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: