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.
