B-DAY Vodka
Marketing Concept:
The marketing concept, “the ideas that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives” (MKTG, Lamb, Hair, McDaniel, pg.5), is vodka for the occasion. Instead of trying to figure out what brand to buy for an adult birthday, buy the brand made for the occasion.
There are many brands on the market, but only a handful are well known globally. B-DAY Vodka strives to be in the same category as the high profile brands. This means having a marketing plan that is as good as its product. “However, the marketing plan is only as good as the information it contains and the effort, creativity, and thought that went into its creation (MKTG, Lamb, Hair, McDaniel, pg.16). The process B-DAY Vodka follows is as follows:
Fermentation:
Fermentation is a tremendously fragile and complex process where the yeast cell converts the sugar in the mash to ethanol. B-DAY Vodka takes pride in only using high quality sweet potatoes, carefully preparing the sweet potatoes, taking the highest safety measures against bacteria and vigilantly controlling the fermentation process.
Distillation:
There are two kinds of distillation: batch distillation and continuous distillation. Batch distillation, used for many types of spirits, is a longstanding process. Over time this method was developed to a high degree of sophistication, is still used in areas like Cognac and the Scottish highlands to make cognac and whisky.
However, B-DAY Vodka is distilled using the second method, continuous distillation. This type of distillation builds on the same laws of physics as batch distillation. The critical difference is that the spirit is cycled back and forth, thus producing a final product that is very pure. Continuous distillation turns the fermented mash into crude spirit with an alcohol concentration by volume of 90-95% (180-190 proof).
Rectification:
The last step is rectification, a method of removing unwanted by-products introduced in the fermentation process. The crude spirit cycles through a number of columns. In this 5-column system, each is designed to remove a different set of impurities. One column extracts repulsive tasting solvent compounds; another removes oil; a third removes the methanol; a fourth concentrates the spirit to 90% pure alcohol by volume, and the fifth is the double check on the fourth column, making sure that it is extremely low in impurities.
Some vodka manufacturers strive to produce a final product that is 100% pure. Distillation and rectification technology have advanced so far towards producing absolutely pure vodka that it has also succeeded in removing trace elements that give vodka the character of the raw material from which it is made. B-DAY Vodka has solved this predicament by, corresponding to the main distillation, producing a spirit where the goal is to retain the fine character of the sweet potatoes. The final spirit, produced at or above 95% alcohol by volume (190 proof), has that exclusive smooth and superior character.
Water:
The final stage in producing B-DAY Vodka is adding water to bring the vodka to an alcohol content of 45% (90 proof). All water used in B-DAY Vodka is tripled filtered to ensure that the character of the spirit is maintained. Throughout the production process, B-DAY Vodka is subjected to continual testing. Every 15,000 liters is given a dozen tests using state-of-the-art technology and the most sensitive instruments known to man being the human palate and nose.
Mission Statement:
B-DAY Vodka is committed to creating a high quality products that are affordable for the consumer. Made from 100% North American grown sweet potatoes for a slightly sweeter and smoother finish, vodka can be made from almost any fermentable organic material, from whey, corn, all the way to molasses. B-DAY Vodka is made exclusively from sweet potatoes. This 700 year tradition of Asia has proven to produce the best and purest vodka achievable. B-DAY Vodka uses a special method of distillation that preserves character and is extremely low in impurities while still maintaining character. B-DAY Vodka strives to be the leader in affordable high quality products.
Marketing Objective:
The marketing objective, “…a statement of what is to be accomplished through marketing activities” (MKTG, Lamb, Hair, McDaniel, pg.18), of B-DAY Vodka is to obtain and capture a wide audience on the market by retaining a 95% customer satisfaction rating and exceed projected sales by 25% from 2009-2010.
Analysis of the Market:
In order for B-DAY Vodka to be a success when it is introduced into the market, “…the firm should identify its internal strengths (S), and weaknesses (W), and also examine external opportunities (O) and threats (T), (MKTG, Lamb, Hair, McDaniel, pg.19). The major strengths of the brand are that it is totally unique in the aspect of the concept and it can be considered and categorized as a dessert alcohol. The weaknesses are that the concept minimizes the need and want of the customer who will only buy on the occasion this vodka was created for and not everyone likes dessert alcohols. The opportunities for B-DAY Vodka are being designated an exclusive brand by the hospitality industry and being one of the premier brands to be carried in all establishments that serve alcohol. The major and most detrimental threat against the brand is brand recognition against other top shelf and popular vodka brands.
Product:
“The heart of the marketing mix,” (MKTG, Lamb, Hair, McDaniel, pg.25), the product includes the ideas, concepts, packaging, brand: “a name, term, symbol, design, or combination, there of that identifies a seller’s products and differentiates them from competitors’ products,” (MKTG, Lamb, Hair, McDaniel, pg.135), and anything that goes into creating it. B-DAY Vodka will come in three flavors: Limoncello, Chocolatier, and Vanilla Framboise. The descriptions are as follows:
Limoncello: The art of Simplicity. Limoncello, an Italian favorite, has just a few simple ingredients. The recipe calls for lemon zest, sugar, water, alcohol, and time.
The higher the proof in the alcohol, the more extractions, and the more intense and bright the flavors will be. The high proof in B-DAY ensures the full-bodied and crisp flavors will shine through.
Chocolatier: The heart of Indulgence. B-DAY vodka’s version of Crème de Cacao is infused with the finest cocoa beans. A hint of vanilla is added to deepen this chocolaty experience. It is not to be confused with chocolate liqueur, where the chocolate is melted in to liquor to create a dark syrupy sensation. This is absolutely glass, chocolate, and adult.
Vanilla Framboise: The epitome of Luxury. A beautiful of infusion of French raspberries and Madagascar vanilla beans, creates this upscale, rich, and decadent vodka. The finest ingredients combine together for a one of a kind experience to create a one of kind memory on the one special day that should be noting but fabulous.
Place:
“Place, or distribution, strategies are concerned with making products available when and where customers want them,” (MKTG, Lamb, Hair, McDaniel, pg.25). B-DAY Vodka has every intention of going global, but in order to get the wheel turning in that direction, starting out local and obtaining a strong demand to move from local liquor stores, to tourist shops, to local bars, to clubs, to local restaurants, to grocery stores, and to nationwide, etc. This is how B-DAY Vodka will make a name in the market and establish its origins. Every bottle of B-DAY Vodka sold is produced in the city of Las Vegas, a booming tourist destination in southern Nevada. At the B-DAY Vodka plant, we have complete quality control over the entire production process.
Promotion:
“Promotion‘s role in the marketing mix is to bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them of the benefits of an organization or a product,” (MKTG, Lamb, Hair, McDaniel, pg.25). B-DAY Vodka will promote the brand by doing a number of press related events such as parties, charity events, V.I.P. events, concerts etc. Also, the B-DAY Vodka cakes will be introduced along with the vodkas themselves. The flavors of the cake will correspond to the vodka: Lemon cake infused with Limoncello vodka garnished with candied lemons, Vodka laced chocolate cake with a chocolate ganache filling garnished with Belgian chocolate truffles, and French Vanilla cake filled with raspberry coulis infused with Vanilla Framboise vodka. “A good promotion strategy can dramatically increase sales,” (MKTG, Lamb, Hair, McDaniel, pg.25). Cupcake versions of the cakes will be given away with to create a buzz at events that B-DAY Vodka will be participating in. The cakes can be purchased separately or with the vodka.
B-DAY Vodka will measure the potential success by test marketing, “the limited introduction of a product and a marketing program to determine the reactions of potential customers in a market situation,” (MKTG, Lamb, Hair, McDaniel, pg.150). Test marketing will take place in Las Vegas, NV.
Price:
Setting the price is one of the most crucial elements in introducing the brand into the market and giving off a well received first impression. In the current state of the economy, price dictates what most people are able to buy; therefore affordability is what sells. Though, “marketers can raise or lower prices more frequently and easily than they can change other marketing mix variables,” (MKTG, Lamb, Hair, McDaniel, pg.26), the message that B-DAY Vodka wants to send is that customers can have a high quality product that is wallet friendly.
Implementation:
During implementation, “… the process that turns a marketing plan into action assignments…” (MKTG, Lamb, Hair, McDaniel, pg.26), B-DAY Vodka will maintain high efficiency in making sure budget limits are not exceeded, timelines are met, and descriptions of activities and guidelines are communicated to ensure that product is being properly and efficiently marketed.
Advertising:
“Today’s advertising dollars are spent on maintain brand awareness…” (MKTG, Lamb, Hair, McDaniel, pg.227). This is how some of the most popular brands have stayed in the radar so long. “New brands with small market share tend to spend proportionately more for advertising and sales promotion than those with a large market share…” (MKTG, Lamb, Hair, McDaniel, pg.227). B-DAY Vodka is no different than other small brands that are trying to be picked up on the radar of many different brands. In order to create the demand, B-DAY Vodka will engage in pioneer advertising. “Pioneer advertising is intended to stimulate primary demand for a new product of product category,” (MKTG, Lamb, Hair, McDaniel, pg.229). B-DAY Vodka will use several ads highlighting the benefits of the brand to create demand for the project.
Creative Content:
B-DAY Vodka Birthday Card
ADS:
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MYSPACE PAGE: http://www.myspace.com/b-dayvodka
FACEBOOK PAGE: click on the widget at the top!
TWITTER PAGE: http://twitter.com/BDAYVODKA
IMEEM MUSIC PAGE:
Shot Glass
Drink Recipes:
B-DAY Sweet & Sour
Ingredients 1.0 oz. B-DAY Limoncello Vodka
1.0 oz. Sparkling Water
1.0 slice of Lemon
1.0 dish of Sugar
Directions: Dip the lemon in the sugar. Mix B-DAY Limoncello and sparking water in a shot glass. Suck the sugar off the lemon, take the shot, bite the lemon, and smile for the camera.
Belated B-DAY
Ingredients 1.5 oz. B-DAY Chocolatier Vodka
0.5 oz. Half & Half
1.0 of Semi-Sweet Chocolate
Directions: Mix B-DAY Chocolatier vodka and half and half in a shot glass. Let the chocolate melt in your mouth, take the shot and taste chocolate molten cake.
B-DAY Celebration
Ingredients 1.5 oz. B-DAY Vanilla Framboise Vodka
0.5 oz Orange Juice
1.0 Raspberries
Directions: Mix B-DAY Vanilla Framboise vodka and orange juice in a shot glass. Drop the raspberries in your mouth, take the shot and enjoy the party.
