed most to Enterprise taking the lead was an industry-changing, customer-driven distribution strategy.”(Armstrong & Kotler Page 309) In this case we want to make it accessible to our customer base and offer it in various store fronts and types. “Good distribution strategies can contribute strongly to customer value and create competitive advantage for both a firm and its channel partners.” (Armstrong & Kotler Page 310) We have made it clear that the customer is always first therefore creating an effective channel for our distribution which we have maintained through good resourcing and networking. Some companies may charge more for the product itself to make it more available but Svelte Vodka doesn’t believe in charging you for what you already deserve.

Promotion

“Promotion means activities that communicate the merits of the product and persuade target customers to buy it.” (Armstrong & Kotler Page 54) We invite our consumers to collect pieces from each of our production milestones as time goes on and our brand grows. “And customers are interested in more than just the price; they are interested in the total costs of obtaining, using, and disposing of a product.” (Armstrong & Kotler Page 54) In order to leave an eco-friendly footprint we have also made it our mission to give out rebates or special promotions to customers who take part in our recycling program. For every bottle turned into our select locations the customer will receive the opportunity to redeem a rebate or special on his or her choice of Svelte products from our Vodka to our collection pieces.

Product

There must be some distinction between the product and what the competitor offers. Svelte Vodka does just that by using original ideas and techniques. “The firm must first create a need-satisfying market offering (product).” (Amstrong & Kotler Page 12) When you taste Svelte Vodka you can tell that there is something positively different than other alcohols. The nutrients including Magnesium, Bicarbonate, and Calcium that are naturally found in our spirit support health and wellness while you sip on any libation made from our product. “Actually differentiating the market offering to create superior customer value.” (Armstrong & Kotler Page 53) You won’t get those classic symptoms from drinking other vodka because we have found the perfect balance to prevent that and taken into account what quality tastes like. The flavor that Svelte Vodka also offers is sweet and smooth creating a whole new experience for those who enjoy our drinks. We offer variety through the occasions our product can be used for and bring service to all of our consumers. The Svelte Vodka bottle is unique and intriguing to our customers and can be spotted and recognized with ease. We do also have combination packaging that can be collected with shot glasses and trinkets that are symbolic of the brand.

Target Market Strategy

Svelte Vodka is targeting a market that is open to our unique product. We want to enhance the feeling you get when you enjoy our product and create a community and lifestyle the consumer wants to be a part of. “The marketing manager’s aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value.” (Armstrong & Kotler Page 9) Our market means the world to us in all aspects of our brand and is the main focus. “Such customer-driven marketing usually works well when a clear need exists and when customers know what they want.” (Armstrong & Kotler Page 11) With Svelte Vodka you know exactly what you’re getting because we never advertise falsely. We present the product for all that it is and do not compromise. “Under this concept, marketing strategy focuses on making continuous product improvements.” (Armstrong & Kotler Page 9) Going back about our SWOT we have been able to improve and develop based around or target market by conducting surveys and recording testimonials to reference.

SWOT Analysis

Realizing what your strengths and weaknesses are is a vital part of becoming successful. You must be open to constructive criticism and willing to make change when necessary. Svelte Vodka is strong in customer service, unique resourcing, and consistency. The possible weaknesses we could work on include product appearance and marketing strategies. “Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives.” (Armstrong & Kotler Page 54) Svelte Vodka also looks for different opportunities in order to stay relevant. “Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage.” (Armstrong & Kotler Page 54) The opportunities we are looking for are in our demographics age range and a chance to show our morale through how we will reach the individuals that make up our demographic. “The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats.” (Armstrong & Kotlet Page 55) Some possible threats are our sources running out and not being able to continue building on the brand we have already created. Aside from all of this we do have an advantage because we have been able to recognize where we can grow and what we can continue doing in order to make our name mean that much more. Our capabilities do not stop at what we are doing currently but continue to develop as we make the correct adjustments and choices necessary to grow stronger.

Objectives

The company’s objectives are strictly based around you, the customer, in order to keep our product true to your wants and needs. Our vodka isn’t made to fit you and it doesn’t require you to change but it does build on that lifestyle you are already living. We have learned to adapt for you so that you can sit back and enjoy your new relationship with us when you choose to drink with us instead of the other guys. We do this by giving you exceptional prices that are well-fitting the quality we offer and the availability you more than deserve. It is our strong belief that you can build better and long-term relationships by being on the same page from the beginning. “The overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” (Amstrong & Kotler Page 42) We also understand that you may not be able to go to your favorite spot or location to enjoy our product so we have decided to make it available in most areas to ensure that we are there for you no matter what. “The company might increase its products’ availability and promotion in existing markets and expand business via acquisitions.) (Armstrong & Kotler Page 42)

               

Business Mission Statement

      Our mission here at Svelte Vodka is to maintain a well-balanced spirit that nourishes your body in the right ways to prevent all of the typical after affects other alcohols bring on. We promise a smooth and bold taste in every sip that shows you why we stand apart from everyone else. “Products and technologies eventually become outdated, but basic market needs may last forever.” (Armstrong & Kotler Page 39) We never change unless your needs call for it but with our classic techniques and ideas we never go out of style. Svelte Vodka is smooth and has the right aroma and flavor to it that makes it unique versus the typical US brands. Our vodka is made for men and women who are looking for the better tasting, unadulterated, and top quality spirit that they can rely on no matter what the occasion is. We are revolutionizing the way you think about vodka by introducing one that you can drink in an upbeat atmosphere or a more relaxing and intimate evening. Once you’ve tasted Svelte we assure you there will be no need to ever look back.

Week 7 EOC The Pitch

      Vodka is amongst the number of drinks that have been recreated time and time again but it is time to create a Vodka that cannot be replicated. Svelte Vodka by Emily Stanley will do just that. Do you want a Vodka that is going to go down smooth, tastes fresh, and is nutritionally infused to prevent hydration and hangovers? Say no more and pour yourself a glass of Svelte Vodka either mixed or by itself.
      Svelte Vodka is created from a formulated water that is rich with minerals from Gerolsteiner water imported from Germany.

"Founded in 1888, Gerolsteiner Sparkling Mineral Water is the number one water export in Germany. Gerolsteiner’s production follows strict purity protocols. Originating in springs from the area of Volcanic Eifel, Gerolsteiner flows from ancient, rocky volcanic reservoirs 200 feet beneath the earth’s surface. Minerals and carbonic acid leach into the water as it percolates up through the volcanic rocks, giving Gerolsteiner its exceptionally high amount of calcium, bicarbonate and magnesium. The water is a great source of essential nutrients that our bodies need daily and its natural carbonation gives Gerolsteiner its refreshing, neutral taste." ( http://www.foxnews.com/leisure/2012/08/24/top-10-bottled-waters/)

     Not only will Svelte Vodka's Gerolsteiner water give you the proper nutrients to prevent symptoms of hangovers but it will give a fresh taste with every sip or shot. The harsh typical sensation that other brand vodka gives you will be a thing of the past.
     Svelte Vodka also offers light flavored options that are great for any social gathering or evening relaxation. There are 3 options including our Lemon Refresher, Multi-Berry Fusion, and Ginger Twist. These hints of flavors will be just enough to mix with other drinks or stand alone just like thee original. They are also unisex so all can enjoy the taste without feeling like it is too harsh or too light. Svelte gets it just right with its smooth and nutritional qualities. Why sign up for a headache in a bottle when you can get smooth with Svelte Vodka?

Week 5 EOC: Social Networks and Job Hunting

    "Many companies are now creating brand ambassador programs in an attempt to turn influential but everyday customers into brand evangelists." (Marketing at Work- Page 142) When you first start your job the big question will be if the lifestyle of the brand really fits you or not. Do you look the part? You must really submerge yourself in the brand by all means necessary whether you are wearing the brand from head to toe or simply living the lifestyle that the targeted consumer is also living! 
     You must not only be what is called a "Brand Ambassador" by how you dress but by how you carry yourself outside of work even on personal social media accounts. "Group- Two or more people who interact to accomplish individual or mutual goals." (Marketing at Work- Page 142)
You must understand that all eyes are on you. Not only is your mom watching but so is your company. "Social networking media range from blogs to social networking Web sites, such as Facebook and YouTube, to entire virtual worlds, such as Second Life and Gaia Online. This new form of hightech buzz has big implications for marketers." (Marketing at Work- Page 143)
Following certain connections or inviting someone to like your page can be the make or break in your career success so be careful and think your posts through.
     Some may think that the idea of your hopeful future boss stalking your Facebook page is a little unorthodox there are some real pluses to this new technique. "Facebook's use as a job-recruitment tool remains small, but its appeal may be growing." (http://www.wsj.com/articles/SB10001424053111903885604576490763256558794) Facebook searching on employee candidates eliminates the need for job boards and other posting networks like LinkedIn. The employer can also evaluate your personality without having to test you through a generic analysis that the corporate office has provided."More companies are trying to tap Facebook Inc.'s 750-million-plus user base to find new employees..." (www.wsj.com/articles/SB10001424053111903885604576490763256558794) By the time that social media background checks are professionally run by all companies our whole social media preferences and outputs will be changed completely. It is important to remember your "Brand Ambassador" qualities at all time, even outside of the professional realm. Heck, your employer will be able to decide whether to hire or fire you just by checking his daily feed in the morning over his/her breakfast.

Week 4 EOC: The Cult Of Apple

A great revolutionary application for our cellphones could change the way we live forever. We are all busy and all have things that we need done in order to feel successful when the day is over. Working Full-Time, going to college part-time, and trying to keep up with social life and marriage can be extremely overwhelming. What if there was an App that you could download that mapped/planned out your entire day based off of your personal preferences, life situations, and needs? There is now an App that can do just that! Life Leaf is the app that has it all. You first log in with your personal email account so that the “Life Tree” can take in some information about you. This will be stored in the “Life Tree” through the entire span of your account and will evolve overtime as you grow older and change interests. After that you take your Life Personality and Preference Test. You will answer basic questions about your likes and dislikes and enter in important responsibilities or tasks that you participate in every day. You will also have an opportunity to sort out your “Leaves”. These icons are all bullet points that make up your entire tree, and consist of events that are important to you, deadlines, and personal life goals. After that you will have a complete Life Tree full of Leaves that contain all of the information needed to use the App properly. This App will order your days chronologically in what you need to get done and what is coming up. Much like a planner, this App is different from the rest with its personal evaluation/analysis core that truly understands who you are and what you need. This will be your go-to App that organizes your day allowing you to take into consideration things that are important. For an overall example; you may have put leaves that emphasize family time, school work, and exercise. Life Leaf will remind you when it is appropriate to make time for each of these while making sure you have all of your important tasks completed.

Week 3 EOC My Demographics

     The Millennial is, by definition, a person who is reaching young adulthood around the year of 2000. You may also recognize the generation as "Generation Y". There are many characteristics that are very apparent in most Millennials and some that are stereotypical for the group. As a Millennial I can say that I am very determined, open-minded, and adaptable. Other age groups seem to have their own distinctions that set them apart but the Millennials are drawing more and more attention from the government, producers, and social/economic organizations that fuel our America. They have formed their own opinions and observations in order to develop consumer behavior analysis, but most importantly marketing and advertising strategies.
     "This group includes several age cohorts: tweens (aged 9–12), teens (13–18), and young adults (19–32). With total purchasing power of more than $733 billion, the Millennials make up a huge and attractive market." (Marketing: An Introduction Page 73) It is become very clear the most producers look at the Millennial group as their biggest demographic. They are always looking for innovations to remain current and keep them interested. Although there are plenty of other generations trying to understand the newest trends it seems that most of the attention is pushed towards us Millennials. "Some experts warn that marketers need to be careful about turning off one generation each time they craft a product or message that appeals effectively to another." (Marketing: An Introduction Page 74) Companies should be well aware that there are other demographics to serve but the interest may be coming from how intrigued the producer is with the Millennial generation's diversity. "Many Millennials are immigrants or the children of immigrants who arrived in the United States as part of an upsurge in immigration that began in the 1940s. The share of people age 20 to 34 who were born in a foreign country is now around 15 percent – much higher than it was in 1950 and near the peak of almost 20 percent seen in 1910 during the last great wave of immigration to the United States." (Millennials Report Page 5)
     Demographics have so much affect on production and marketing that without them there would no purpose for selling. It is always important to understand the target demographic and keep an open mind. Millennials have opened doors that other generations never spoke about. For example, "...many major companies have recently begun to explicitly target gay and lesbian consumers. According to PlanetOut Inc., a leading global media and entertainment company that exclusively serves the lesbian, gay, bisexual, and transgender (LGBT) community, the U.S. gay and lesbian segment has buying power of $690 billion." (Marketing: An Introduction Page 77) When a generation like the Millennials create milestones like Gay Marriage Equality, Freeing the Nipple, and legalizing Marijuana other generations may look at these accomplishments distastefully. They do not realize how many opportunities this creates for others around them and future generations.
     Despite all of the opportunities and successes Millennials have created you may still be wondering what an "average Millennial" may look like or act like. In this case looks are not as important because there are so many cultures and ethnicities that make up Gen Y but you can definitely tell them apart based on personality difference and moral beliefs. According to MindTickle.com Millennials have the following traits and/or habits:
1.) Millennials are motivated by "Meaning"
*Share Gifts
*Make an Impact
*Live Your Desired Quality of Life
-As A Millennial I completely agree with being motivated by these 3 points. I always feel like it is my job as a human being to be kind and make an impact on someone's life at least once a week.

2.) Challenge Hierarchical Structures
* Not being afraid to question authority and form different opinions.
-I can also agree with this point because I do not feel the need to back down in situations just because someone may hold a higher position than me.

3.)Want A Relationship With Their Boss
* Feeling comfortable in asking questions and taking in feedback. This is important in order for a Millennial to enjoy their job.
-It is important to me and co-workers that we get along with our bosses on a friendly level so we feel comfortable in our work environment.

4.)Tech Savvy
*Understanding New Technologies and being able to adapt to new electronic devices and concepts.
- Many Millennials are confident using new technology and software. I have had several technological updates and have not had to read instructions.

5.) Open To Change
-I am extremely open to change and often use this as a strength of mine when filling out resumes.

6.)Task Oriented
*Tasks are important because they believe in productivity, not necessarily the amount spent doing something, but whether it gets done or not.
-I also agree with this point due to the fact that I feel comfortable completing tasks and accomplishing small goals.

7.) Hunger For Learning
*Learning as much as possible in all aspects of life.
-Learning is on of the most important tools we can use to better our lives. I believe there are endless opportunities to learn something new and develop skills.

8.) Desire Constant Feedback
* Feedback is vital for a Millennials improvement and goals.
-I love feedback myself and feel that it is better to understand what you are doing right and what you need to work on in order to evolve and grow in any area.

9.) Recognition
*They do not need to be awarded but at least want to feel recognized for their work and achievements.
-Recognition is really important to me because it gives me the opportunity to create a credible source of my accomplishments. It also boosts my self-esteem and mood.

10.) Love Fun Environments
*Even the workplace should be a fun atmosphere!
-Fun is one of the number one things I look for in a person, job, or event. Having fun doesn't mean slacking off but it means that you are enjoying what you are doing despite the circumstances.

 (http://www.mindtickle.com/blog/10-millennial-personality-traits-hr-managers-cant-ignore/)

    I really believe that as a Millennial I identify with most of the characteristics that are given to Millennials. Although there have been negative images made by other generations or those who do not understand the Millennial mind I think it is correct when I say Millennials are outgoing, motivated, and energetic beings full of moxy and ambition. We do not let our obstacles get in the way of making our dreams a reality and pushing the envelope even when it is sealed. We are more than a bunch of young individuals who are seeking the fullest potential of happiness in life, we are the kids/adults of the future.

Week 3 EOC Making Money For Good

     We all have school supplies we use from Kindergarten to High School graduation and even our college educations. Bright colors and a toucan bird are not all that company Yoobi represents. This company represents charity and a bright future for those working towards their education. Their mission is very similar to TOMS which is to donate a product of theirs each time that one is purchased. "Many kids in the U.S. don’t have access to basic school supplies, unless teachers pay for them out of their own pocket. We don’t think that’s right and we bet you don’t either!"-Yoobi.com
     I have actually purchased products from Yoobi and never knew that they were a charitable organization. When I did some research on them I found out some really interesting facts and more importantly more about their mission. Did you know that 99.5% of all teachers buy essential classroom materials out of their own pocket which amounts to $485 as a n average per year? This is $1.6 Billion being spent for K-12 teaching per year.
     For each product purchased, which can range from pens to notebooks, Yoobi donates an item to a Yoobi Class Pack. Yoobi Class Packs are a number of collected products that are necessary in the class room and consist of 12 Yoobi Products. Once the pack is ready to be taken to a school the Kids In Need Foundation partner up with Yoobi and help distribute these supplies in schools across the United States. They exclusively work with Elementary Schools but have products that anyone can use.
     It is really interesting to see how a company that is so simple can accomplish something so great and helpful. School supplies are one of the most important tools a child needs in order to get the education the deserve. There is still much that Yoobi could do to really capitalize on giving back. Their products are only sold on their website and at Target stores. If they moved to other department stores and increased their marketing they would accomplish even more if their consumers were more aware of their mission.
     Marketing and advertising can make all of the difference in the success of a company and what they do. "To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want. Companies use such customer insights to develop competitive advantage." (Marketing Information and Customer Insights Page 101) Although companies that do charitable things do not need to necessarily compete for profit they need to compete in making their consumers want to become a part of what they are doing. Charity is important and can really be spread if the right attention and awareness are brought to it through marketing and advertising strategies.

Week 2 EOC: Boston Consulting Group - Video Games

     There are many ways that you can argue or discuss a company, brand, or industries success. Some people may tend to lean towards the opinions and decipher which ones they agree with and which ones they don't. Others may opt to use a more structured and factual basis to conclude how the business is really doing. According to the Boston Consulting Group you can find out what the companies SBU's, or Strategic Business Units, that will help you understand where they stand in their industry. "SBUs are classified as  stars, cash cows, question marks, or dogs." (Armstrong & Kotler 2011 Marketing Page 44) If you are wondering what these terms mean you can be sure that they all correlate in importance to the business and which concept is going to be better for the company in the short and long term sense.
     "Cash Cows. Cash cows are low-growth, high-share businesses or products. These established and successful SBUs need less investment to hold their market share." (Armstrong & Kotler 2011 Marketing Page 44) This is a quick way for the company to make enough money to pay their bills and take care of any other financial investments that may be important to the business. The opposing term to a Cash Cow would be the Dogs. " Dogs. Dogs are low-growth, low-share businesses and products. They may generate enough cash to maintain themselves but do not promise to be large sources of cash." (Armstrong & Kotler 2011 Marketing Page 44) It is easy to understand which one is more important. Cash Cows are the quick and reliable source that keeps the goods coming while the dogs are not really worth paying attention to. They do not hold as much promise as a cash cow and can often times be a source that needs more care and maintenance to grow, than it can produce profit.
     "Question Marks. Question marks are low-share business units in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management has to think hard about which question marks it should try to build into stars and which should be phased out."    (Armstrong & Kotler 2011 Marketing Page 44) The Question Mark draws the most attention from the company because it requires the most consideration. The Question Mark that is chosen can make or break whether the investment was good for the company or a complete flop.          
     When using this approach you must ask yourself, "Is this approach cost effective, and can the companies "SBU's" be measured?" If you can answer yes to both questions you should not have any limitations that make this approach irrelevant or inconsistent. In the case of the video game market, the BCG Analysis approach suggests that the market is growing and expanding in a healthy business aspect but may need to strengthen areas such as their Cash Cow opportunities and Stars. "Stars are high-growth, high-share businesses or products. They often need heavy investments to finance their rapid growth. Eventually their growth will slow down, and they will turn into cash cows." (Armstrong & Kotler 2011 Marketing Page 44)
    "As recently as six months ago, the videogame industry was racking up strong growth even as other businesses reported sharp declines in sales and profits. U.S. videogame sales jumped 10% in January as consumers snapped up $60 to $70 games, which can bring dozens of hours of at-home family entertainment." (http://online.wsj.com/article/SB124865158612682399.html#printMode) This source was written in 2009 and boy has it changed since then.
     We now have a clear insight of what brands and components of the video game industry play which role in the BCG Matrix. The Cash Cows in the industry would be the companies that have officially made a name for themselves like PlayStation, Nintendo, and Xbox. These are the big league players and they do not have to focus on being relevant because they have been for over 10 years now. The Stars are the new game release or consoles within these brands that create attention and also interact with the customer and their needs. The Question Marks are the concepts that may take time to develop like real-life simulation games and new gaming programming. The Dogs in this industry can be identified as the games or products that are not as successful and may not have a broad demographic that the industry currently produces for.
     There are so any variables that drive the customers to stay loyal to a company and strictly buy their products. Quality, consistency, and creative ability all are important but there are even more sub-categories that the marketing team of the company must take into consideration. For example, "On the side of system implementations, Microsoft has somewhat locked in customers. Once a customer has purchased a console at, say for example $300, they are essentially making an investment and will most likely purchase games for that specific console in order to get their money’s worth. The games are where Microsoft makes most of its money, so the strategy works. Access to the Xbox platform is said to be ‘rigorously controlled by Xbox’, creating a barrier to entry in an already difficult to enter market. ^[11] Xbox developers also established a major alliance when one of the most popular game developers, EA Games. This "alliance factor" also holds true with Xbox being the only one to carry Halo and Gears of War." (http://teamxbox.wikidot.com/marketing-strategies) This is only a small fraction of what goes into decision making and investing. You can only imagine what other SBU's there are to look at in the video game industry.



Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   Page 44-47

EOC- Best Customer Service Experience

There are many times that we have memorable shopping experiences both good and bad. Many of the experiences help us decide whether or not we want to continue having these types of experiences and can make or break our relationship with the brand and/or company. I frequently shop for clothes for myself and loved ones and have had over a thousand experiences, but one experience will forever stick out in my mind. Your wedding is supposed to be one of the biggest days of your life, and for women picking out your dress is just as important as saying the big "I DO!" My bridal party and I had pre-planned what we wanted to do and what stores we wanted to go to so we could find the perfect dress. I knew what I wanted but had a budget that most women would consider ridiculous. I had $400 I could spend on the dress. Keep in mind this is what you dream of since your about 7 years old. I wanted the classic princess style ball-gown dress that would make me feel special on one of the biggest days of my life. We started out at a thrift store of all places to see if there were any good finds. After trying on two oversized dresses it was time to play ball in the big leagues. We went to David's Bridal because it was the perfect season for discounted dresses and they have virtually every style you could think of by a variety of designers. I tried on several gowns but even after I told the specialist about my budget I ended up falling in love with the puffiest...and prettiest... gown I had seen all day. I had my heart set on it from the moment I saw it but then came crashing down back to reality when the ticket said $900. After that disappointment we all regrouped to justify if this was really the dress and if going over budget was worth it. My friend suggested we try one last stop, trying to pull me out of my discouragement. We then headed to Celebrations which was a shop I had know for many of my friends getting Prom and Homecoming dresses there. I remember always hearing about how much their dresses were and felt even more reluctant looking for a wedding gown which is always more expensive then High School dance dresses. We walked inside and were instantly greeted. I was very honest about my budget but never once felt like I wasn't important. The woman that assisted me was kind and reminded me that anything is possible. She picked a few silhouettes for me that I did not think of trying which helped ease me into trying on more dresses. She could tell I was comfortable now and got the gowns that I had been drooling over previously. The first two ball gowns were gorgeous but they didn't scream what I was looking for. She then pulled the last one in my size and helped my try it on. It fit like a glove and was everything that I envisioned even after my David's Bridal dream dress nightmare. I got the approval from my bridal party and decided this was the one. As I walked up to the register all of the ladies made me feel very confident in my decision and made genuine small talk that made me feel comfortable. They brought the dress out for me and offered complimentary services that I respectfully declined and gave me a gift with my purchase. I had gone through what I thought was going to be a disastrous dress hunt and ended my day feeling happier than ever thanks to the great customer service they offered me. They were attentive the entire visit and were most importantly genuine about what they were helping me with. If I could suggest any place to go dress shopping it would always be Celebrations. Sometimes the smallest shop can make the biggest difference, and they did just that.

Week 1- My Voice

   When I wake up in the morning the first thing I think of is what I am going to wear. I get out of bed and run a quick image of the contents in my closet through my mind. After I have decided what to wear I start everything else. Fashion is my life. It is not only the most important part of who I am but the most important outlet in my life. I grew up knowing that I loved fashion. I didn't just stumble upon it one day. Ever since I was a child and could operate a sewing machine, around age 6, I began designing and creating. With my colored pencils in hand and all of the scrap paper I could ever dream of I began drawing. I didn't doodle stick figures and flowers like most girls. I started out with a vision and transferred that vision onto paper. I could create countless outfits for numerous occasions and people.
       One day I started creating things for myself. I would take clothes that didn't fit anymore or that I couldn't stand to wear and would make them into something completely knew. The first thing I made was a shirt. I had some material that my mom had given me and decided that it would make a lovely tank top, and it did. Throughout the years I taught myself how to sew basically. Mostly through trial and error I had my successes and failures. It taught me that I could create anything that I wanted to and most importantly that I could do anything that I put my mind to. From that point on I decided that my passion would be my future career.
      Now that I am in school for Fashion Retail Management I plan to absorb as much as possible to become a success in the fashion industry. I have worked for some great companies like Carter's, Coach, and now St. John Knits. My aspirations include working for St. John as a designer and eventually owning my own line and boutique in the near future. The Art Institutes is the perfect place for me because it is a place for creativity. There are other people just like me that have the same goal in mind; to fulfill their desire in pursuing their passion. However, I am not just a designer but an artist, a creator, and an admirer for all things fashion related.