"FINAL MARKETING PLAN"

VELOUR VODKA

Mission Statement
"The intent of the Mission Statement should be the first consideration for any employee who is evaluating a strategic decision. The statement can range from a very simple to a very complex set of ideas.”
http://www.businessplans.org/Mission.html

MISSION STATEMENT-VELOUR VODKA
Every woman is GLAMOROUS and deserves a little luxury.

Objectives “Objectives in short define the entire purpose of your business (possibly) in a couple of sentences. This is a clear indicator that you’re not in business just for the heck of it but rather to achieve certain prior specified objectives."
http://www.freebizplan.org/business-plan-objectives.htm

"The objectives that you set will finally determine the quality of the strategy or tactics that you will adopt.”
http://www.freebizplan.org/business-plan-objectives.htm

VELOUR VODKA - Objectives
A drinkable product that oozes originality
A product woman can’t live without
Makes women ask, “what did I do before I had VELOUR”
Makes women feel special
Relatable to every women even if they don’t drink.
Creates a desire of wanting more.

Situation/SWOT Analysis -
“A situation analysis is the foundation of the strategic planning process for your marketing plan. It includes an examination of both the internal factors (to identify strengths and weaknesses) and external factors.”
http://www.marketing-plan-success.com/Articles/Situation

“Things to write down are what current opportunities that are available in the market, the main threats that business is facing and may face in the future, the strengths that the business can rely on and any weaknesses that may effect the business performance.”
http://marketing.about.com/od/marketingplanandstrategy/a/situationanalys.htm

SWOT Analysis – VELOUR VODKA

STENGTH
VELOUR is an ordinal innovative product that has not been explored before. Carbonated flavored, drinkable vodka.
Mixable, also creates a convenient easy instant martini.
Original bottle and color.
Addicting ads
Creates an essence of allure.
Reasonably prices at no greater than $30 for the large bottle.

WEAKNESS
Short-lived product once the newness wears off.
Will constantly need to find new original and exciting ways to keep our customers coming back for more.
Most men will not purchase
Limited to women over 21
After the elegant bottle is bought those who might not usually purchase vodka won’t be interested.

OPPORTUNITIES
Merchandising
Strive for universal appeal to all women and even some men.
Creating specialty brands and limited edition bottles.
Celebrity spokesperson such as Gwen Stefani or Fergie who ooze originality.
Create music videos and limited fashion lines around their celebrity essence.
Fashion magazine ads
Promos at theatres during the openings of movies like SEX AND THE CITY and buzzed about romantic comedies, had out gift bags during opening night.
Themed event at Las Vegas and LA nightclub
Team up with the “Pussy Cat Doll Lounge” for events and promotions
Seasonal Gift with purchase gift sets
Merge with a larger vodka corporation

THREATS
Larger vodka companies
Manufacturers who copy the idea or try to mimic the VELOUR essence through their product.

Target Market Strategy
“Today's consumers want to make the most of every purchase. They are looking for value and finding it in America's leading source for savings, Valpak. It's a fact that coupon usage is intensifying - as even upscale consumers shift to thrift. If you want to reach targeted consumers, generate response, and see real results”
http://www.valpak.com/advertise/index.jsp?ctd_ac=1519052&ctd_co=8004915217&ctx_name=gsm8

"Who are your customers? Who will buy your product?"
http://sbinfocanada.about.com/cs/marketing/a/targetmarket.htm

“People purchase products or services for three basic reasons: To satisfy basic needs, to solve problems, to make themselves feel good.”
http://sbinfocanada.about.com/cs/marketing/a/targetmarket.htm

“There's a market, and a target market, for everything.”
http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm

Target Market –VELOUR VODKA
Appealing to young women who will soon be turning 21
All trendy women and gay men.
Purchasing market will be focused on single women 24-35
Married women that still enjoy having social gatherings.

Marketing Mix
“You must coordinate all elements so that the prospective consumer is not being sent mixed messages that can cause confusion”
http://marketing.about.com/od/marketingplanandstrategy/a/marketingmix.htm

“Make sure that if you have a practice that caters to a niche market that your product is geared towards the need of that market, your price is within the budget of that market, you are distribution your product or service where it will be seen by that market, and gear your promotion to solve the problems that they are encountering.”
http://marketing.about.com/od/marketingplanandstrategy/a/marketingmix.htm

Marketing Mix-VELOUR VODKA

Product: VELOUR VODKA
Crafted in Las Vegas and inspired by the fruits of France and the timeless taste of The Great Russian Vodkas. Offers a unique carbonation and blend of extracts of straberry’s, peaches, and lemons that delivers an original, drinkable, glamorous Vodka.

Price:
$29.99 Large Vase
$5.99 individual small vial
$19.99 case small vials (6 a case)

Place:
Specialty Liquor Stores (think Lee’s Liquor)
Larger Supermarkets with a designated Liquor area
Super Walmarts

Promotion:
- Sample testing at Liquor stores
- VELOUR themed nightclub events
- Movie trailer promo
- VELOUR Girl – promo cards
- T-shirts
- Calendars
- Limited edition Coffee Table Book-featuring the VELOUR girls along side our original red vase. With fashion extras in an inside to each of the girls personal style.
- Limited edition Vase in Seasonal gift sets
- VELOUR event at a couple specific boutique locations on Robertson Blvd. and Melrose in LA feature VELOUR Vase and Vial in window and counters along side fashion displays. Hand out small Vial out in a gift bag with VELOUR Girl vintage card and VELOUR emblem earrings in a small gift bag, to anyone who make a purchase at the store.
- Have VELOUR Girl contest/MTV or CW reality Series looking for the newest VELOUR Face centered around the girls fashion and originality.
- VELOUR web commercials. CW, E!, MTV, ABC
- Aired on E!, Lifetime, MTV, VH1, CW.
- VELOUR GLAM accessory and t-shirt line
- Website www.VELOURVODKA.com, www.VELOURVODKA.BLOGSPOT.com www.Myspace.com/VELOURVODKA.com
With up-to-date info, location info and purchasing information
- Team up with the Pussy Cat Dolls Lounge for a themed event
- Magazine ads
- Limited GlAMATINI specialty at local Martini bars
- Bottle logo booklet with How to make the GLAMATINI and the newly featured VELOUR Girl and her style advice and purchasing, and website info for promotional items and accessories.

Implementation
“Your marketing plan must do more than just say what you want to happen. It must describe each step required to make sure that it happens.”
http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075314198

"You may also want to link your marketing budget to your sales forecast."
http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075314198

Evaluation
“Every market is changing constantly, a strategy that is effective today may not be effective in the future. It is important to evaluate a marketing program periodically to be sure that it is achieving its objectives.”
http://www.britannica.com/EBchecked/topic/365730/marketing/27222/Marketing-evaluation-and-control

Control
“Setting standards based on plans
Measuring performance against standards
Correcting deviations from standards and plans.”
www.delmarlearning.com/companions/content/.../htmch20thirded

“When things fall behind schedule, or costs overrun, you need to be ready to do something about it and to adapt your plan accordingly.”
http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1075314198

Implementation – VELOUR VODKA
Start by streaming commercials and ads on you tube and Internet sites, Take postcards and samples into Liquor stores. Set up promotional gigs through promotional friend contacts, and family restaurant owners, and liquor events.

Evaluation –VELOUR VODKA
Put surveys up on all VELOUR VODKA sites pay close attention to feedback. Encourage bloggers to comment on blog site about different event. Talk to liquor store managers and employees get feedback on there opinion of how he brand is doing and what they would do to promote e or change it. “How can I help you service the customers with VELOUR?”

Control – VELOUR VODKA
Pull brand out of locations that don’t feel the product is doing well there and reevaluate where our target customers live. What areas and where they purchase their liquor.

"Why I'm a Loyal Customer"

My favorite stores to shop at are Forever21 and H&M. There's nothing particularly exciting about them neither has wonderful customer service but they always have the newest trendiest fashions both both stores are extremely cheap considering the styles you are getting. Tends go in and out so if the clothing falls apart its ok because chances are you won't be wearing it next season. They are always my got stores for a quick outfit for a last min night on the towm. I look fab and feel great and I probablly didn't even spend $100 for a dress, shoes, small bag, and accessories, and no one even knows it. You just can't beat that!

"What I've Over Paid For"

First, let me begin by saying, I’m the type of girl that will always pay more money for a product that I know works or I know is quality. Especially when it comes to toiletry products ex: bathroom tissue, toothpaste, tampons, etc. That being said, these categories of product are also the ones you can’t be without so if you run out and your brand is not available one must buy what is available. Major bummer but reality; let me give you an example!

My friend and I were on a cross-country road trip from Indiana back to California. If you’ve never driven cross-country, you must know that 90% of the time you are out in the middle of nowhere. The first day went well we got to Colorado stayed in a little mom and pop hotel had free coffee in the morning and took off to do some site seeing and find some yummy breakfast, or so we thought. After getting on the highway, towards our first destination the first sign said destination 76 miles. We didn’t think much of it, we figured there would be a stopping point before that. About 30 miles in I needed to use the restroom and she was starving (my friend is NOT one to ever miss a breakfast) , still no where to pull over. I began to realize it was about that time of the month for me. At this point we have been driving for about an hour we pass a sign that says Gas 5 miles. We pull off, and let me tell you that was all there was, one little gas station, with 2 pumps, and a little stand that wasn’t any bigger than a normal sized walk in closet. I ran in asked if they had tampons. They sure did, obviously I had to have them, cost $7, a small box of four, and defiantly NOT “my brand.” In fact a normal box of any brand is usually les than $7.00. Regardless, I bought them and then proceeded to use the “Port-a-Potty” that was set up behind the travel trailer in the field net to the gas station, or “gas hut.”

Moral of this story, NEVER leave home without “your brand”, ALWAYS take hand sanitizer, and possibly your own toilet paper, and NEVER EVER take the road signs for granted!!!

"Marketing Plan Progress-VELOUR VODKA"

VELOUR VODKA’S progress is going extremely well. Currently, there is one commercial shot and can be viewed on YouTube and on my facebook account (search Jessi Corso and I’ll request you.) The feedback I’ve been receiving has been nothing but positive and I am currently looking to trademark the brand.

I have crafted two elegant bottles in red with silver detail, made the logo, created t-shirts and tank tops, and by the end of the week there will be a second commercial shot as well as a myspace, blog, and website with promotional pictures and VELOUR VODKA’S story.
Other plans are post cards with the VELOUR models, to be used as hand outs in liquor stores as well as free gift ideas with the large VELOUR Vase purchase.

"My Biggest Challenge with my Marketing Plan"

I can't say at this time that I have any current challenges with my VELOUR VODKA Marketing Plan. I have already shot one of the commercials, made t-shirts, crafted both bottles, and taken promotional pictures. My frist commercial is currently posted to my facebook page (facebook_Jessi Corso, check it out) and has been well reviewed.

I came up with my concept immediately, it stemmed from parting with my friends. My best friend and I use to always mix our wine coolers with vodka to make them stronger. I have always said wouldn't it be great if there was a carbonated delicious vodka that you could just drink. Well here i is VELOUR VODKA . Light flavoring, carbonated, and delishious. It can still be mixed but tates wonderful all by itself. The elegant bottle is appealing and the color grabs your attention. VELOUR VODKA mixes convience with glamor for the ultimate appeal.

"VODKA PITCH FOR MARKETING PLAN"

VELOUR VODKA
*For the relaxed, no fuss, glamorous women.
*An on the go light beverage
-carbonated with peach, lemon, and strawberry extracts
-no harsh after taste
-drink chilled straight out of the vile, over ice (can also be mixed)
*packaged in a small non-breakable frosted red vile, or tall slender vase with elegant silver detailing
*vile sold separately or in casing convenient for parties
*Price Point: $19.99 case/$5.99 separate vile/Large Vase $29.99
*Selling, connivance, relaxation, and glamor.
*Sold at specialty Liquor stores (Think Lee's Liquor)
also, Walmart, Larger Kroger Brand Super Markets
*Our appeal is to the easiness of our beverage elegant crafting our bottles. To create the convince of GLAMOR.
*Promotion: Sample tasting at the liquor stores, VELOUR VODKA theme event at night clubs, Three streamed commercials, T-shirts, vintage themed postcards to put in bags at specialty boutiques, as well as a party events at a couple specific boutique locations on Melrose Ave and Robertson Blvd. in Los Angeles, with free decorative bottles to customers and taste testing, and an Ad in LA Times.

VELOUR VODKA sells GLAMOR. CONNIVANCE. RELATION.
Elegantly designed, frosted polycarbonate Vales and Vases, in assorted colors for every woman’s appeal. This beverage is a no-fuss way to socialize, relax and have fun. No more mixing drinks, VELOUR VODKA is light flavored and carbonated. Designed to drink straight with no harsh after taste.

VELOUR VODKA: “A light, flavored, POSH, on-the-go, carbonated beverage.”
“For the relaxed GLAMOROUS woman.”
Experience cocktail hour with glamor and no fuss.
Sold in a small vile, or a long slender vase. Dink chilled or over ice.
“Relaxing never looked so glamorous.”

"3's About ME"

Fun Jessi Facts

* I‘ve been called “Hollywood, Messy Jessi and Corn Face.”

* My jobs have included Modeling, Acting, and Professional Equestrian

* I was born in Indiana, live in Los Angeles and am currently in Las Vegas attending school.

* My favorite shows are, “Friends”, “Gossip Girl”, and “Grey’s Anatomy”

* I have traveled all over but my favorites are, Disney World (Orlando), Yellowstone National Park, and The Bahamas.

* Most frequent emails I receive are from my agent, good friend Nicole and my sister.

*Delicious food favorites: Corn on the cob, string cheese, and mashed potatoes with melted butter on top.

*The cars I enjoy: VW Golf, VW Beetle, and Subaru

*I’m looking forward to graduating from the Art Institute, Traveling Europe and getting my production company off the ground.

DJMC Productions

The Alpha Omega 9000-Finger Scanner

Chistopher Robinson, Melvin Alvaradl,
Dontre Waggoner and Jessi Harker

We began by brainstorming different ideas and products that we already like. At first, we thought of improving video games, shoes, skateboards, music, or movies. Our first idea was the all purpose retractable sneaker. The sole would slide off and on with different inserts making it capable of going from casual to the club, but after close evaluation we determined that if people were to buy this shoe why wouldn’t they just change shoes before they went out? Our brainstorming went through a dry spell ending up aiming towards fashionable designer sunglass’ with quality lenses when Christopher came up with the micro chip credit card. Our first plan was to embed a chip in people’s wrist to prevent identity and credit card theft; however that didn’t sound to appealing. That’s when we came up with the Finger Scanner.

The Alpha Omega 9000 Finger Scanner will be sold to Banks, credit card companies, Corporations and hospitals to further prevent identity and/or credit card theft. It’s a little machine that scans your finger print. No more signatures and key codes The Alpha Omega 9000 scans your finger print to ensure you are the only one accessing your valuable personal information.
A Fast, Safe, Secure way to protect your identity!

"Opinions about Marketing and Advertising"

A great marketing plan can make a great product sky rocket with success. The same goes for just an alright product, with a well thought out marketing plan, a product that may have been looked over before, can suddenly be sparkling and new to its specific buyers market. But there is something to say for the marketing plan alone, does the marketing plan actually make the product what it is? I think so. In my opinion, every product is just mediocre until it is marketed properly and to its specific buyers market. "It’s a sign of the times when a company with as strong of a marketing strategy as Starbucks is having financial difficulty.” (Lana Cunningham: http://lulucunning.blogspot.com/) “Marketing can make you come back for more and more.
They want to continue to keep you satisfied and keep you coming back to their product.” (Cierra Esparza http://ccmarieproductions.blogspot.com/) Lana and Cierra prove my point. Starbucks has an excellent marketing strategy, who else sells five dollar coffees that you can make at home for twenty five cents? They sell their environment to a tee. No coffee company does it better than them (or so we think) but really what we should say is no one markets it better than them. But even Starbucks is having difficulty right during this economic recession. So I ask so what does that say for all of the other little coffee companies that have followed in their footsteps?As I previously discussed Marketing and Advertising are vastly different but one needs the other to survive. You can market a product all y u want but if no one ever here’s about it how will it sell? If the product isn’t marketed to the right demographic who will buy it? “…marketing and advertising complement each other. Although they are fairly different, both are needed in creating a successful business.” (Shantay Reaze: http://fashionistafyi.blogspot.com/) Quoted very nicely on Shanty’s blog, she makes my point quit clear. Starbucks wouldn’t sell twenty five cent coffees for five dollars if they didn’t market their product to the proper demographic and then advertise to them as well. As I said before advertising is just a component of marketing, but a very important component at that. No successful marketing plan can succeed without a successful Advertising campaignWeek 5: EOC

"The difference between Marketing and Advertising"

Week 4 EOC

Many people believe Marketing and Advertising are the same thing, when actually they are very different. Advertising is only one (among many) very important components of Marketing and is seen more as promotional tool. Here are a couple brief descriptions: Marketing is the process taken to identify the potential market you are aiming for. Advertising is brand promotion, gets the word out, and involves tactics such as Ads, flyers, billboards, commercials’, and is more money focused.

Marketing is more customer focused , it takes more strategic planning and relies more on perception of the business. Both Marketing and Advertising are extremely important to the success of a business and if well thought out and executed properly can be the icing on the cake for any budding business. "Advertising is impersonal, one-way mass communication about a product or organization that is paid for by a marketer." MKTG, Lamb pg. 212. This quote sums it up pretty well.

The best way for me to understand the difference between marketing and advertising, is to look at it like the marketers hire the advertisers.

"How I Buy Stuff"

Week 3: EOC
My purchasing decisions are always based on a combination of three things, routine, quality, or money. I am a true shopper but never frivolous. I always have a reason and purpose for every buying decision I make.

When grocery shopping, I base my decisions on healthiness and taste. I will always buy the “name brand” ingredients when cooking from scratch, mostly because I think it tastes better. Whether or not that’s true, I’m not sure.

Drug and beauty products are always the most expensive but I never stray away because, why fix it isn’t broken. Plus, I will never take the chance that a product works the same. I wouldn’t want to save $2 and then have my hair fall out. Same goes for Tylenol, cough syrup, etc. When I’m sick I want to get well, the generic brands never seem like they are as strong or get me well quite as fast.

I’m probably the most picky when it comes to toiletry products. I always buy the same brand and will NEVER purchase anything else, even if it’s twice as expensive. Certain brands truly work better and bathroom goods are never a good place to cheat yourself.

The one area that I usually don’t have a rhyme or reason for my buying decisions is retail shopping. I love clothes; I see them as an art and self expression. Many of my decisions are baced on trends. However, I see myself as a trend setter therefore my purchases are usually based on passion and originality of the product. I don’t like to look like everyone else therefore I don’t shop at just one place. Although, I am currently a student, so the fact that I am forced to live on a budget gets in the way. Currently, I find myself shopping on the internet where I am less likely to be enticed by the displays and set-ups in the stores and boutiques that have all the “extras” that make it so difficult to walk out of a store with just one thing.

“The internet appeals to men who find it an easy way to shop for clothing and gifts.” MKTG, Lamb pg. 75, the internet has made a gateway to not just male buyers but woman as well. Women are getting busier and busier they’re not just “stay at home moms” anymore but working women with families. If anything, they need to expand their marketing more towards women, with more user friendly websites and a focus on the “21st century working mom.”

"Me As A Consumer"

Week 2: EOC

My needs, wants and taste, as a consumer varies depending on time, money, and the environment I am living in. I have noticed the since moving from Las Angeles my tastes and my concern for value have change. Previously I was much more frivolous with my money and cared more about instant gratification, no matter what the cost may be.

Currently I am a student living in Las Vegas. My income is low and I primarily live off student loans, money from my parents, and any side work or acting jobs that may come along while balancing school work. I live with my cousin and his two little girls. A lot of my buying varies on their needs as well as mine especially when it comes to grocery purchases.

I am the perfect description of a Generation Y consumer. Impatient, family oriented, majorly focused on time management, opinionated and diverse. When I go shopping I focus on quality and value. I enjoy stores that offer trendy styles at low costs and give me staples for my wardrobe. I’m not partial to any one particular store or place to shop, I find myself strolling around all (mall) boutiques until something really catches my eye. Most of the time, I will always buy at that point. As for grocery and food needs, I shop at the closest store to my house but I prefer Trader Joes if I have the time to shop and drive to the location.

For my current lifestyle, everything needs to be fast, easy, and a comfortable shopping environment. I strongly dislike discount stores and large retail companies, not because they don’t have good deals but they give me anxiety and take too long to get through. I have to admit I enjoy front of the store displays and fast, easy to make good tasting foods.

"Quality Customer Experience"

Week 1 : EOC
I had been on vacation for three weeks and like everyone else the bills still come rolling in. So due to the lovely advances in technology I paid my bills online via Blackberry. I returned home on a Sunday evening exhausted, jetlagged and hit the sack as fast as I could get through the front door, knowing that I would have a wonderfully long week ahead of me. Come Monday morning I woke up, did all of my morning rituals as usual, then sat down for a cup of my delicious iced coffee looking forward turning on the TV and watching The View before going about my busy day. Little did I know there would be a glitch in my plan. GASP! The TV would only show me paid programming. So as fast as I could dial my little cell phone I got Direct TV on the line. Now not only was I grouchy due to the fact I was jetlagged but my delicious iced coffee hadn’t kicked in and now my TV wasn’t working. Let me tell you the last thing I wanted to do is chat with a Direct TV guy and I’m sure he wasn’t too pleased to speak with me either. But even with my less than pleasant attitude he was very patient, calm, and understanding. As it turns out my bill had not been paid so in turn, my TV was shut off, which by all means is reasonable. However, even though my payment had not yet been confirmed, he turned it right back on after I explained that I had sent the payment in via internet Blackberry. Within minutes all was resolved. This gentleman listened to me rant and rave while staying very calm and understanding, which is somewhat contagious, because it calmed me right down as well. I applaud this customer service salesman and Direct TV for promoting good customer service. I also apologize for being a [insert choice word here].