Creative Content

EOC Week 10: What are the Benefits vs Features

"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.

Week 9 EOC: Three Great Mission Statements

I found the following mission statements unique, concise, and enticing to experience their vodkas.

1. "Gem, like any other Vodka, is not for the young and immature. It is for those who have a mature understanding of who they are, and where they want to go. Our customers are ambitious, and yet, they know how to savor the highlights of their lives. We, from Gem, provide our people 'Gems' to mark such occasion..."

Written by :The Randoming

2." Lanikai Hawaiian Vodka brings the true essence of Hawaii to awaken and invigorate your senses. As the name would suggest, Lanikai, or "Heavenly Sea," is a light, crisp vodka that is refreshing and rejuvenating, just as the well known beaches of Lanikai in Hawaii are known to be.  Lanikai Vodka is not only gentle and smooth, giving a sense of serenity and peace but also suggests liveliness and spirit through its special infusion of the island bounty..."     

Written by: Ladybugs & Beetles

3." Every Man’s Vodka is selling the experience of using this product with your buddies but getting a stronger, longer buzz than a beer without looking like a sissy drinking a mixed drink. With Every Man’s Vodka in hand at the next game you watch, you will have a more enjoyable experience with your friends. The game will literally come alive in your hand with an Every Man. We are selling the experience of the game with every bottle..."  

Written by: Live and On The Fly          

Implementation Evaluation Control

In order to succeed with our marketing strategies for C'est La Vie Vodka, implementing our objectives is the best way to start. "Marketing Implementation is the process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives"(Marketing An Introduction 10th Edition p33). As mentioned in C'est La Vie Vodka's marketing objectives, "The design concept allows the vodka to be different from its competitors by using a different shaped bottle unlike the usual vodka bottle. The bottle will appeal to its target market which consists of females ages 21 to 30 so much they may even want to keep the bottles as a collection." In order to accomplish this goal, the design of the vodka bottle must be chosen as well as the labeling. Other research must be done as well to ensure that their are no other bottles or labeling alike. "Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed"((Marketing An Introduction 10th Edition p31). To keep control of our marketing activities, the change in bottle shape will only be drastic enough to be recognized as the unique vodka that C'est La Vie is.

Marketing Mix: Distribution

When it comes to distribution, C'est La Vie Vodka won't be sold just anywhere. The vodka will be sold using selective distribution to places and companies that share a part of our image. "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 10th Edition p26). An example of a place here in Las Vegas will be the famous Sugar Factory Restaurant located right below the Eiffel Tower which serves as a perfect distribution area because the Sugar Factory is known for its sweets just like our vodka, and another Paris experience is only a couple feet away. Certain night clubs in Las Vegas will also be part of distribution especially where our target market likes to go clubbing the most. "Selective distribution gives producers good market coverage with more control and less cost than does intensive"(Marketing An Introduction 10th Edition p26). This method of distribution fits the needs and image of C'est La Vie Vodka and will be the main method of distribution.

Marketing Mix: Price

Because our C'est La Vie Vodka's target market is a considerably younger crowd, we have taken into consideration their demographics, the brand, the product, the value, and the experience to determine our pricing. "More broadly, price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service"(Marketing An Introduction 10th Edition p4). Some target markets today consider quality over price as a means of purchasing a product. As a company we want our target market consumers to consider the quality of  C'est La Vie Vodka and the experience that comes with it. "Historically, price has been the major factor affecting buyer choice. In recent decades, non-price factors have gained increasing importance. However, price still remains one of the most important elements determining a firm’s market share and profitability"(Marketing An Introduction 10th Edition p4). As a consumer myself I take into consideration the worth of what I'm paying for and frequently ask if its worth it. I want my customers to know that its worth it and still be able to feel that they are benefitting more then the company because they can get a product with such value at a price they can afford. A sweet bottle of C'est La Vie Vodka will sell for $65.

Marketing Mix: Promotion

The promotion mix consists of "the specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships"(Marketing An Introduction 10th Edition glossary). The promotional tools that are going to be used to promote C'est La Vie Vodka consists of advertisements in magazines, specifically fashion magazines. The majority of our target market is subscribed to fashion magazine such as Nylon and Elle, and will surely come across our ad. This ad will communicate what our vodka stands for and it will create an environment that our target market will wish to be in. "Competitors are using promotions to help differentiate their offers"(Marketing An Introduction 10th Edition p37). Because it is a fashion magazine, instead of just featuring a single advertisement, C'est La Vie can feature the party dresses that go along with our brand to help our target markets see themselves drinking our Vodka.