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.