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.

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.