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.

Week 8 EOC: Creative Content

For my creative content I’m going to create a label for the bottle of beer and apply it to a bottle take photographs and create designs to create an editorial advertisement. I will use people, photography and Adobe Photoshop. I will apply these creative ideas to capture the minds of consumer and create a relationship with them. Apple has shown “a marketing and creative genius with a rare ability to get inside the imaginations of consumers and understand what will captivate them”. I will take on and accomplish the same goal as Apple and repeat their success in my own unique way. The photography will be done using HDR images that will be processed to be highly saturated with vibrant colors and eye-popping composition. The creativity will be applied in a way that is realistic yet almost mystical. I will identify who we are and what we are with my label because "the label might help to promote the brand, support its positioning, and connect with customers. For many companies, labels have become an important element in broader marketing campaigns" Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 217) Through my advertisement I will create something people want by using flashy elements people canrelate with or want to relate with.

Business Mission Statement

Our mission at Gontarek breweries is to provide "a personalized experience that brings friends and family together" We believe here at Gontarek's that there is no place better to be than in the presence of good company. We strive to create a personal relationship with every consumer by bringing people together to enjoy and share the great times as we Gontareks do. We also believe that life is meant to be enjoyed. We've created a beer that can be savored, warming your heart and soul. We insist that Gontareks beer should be enjoyed responsibly and should create relaxed ,delightful and joyous memories that leave you feeling that wonderful nostalgic feeling every time you taste the pleasant bite on the tip of your tongue.We agree as stated by Kotler "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"Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing (PP 41) Family is most important to us and when you drink Gontareks your family.