So the Commercial Concept is that we see a red carpet scene and a girl walks into the frame. As she walks she is all dressed up and the camera men shot out "over here. Over here" and she stops and does a couple cute poses. Then the scene begins to look round and almost like a bubble. The Bubble POPS and we see the same girl in plain clothing sitting on a couch with a guy. The guy says, "You okay Hun?" She answers back, "Yes I was just having a vision." "Really? I had one too," replies the guy. "What was it?" the girl asks. "I got out of a speeding ticket because I was famous." They laugh and drink as it fades out. It fades back in showing the Hollywood Vodka Bottle and a voice over says, "Don't just drink, LIVE like a star......Please drink responsibly."
Our mission statement is to use the longing and ever growing culture of Hollywood and the want of fame to give the world a new, and impressive, Vodka that makes everyone feel like a movie star. “Culture is pervasive. What people eat, how they dress, what they think and feel, and what language they speak are all dimensions of culture.” (MKTG, Lamb Hair McDaniel, Pg. 69)
“Companies cannot thrive for long in a world where billions of people are suffering and are desperately poor. Thus, it is in business’s interest to find ways to attack society’s ill.”(MKTG, Lamb Hair McDaniel, Pg. 29) With that in mind our objective is not only to bring the look of Hollywood to people, but also the feeling of doing good for the world like a few of the major stars try to do. While making a bottle painted in gold, under the paint will be recycled glass that has been melted down a reformed. Every customer will be able to take pride in what they are drinking while knowing they are doing well for our future. A happy future for the people of the world keeps happy and long customers. “Marketers need to understand that keeping current customers satisfied is just as important as attracting new ones, if not more so.” (MKTG, Lamb Hair McDaniel, Pg. 95)
Strength: What makes us able to stand out from the rest from the very beginning is that we have an appeal already longed for by a large portion of the world. “Competitive advantage is a company and its products are perceived by the target market as significant and superior to the competition.” (MKTG, Lamb Hair McDaniel, Pg. 19) By making vodka that attracts all sorts of people, and makes them feel proud of the vodka they are drinking gives us an advantage that most companies that have been around for a long time, don’t even have.
Weakness: Our only major weakness is the fact that there is so many different types of vodka already out on the market. While some may worry too much about all the different vodkas, but we will just keep a good competitive intelligence to keep our eyes on the sales and who’s doing better. “Derived from military intelligence, competitive intelligence is an important tool for helping a firm overcome a competitor’s advantage. Specifically, competitive intelligence can help identify the advantage and play a major role in determining how it was achieved.” (MKTG, Lamb Hair McDaniel, Pg. 128)
Once you know, then the weakness isn’t as scary as some companies might think.
External Opportunities: With so many ways to sale and market to the whole world the opportunities are endless. One of the top major opportunities is the ability to sale anywhere in the world using the Internet. It’s a tool every company should utilize.
Threats: Like most alcoholic drinks one of the main threats is having a bad rep with people. Whenever someone drinks and drive most people start to point fingers at the drink the person was drinking and not at the person drinking and driving.Hollywood Vodka is all about safety. We want our customers to drink responsibly and stop that threat.
Considering most people older then 45 years old doesn’t care as much about fame and being a star our target market is set more for the men and women 21 to 45. But our brand is made to appeal to all categories of people. “One of the primary benefits of advertising is its ability to communicate to a large number of people at one time. Cost per contact, therefore, is typically very low.” (MKTG, Lamb Hair McDaniel, Pg. 212) And with a name like Hollywood Vodka, and a classy, crisp taste, our main market is to make our product one that people will always stay loyal too. “A consistent preference for one brand over all others is quite high in some product categories. The best generator of repeat sales is a satisfied customer.” (MKTG, Lamb Hair McDaniel, Pg. 136)
Most companies hire a marketer to make the “seem” better then most brands. “The marketer attempts to convince consumers that a particular brand is distinctive and that they should demand it over competing brands.” (MKTG, Lamb Hair McDaniel, Pg. 109) This is one thing we wont do. It comes down to the simple fact that we don’t need to do it. Our product makes itself distinctive and offers an amazing Experience quality, which is something that doesn’t need to be “forced” into the minds of our customers. It just happens. “Experience quality is a characteristic that can be assessed only after use.” (MKTG, Lamb Hair McDaniel, Pg. 160)
“A sale does not depend on aggressive sales force but rather on a customers decision to purchase a product.” (MKTG, Lamb Hair McDaniel, Pg. 6) Too many companies out there already gives off an aggressive feel in their sales. We want our customers to feel WANTED and CARED about and less like a bank account. Our promotions will keep that in mind even when we already seem like an underdog by being new. Major companies underestimate the power of places and companies that hasn’t been heard of before. “Countries and companies that were never considered major players in global marketing are now important, some of them showing great skill.” (MKTG, Lamb Hair McDaniel, Pg. 47)
When promoting Hollywood Vodka we will always keep in mind some of the biggest events that can help promote us without even knowing. Those events are award shows. By having a product that gives the feel of being a major Hollywood award it’s always going to have high sales in certain “seasonal” times. “Seasonal Media Schedule is products like cough syrup and sunscreen, which are used more during certain times of the year, tend to follow a seasonal strategy. “(MKTG, Lamb Hair McDaniel, Pg. 239) Many people who would buy during these times would most likely be loyal customers. Since our loyal customers are the ones that would keep us in business they are a major part of our promoting factor. ”The objective of loyalty marketing programs is to build long-term, mutually beneficial relationships between a company and its key customers.” (MKTG, Lamb Hair McDaniel, Pg. 247)
“As more people embrace online shopping, an increasing number of retailers are using multiple distribution channels.” (MKTG, Lamb Hair McDaniel, Pg. 178) Our main source of distribution would be online selling and shipping directly to the house.While most companies use the theory that, “The farther buyers are from sellers, the more they pay, because transportation cost generally increase with the distance merchandise is shipped. “(MKTG, Lamb Hair McDaniel, Pg. 284) Hollywood Vodka believes that people go through too much stress with money to begin with. Even though our price is a little higher we want to give our customers a break by always paying the shipping for them. While most companies will solely rely on in store sales, to keep it simple for everyone, Hollywood Vodka will only be sold in major alcohol stores and on the Internet.“Online retailing has exploded in the last several years as consumers have found this type of shopping convenient and, in many instances, less costly.” (MKTG, Lamb Hair McDaniel, Pg. 201)
“A fixed cost does not change as output is increased or decreased.” (MKTG, Lamb Hair McDaniel, Pg. 268) No matter what is happening in output our prices will always stay the same. Our Price is set to $75 a bottle for 1.75 liters. That price may seem too high for most people to want to try, so we will have small shot bottles on sale for only $8. The point in the shot bottles is to gain some Adopters to our product. “A person who buys a product never before tried may ultimately become an adopter, a consumer who was happy enough with his or her trial experience with a product to use it again.” (MKTG, Lamb Hair McDaniel, Pg. 152)
Hollywood Vodka will constantly do surveys and check-ins with our customers to make sure not only that our product is saleing, but also that our customers are always happy. “A customer-centric company builds long-lasting relationships by focusing on what satisfies and retains valuable customers.” (MKTG, Lamb Hair McDaniel, Pg. 295)
Image if Hollywood Vodka was real if you would. It becomes a huge hit with the masses and found in every major store and bought online frequently. Now image something going wrong. Any scenario you can think of. Maybe a minor is brought to the hospital with alcohol poisoning from drinking Hollywood Vodka. Or a young man drinks and drives and kills someone and a bottle of Hollywood vodka is in his car. Would that make you stop drinking it? It would for some people. So how would Hollywood Vodka protect itself and even use the Social Media to Support it? Hollywood Vodka takes great pride in its friends and fans. The customer isn’t just a customer, it’s a family. If something bad happens to a customer something bad happens to Hollywood Vodka. “Make a mistake and they’ll tell you everything you’re doing wrong,” Allen Silken, Atkins’ senior director of marketing says. “They tend to rise up and vocalize it.” When speaking these words the senior director of marketing for Atkins’ is talking about having a power platform for their customers. A power platform is an online way for customers to get access to interact with other customers, provide answers to frequently asked questions, take quizzes, and read about the news surrounding the product and many other things that could interest the customers. By keeping them in the loop with everything going on in the life of Hollywood Vodka, it helps them know they are more than just money. There would ALWAYS be safe tips for drinking and cautions when on the power platform and the site. We want people to enjoy life and have fun, while being safe in the process. When news reports come out featuring Hollywood Vodka as a bad guy, or inspirer to evil, we will not hide it from anyone. Our goal is to let everyone know what the media is saying about it. We will in the process though remind everyone that we took all the caution labels and warning and made sure that everyone who buys our drink can see the warnings. We will remind people of the fun and safe ways to consume our vodka. Hollywood Vodka will always make sure that in case of a tragedy of any sort involving our vodka, that a highly trained and friendly professional will show up and represent Hollywood Vodka to the community and help do whatever is in our power to help right the wrong. While doing all of that, that same representative will blog about what they are doing while it is happening on the power platform for everyone to read.
