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)
