Target Market Strategy

Target Market Strategizing is "the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter"(Marketing An Introduction 10th Edition p4). Because C'est La Vie Vodka appeals to the adventurous lovers of everything Paris, we've decided that our vodka would most appeal to young adult women ages 21 to 30 who dream of travel and have a sweet tooth for French pastries. They mostly likely live in suburban areas and are mostly likely still attending college if not established in their careers but don't have enough funds to travel the world specifically to Paris at a young age. We chose this market over any other market because men would not want to be seen drinking a feminine drink even if it tastes good and older women may find it childish and not to their liking. "Identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Instead of scattering their marketing efforts (the “shotgun” approach), firms are focusing on the buyers who have greater interest in the values they create best (the “rifle” approach)"(Marketing An Introduction 10th Edition p3). C'est La Vie Vodka as a company choses to use the rifle approach of target market strategizing simply because we know exactly who our vodka would most likely appeal to over other possible markets.

SWOT Analysis

"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives"(Marketing An Introduction 10th Edition p31). I believe C'est La Vie Vodka's strengths lie in its originality and the emotions that the vodka gives off to its target market. It may also be one of the first macaroon flavored vodkas dedicated to Paris, France. It mission also encourages its target markets to live their lives with excitement which may be what the drinker is looking for in a vodka. The casing of the vodka is unique as well as it chooses to take a different shape in bottle and design to create its appeal.  "Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance"(Marketing An Introduction 10th Edition p31). Weaknesses may include the dislike of a macaroon flavored vodka because of its distinct sweetness. A weakness may also be that it is targeted directly at the at the young adult female rather then males as well but of course their welcome to drink it as well. "Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage"(Marketing An Introduction 10th Edition). I believe that its flavor is a great opportunity to exploit because macaroons are not available everywhere in the United States but will be as a vodka flavor. Its packaging is also an opportunity to take advantage of to really set aside C'est La Vie from the rest of the vodkas out there. "And threats are unfavorable external factors or trends that may present challenges to performance"(Marketing An Introduction 10th Edition p31). Threats to C'est La Vie may  include competitors with similar pastry flavors and design concepts. Along with other French branded vodkas."It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats"(Marketing An Introduction 10th Edition p32). This SWOT analysis will help C'est La Vie Vodka to reach its business and marketing goals while being aware of the weaknesses and threats that can be improved.

Marketing Objectives

"This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives"(Marketing An Introduction 10th Edition p9).Business objectives for C'est La Vie Vodka include making the brand a well recognized vodka amongst competitors and a significant amount of profit for each bottle not only for the company, but for the consumer as well. Business goals also include expansion to other countries for everyone to experience our vodka. Marketing objective "is to build profitable customer relationships by developing efficient yet beautiful products"(Marketing An Introduction 10th Edition p9). The company will ensure a beautiful product by being completely unique when it comes to marketing and promotion methods. 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. 

Business Mission Statement

"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace. Too often, mission statements are written for public relations purposes and lack specific, workable guidelines"(Marketing An Introduction 10th Edition p6). Ever feel like escaping to Paris for the night? C'est La Vie Vodka can take you there with its sweet taste of macaroons you'll definitely be having desert before and after dinner. Our focus is to ensure that our drinkers experience the rush of adventure and the sweetness of living life to the fullest. When drinking our vodka, the saying C'est La Vie will become your personal philosophy. You'll enjoy its sweet taste so much no other vodka or dessert can compare. "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 10th Edition p6). This is the experience we wish to fill every bottle with, each sip ensures an exciting adventure you'll never forget. Drinking our vodka is like laying your eyes for the first time on the Eiffel Tower, its breath taking and sweet for the soul. Such is Life.

Week 9 BOC: Cyber Shopping

Jeffrey Campbell Litas orginal price at $160 now on sale for 20% percent off at $128.00 on Urban Outfitters website.

 

These are the infamous Jeffrey Campbell Litas that every street styled fashionista wants to get their hands on. It is a five inched heel bootie that comes in various colors and textures and makes any outfit casual or dressed up even better. I am a lover of shoes and collect various Jeffrey Campbell shoes and need this to add to my collection. It is an accessory that can change an outfit completely and it looks simple but edgy. This is a good deal because these shoes on any website such as Nordstroms or Solestruck are the same price of $160 but on Urban Outfitters they have a 20% percent off the entire website excluding electronics till the 8th of December. I am currently saving up for them and hope to get them before the sale ends. They also have free shipping so I would only have to pay the additional tax on the shoes. Not only are they perfect for winter but they can be worn in any season even summer. Almost every street fashionista has a pair whether it is in suede, velvet, leather, or paint splatter print. This would go great with my previous purchases from Jeffrey Campbell and I consider myself a loyal to his brand and his shoes because of their quality, uniqueness, and how durable they really are. This is really a once in a lifetime deal for me and the perfect time to get these shoes for the upcoming holidays and winter season.

Week 7 EOC: The Pitch

C'est La Vie vodka meaning "such is life" is a 750ml bottle full of adventure and risk taking. Originating from France and all it's wonders. With a bottle designed after the Eiffel Tower itself, it entices one to go on an adventure and have the time of your life after one sip. It's the type of vodka that is smooth and sweet to the taste flavored after their famous french macaroons. 

Week 6 EOC: Me x 3

The first product that I purchase religiously is Ralph Lauren’s Blue perfume for women. This is the only perfume I’ve ever worn for the past 7 years. It’s not that I haven’t tried any other perfume this just happens to be the only one that I feel suits my personality the best. When I smell different perfumes I tend to think of what kind of person would wear this or who amongst my friends would smell like this. I love this perfume because I feel that it describes me and people can get an idea of what I’m like by the smell of it when I walk passed them or they happened to be close enough to smell me. The perfume is a simplistic light weight smell that is somewhat addicting for me and what I think a perfume should smell like.

Another product that I happen to purchase and collect is film cameras. I feel like it defines my personal style and my taste for vintage and older things. Not just cameras, but lifestyles and morals that my generation just doesn’t have anymore. Whenever I come across an old film camera I get so excited and want to test it out immediately. I have a shelf full of film cameras some old some new and it has become a part of me. It’s somewhat of an identifier item. Those who know me automatically know I’m into cameras and know that I have more than 10 film cameras.

Nail polish has become a part of my daily outfit, there is not a week that goes by that my nails aren’t painted a different color or have a different design.  I have more than 20 bottles of different colors and different brand of nail polishes. I feel it defines me because I’m not into make-up or beauty products but I do love nail polish and I do love certain colors. I usually dress in very plain or simple outfits and my nails add style to that. They give my outfits more personality by showing what kind of colors I’m into that week. I usually pick a color from what mood I’m feeling as well.