"When positioning a brand, the marketer should establish a mission for the brand and a vision of what the brand must be and do. A brand is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers"(pg 40). The benefits of C'est La Vie Vodka is the adventure and experience that one gets when drinking our vodka. "People will react only if they believe that they will benefit from doing so. Thus, developing an effective message strategy begins with identifying customer benefits that can be used as advertising appeals"(pg 28). The experience offered in drinking C'est La Vie Vodka includes the sweetness of France's macaroons which makes our customer want to experience Paris all the more. Another benefit of the vodka is the price that it is set at, I consider it a benefit because that is what the customer will feel when she realizes that she purchased her money's worth of vodka at a not so bad price."Rather than cutting prices to match competitors, they attach value-added features and services to differentiate their offers and thus support higher prices"( pg 10). Features of C'est La Vie Vodka include its unique bottle design inspired by the Eiffel Tower and its unique Macaroon Flavor.
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