Week 8 EOC: Creative Content

You don't have to be a famous celebrity to have the taste and style of one. And you don't have to be rich to enjoy the rich taste of RACH'kA brand unfiltered vodka for the rich natural 
flavors of six different fruits and grains that make up the basis for RACH'kA's unique flavor. For vodka that's as Glamourous as you are... RACH'kA. 

Final Project: Objectives

According to the Oxford American Dictionary an objective is: noun
1 a thing aimed at or sought; a goal: the system has achieved its objective.I In this case, our marketing objective is what we hope to accomplish with our company. Whether that be sales wise or what we hope people will say about our vodka, etc."These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value." (p.386). Here at Rach'ka our main objective is to offer our customers the best possible vodka we can at an unbeatable price in the marketplace today. We value our customers and want to give them everything they look for in a vodka and more. We strive to offer the experience people want from us and create the best possible relationship with our customer that will last forever and have them coming back to Rach'ka for all their vodka purchases in the future. 

Final Project: Marketing Mix

Marketing mix is "The set of controllable tactical marketing tools—product, price, place, and promotion—that the firm blends to produce the response it wants in the target market." (Marketing an Intro pg.53) 
The product: A high end vodka. "Product means the goods-and-services combination the company offers to the target market."(p.54)
The Price: $50 USD "Price is the amount of money customers must pay to obtain the product." (p.54)
Place: Everywhere liquor is sold, specifically in liquor stores across Nevada and hotels. " Place includes company activities that make the product available to target consumers." (p.54)
Promotion: Clubs who promote our vodka get special rates as well as hotels who offer bottles complimentary to their clientele. "Promotion means activities that communicate the merits of the product and persuade target customers to buy it."

Week 10 EOC: Benefits Vs. Features

When talking about vodka it's often hard to describe what are the benefits, because most people don't necessary find the words going hand in hand often. Rach'ka is different from most vodka's because it doesn't want to pretend there are benefits besides the fun of drinking. It's all about the features. The glamorous bottle, and the feel you get when your drinking Rach'ka that you won't find from other vodkas. Rach'ka is the rich feel and taste you love without the expensive price.

Final Project: Implementation Evaluation Control

As we discussed in a previous post, implementation is "The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives." (Pg. 57). And more often than not is easier said than done. "implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out." (pg. 57). 
Another important aspect of the Marketing Strategy is Marketing Control which is essentially "The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved." (p.58). In this case, did our marketing strategy work the way we hoped it would? Was it implemented properly and if not how do we fix it to ensure that it is or will be in the future. "Marketing control involves four steps. Management first sets specific marketing goals. It then measures its performance in the marketplace and evaluates the causes of any differences between expected and actual performance. Finally, management takes corrective action to close the gaps between its goals and its performance. This may require changing the action programs or even changing the goals." (p.58). Which ultimately begs the question, did we do what we set out to in the first place? If the answer isn't yes, it's imperative we change it immediately until it is yes. This can mean success or failure for companies no matter how large or small. 

Final Project: Marketing Strategy

 "A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels.  It outlines how the company intends to create value for target customers in order to capture value in return." (Marketing an Intro. p. 57). Here at Rach'ka our target audience is those customers 21-35 who value the rich and glamorous lifestyle without necessarily having the price tag to go with it. We like to offer as much as possible for a reasonable price that allows our customers to be able to enjoy it. Strategy is the easy part, implementing it is what takes the real work. "A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how." (p.57). So far we've discussed the who what and why now the question is where? In order to gain the largest possible market share of the vodka industry the obvious answer is everywhere. But in the interest of being specific, Rach'ka plans to target top liquor store chains starting in the Las Vegas Area and branching out from there. We would also make special offers to clubs who promote our brand of vodka and hotels who offer it compliments of staying there, as well as special advertising in special Vegas magazines. 

Week 9 EOC: Business Mission Statement

 A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization. (Marketing: an Introduction p.39) Basically meaning that a good mission statement tells the customer what the company is all about in a way that makes the customer want to buy or use your product. E.g. Cold Stone Creamery who’s mission statement is: “to make people happy around the world by selling the highest quality, most creative experience with passion, excellence, and innovation.” (Marketing: an Introduction p.39) The best mission statements don’t simply tell what the product is or what it does but is market oriented. So instead of saying that Home Depot is where you can buy home improvement and home repair it’s mission statement is: “We empower consumers to achieve the homes of their dreams.”


That said some of my favorite mission statements among those made within the class are as follows: 

Final Project: SWOT Analysis

"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)" (Marketing an Intro. p. 55). 
Strengths: Rach'ka vodka is a revolutionary vodka offering a quality product for an incredible price. "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." (Marketing an Intro. p. 55)
Weaknesses: As a new independent vodka there's a lot to learn. However this can also be an Opportunity. 
Opportunities: We're new, fresh and with the internet at our disposal there's almost nothing we can't accomplish. And given that there aren't many high end vodka's at such a competitive price there are a lot of growth opportunities for us. "Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." (p. 55)
Threats: At the current time, there are no known threats quite yet. Most vodka's are either high end and look it and cost it or they are low end and look and cost it. Few are both high end at an affordable price. 

Final Project: Mission Statement

And here at RACH’KA vodka, we’re not just another alcoholic beverage. Our mission is: We provide a glamorous vodka for the diva within us all. 

Week 9: BOC Cyber Monday

In honor of Cyber Monday, Adobe is offering a 20% discount on the Design Premium and Adobe CS5.5 Master Collection for $549. For anyone who has ever had anything Adobe, you can image what an amazing kind of sale this is. Considering that in general the Master Collection ranges anywhere from $1000 and up. This is probably one of the best sales Adobe has ever and will ever have and it’s kind of amazing that they’re even doing this, as they’re notorious for being rather expensive and to some a bit overpriced. If I had either the time (or really the energy to learn something new because let’s face it if Adobe felt the need to make a .5 upgrade there’s going to be a hell of a lot more things to learn, I would probably buy it. Assuming I had the money. It’s a pretty incredible offer, particularly if you purchased the Master Collection; this assumes that you need EVERYTHING Adobe has to offer. As it stands, I’m not sure if some of the movie equipment will come in very handy for a graphic designer but then, for the price, it would be better to have it and not need it then to find somewhere down the road that you don’t have it at all. Adding into this the additional 10% for student discount and it’s almost a steal. 

Week 7 EOC: the Pitch

Glam. Rich. Fashion. RaCH'ka is the most glamorous vodka you will ever wrap your lips around. From it's 24 karat gold bottle, to the Swarofsky crystals that line the bottom RaCH'ka is elegance incarnate. Flavored from the free flowing waters of the Andes Mountains of Argentina (the longest continental mountain range in the world) and triple distilled with just a hint of hazelnut. RaCH'ka is made from pure Crystal malt grain giving it a rich and aromatic flavoring with a slight toffee taste.This completely unfiltered 90 proof vodka is unlike anything you've ever tasted.

Week 6 EOC: Me x3

I love all things Apple, and as a general statement, I will buy just about anything they offer and largely because they are Apple. It's a brand that defines me, because everything I do somehow or other comes back to an Apple. From writing my novel on my Macbook Pro. To tweeting and managing my website between my iPad and iPhone. I can't live without my Apple Products. Period. And I really take them with me everywhere. Even if I don't expect to use my Macbook Pro for the day, I bring it, just in case I need it.

Many have argued that if you have an iPhone and a Macbook Pro, why do you need an iPad? And the truth is maybe I don't 'need' it in the strictest sense of the word. But I love it. I use it to do everything that I either don't want to do on my Macbook Pro or in the rare instances I don't have my laptop handy. It's convenient for reading blog posts on the go. Or even updating them. I will admit, laptops have a tendency to be cumbersome while on long trips. It's nice to be able to pull out my iPad and do virtually everything else I could do on the iPhone on a much larger scale.

And finally there's the iPhone. What's largely considered an iPad mini. Like everything else Apple I own, I simply can't live without my iPhone, and I have no desire to try. Sure a lot of people can argue that an Android phone or tablet can do more or do this or that. But I don't like those products. Apple been a defining product in my life since I was a baby because it simply works. I don't have to spend a lot of time figuring out a new device, in fact by the time Apple has released a new product into the public market (since it's announcement) I already know what it does and why I want it.

And for the record. Yes I have all three and yes I use them all every single day. It's not something that's necessarily easily explainable to people if you don't have these products, but if you do you know that they're hard to put down and really you don't have to. 

Week 5 EOC: Social Networks And Job Hunting

With 750+ million users worldwide it’s easy to see that Facebook (and social networks in general) are a big deal. But for companies they’re more than just a way to share what they do, they’re a way to communicate with the customer in a personal way and for some a way to find their next employees and for potential employees to find their next job. In fact according to a recent WSJ article “Candidates have been 50% more likely to apply to positions they found through Facebook than through other means.” (WSJ Online 8/8/11) and while in general Facebook only accounts for 1% of job hires, the article also claims, “If current growth trends continue, Facebook could rival traditional job boards in 2012.”(WSJ Online 8/8/11). But what of marketing?  According to Marketing: an Intro for Education “Companies such as Jet Blue, Sony, Microsoft and McDonald’s are now developing a new breed of brand ambassador programs to organize and supercharge consumer –to-consumer interactions about their brands.” (p.144) And they find people to be their brand ambassadors through social networking sites like Facebook and Twitter and sometimes through personal blogs. Companies have found a way to find people who already love their product brand and make them into virtual sales representatives for their companies. A lot like how a company will use a celebrity or band to help promote their brand, now they’re using individuals with large social networks and a deep passion for their brand to help promote their company.  And for what you could potentially get from this, it could be a sweet deal as the book points out “Perhaps more important to many brand enthusiasts, they get insider access to company information such as new products or services in the works.” (p.144). I could think of at least one particular company I wouldn’t mind getting access to the latest and greatest ideas from. 

Week 4 EOC: There's An App for That

With apps numbering in the hundreds of thousands, it’s easy to see there’s an app for just about everything you could imagine. In fact Apple’s own slogan for the app store “There’s an app for that,” (Apple). “Having recently hit the 15 billion download milestone, a new analysis has found that downloads from Apple's iOS App Store will increase 61 percent.” (Apple Insider). That was in July, however according to Appolicious “ App Store downloads dropped to 3.8 million for the month from 4.06 million in August” The biggest problem with some of the apps is that since anyone can make them, there’s a lot of apps floating around that are pretty unsatisfactory; particularly the apps for popular sites like Facebook, Twitter and Tumblr. Many of their non-native counter parts, such as MyPad or Hootsuite are in fact better alternatives and make better use of the smartphone or tablet technology than the actual brand app. But one app I think is missing from the app store that could really make a lot of people happy would be a silence app. It’s a simple enough idea that utilizes headphones for blissful silence. The closest thing on the app store right now is Strange Rain. It’s an app that uses the sounds of rain and a bit of music if you like, to calm you. It’s a great app, but it would be nice to have more options. Maybe the sound of wind, or the beach. Or the option for an app that could block out all sound altogether, giving you absolute silence for concentration, because some days you just want to think. Without the kids yelling, the dog barking or people’s lawnmowers going off. You need total quiet, or at least something like it. Maybe you enjoy sounds of a vacuum, or the shower running. Some sort of comforting white noise that can block out every other sound in your life, while helping you relax. Now that’s an app worth its weight in gold. 

Week 3 EOC: Making Money For Good

Making money is fine, but using your money for good is probably the most important thing you could do with your company. And while a lot of companies donate to charities, there are some companies that work almost exclusively as charities.

1. (Product) Red-- RED is the company working to deliver an AIDS free generation by 2015. By partnering with some of the biggest companies in the country along with governement groups, it ensures that a percentage of every dolar you spend with your favorite stores (Apple, Gap, and Converse to name a few) will go to the Global Fund to Eliminate AIDS in Africa and 70 other countries.
2. Ethos Water Fund--Nearly a million people across the world don't have clean drinking water. Ethos Water Fund (by Starbucks) hopes to change all that. Giving 5 cents of every bottle of Ethos water you purchase, to the Ethos Water Fund. And while that may not seem like a lot, since it's inception it's raised more than $6 million dollars helping more than 420,000 people around the world.
3. Autism Speaks--Autism Speaks is a chairty who's goal is to help change the future for children and families effected by Autism. Through funding new medical research technologies and raising public awareness about Autism. So far they have special coprerate relationships with (Toys R Us, Chevrolet, Build-A-Bear Workshop and Home Depot to name a few).

All of these companies/charities are working hard to help those in need and change the way we look at charity and giving. Whether it's clean water, helping stop the spread of HIV/AIDs or helping children with Autism, they're working hard to make a difference in the world for the better. I'd like to see more well known companies working with these groups to make a difference.

Week 3: EOC My Demographics

As a generation Y or Millenial my deomographics suggest, "these children of the baby boomers number 83 million... . With total purchasing power of more than $733 billion" (Marketing: An Intro. for Education Management Corp. 10th Edition,73). While in todays terms (what with a deficit reaching in the trillions), $733 billon may not seem like much, it's double what our parents had. Another thing that makes us up is that we were raised on technology. The Millennials were the first generation to grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks. A recent study found that 91 percent of Millennials are on the Web, making up 32 percent of all U.S. Internet users. According to another study, 77 percent of Millennials frequent social networking sites and 71 percent use instant messaging. (Marketing: An Intro for Education,74). While most of our parents are now comfortable with these new technologies it's easy to say that the Millenial Generation adapts better. A new phone that does twice what our last one did, for a Millenial is a no branier. I could do it in my sleep, my mother however, (a Gen. X) needed a bit of help learning her iPhone.  “All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! executive. For them, “it’s not something separate. It’s just something they do.” (Marketing: An Intro. For Education,74). And this fact is very true. How different would my generation be without iTunes? Without Facebook? Without the internet on our phones? It's almost hard to believe that for our parents this wasn't even an option for them. They didn't have these things and somehow they survived. I think if I went a day without my iPhone I wouldn't know what to do with myself.

Week 2 EOC: Boston Consulting Group -Video Games

With a still plummeting economy no one is safe, even the videogame market. “According to datacompiled by the NPD Group, a global market research company, and released bythe Entertainment Software Association, the computer and video game industrysold 273 million units in 2009 leading to an astounding $10.5 billion inrevenue.”  However during the first quarter of 2011 “Total consumerspending on video game hardware, content, and accessories hit $5.9 billion”  a nearly 4.6 billion dollar drop in less than two years. And it’s not looking good. The once big stars Wii and Xbox 360 have dropped to cash cows leaving PSP as a dog without any kind of hope. Meanwhile the mobile game industry via Apple iPhone and iPad seems to be growing in spite of the economic downturn. With most of the same games as most consoles and much cheaper pricing it seems the App store is the one to beat.

According to Distimo The share of iPhone owners who play iOS games is between 50 and 75%. Nearly 15 million Americans who play games on mobile phones or tablets actively use an iPad, and in the European countries this total is seven million. The iPad is ahead of the PlayStation Portable in terms of the total number of people playing games on a specific device.

And as more games grow for iDevices fewer and fewer people will be wanting to purchase major consoles that do only a limited number of things and purchase instead iDevices, which do twice the work, at a relatively cheaper price with a lot more games and options at half the price. Given time iDevices will more than likely outnumber game stations and the available games therein via the Appstore. Free games alone count for more purchases than paid. Mobile games are the new stars in the market. 

Week 1 EOC: Great Customer Service

Growing up with a server for a mother (waitress to old school readers) I learned early on about what constitutes good customer service and bad customer service. And it’s surprising how poor customer service has gotten. So much so that it almost amazes me when I actually get good customer service. Like the time my mom’s car broke down as we were driving back from my fathers apartment. Her car breaking down wasn’t really news (in fact for a four year old car, it’s had quite a few instances of breaking down) but like any car problem it couldn’t have come at a worse time. Suffice it to say it had been a bad day for me, and this was quickly turning to a bad night. Luckily (being that it was almost midnight) we found a 24 hour tire place somewhere off Flamingo and wrong turn at Albuquerque. We pulled in and she explained the situation and while they didn’t quite specialize in any kind of under the hood troubles, the guys were incredibly helpful.  

So they popped up the hood, and had a look inside in the hopes of giving us some semblance of good news. Unfortunately for us, there wasn’t an easy answer, the car would have to stay the night and we had to find a friend to take us home. The next day my mother came back (they had a mechanic that came in in the morning who could help fix the problem) the problem was fixed and in spite of the fact that they helped us so well, it was a rather small fee for the mechanic, the tire guys didn’t want anything. I think we’ll be going back to them in the future anytime there’s tire trouble.

Week 1 EOC: About Me

As an author I've been working to get published since 2003; having learned  early on things don’t always go according to plan and that the industry is not as easy to break into as success stories would have you believe, I decided I would need to have a plan B. I quickly realized the best option,  which would still allow me to stay close to what I loved was Graphic Design. More specifically advertising.  I would learn the ins and outs of the graphic design industry in the hopes of getting hired by a publishing company, what makes a good book and what makes it sell (a key feature in publishing my own book as well). Then after several years with them,  I would eventually be able to branch out on my own and create my own publishing house. Magical Press, Inc. It’s a big plan and its taken many years to get this far; and while I have no plan on halting my writing career any time soon, it’s always good to know there’s something to fall back on and help me to realize my larger goal of self-employment as a businessperson.  It’s been quite a journey these last 8 years, but I wouldn’t change any of it for a second, and whether it takes 2 years or 10, I don’t intend to give up my goals.