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| http://ernies3.com/Projects/Finishline/ |
Wednesday, December 15, 2010
Thursday, December 9, 2010
EOC: Week 10: What Channels are you going to do to get your product noticed?
Located in the heart of Seattle, Finish Line Brewery has the unique ability of maximizing local distribution because of the area's densely populated community's and cities. "Products must be available where and when consumers want them" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 323.), so intensive distribution efforts to make Finish Line IPA available to buyers will be made in house through Finish Line's delivery fleet. These delivery routes will supply three important clienteles: grocery, restaurant, and bar/events.
As the company grows, Finish Line will sell indirectly through retailers such as Safeway, Kroger, and Metropolitan Market in order to reach more consumers and become more competitive in pricing. Because its brewery's location, Finish Line will be able to take advantage of Seattle's ports, trucking routes, and international airport for delivery methods.
Measures are in place now to begin establishing a wider array of key suppliers to support the raw materials necessary to create the Finish Line brew. "Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 328.)
As the company grows, Finish Line will sell indirectly through retailers such as Safeway, Kroger, and Metropolitan Market in order to reach more consumers and become more competitive in pricing. Because its brewery's location, Finish Line will be able to take advantage of Seattle's ports, trucking routes, and international airport for delivery methods.
Measures are in place now to begin establishing a wider array of key suppliers to support the raw materials necessary to create the Finish Line brew. "Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 328.)
Weeek 9 EOC: Three Great Mission Statements
Great mission statements
I selected the following mission statements based on their ability to answer the following questions:
Bowman, Robert B. (http://rbowmanphoto.blogspot.com/) clearly defined the mission of Nature's Blend by articulating their focus on family, tradition, and inviting consumers to open a bottle and become part of something bigger, something legendary.
Lapadu, Michaell Edward (http://lapaduproductions.blogspot.com/) expresses everything you need to know about the company in four sentences. I liked this mission statement for its succinct approach to defining who they are, what they do, and who they do it for. You know very quickly if you are of, "the passionate few that understand what a beer can and should be."
Glenn, Tanya M. (http://tjustme.blogspot.com/) created the strongest mission statement of the lot. Every word is accounted for and used to serve a purpose. This clear run through of the companies purpose is refreshing in its brevity, no fluff just the facts in a professional and compelling presentation.
Great job team! Keep up the good work.
I selected the following mission statements based on their ability to answer the following questions:
- What is our business?
- Who is the customer?
- What do consumers value?
- What should our business be?
Bowman, Robert B. (http://rbowmanphoto.blogspot.com/) clearly defined the mission of Nature's Blend by articulating their focus on family, tradition, and inviting consumers to open a bottle and become part of something bigger, something legendary.
Lapadu, Michaell Edward (http://lapaduproductions.blogspot.com/) expresses everything you need to know about the company in four sentences. I liked this mission statement for its succinct approach to defining who they are, what they do, and who they do it for. You know very quickly if you are of, "the passionate few that understand what a beer can and should be."
Glenn, Tanya M. (http://tjustme.blogspot.com/) created the strongest mission statement of the lot. Every word is accounted for and used to serve a purpose. This clear run through of the companies purpose is refreshing in its brevity, no fluff just the facts in a professional and compelling presentation.
Great job team! Keep up the good work.
EOC Week 8: Creativity Content
I will be creating the following items to support my new brand, Finish Line IPA:
I will create a logo design for the brand, along with a label, and complete bottle design for the actual beer.
Finally, I will crossover from paper to ether and provide a web and twitter page to round out my marketing efforts.
I will create a logo design for the brand, along with a label, and complete bottle design for the actual beer.
Finally, I will crossover from paper to ether and provide a web and twitter page to round out my marketing efforts.
Final Project: Implementation Evaluation Control
In order to implement an efficient and effective product evaluation Finish Line IPA will focus on its progress toward the following performance standards: market share, sales volume, product profitability, and customer satisfaction. "We define sales force management as the analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, compensating, supervising, and evaluating the firm’s salespeople" (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 416.)
We understand that the market for specialty brew is very saturated in regard to our competition and ability to compete with larger brewery's. However, we are planning effective control measures to monitor our customer satisfaction, sales volume, and profitability on a bi-weekly basis. "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 55.)
Finish Line IPA has developed a strong management team to closely monitor its success throughout the first and second quarter of 2011. Comprised of project mangers from sales, marketing, and operations all with key personnel to review our current status, we are confident that the implementation of our product and brand will be a success. With our efforts focused primarily on the proper delivery of marketing, product, and customer service we have also set in place contingency plans in all three areas that will allow is to respond quickly to changes in the market and economy.
We understand that the market for specialty brew is very saturated in regard to our competition and ability to compete with larger brewery's. However, we are planning effective control measures to monitor our customer satisfaction, sales volume, and profitability on a bi-weekly basis. "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 55.)
Finish Line IPA has developed a strong management team to closely monitor its success throughout the first and second quarter of 2011. Comprised of project mangers from sales, marketing, and operations all with key personnel to review our current status, we are confident that the implementation of our product and brand will be a success. With our efforts focused primarily on the proper delivery of marketing, product, and customer service we have also set in place contingency plans in all three areas that will allow is to respond quickly to changes in the market and economy.
Final Project: Marketing Mix - Price
Finish Line IPA will be priced at $11.99, $20.99, and $38.99 for 6, 12, and 24-packs of 12oz bottles. Kegs will be priced at $80 with a $30 deposit.
These prices are reflective of Finish Line's locally grown organic ingredients, the cost of supporting a state of the art brewing facility, and its emphasis on local sustainability. "Economic factors such as a boom or recession, inflation, and interest rates affect pricing decisions because they affect consumer spending, consumer perceptions of the product’s price and value, and the company’s costs of producing and selling a product." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 284.)
Because of these factors, Finish Line has reviewed project earnings, facilitative costs, and operating expenses in order to establish product pricing that is equal to what the product delivers - not only in taste, but also in the company's impact on the local community.
Calculating the product pricing for Finish Line IPA requires much consideration. "Marketers sometimes become addicted to promotional pricing, especially in difficult economic times. They use price promotions as a quick fix instead of sweating through the difficult process of developing effective longer-term strategies for building their brands." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)
While the company is currently unable to provide promotional pricing for their product, they do offer $1-$6 discount coupons based on returning empty Finish Line IPA bottles to the brewery for recycling. "Rebates have been popular with automakers and producers of cell phones and small appliances, but they are also used with consumer packaged goods." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)
These prices are reflective of Finish Line's locally grown organic ingredients, the cost of supporting a state of the art brewing facility, and its emphasis on local sustainability. "Economic factors such as a boom or recession, inflation, and interest rates affect pricing decisions because they affect consumer spending, consumer perceptions of the product’s price and value, and the company’s costs of producing and selling a product." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 284.)
Because of these factors, Finish Line has reviewed project earnings, facilitative costs, and operating expenses in order to establish product pricing that is equal to what the product delivers - not only in taste, but also in the company's impact on the local community.
Calculating the product pricing for Finish Line IPA requires much consideration. "Marketers sometimes become addicted to promotional pricing, especially in difficult economic times. They use price promotions as a quick fix instead of sweating through the difficult process of developing effective longer-term strategies for building their brands." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)
While the company is currently unable to provide promotional pricing for their product, they do offer $1-$6 discount coupons based on returning empty Finish Line IPA bottles to the brewery for recycling. "Rebates have been popular with automakers and producers of cell phones and small appliances, but they are also used with consumer packaged goods." (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., Printed page 294.)