EOC WEEK 3: Me x3

Three items that I stick to through and through are mostly grooming products or clothing products. The first product that I use is 24/7 Speedstick Fresh Rush deodorant. I have been using the same deodorant since I was twelve years old in middle school. I’m not particularly sure why I use I stuck to this product for so long. I believe it is because of the way it smells. I love the scent over any other scent and it kind of defines my smell. I have been using it for so long that it is almost my natural scent. Regardless, I will be using this product until the day I die. I love that smell and that’s the reason why I continue to purchase that deodorant.

The other product I stick with is Macbeth shoes. The reason why I purchase this shoe brand is because it is vegan friendly and is not made out of any animal material. It is also one of the only shoe companies that I know of that is comfortable and long lasting. Every pair of shoes I buy are vegan friendly but they don’t have a very long lifetime. Macbeths are vegan friendly and they last as long as any other pair of shoes I own, if not longer. And if you haven’t guessed, I’m a vegetarian, which is also why I purchase Macbeth’s.

The last item that I continue to purchase is Arm and Hammer toothpaste. I always buy Arm and Hammer toothpaste because of its simplicity. Other brands like to add flavors, hybrids, and simply a lot more chemicals than my liking. It just has peroxide, baking soda, and fluoride. Its very basic and I enjoy the simplicity. I would use organic toothpaste or chemical free, due to my beliefs, but I hate the way they taste and I feel like they just don’t do the job. Therefore, I will continue to use Arm and Hammer because it’s right there in the middle, not too many chemicals, but not organic and doesn’t taste disgusting.

Implementation Evaluation Control

These three topics are vital when it comes to distributing a product."The analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople."Marketing: An Introduction, Armstrong/Kotler, page 55) Once you begin the implementation process, that's when things begin to launch for your product. Then you evaluate the reaction of the product and then you control your market. I began distributing this alcohol in vacation cities where tourists will see this alcohol and be enlightened. We throw promotional parties with this choice of alcohol readily available for the guests. We have the promotional parties with tropical themes near college campuses and try to evaluate our target market first to see how they react. Once we have a defined market, then we begin to redistribute and start promoting in other ways, such as commercials and magazine ads. Mostly the free local magazines so that we get a local name going in various countries and cities. "Planning, organizing, leading, and controlling personal contact programs designed to achieve profitable customer relationships.” Marketing: An Introduction, Armstrong/Kotler, page 55) This way if we get a local name going for ourselves in these cities, then we will gain a relationship with the consumers, which will then launch into an international franchise and hopefully we can start bottling and distilling in other prominent locations. 

Price

It was very difficult to price Martinik at an affordable price, because it is an imported vodka and the shipping cost alone is quite expensive. This is why we decided to have it distilled and bottled in France so the import price to Europe would be inexpensive. This is because the Martinique Islands is a French colony and to import to France would barely cost anything."Even small differences in price can signal product differences."Marketing: An Introduction, Armstrong/Kotler, page 294) I decided to price Martinik Vodka at $34.00 a bottle, which is a fair price to distribute it at, in America. In Europe and other surrounding countries, it is about $10.00 cheaper because of its availability. The reason we priced it higher in America is due to the import cost, and it seems fair because it is priced at its alcohol percentage. This alcohol contains 34% alcohol and people will believe its a reasonable price for its content. "Temporarily pricing products below the list price, and sometimes even below cost, to increase short-run sales." (Marketing: An Introduction, Armstrong/Kotler, page 294) We do this during our promotional parties during evaluation, to give the customers a inexpensive first experience to see how they like the product. 

Promotion

The way I promote Martinik is the way people want to see things that they want. They want it to be flashy, stand out and attention grabbing. Our ads in magazines have beautiful young males and females partying on an island at night with fire staffs. Our commercials are on the islands and beaches at night to provide that atmosphere of the night party life."Several factors have contributed to the rapid growth of sales promotion, particularly in consumer markets."(Marketing: An Introduction, Armstrong/Kotler, page 432). We throw promotional parties constantly with the tropical theme with a low cost, you receive entry and a wristband and if you have the wristband on, then you can drink Martinik for free and other alcohols and beverages cost money. We also promote by giving away discounts to hotels and clubs on our Island. We have promotional codes for entry to certain events and we sponsor events that include top name Dj's. "Sales promotions can help attract today’s more frugal consumers."(Marketing: An Introduction, Armstrong/Kotler, page 432).

Distribution

When it comes to distribution, we try to distribute mostly at clubs and bars. Outside venues preferably. We want Martinik to be readily available. Martinik is distributed in liquor outlets near college campuses and especially on the coasts of countries, such as Spain, California, and Florida. "Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories."(Marketing: An Introduction, Armstrong/Kotler, page 324).We also sponsor Dj's so wherever they play, we try to set up a booth or a contract with the venues management. Currently our main objective with distribution is in Europe and especially in Amsterdam to try and encourage those specific party tourists to come to the Martinique Islands. "By using selective distribution, they can develop good working relationships with selected channel members and expect a better-than-average selling effort."(Marketing: An Introduction, Armstrong/Kotler, page 324)

Product

The product itself is the most important factor to us. It has to be the smoothest and elegant of tastes. We want it to not be too sweet, but still not too much like vodka. We want it to be unique and also have a creative craft. That is why it is bottled and distilled in France."Finding the right balance between the main product and captive product can be tricky."Marketing: An Introduction, Armstrong/Kotler, page 287)  Because of France's craft, it gives it that unique signature. We have chemists creating the pineapple and tropical flavors to give Martinik that "real" taste. Its also about quality. It is filtered 5x to emphasis purity. In that sense, people drink a vodka that is easy to go down and we don't use sugars, to avoid a hangover. We use specific scents and fragrances that make Martinik one of the most delicious vodkas on the market. Developing a product or service involves defining the benefits that it will offer. These benefits are communicated and delivered byproduct attributes such as quality, features, and style and design.Marketing: An Introduction, Armstrong/Kotler, page 214)

Target Market Strategy

 "Marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels."Marketing: An Introduction, Armstrong/Kotler, page 57) When it comes to marketing for Martinik Vodka, I have to think globally. This alcohol is imported and will do well specifically in places that are not on an island because of the fact that it is island related. People far away from any type of ocean or island will want this drink for the island experience. Mostly Americans and specifically in party-esque cities, such as Las Vegas, Miami, New York, Chicago, etc. I will be mostly targeting college students because they preferably choose flavored alcohol and they will love the tropical scent. "An international marketing strategy for using basically the same marketing strategy and mix in all the company’s international markets."Marketing: An Introduction, Armstrong/Kotler, page 55) I'm assuming and hoping that this vodka will be vacation vodka as well. When people want to vacation, they'll want to bring a bottle of Martinik. I believe this alcohol will also do well in the surrounding countries of the ocean in Europe, since this is distilled and bottled in France. I believe the French especially would want to travel to the Martinique Islands, since it is a French colony. Therefore I will market it in France and its connecting countries. 

Situation or SWOT Analysis

"Managing the marketing function begins with a complete analysis of the company’s situation."(Marketing: An Introduction, Armstrong/Kotler, page 55). Martinik Strengths will be that it is distilled and bottled by the French, which are very prominent with their alcohol. Other strengths include what we offer. We constantly do promotions and we provide frugal ways for our consumers to travel to our island to gain the true island experience. We just provide our alcohol for free to hotels and we receive sponsors from other clubs and venues that attract the college crowd and support the islands. Our weaknesses include our location. We are on an island, which involves constant shipping and importing, which becomes costly. The Opportunities are that we throw promotional parties with big name dj's, which is the target market currently. Especially with the club scene, it has grown exponentially over the years and especially in the young crowd. Therefore we provide opportunities and gain opportunities in return. Our Threats are other island alcohols such as parrot bay and etc. They are usually priced more and aren't created on an actually island such as ourselves, but they already have recognition, which hurts Martinik a little bit. "The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand."(Marketing: An Introduction, Armstrong/Kotler, page 55).

Objectives

"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."(Marketing: An Introduction, Armstrong/Kotler, page 386)  The objectives for Martinik are as following. To begin, Martinik is to be sold in Europe to earn enough income to afford trade internationally. Once we see how business is doing in Europe, then we will travel to to the surrounding countries and distribute a trade with them. Then once we reach our objectives in Europe, then we will travel to America and distribute there. We will set up a distillery on an island off the coast of Florida and eventually eliminate the excess fee of importing. "Advertising objectives can be classified by primary purpose—whether the aim is to inform, persuade, or remind.""(Marketing: An Introduction, Armstrong/Kotler, page 386)  When we begin to advertise internationally, we will always film the commercial on the Martinique Islands so that the consumer gets the real feel of the islands. The next objective is to get Martinik into bars and clubs as a readily available alcohol. 

Business Mission Statement

The mission statement for Martinik is to provide people with a tropical vodka that is unique and memorable. We want you to drink Martinik and have a nostalgic adventure. We want it to bring you back to every vacation and every moment that was "responsibly" pleasurable. Martinik wants to provide that island feel without going to the island. We want Martinik to encourage you to travel to the islands and enjoy the sun, breeze and cool water. "A mission statement is a statement of the organization’s purpose what it wants to accomplish in the larger environment."(Marketing: An Introduction, Armstrong/Kotler, page 39) Come visit us on the Martinique Islands and we will give you a free tour and have your experience on the islands to be memorable. We will provide you with discounts to tourists who purchase a bottle of Martinik so that you can have the ultimate island experience. Whether you're on the island with us or at a social gathering, we want you to be here with us in spirit. While drinking a spirit. "In contrast, the strategic plan involves adapting the firm to take advantage of opportunities in its constantly changing environment."A mission statement is a statement of the organization’s purpose what it wants to accomplish in the larger environment."(Marketing: An Introduction, Armstrong/Kotler, page 39)

Vodka Pitch

Martinik is a crystal clear grain vodka created in the heart of the Martinique Islands in the eastern Caribbean. It introduces the feel of the tropical eastern Caribbean. It is processed in Martinique Bay with pure enriched mineral water from the eastern Caribbean. It has an aroma of a citrus twist to define the tropical taste. A vodka that will allow you to indulge in the atmosphere of the isles. It is priced at $34 a bottle in America and $25 in the countries surrounding the Martinique Islands. The vodka is as clear as the waters surrounding the island. It is filtered five times and  is based off the tropical indigenous fruits within the island. It is 34.5% alcohol and distilled and bottled by the French in the Caribbean. It is distilled with charcoal and gives it a smooth rich taste. This will be the first vodka created on an island, but made delicately by the experienced hands of the French. It is more superior due to the chemists hired to mimic the pineapple and other tropical fruits used and the processed clear Caribbean waters. Start your night life off with a bottle of Martinik and experience the taste of the Caribbean with the craftiness of the Eastern Europeans.

Week 10 BOC: Les Paul

Les Paul was born on June 9, 1915, and his real name was Lester William Polsfuss.  He started playing guitar at 13 years old and dropped out of High School to play in a Radio Band at 17. He first began recording music, shortly after his radio fame, in 1936 by himself on an acoustic. He was going by the name Rhubarb Red. In 1937 he formed a trio and in 1938 he moved to New York to collaborate with the Fred Waring’s Pennsylvanians. As a hobby he would work on electronics and amplifiers, prior to his first radio fame. In the late thirties, shortly after moving to New York, he began building his own electric guitar. His goal to build a vibration free top, because he was not happy with hollowbodies due to the thin tone, lack of sustain, and of course the feedback problems. His first guitar was “The Log”, which was released by Epiphone in 1941. After his first release, he continued to make music by producing radio music. He moved to Hollywood but was drafted into World War II, but was still permitted to stay in California. While still in California, he began to be a regular player for the Armed Forces radio Service. In 1944, he got very big in the Jazz scene by filling in for Oscar Moore. Everything was going great for Les Paul, and after World War II, his musical trio began to grow. In 1948 he was in a tragic car accident, which almost took his life, but that didn’t stop him. Later that year, Gibson teamed with Les Paul and funded the design of the guitar he’s always imagined. In 1950, they created the Les Paul guitar, which was the first solid body electric guitar. After that, he continued to pump out more guitars that amateurs and even very famous guitar musicians still use today.

EOC Making Money for Good

Despite all of the greed that comes in the package of corporations and companies, there are still of a lot of them that donate money to charities, fundraisers, and 3rd world countries. The first one I'd like to discuss is Starbucks. Starbucks is an International corporation with over 5,500 coffeehouses in over 50 different countries. Since the disaster hit Japan, the Starbucks Company has donated 100 million yen, which is our 1.2 million dollars, to the Red Cross to help as many of the Japanese as they can. This 1.2 million has been donated only since the disaster hit, which wasn't too long ago and they are still continuing to donate. Another company that participates in donating money is Boeing, the airplane company. They build commercial and defense, space and security planes. They donate just about 40 million dollars a year to multiple people in need, specifically the U.S. Army and companies of that nature. They have recently donated 5 million dollars to the National Museum of the U.S. Army. Another company that dabbles in philanthropy is GAP. GAP has a nonprofit organization group that does dollar for dollar and donates money to charities.  The Charity is called the Gap Foundation Gap Giving. It’s a simple gift matching program that helps people in need. Gift matching is when people buy things for a certain price, and GAP will donate the same amount worth in gifts to charities, which is completely nonprofit.  It’s very similar to the TOMS idea, which is shoe for shoe, except GAP is doing it on a bigger scale. They do dollar for dollar and their gifts are more diverse than just shoes. Despite that TOMS is strictly a shoe company, GAP donates clothes, shoes, winter wear, summer wear, accessories, and necessities to charities or for fundraisers.

Week 4 EOC: There's an App for that.

The first App idea I have is a finger print scanner to access the phone. You put your thumb over the front of your smart phone and it recognizes the thumbprint and allows you to access your phone. Other methods, such as the draw pad or voice recognition to unlock your phone, can be figured out one way or another but the thumbprint scanner would be indisputable.  The second idea I had for an App is plant identifier. You take a picture of a plant that you can't find and it will go through a plant database and match up the picture with a plant that is most similar. It will also tell you the history of the plant, where it thrives most, and what it can be used for. It will also describe how to grow the plant and the best method to approach it. It will show what the seeds look like, what chemicals, specifically, will help it grow, and the temperature it needs to be grown at. The third idea I had for an App is for diabetics. It’s an App that can determine your blood sugar level simply by having a USB plug in with disposable saliva sheets. You lick the saliva sheet and slip it into your USB and it will then determine your blood sugar level within minutes. It will also calculate over a period of time your overall blood sugar level, weekly, annually, etc. If this was to happen you’d be able to understand your weekly, monthly, yearly blood sugar level and decide whether or not your diet is accurately keeping your blood sugar level normal. The App will also ask for your normal diet and will give hints and ideas of what you should or shouldn’t put in your diet to regulate your blood sugar level.

Week 2 EOC: Boston Consulting Group - Video Games

Currently in the video game market, there is a high demand for apps via the Iphone, Smart phones, or Android cell phone and devices. Apps are currently dominating the video game industry, which leaves the remainding competetors worried. Competetors such as Playstation, Xbox and the Wii, are trying to compete with add-ons and other soft/hardware that can enhance the gaming experience, despite that in the BCG chart, apps are definitely the star.

"It’s going to be a tough fight. The iPhone’s app store has more than 350,000 apps. Games and entertainment is the most popular app category, making up about a quarter of the total, Apple [AAPL  332.42    -3.71  (-1.1%)   ] recently said."

The X-Box has developed the Kinect, which eliminates the controller. Despite its recent release, it hasn't had a huge income. With only 17 games released, it still only remains in the question mark slot of the BCG growth share chart. Playstation has recently released the Move, which is comparable to the Wii, with its motion detecting wand like tool. It hasn't had as much of a success as the Xbox's Kinect.  

"According to estimates from Electronic Arts, total software sales for systems like the DS and PSP fell 32 percent in Europe and North America in the year ended in September. EA declined to give its own sales figures."
Regardless of the Wii's success, which i believe is neutral between other competetors, Nitendo's Cash Cow is the DS. It has reformed itself and has now become the Nitendo 3DS with 3D graphics, which dominated the PSP. Since it's release, it still has its income, but still doesn't compare the income that applications and games on phones are making.  Unfortunately for Playstation, they haven't released the 2nd edition PSP due to funds and also has not had a lot of success with the Move, wand-like controller. "Alone among the three major videogame consoles, sales of the PS3 are down about 19% from November 2007, according to the latest stats from the NPD Group. Sony was only able to sell 378,000 PS3s this November, compared to 466,000 last year," begins the article. "And the problem for Sony isn't the recession, it's the PS3." The PS3 and Sony, on the other hand, are currently in the Dog slot of the BCG chart. It has been plummeting in sales and not even its additions are up to par. On Sony's behalf, they have released a new phone called the Xperia, which has Playstation games for apps and is compatable with other apps. Hopefully this new phone can at least revitalize Sony and the Playstation company, but until then apps will remain dominating.

http://www.cnbc.com/id/41894038

http://www.nytimes.com/2011/01/03/technology/personaltech/03games.html?pagewanted=2&_r=1&ref=games

http://www.computerandvideogames.com/203995/news/cnn-ps3-is-dying-on-the-shelves/