Art Event at Magic Dust Lounge

One of the many events coming to the Magic Dust Lounge where relaxation and excitement meet! Each month will feature a different local artist.

Magic Dust Lounge

Starbucks is a wonderfully inviting environment for those who want to kick back and relax. They have nailed the coffee industry and provided their consumers with a quality "European environment." The one thing Starbucks doesn't have...? Alcoholic beverages. I want to provide the same type of relaxing environment for those who want to kick back and enjoy a cup of my Magic Dust Vodka Cider. My lounge will feature sofas, love seats, large arm chairs, and even two bay window seats. It will have lamp lighting and a fireplace to allow for reading and relaxing.





The lounge will only be open for those 21 and over and will also house several bookshelves with books for sale. Like Barnes and Noble or Borders, customers are free to read the books while enjoying the lounge. We want to provide an environment in which our customers can be social and relax according to their needs. This lounge will allow us to promote our product and expand our product offerings.


This lounge will also give us a place to host community events that attract locals and target our market. These events will draw more people in and increase our brand recognition. Some of these events could include book signings, art exhibits for local artists, free movies, etc.


Store Hours:
Monday-Thursday: 2 PM-Midnight
Friday-Sunday: 2 PM-2 AM

Bo Jones and the Magic Dust Vodka Recipe

I've created a children's book that's meant for adults! It's included in your purchase of Magic Dust Vodka. Read about how Bo Jones begins the brand, Magic Dust Vodka and continue buying Magic Dust Vodka to find out what happens to Claudia, Jesabelle, and our fearless hero, Bo Jones.

Magic Dust Vodka Marketing Plan: "Because relaxation shouldn't be optional."

BUSINESS MISSION STATEMENT: “To Spice up your Relaxation.”

“The foundation of any marketing plan is the firm’s mission statement, which answers the question, “What business are we in?”(MKTG, Lamb, pg. 18)

Magic Dust Vodka is a unique brand that mixes traditional powdered cider with a shot of vodka. Our idea is to combine a relaxing hot beverage mixed with the excitement of our premium vodka. This allows our consumer to enjoy an evening at home and further enhance their need to relax. My vodka brand will satisfy a niche in the market. That niche will be composed of people with busy lives who want to relax but remain young.

“For small companies with limited resources that potentially face giant competitors, niching may be the only viable option.” (MKTG, Lamb, pg. 21)

OBJECTIVES

“…objectives should be realistic, measurable and time specific…they communicate marketing management philosophies and provide direction for lower-level marketing managers so that marketing efforts are integrated and pointed in a consistent direction.” (MKTG, Lamb, pg.18-19)

-Increase market awareness of our product within our target market by 20 percent within the first year.
-Inform target audience on the use of our product and unique features it presents. Emphasize our product's superiority over competitors leading to a 10 percent increase in sales in second year of tracked sales.
-Achieve a 15 percent dollar market share in the vodka market within 18 months of product introduction.

SITUATION OR SWOT ANALYSIS

“Environmental scanning helps identify market opportunities and threats and provides guidelines for the design of marketing strategy.” (MKTG, Lamb, pg. 19)

Strengths

Unique product that satisfies a niche market of people who wants to stay home and relax but also remain young and lively. Magic Dust Vodka is unlike any other vodka brand in the market.

Weaknesses

Since Magic Dust Vodka is a niche product, I need to be able to reach a very specific market. My target market are people who probably have children and busy lives. Reaching these consumers will be difficult due to their lack of time and hectic schedules.

Opportunities

If I can become well-known and prominent within the middle-aged family and business people, I can attempt to expand to other markets. I may be able to move to an older demographic if I'm more recognizable.

Threats

There are hundreds of vodka brands available to the consumer. Many of these brands are already established and well-known within the target audience.

MARKETING STRATEGY

Product Development

“Managers following the product development strategy can rely on their extensive knowledge of the target audience.” (MKTG, Lamb, pg. 22)

When introducing a new product, the most important aspect is to understand the target market. My target audience will include younger parents and other middle-aged business people. I will focus on these people because I believe that these people need to relax more than any others. They have hectic, busy lives and want time to come home and drift away from the worries of their day.

New-Product Strategy

“The new-product strategy specifies the roles that new products the organization wants to offer and the markets it wants to serve.” (MKTG, Lamb, pg. 147)

Magic Dust Vodka is the most important product offering because it is a revolutionary idea that will bring a new sense of excitement to the vodka market.


MARKETING MIX

Product

“We buy things not only for what they do (benefits) but also for what they mean to us (status, quality, or reputation.” (MKTG, Lamb, pg. 25)

My product will offer a premium vodka that will allow a unique experience for the consumer. Just as Starbucks offers the European coffee experience, I want to offer a certain experience for my customer. I don't want it to be solely about my product. I want people to buy Magic Dust Vodka for what the product means to them. I want to offer the experience of relaxation and an escape from the daily stresses of life.

Place/ Distribution

“Would you rather buy a kiwi fruit at the 24-hour grocery store within walking distance or fly to Australia to pick your own?” (MKTG, Lamb, pg. 25)

I want my vodka to be offered at liquor and grocery stores to allow for convenience for my consumers. I have stressed that my customer has a hectic lives. I want my product to be readily available so that obtaining it doesn't add to their daily stresses. It should be as easy to pick up as a loaf of bread or a gallon of milk.

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, pg. 25)

I want to promote my product through both unusual and conventional methods. Since most of my consumers will have children, I want to create a children's book for adults. My consumers buy or have had to buy children's books for their kids, I want them to be able to have a book that is written for them. This book will be written as a promotional tool that will inform and excite people to my product. It will be written with adult concepts in the form of a children's book. I am hoping that this concept will also attract publicity and maybe some scandal that will act as free product publicity. Initially, I will include this book with purchase, and as my product develops and becomes popular, I may decide to create a comic book or a series of books that consumers can buy and collect. These books will then act as additional revenue for my company.

Conventionally, I will probably have television advertisements that will play during prime time to target my audience. I will also take out magazine ads in magazines that I believe target my consumer. These conventional methods will add to my total promotion capabilities.

Also, see branding strategy below to view another idea for unconventional promotion.

Price

“Price is an important competitive weapon and is very important to the organization because price multiplied by the number of units sold equals total revenue for the firm.” (MKTG, Lamb, pg. 26)

Magic Dust Vodka will be a mid to low range item. My target market, those with families, are mostly on budgets and will be looking to spend a minimal amount of money. By keeping my vodka affordable, I can beat out some of the competition. The combination of a lower priced item and the unique features will attract my target market, as well.


PORTFOLIO MATRIX

“The portfolio matrix classifies each SBU by its present or forecast growth and market share. The underlying assumption is that market share and profitability are strongly linked.” (MKTG, Lamb, pg. 23)

Ideally, I would like to strive to be a star in the marketplace by becoming a fast-growing market leader. To do so, I will need to maintain promotion throughout my product life. Without this maintained promotion, my product could become a dog and eventually leave the marketplace.

MARKET OPPORTUNITY ANALYSIS (MOA) and TARGET MARKET

“Target markets can be selected by appealing to the entire market with one marketing mix, concentrating on one segment, or appealing to multiple market segments using marketing mixes.” (MKTG, Lamb, pg. 24)

I will be concentrating on one segment in the market. I have selected a market niche and will target my marketing efforts accordingly. My target market, as stated previously, are middle-aged business people and those with families. By concentrating on this segment, I can effectively work on satisfying their needs and wants. By doing so, I can compete with larger, more established brands.

BRANDING STRATEGY

“Heineken is trying to do for its beer what Starbucks has done for its coffee—create a social “brand experience.” (MKTG, Lamb, pg. 137)

Heineken has set up bars within airports to attract customers to its product offerings. Similarly, I would like to eventually expand and create environments that my consumers can enjoy Magic Dust Vodka. I understand that many people can't relax fully at home due to children, spouses, or other distractions. By creating a place (similar to a coffee house), I can further promote by mission statement and brand slogan and attract a larger customer base. These “lounges” would allow people to have another place to relax and allow my company to branch into other product offerings such as other alcoholic drinks and snack items.

LABELING

“Informational labeling...is designed to help consumers make proper product selections and lower their cognitive dissonance after the purchase.” (MKTG, Lamb, pg. 141)

“Marketing costs in the introductory stage are normally high for several reasons...Advertising expenses are high because of the need to educate consumers about the new product's benefits.” (MKTG, Lamb, pg. 155)

When labeling my product, I want to be sure to include some form of instructions so that my consumer can easily understand how to use my product. When purchasing regular cider packets, there are instructions on how to prepare the product. My product is no different. My advertisements should also include some form of instructional information for my consumers' benefit.

Week 10 EOC: Customer Loyalty

Stores must really impress me to keep me coming back. I hate going into a store and not being able to find anything new. One store that constantly keeps me coming back is Anthropologie. Anthropologie specializes in clothing as well as home décor. They have only been around since 1992, but in that time they have created a new idea on what a store should be about. The store is not only about clothes or interior decoration, it is also about art.

This store is superior to any other I’ve been to in window displays and visual merchandising. Not only does Anthropologie display their clothing and home décor in the windows, they also build unique and different displays to go along with their themes. The current display at Anthropologie is a giant emu created out of book pages. The visual team also turned a bed into a giant box trap to display their animal printed pillows. I have seen bags of dirt hung from the ceiling promoting their new garden section. They never cease to amaze me.

I venture to Anthropologie for the clothing and for the décor, but most importantly I go for the environment. They always have candles lit and new discoveries and displays. Each time I arrive, I recognize the smell and the environment, but I find new and exciting things to capture my senses. Anthropologie is the perfect balance of the new and the old. They maintain their vintage feel but continue to keep up with trends and new fashion and home developments to spice up the store.

Anthropologie is one store that will always keep me coming back for more. I love to see the new and exciting developments and still know that I will, somehow, always feel at home when I walk into the store.

Week 9 EOC: Pricing

In most cases, I look for value. This may not always mean the lower price, but it does mean getting my money’s worth. I look at price versus quality and try to calculate what value I am receiving. Other times, convenience, location, and attitude take top priority.

For instance, gasoline is an inelastic good. This means that small fluctuations will not change the demand for gas. This is because Americans are reliant on gas for transportation. Unlike Europe, public transportation is not usually available, convenient, or timely. There have been many instances where I have paid more for gasoline than I had to.

Firstly, I will usually pay more for gas that is nearer to my house as opposed to farther away. Location is a deciding factor not only because of the convenience, but because it would end up costing more or the same amount to drive around looking for cheaper gas.
Secondly, I have paid more for gas when going on road trips. Most interstates have gas stations posted at multiple exits along the way. It is more timely to pull off right at the exit than driving further into a town looking for cheaper gas. Most people will relate that time is of key importance when taking road trips.

The third and final reason that I have paid more for gas is that of the actual station. I will sometimes choose to pay more for gasoline based on my attitude/perception of their station. If their station features one hundred flavors of slushies, I’m there. If they have a large beer cave, it’s the same thing. On the contrary, if I walk in and the man behind the counter looks as though he has just escaped from a mental institute, I may decide, in the name of safety, to pay more for gasoline elsewhere.

Week 8 EOC: Progress on Vodka Brand

When looking at other Vodka brands and their websites, I have noticed that there is a void in the market. There are few products that target to the casual, social drinkers. There are many types of vodka that target clubs and late-night partiers. My vodka brand will fill that void.

I’ve sealed down my pitch for my vodka brand and I am now developing a marketing plan to promote my brand. I am looking at marketing towards a slightly older generation which poses a set of challenges when deciding how to market my brand.

When marketing to the middle aged consumer, I think that it is important to be familiar with how they view life and themselves. I believe that most middle aged people want to still feel young as well as have a good deal. Most importantly, they want to relax. My marketing plan should incorporate these ideas to ensure that I reach my market segment.

Here are a few ideas that I am considering when promoting my brand:
· Determining which social networking sites cater to older generations and creating an account/page to reach those individuals
· Creating a coffee table book to be sold at Las Vegas bookstores
· Using a slogan that ties the idea of relaxation with my vodka cider
· Promoting my product heavily at Christmas and Thanksgiving

I want my product to be essential to the idea of relaxation. I want men and women alike to come home from a hard day’s work and curl up on the couch with a good cup of vodka cider. I will be targeting the middle class who work hard and want to really let loose at the end of the day without going out and partying.

EOC Week 7: My Biggest Challenge

My biggest challenge in creating the marketing plan is the development of the idea. ‘What do women want?’ was the question asked in Mad Men. For me, it’s ‘what do people want out of vodka?’ What in-laid desires do people have when it comes to alcohol consumption? For me, this is the most important focus of any marketing plan. Without a product that people want, no money can be made. We have often talked in class of how the auto industry isn’t producing relevant products. I don’t want to fall into the same thinking. It is true that marketing can boost a product to greatness from nothing, but it all must start with a product that people want. I think that after I have pinpointed my product and the market to which it is assigned, I can begin to determine the other aspects of the plan. Product, to me, is the most important of the four Ps. The challenges I face after the determination of the product will not be difficult to overcome. With further knowledge of my product, I can begin to tackle the pricing, promotion, and place.

Vodka Pitch for Marketing Plan

Nothing warms you up on a chilly day better than a nice cup of hot apple cider. Now, you can enjoy the adult version while curled up on your sofa. Our Vodka Cider Mixers are a great way to spice up your average cup of cider. It’s simple. The mixer is a tube that on one end contains a shot of vodka, on the other end is the powdered cider mix. Just add the mixer to heated water and you have the perfect drink to heat up any cold winter night.

Pricing for the mixers will run mid-range. The consumer will pay slightly more than they would for a regular cider packet. The product will be sold mainly in grocery stores to stress the idea that this is a product that is perfect for an evening at home. I am going to market to baby boomers. This generation, in my opinion, enjoys more leisurely activities and is not interested in attending night clubs. To promote this product, I will be looking at tying my product to cold weather and to the idea of relaxing in the warmth of your own home.

Week 6 EOC: Rapid Retailer by SRAL Corporation
April Jorgenson, Shantay Reaze, Lana Cunningham, Rebecca Shapiro

Our product is an interactive shopping network that allows shoppers to find a specific item within a mall. The program will give you detailed information on sizes, colors, and styles based on your advanced or generic search. This program will then tell you which stores within the mall carry these items. Our product will cater to shoppers who are crunched for time or need to find a certain item quickly and efficiently. The kiosks will allow shoppers to place items on hold, print wanted items, and suggest similar/related items.

Strengths:

· Convenient for shoppers with time constraints
· Ability to place items on holds via kiosk
· Increase sales by suggesting similar or related items
· Bring in customers by informing them of stores’ merchandise

Weaknesses:

· Added cost in ink and paper when printing shopping lists
· System is dependent on a network and susceptible to issues
· Wait times in a high volume environment
· Product is only marketed to serious shoppers (not leisure shoppers)

Opportunities:

· Malls will see an increase in sales due to preventing customer frustration
· Stores have opportunity to expand customer base by informing new customers of products
· Ability to get customers into stores as opposed to strictly internet shoppers
· Opens door to a new type of shopper; one who hates shopping but needs a product
· Market towards people shopping for gifts (unfamiliar with stores that carry those products)

Threats:

· Internet shopping
· Catalog shopping

This product is revolutionary in that it will provide customers with the ease and convenience that they get from using the internet with the thrill and excitement that comes with the shopping experience. They will also be able to physically see and try-on the product before their purchase. This eliminates unwanted returns and customer dissatisfaction that often come with internet or catalog purchasing. This benefits the store by bringing in new and existing customers and allowing for up sell opportunities.

Our product will be marketed towards malls and other retail spaces. It will be the responsibility of mall management to determine quantity and location placement.

Week 5 EOC: What My Classmates Think About Advertising vs. Marketing

“…marketing and advertising complement each other. Although they are fairly different, both are needed in creating a successful business.” (Shantay Reaze: http://fashionistafyi.blogspot.com/)

“It’s a sign of the times when a company with as strong of a marketing strategy as Starbucks is having financial difficulty.” (Lana Cunningham: http://lulucunning.blogspot.com/)

“Marketing can make you come back for more and more. They want to continue to keep you satisfied and keep coming back to their product.” (Cierra Esparza: http://ccmarieproductions.blogspot.com/)

What do these three quotes have in common? I think the major take away is this: Your business will fail without a solid marketing program in place. Lana’s point is well-made. If a company like Starbucks is having trouble (with their strong marketing strategy), what chance does your business have without one? I think what my classmates are trying to say is that marketing will determine the success or failure of your company.

How many of us have thought that an amazing product alone could draw the masses? I know that I have fallen into that mentality on occasion. While this is a nice thought, it simply isn’t realistic. Strong marketing and advertising need to be in place before a product can take off. My classmates and I agree that these concepts go hand in hand. In one of my fashion classes, we discussed the fashion cycle which was based on five key steps: introduction/growth of a product, the acceleration and saturation of the product, the decline, and finally the obsolescence. Without the right combination of marketing and advertising, your product may never get past the introduction phase much less saturating the market. Just like Cierra said, “Marketing can make you come back for more and more.” A product, no matter how great, will simply not be successful without a successful (and realistic) marketing plan. Just ask the ambitious CEO of Webvan or the creators of Virtual Boy. Don’t recognize these names? There is a reason behind that. Learn from it.

Week 4 EOC: Advertising vs. Marketing

“Though advertising cannot change consumers’ deeply rooted values and attitudes, advertising may succeed in transforming a person’s negative attitude toward a product into a positive one.” (MKTG, Lamb, pg. 228)

Anyone who has seen Mad Men knows that Don Draper can be very persuasive. He targets feelings, emotions, and tugs at the inner workings of your psyche. He does this for one purpose: to sell something. For the ad executives on Madison Avenue, advertising is an outlook, it’s how something can be manipulated. For those in marketing, advertising can sometimes be a dirty word. In other instances, it can be viewed as the most important aspect, but without a solid marketing plan, the product will not be successful.

The true difference between advertising and marketing is that marketers focus more on the needs of the consumer. Advertising seeks to create awareness and persuade potential customers. In the instance of the Mad Men episode, Draper and the heads of Lucky Strike Tobacco Company have no regard for their customer’s health. They are only interested in changing the public attitude from a negative to a positive. In this case, from “dangerous” to “toasted.” This was also true of the Makin account. Sterling Cooper and Don Draper were only interested in the money associated with the account, not necessarily in meeting the customer’s needs. These ideals can lend themselves more towards advertising.

Taking a step back and analyzing, we can see that advertising is a huge part of the “marketing pie.” Without advertising, marketing will not be able to run smoothly and vice versa. It is the way that advertising is carried out (for the benefit of the customer or not) that can determine how well a company is performing in the marketing arena. A brand following will come from satisfied consumers. These consumers will be satisfied through quality products and customer service.

Week 3 EOC: How I Buy Stuff

“Self-concept combines the ideal self-image (the way an individual would like to be) and the real self-image (how an individual actually perceives himself or herself).” (MKTG, Lamb, pg. 76)

How many of us flip through magazines on a daily basis? How many of us read online publications, look at images, or view advertisements? All of these images play a role in determining our self-concept. I frequently look at pictures of beautiful air-touched models and wonder just how they do it. Is that makeup really going to turn me into Natalia Vodianova? Is the new Versace going to transform me into Gisele? As ridiculous as it may be, these questions float through my mind on any given shopping excursion. And even more sadly, I base my buying habits on these absurd “what ifs.” Appearance is everything, especially in the fashion industry.

I usually buy “stuff” based on an image that I want to portray. My real self-image takes a step aside when I shop, and my vicious ideal self-image grabs the wheel. These Manolo Mary Janes will definitely turn me into the high-powered fashion editor I have always wanted to be, won’t they? What about that Prada bag, the Chanel suit? ...And the list goes on. I remember a time when I used to buy things solely because they brought enjoyment to my life. Now, I am always striving for that “ideal.” When I shop, it is a constant hunt for that one perfect item that will define my future life. Sure, the Manolos will always tap dance their way through my dreams, but when do I need to rein back the ideal and stick with the real? Maybe the problem isn’t in the designer labels, maybe it is in how I choose to make my buying decisions.

Week 2 EOC: Me as the Consumer

From combat boots to high heels, I am a unique demographic that combines a mixture of athletic and luxurious tastes. I served two years of active duty in the U.S. Air Force. For the first year that I served, I was not allowed to wear any clothes other than those that were issued to me. I was also not allowed to watch movies or listen to music. I was rarely allowed to leave base. This had a definitive impact on my spending habits. My money was then spent on experiences. When I could leave base, I focused on the experiences I could have. I attended concerts, shows, and went to dinner with friends. These events took the place of material items. Consequently, I noticed that my relationships improved with the people around me. I took more stock in how my money could add enjoyment to my lifestyle. Cash provided me with a gateway to escape the pressures and demands of my military life.

After two years of service, I decided to trade the camouflage for lace, silk, and cashmere. Now as a fashion student, my focus is on the art and beauty that is created through clothing. I very rarely spend money on experiences any longer. My money is taken by boutiques, retailers, and thrift stores. I’m ashamed to say that I have skipped meals in favor of purchasing a 1960’s vintage Lilli Diamond cocktail dress. This is not something I take joy in sharing. As Carrie Bradshaw stated on Sex and the City, “I like my money right where I can see it-hanging in my closet.” This is what my life has become. As I write this post, I am contemplating how I got to this place in my life. Of course I love the beauty that has come from the clothing I have purchased, but the question remains; have I let those clothes purchase me?

Week 1 EOC: A Quality Customer Experience

I must admit that I am not a pleasant customer. Even after a year of working in retail and customer service, I have not yet mastered the art of being civil in many situations. I'm not sure even Mother Teresa could get through a conversation with me after I start on one of my hell-bent rants. That being said, one company has provided me with the service that I have been long awaiting.

Roberto's Taco Shop is a restaurant that, as of late, I have grown to admire immensely. It's not exactly one specific experience that has set them apart, it's each little thing that causes me to step back and wonder why not all companies provide this level of service. It all started with me being dragged off of my very comfortable sofa by my anxious roommate who insisted that I accompany her to dinner. This already set me in a cranky mood. I knew my surly attitude was bound to take vengeance on the nearest available victim.

Upon arriving, I made every attempt to be less than pleasant. I joked about where I could get one of their outrageous uniform shirts (sarcastically, of course) and I complained when they told me the sour cream was extra and then refused to order it. When my food finally arrived, they had given me the sour cream. I checked my receipt, furious that they had charged me after I insisted I wouldn't pay for such things. There was no charge.

The next time I walked into Roberto's, I wondered if the whole incident had been a fluke. It wasn't. They remembered me and gave me a warm smile. "We have something for you," one of them said. I still wasn't convinced that this was a good thing. He pulled out an annoyingly bright uniform shirt. It wasn't a joke, he was completely sincere. I shook my head and held back a smile.

That day I walked away with a shirt to commemorate my first quality customer service experience. And a free Jamaica.