Business Mission Statement

“We actually take a lot of the money that we would have normally spent on paid advertising and put it back into the customer experience, We’ve always stuck with customer service, even when it was not a sexy thing to do.” Chapter 1 Pg. 3

"It’s how we gain a renewed relationship with consumers who have less inclination to listen to companies with whom they do not have strong and valued relationships.”  Chapter 1 Pg. 4

Turn-Up Vodkas mission statement is to deliver a quality product and obtain a great customer relationship with high standards of our product. It will be delivered as if it had just came out of the package every time. It will be highly maintained and strict procedural compliance must be adhered.

Implementation Evaluation Control

" If customers perceive that the price is greater than the product’s value, they will not buy the product.  If the company prices the product below its costs, company profits will suffer." Chapter 9 Pg. 275

"Effective, customer-oriented pricing involves understanding how much value consumers place on the benefits they receive from the product and setting a price that captures this value." Chapter 9 Pg. 276

Price

"The moral of the product life cycle is that companies must continually innovate or they risk extinction. No matter how successful its current product lineup, for future success, a company must skillfully manage the life cycles of existing products. And to grow, it must develop a steady stream of new products that bring new value to customers." Chapter 8 Pg. 259

 "Changing characteristics such as quality, features, style, or packaging to attract new users and to inspire more usage. It can improve the product’s styling and attractiveness. It might improve the product’s quality and performance—its durability, reliability, speed, and taste." Chapter 8 Pg. 263

Turn-Up Vodka will be $3 for a shot and $20 for a bottle. Turn-Up Vodka hats will be $10, keychains will be $2, and shirts will be $10 

Promotion

"High brand equity provides a company with many competitive advantages. A powerful brand enjoys a high level of consumer brand awareness and loyalty. Because consumers expect stores to carry the brand, the company has more leverage in bargaining with resellers because the brand name carries high credibility, the company can more easily launch line and brand extensions." Chapter 7 Pg. 229

 "Managing each customer’s experience is perhaps the most important ingredient in building brand loyalty: every memorable interaction must be completed with excellence and must reinforce your brand essence" Chapter 7 Pg. 236

Turn-Up Vodka will be promoted on a daily basis on the strip as well as outside of every club venue and will be promoted on the radio. 

Distribution

"Through concentrated marketing, the firm achieves a strong market position because of its greater knowledge of consumer needs in the niches it serves and the special reputation it acquires." Chapter 6 Pg. 189

 "It can also market more efficiently, targeting its products or services, channels, and communications programs toward only consumers that it can serve best and most profitably." Chapter 6 Pg. 189
Turn-Up Vodka will be distributed at mobile tailgating events as well as outside of nightclubs. It will also be distributed at local bars and restaurants inside of malls. Free samples will be given outside of each location for taste-testing. Good distribution strategies can contribute strongly to customer value and create competitive advantage for both a firm and its channel partners. It demonstrates that firms cannot bring value to customers by themselves. Instead, they must work closely with other firms in a larger value delivery network

Product

"Reference groups expose a person to new behaviors and lifestyles, influence the person’s attitudes and self-concept, and create pressures to conform that may affect the person’s product and brand choices." Chapter 5 Pg. 142

 "Consumers experience many life-stage changes during their lifetimes as their life stages change, so do their behavior and purchasing preferences. Marketers who are armed with the data to understand the timing and makeup of life-stage changes among their customers will have a distinct advantage over their competitors.” Chapter 5 Pg. 47

Our product is Turn-Up Vodka as well as clothing and merchandise such as key chains, hats, t-shirts and lisence plates as well as shot glasses. 

Target Market Strategy

"It’s not about telling and selling. It’s about bringing a customer relationship mindset to everything you do and to think beyond consuming and to really directly understand the role and the meaning the brand has in consumers lives" Chapter 4 Pg. 101

 "Companies that gather, disseminate, and apply deep customer insights obtain powerful, profitable, sustainable competitive advantages for their brands." Chapter 4 Pg. 102

Turn-Up Vodka will be distributed towards 21 and up customers who enjoy a beverage from time to time. It will be distributed at tail-gate parties and outside of nightclubs. A free sample will be given to anyone that may be interested.  

Situation or SWOT Analysis

" We have transformed Turnt-Up Vodka into a business that connects closely with customers in a content-rich digital marketplace. Our new brand reflects who we are, the markets we serve, and the innovation that differentiates us in our industry." Chapter 3 Pg. 66

 "There are three kinds of companies: those who make things happen, those who watch things happen, and those who wonder what’s happened" Chapter 3 Pg. 92

The companies SWOT analysis will be to maintain  internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. 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.

Objectives

"The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them." Chapter 2 Pg 41

"Marketing strategies and programs must be developed to support these marketing objectives, to increase its market share, increase its products’ availability and promotion in existing markets and expand business via acquisitions."  Chapter 2 Pg. 43
The objectives of Turn-Up Vodka is for each manager to share the companies objectives and make sure that their assigned team completes the goal and with high standards. Marketing strategies and programs will be implemented and maintained within the companies standards. Products will be maintained and will follow a specific guideline with their care. 

Week 10 EOC: What are the benefits vs. the features

The benefits of Turnt-Up Vodka is that it reduces stress more effectively than the alcohol-equivalent of red wine and participants given a one-to-five mixture of 100-proof vodka and tonic show a lower response to stressors monitored on brain scans. Turnt-Up Vodka can also be used as a cure for everything from a headache to the common cold to a hangover. Consuming one daily drink for women or two daily drinks for men has been linked to lower mortality, increased cardiovascular health, fewer acute hospitalizations, lower body weight and decreased risk of stroke. The features of Turnt-Up Vodka is that the smell coils into your nostrils then the liquid wets your lips and plunges down your throat: fiery, smooth, and intoxicating.

Week 7 EOC: The Pitch

 Turn-Up Vodka the world's finest mobile tailgating event vodka served ice cold and refreshing on the rocks with a pinch of salt and a lime. Squeezed, juiced drained and canned fresh from all natural grapes and made from natural and local sources of fermentable sugars and starches. Blended with pure artesian water and distilled 5 times to balance and purify yet stil maintaining character.  Turn-Up Vodka is is authentic and natural handcrafted the way vodka was over 600 years ago, the taste is modified and clarity is increased..The master distiller is in charge of distilling the vodka and directing its filtration, which includes the removal of the fore-shots, heads and tails. Our exciting range of fresh fruit-flavored vodka will even have The Most Interesting Man in the World show up to your next party or event. Turn-Up Vodka will be served at football tailgating events to anyone 21 and up as well as outside of night clubs with a free sample. With the capability to blend shake and stir right on location Turn-Up vodka will leave you with a crisp clear refreshing taste as well as aftertaste. Turn-Up Vodka comes with a flawless finish we think you'll love it but we know you have to try it to believe it.

Week 6 EOC:

Week 5 EOC:

Week 4 EOC: Consumer vs. B-2-B Partnerships

Week 3 EOC: My Demographics

Millennials
Utter fluency and comfort with digital technology- Yes
Embrace technology, it’s a way of life. -Yes
Grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks- Yes
91 percent of Millennials are on the Web, making up 32 percent of all U.S. Internet users- Yes
77 percent of Millennials frequent social networking sites and 71 percent use instant messaging- Yes
Bombarded with marketing messages coming at them from all directions-Yes
Seek out information and engage in two-way brand conversations-Yes

Week 3 EOC: Making Money for Good

Week 2 EOC: Boston Consulting Group - Video Games

"The tentacles of the recession have reached into the videogame industry, a business that was long
considered downturn-resistant."

January was not kind to the videogame industry. One major publisher was split into pieces. One high profile development studio was shut down and another seems likely to be headed in that direction. And another publisher is trading in the Nasdaq red zone.

--> While consolidation isn't unusual in this industry, this latest round comes right as console games are primed for growth, due to the launch of a new console from Nintendo last November and the expected launch of new systems from Microsoft and Sony later this year. That's got investors wondering if what we're seeing is a cyclical correction or the sign of a bigger crisis in the gaming industry. The highest profile recent failure was the collapse of THQ, which not too long ago was the gaming industry's third-largest publisher. There's less money to support the ecosystem, so that means you're going to have less jobs.

Week 1 EOC: Great Customer Service

Know who is boss. You are in business to service customer needs, and you can only do that if you know what it is your customers want. Be a good listener. Take the time to identify customer needs by asking questions and concentrating on what the customer is really saying. Identify and anticipate needs. Customers don't buy products or services. They buy good feelings and solutions to problems.Make customers feel important and appreciated. Treat them as individuals. Always use their name and find ways to compliment them, but be sincere. Help customers understand your systems. Your organization may have the world's best systems for getting things done, but if customers don't understand them, they can get confused, impatient and angry.

Week 1 EOC: My Voice