EOC Week 10: What are you going to do to get your product noticed?

I would like to use the internet and every establishment our beer is available as a channel agreeing to include a page on the Gontareks website that lists every establishment where our brand is available and a click-able link that guides you to there web page."A marketing channel consists of firms that have partnered for their common good. Each channel member depends on the others." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 314)
The restaurants and bars that sell Gontareks will depend on Gontareks to produce a consistent product that consumers will continue to return for and enjoy. In turn Gontareks will depend on each establishment to serve and provide our brand untainted and the same way every time so the consumer knows what and who we really are. We want consumers to be able to disputably enjoy the same taste every single time.                                         

BOC Week 10: Famous Lemon Ad for Volkswagen

Volkswagen hit a home run with there 1960 add of the Volkswagen Beetle for a few reasons. First off they knew it would be hard to sell in the US only being a few years after world war II and being manufactured in Germany. Knowing that they where already at a major disadvantage they decided to focus on the negative and make it appear posative. Volkswagen did this by placing the wrod LEMON in dark bold print under the pictue of the car with an explination that there was a blemish on the chrome strip of the glove compartment. I dont know about you but any company that claims there car is a lemon for the sole purposed of an easily fixable cosmetic flaw is implying that this is an amazing machine. If a cosmetic flaw constitutes a LEMON than everything else must be meticulously combed over.The original add read
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"The Volkswagen missed the boat. The chrome strip on the glove compartment is blemished and must be replaced. Chances are you wouldn't have noticed it; Inspector Kurt Kroner did.There are 3,389 men of our Wolfsburg factory with only one job; to inspect Volkswagens at each stage of production. (3,00 Volkswagens are produced daily; there are more inspectors than cars.)Every shock absorber is tested (spot checking won't do), every windshield is scanned. VWs have been rejected for surface scratches barely visible to the eye.Final inspection is really something! VW inspectors run each car off the line onto the Funktionsprüfstand (car test stand), tote up 189 check points, gun ahead to the automatic brake stand and say "no" to one VW out of fifty.This preoccupation with detail means the VW lasts longer and requires less maintenance, by and large, than other cars. (It also means a used VW depreciates less than any other car.)We pluck the lemons; you get the plums." What a revolutionary idea they had by focusing on this.

Implementation Evaluation Control

When we begin to implement our marketing plan our main focus is to build positive lifetime relations with our consumers and protect the dignity and quality of our brand. As we begin to implement we will make sure to keep consumer satisfaction at the top of our list as we understand that building positive consumer relationship is followed by profits. As a quality brand we understand that staying on a focused path of delighting consumers will take us where we want to be and become the next super brand. We will monitor our implementation very carefully step by step as we follow it out. As stated by Kotler "Because many surprises occur during the implementation of marketing plans, marketers must practice constant marketing control—evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 58) As stated above we will conduct a monthly evaluation of the implementation and discuss the pros and cons of the process and make changes accordingly to fulfill our objectives. "Formal evaluation forces management to develop and communicate clear standards for judging performance. It also provides salespeople with constructive feedback and motivates them to perform well." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 426) We understand that keeping a close eye on our implemantation will help us stay focused and help us to maintain our brand and what we stand for. Maintaining this evaluation process is as equally important in the future as it is now. "The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. "Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 53) With the ability to control the marketing tools that we hold we have everything we need to adjust our marketing plan to conform to the changing demands of our consumers and continue to provide the delightful experience we as a brand believe in.

Price

Pricing decisions are an extremely important part of the marketing processes. Under pricing and over pricing can have equally negative effects. "For most purchases, consumers don’t have all the skill or information they need to figure out whether they are paying a good price. They don’t have the time, ability, or inclination to research different brands or stores, compare prices, and get the best deals. Instead, they may rely on certain cues that signal whether a price is high or low." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 294) We have decided to price our beer in different levels to attract different buyers. Our 6 Pack will be priced at 7.00 even to suggest more value than the more common 6.99 pricings. We have chosen this method because we are not a beer for drunks but for those who like to enjoy.We have also choosen an even dollar amount to suggest more value. Our 12 pack will be priced at 13.00 to provide a small savings to those who become more commited to our brand or who enjoy a little more drinking. We are not selling a 24 pack for the simple reason that are prices reflect value and providing a 24 pack or case could display the wrong image that our Brand is try to avoid. We believe in enjoying responsibly and not over indulging. "For example, some consumers will see the $299.99 as a price in the $200 range rather than the $300 range. The $299.99 will more likely be seen as a bargain price, whereas the $300 price suggests more quality." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing " (PP 294) We will also have kegs available for commercial consumers only and they will be priced accordingly dependant upon quanity and contract. All of our pricing decisions are based upon creating value through quality and not quantity.

Promotion

We will begin our promotions with free brewery tours and samplings available to anyone who is at least 21. Gontareks would also like to place a sales rep at all possible consumer locations to promote free samples. We will also promote our brand by including a free t-shirt in every case of Gontareks for a limited time. "Beyond selecting the types of promotions to use, marketers must make several other decisions in designing the full sales promotion program. First, they must decide on the size of the incentive. A certain minimum incentive is necessary if the promotion is to succeed; a larger incentive will produce more sales response." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 437) We would also like to promote our brew online through an interactive website that allows consumers and possible consumers to view photos of others enjoying Gontareks in a positive light. There will be periodic giveaways for "best of" photos to help provide incentives for consumers to participate. "Sales promotions are usually used together with advertising, personal selling, direct marketing, or other promotion mix tools. Consumer promotions must usually be advertised and can add excitement and pulling power to ads." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 433) We will most certainly combine some of our promotions together with innovative advertisements created by our internal team hear at Gontareks. We will keep most of these advertisements and promotions focused towards our niche target market.

Distribution

Distribution of Gontareks will begin as an inhouse task. We will personally deliver all of our brew to every commercial consumer to ensure proper handling and protect the entire brand experiance of Gontareks. We will also do this as it provides oppertunity to build stronger personal relationships with our commercial comsumers. Being a small company we will continue to do this until we can no longer handle the work load at which point we will will hire for our company only and not outsource to keep carfule attention to protect our brands integrity.Personally delivering our brew also gives us the oppertunity to collect data and information in how our brand is displayed and positioned and promoted in each establishment. Our brew will also be available online but at an appropriate price to coinside with current shipping rates. Having Direct interaction with all of our distribution channels will allow us to stay informed about feedback of our brand. "Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 312)Gontareks will also be available directly from the brewery where walk-ins are welcomed by a brewery tour proposal. "Few companies have the confidence, capital, and capacity to launch new products into full national or international distribution right away. Instead, they develop a planned market rollout over time. Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 253) We understand this at Gontareks which is why we have decided to only distribute in the local Las Vegas area for now and online but with an appropriate upcharge.

Product

Gontareks is a well know style of brew Pale Ale. With its polish influence and American styled brewing process Gontareks posses the perfectly balanced mix of malt and hops. With a clean and lightly floral bitterness. At Gontareks we are not selling Pale Ale, its our heritage and family experience. Gontareks delightful taste is just a bonus to the wonderful feelings and memories that are created while enjoying our experience. "New products are important—to both customers and the marketers who serve them. For customers, they bring new solutions and variety to their lives. For companies, new products are a key source of growth. Even in a down economy, companies must continue to innovate. New products provide new ways to connect with customers as they adapt their buying to the changing economic times" Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 245) We understand this at Gontareks which is why we are selling an experience and not just a beer. People pay $25 for a drink in a night club because of the experience. We are marketing an experience with more value and safer options to those who wish to enjoy a specific type of experience. "The “Staples: That was easy” repositioning campaign has met with striking success, helping to make Staples the runaway leader in office retail. And the campaign’s easy button has become a pop culture icon. No doubt about it, clever marketing helped. But marketing promises count for little if not backed by the reality of the customer experience." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 195) We understand this important concept which is why we have decided to commit to our personal contact with consumers just as a family would. Being in the first stages of the product life-cycle we understand the future will require new innovations and we will plan to offer different styles of brew. For now we will focus on our Pale ale and providing the seamless family experience of the Gontareks brand.

Target Market Strategy

We have decided to position ourselves in the middle of the market by choosing our target maket as the working class double income family. We decided to focus on double income families because to us they tend to be set in a routine with more stability, organization and loyalty. Another reason we chose this target market is that we are focused on building life time value with our consumers. As opposed to the youthful college kids who tend to not care as much what they drink and the oldtimers who are set in there ways we dicided this was the best market for us to build relationships with lasting lifetime value. We will execute this with a concentrated niche marketing strategy.Our Focus will be on double income families who enjoy spending the holidays , special occasions and every day  happy moments with friends and loved ones. Gontareks will be available to them mainly through grocery stores, favorite restaurants and local convienence stores. "Through concentrated marketing, the firm achieves a strong market position because of its greater knowledge of consumer needs in the niches it serves and the special reputation it acquires. It can market more effectively by fine-tuning its products, prices, and programs to the needs of carefully defined segments. It can also market more efficiently, targeting its products or services, channels, and communications programs toward only consumers that it can serve best and most profitably." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 189) Being a small and new brand we have limited funds and limited experiance so we decided this was the best approach to select a target market because as stated by Kotler "segments are fairly large and normally attract several competitors, niches are smaller and may attract only one or a few competitors. Niching lets smaller companies focus their limited resources on serving niches that may be unimportant to or overlooked by larger competitors." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 189)

SWOT Analysis

Strengths
1) We come from a land with a credible history of respected alcohol beverages.
2) We are Based in a city well acquainted with beer and good times where people travel to from all over the world just to come and drink.
3) Technology availability such as the World wide web and social networking sites.
We have a solid set of Class A strengths that will help our brand succeed and overcome obstacles. As state by Kotler "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives"Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 55) Our objectives where made based upon our strengths enhancing our possible brand success.

Weaknesses
1) We are a new Brand no one has ever heard of.
2) We a have limited funds and resources to put our marketing plan into action.
3) We lack professional experience
Our weaknesses play a huge role in our over success as a company but with a high drive and motivation there aren't any that we cant overcome.

Opportunities
1) We are located in a city filled with tourist who travel worldwide daily who can help spread the word about our new brand.
2) We are surround by many high volume restaurants, bars, clubs, and businesses
3) We have a very diverse market giving us many options of target markets
Kotler stated that "Marketing has the main responsibility for achieving profitable growth for the company. Marketing needs to identify, evaluate, and select market opportunities and lay down strategies for capturing them." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 45) With our brand focused on building positive consumer relations, and bringing friends and family together, what better opportunity than the Holiday seasons to launch our new brand. This is the season when everyone comes together to enjoy each others company and just when you though it could be better you crack open a fresh bottle of Gontareks delightfulness.

Threats
1) Surrounded by a large number of highly successfully competition
2) The Current economic situation is driving people to strap down on spending and vacation travel
By identifying our threats we can try and predicted market shifts and succeed from planning and identifying ahead. "Consider the impact of popular music groups, movie personalities, and other celebrities on young people’s hairstyling and clothing norms. Marketers want to predict cultural shifts in order to spot new opportunities or threats." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 52) With this knowledge we can use the knowledge of our threats in many different ways to try and predict the next affecting cultural shift.

Objectives

Our primary objective as a new brand is to create customer value by delighting customers and focusing on lifetime value. "The company’s objectives should be defined in specific terms so management can measure progress and plan corrective action if needed to stay on track." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP MP7) We would like to create a personalized experiance for new consumers by allowingthem the share photos of themselves, friends and family while enjoying our delightful brew and submittiing them to our blog for a chance to have it appear on the label of Gontareks. To keep our brand personal and to create value for our consumers we will read all emails and respond within 3 days or less. This being said we would like to organize all of this and make our brew accessable to anyone trying to find it by building an interactive website. "True market orientation does not mean becoming marketing-driven; it means that the entire company obsesses over creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 48). We have many objectives as a new brand. Another objective is to create an advertisement that will catch the attention of local bars, casinos, restaurants and stores to help promote our new brand and create a buzz here in our local city of las vegas. Our objective is to have consumers associate Gontareks with happy times and great memories.

Week 9 EOC: Three Great Mission Statements

The first great mission statement that I have chosen is by Robert Bowman because as stated by Kotler “Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions are among the most difficult the company will ever have to answer.” (Marketing : an introduction / Gary Armstrong, Philip
Kotler. — 10th ed., Printed page 39.) Bowman clearly displays his knowledge of this quote with a catchy and effective mission statement.
The second mission statement I choose was written by Ernest Stepp. He also clearly express his knowledge of marketing though his Mission statement. "... a company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 41.)  He expresses the companies involvement with the community and concerns for surrounding business showing there mission is focused on others.
The Third I chose was by Stacy Woody because in her mission statement she shows her understanding of marketing by creating value in creating an experience rather than selling a beer.