FINAL PROJECT: Creative Content

This is a magazine ad that was created for the beverage. The red background is to stop viewers dead in their tracks. The lack of information is used to leave the viewer curious about the beverage, especially after hearing people talk about it. It makes the viewer want to try the beverage and ask around for more information, which makes the customer think about us and drives them more to want to try the beverage.

FINAL PROJECT: Implemention Evaluation Control

Our company has many market strategies but what’s a strategy without executing hem? Since we don’t have any promotions, it’s kind of hard to have some sort of implementation for our market. As said before, everything about our product is natural except for the production. The production is sent through several tests so the product is more liable to promote more value o the customer. The more natural the beverage then the more the consumer can relate to.

FINAL PROJECT: Pricing

After knowing "how marketers choose target markets" (Marketing: An Introduction, Armstrong/Kotler), we figured our pricing should be affordable to your average joe. The price of one can of Shotz is $2.13 and a bottle is $3.29. It’s an affordable beverage that everyone can enjoy. It’s the beverage that everyone would save money for and/or use the last few couple of dollars on it. Since our company doesn't have any promotions, we eliminate the consumers who "wait until brands go on sale before buying them." (Marketing: An Introduction, Armstrong, Kotler). Let's just say consumers have no choice but to purchase our product now before later.

FINAL PROJECT: Promotion

The company doesn’t have any promotions. We feel as if we promote a “2 for 1” discount or any other form of a discount then we’re waving a white flag to the market, and our threats. Well, we would promote different sizes but that’s a no brainer. After the amount of sales we receive, I’m pretty confident in my company that we would be able to sell this valuable beverage and be successful. So successful to where we wouldn’t need to promote a sale or anything to get more sales. Everything is natural.

FINAL PROJECT: Distribution

Distribution plays a major role in a successful market strategy. How does a company sell without distributing their product successfully? Shotz are developed to distribute value to the customer through multiple "selling process" (Marketing: An Introduction, Armstrong/Kotler). What value you may ask? It’s the value of a consumer’s life. As said before, the product is developed to bring the middle age consumers to their younger days while keeping them from getting the wrong drunk. The definition of “wrong drunk” is the experience of going crazy from alcohol within your system. Being able to relapse to the memorable moments of your life for the second time holds more value than anything in the world.

We plan to distribute Shotz in local stores only. Shotz is a 12% malt liquor so distributing this beverage in any other destination would be irrelevant, inappropriate, and a waste of money. We plan on distributing this product to your typical alcohol distributors such as gas stations, mini markets, Lee’s Discount Liquor, supermarkets, etc. Even though our target audience is 18 to 35 years old, our company is not liable of any under aged consumers. The store is responsible of any alcoholic beverages sold to a minor.

FINAL PROJECT: Product

I’m not going to heavily brag about the product and say that it’s the best thing your tongue comes in contact with, high quality, and does everything your natural brew can do except more. Shotz is a 12% alcoholic malt liquor and is carefully put together. The product is designed to have a real smooth feel to it so the carbonation doesn’t cease anyone from experiencing great value. Once the product is developed, we perform multiple market testing. We figure we shouldn’t stop after one market testing because there’s many situations that could occur that can output false results. For example, you run an ice cream store and you want to add a new flavor. You’re not going to take a poll of one person and go off their judgment. You’re going to take a poll of hundreds of people and finalize the results as a whole. Shotz is produced the same way. With multiple market tests, we would have an idea of how well the product would sell in the market.

Our product is only made to be enjoyed; not to be heavily abused. Because our product is made carefully and responsibly, the consumer should also drink responsibly.

FINAL PROJECT: Target Market Strategy

Our company’s marketing strategy is pretty simple. Our motto is “Take over the market!” Executing the plan is where the target marketing plan comes into effect. We plan to distribute value to the customer by "understanding the marketplace and customer needs and wants." (Marketing: An Introduction, Armstrong/Kotler). It’s not the value that can be shared from one person to another. It’s a personal value that everyone can get connected to their inner persona. Once you take a few sips and get yourself a little buzz going on, then you’ll feel relaxed. The consumer will feel at peace and being brought back to their younger days. I guess you can say we promote a happy value with the substance. Our other marketing strategy is targeted to the younger crowd; preferably to the age group of 18 to 22. At this point in time, majority of young adults want to become party animals and get so drunk to where they wake up the next morning naked with their mother, then tell their friends about it the next day. The value our product can bring to the consumer is the value of staying mobile. Of course if you drink more than one can you’ll be thinking you’re superman but we want to impact the inside of a young adult to where he/she doesn’t need to get overly drunk for a good time. It’s the beverage you can utilize at a family/friend get together. It's our "job to create a compelling value proposition for customers" (Marketing: An Introduction, Armstrong Kotler).

FINAL PROJECT: Situation or SWOT Analysis

Strengths: We have a strong management and marketing team behind us, as well as a strong advertising agency. The product is processed carefully and responsibly to avoid health issues from the consumer. Before the product is shipped, we have specially trained workers who finalizes the product to make sure we have the right amount of alcohol. Also, the product was carefully priced to make a good quality beverage actually affordable.

Weakness: The Company’s biggest weakness would have to be time management. Since the product is carefully processed and managed responsibly, that may throw us back even with multiple workers. We can’t necessarily hire more workers to work faster because that would shorten the profit, thus throwing the company out of business. As long as we keep having a strong management team, this problem should be avoided, for the most part.

Opportunities: There isn’t a more perfect time to hit the market with our brand of beer. Our biggest competitor, the Four Loko brand, has recently been in trouble with the law. The beverage is a mixture of caffeine and alcohol and because of a recent lawsuit, they are ordered to take the brand off the market until their non-caffeine version hit the market. This is a wonderful opportunity to flood the market with a 12% alcoholic beverage since consumers wouldn’t be able to purchase Four Lokos. Consumers will walk into stores and see a 32oz and 40oz of 12% alcohol and be ready to go crazy. It gives us the opportunity to capture consumers in our beverage instead of the Four Loko brand.

Threats: As said before, the Four Loko brand is our biggest competitor. Four Loko hit the market and exploded! They’ve recently caught a lawsuit for mixing caffeine and alcohol together which caused them clear off the market. Four Loko is still a threat to us because they’re supposed to come back to the market but just without caffeine. Because there’s so many fans of the Four Loko brand, they have the potential of whipping us out the market.

FINAL PROJECT: Objectives

Our company has many objectives. We plan to connect with the youth as well as middle-aged people, "not simply seeking a sale." (Marketing: An Introduction, Armstrong/Kotler). When they take their first sip of our beverage, we want the consumer to be amazed by the smoothness of the beverage. After the first couple of sips, I want the consumer to relapse back to when he/she was a young man/woman. It’s common sense to shoot high and hope for the best but since Shotz is a new brand of beer, we don’t want to make the mistake of shooting too high and not reaching our goal. Our main objective is to break our annual sales, which is $50,000. We want Shotz to become the beverage that any and everybody can enjoy. We won’t stop until you walk into a get-together and see nothing but Shotz cans and bottles everywhere. Shotz isn’t created to make the consumer go wild like he’s at a Girls Gone Wild beach party. It’s created to soothe the consumer, relax his/her tendancies, and create a settle, enjoyable, and relaxing environment. We "recognize that winning and keeping accounts requires more than making good products and directing the sales force to close lots of sales" (Marketing: An Introduction, Armstrong/Kotler).

FINAL PROJECT: Mission Statement

Shotz's "overall purpose" (Marketing: An Introduction, Armstrong/Kotler) is to bring the life out in a social environment. It’s designed to make consumers feel like they’re drinking their typical juice beverage. There isn’t a lot carbonation within the beverage making the smoothness of the sip much more enjoyable. Shotz bring a new definition of beer because of the combination of smoothness with the amount of alcohol contained in the can. The main objective is to make the consumers enjoy the product at any moment of the day; whether you’re at a family get together in a park, a party, hanging out with friends at a bar, etc. There are too many malt liquor beverages that are too nasty because of the heavy carbonation. Alcohol is "all around you" (Marketing: An Introduction, Armstrong/Kotler) so we plan to make our stand out more by differing ourselves.

FINAL PROJECT: The Pitch

Imagine yourself at a party or some type of social gathering and your alcohol tolerance is pretty high. You’re intensions aren’t to get too intoxicated but to feel a little buzz or more. All the beer that is contained in the party doesn’t do anything to you except make your stomach feel like you’re pregnant with triplets. Wouldn’t you want to feel pretty loose as well? Well, introducing the new malt liquor called Shotz. Shotz is a 12% beer that comes in 16, 32, and 40 ounces. The 40 ounce comes in a bottle whereas the 16 and 32 ounce comes in a can. This malt liquor is target towards young adults or anybody who wants to bring out the young man or woman within them. The age group I’m targeting towards is 18 to 30. Before you freak out and think I’m out of my mind by targeting an under aged group, here the logic behind my decision. “3,360,000 students between the ages of 18 and 24 drive under the influence of alcohol.” (http://www.collegedrinkingprevention.gov/statssummaries/snapshot.aspx). There’s a seven year difference between 18 and 24 (counting the age of 18 and 24). If you divide 3,360,000 by seven then each age group (from 18 to 24) would have an average of 480,000 consumers of alcohol. Of the seven ages, there’s three ages that drink illegally, which are 18, 19, and 20. Since each age group has an average of 480,000 alcohol consumers, add up the sum of the three age groups. From the ages of 18, 19, and 20, there’s an average of 1,440,000 under age consumers of alcohol. That’s 1,440,000 more consumers that can be added to your market salary. Under aged young adults find some sort of way to consume alcohol, whether it’s using a friend or the front counter clerk not caring about his job. In conclusion, young adults from 18 to 20 will consume an alcoholic beverage of some sort. Why not add them to the market plan and make a beverage they could enjoy as well? They’re going to get a hold of alcohol anyway. Nobody needs to know that we’re targeting ages 18, 19, and 20. How would they?