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.