Week 10 EOC: What are the benefits vs the features

The mid thirties man is my clientele. My beer aims for wants three things in a beer: High alcohol content, wide mouth (for longer drinks), and exotic. I want to deliver an experience to those young individuals that want a hefty exotic drink! Just like in the book they mention to work, and be first. 

"Being the first producer to introduce a value and new feature is one of the most effective ways to compete." Marketing: An Introduction. Armstrong & Kotler, Pg. 215. 

Also, I know young men want a bottle that looks heavy, to describe my heavy beer. My dark brown bottle and red accents give that mysterious, heavy look. To taste with your eyes first, prepares one for a delicious dream come true. 

"Design begins with observing customers and developing a deep understanding of their needs. More than simply creating product or service attributes, it involves shaping the customer’s product-use experience." Marketing: An Introduction. Armstrong & Kotler, Pg. 216. 

Lastly, Mighty beer will not be the first to have a high alcohol content, nor be exotic, but it will be the first to deliver exotic experience and instant buzz. I want my guest to describe their journey as memorable and luxurious as possible. The Ritz Carlton is known for this because they focus on experience, and not being a hotel. 

“For example, year after year, Ritz-Carlton ranks at or near the top of the hospitality industry in terms of customer satisfaction. Its passion for satisfying customers is summed up in the company’s credo, which promises that its luxury hotels will deliver a truly memorable experience—one that ‘enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.’ ” Marketing: An Introduction. Armstrong & Kotler, Pg. 14.  

Apple Inc. also focuses on delivering a product that also delivers emotion. Brewing and drinking is life.

Week 9 EOC: Three Great Mission Statements

Todd Cecil provides a great example of what he wants to accomplish and how to do it. He is providing a fun way by reminding us about our childhood days.

“A company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create.” Marketing: An introduction. Armstrong & Kotler, Pg. 7. 

Larry Clay details his great mission statement with energetic words like: “laser, beautiful, tasty, chocolate, and messages” for fun ways to send a message to a loved one. He is being clear about his product and aim.

Francisco Fernandez has an interesting one with his way of incorporating the children. He is smart because our children are our best way to sell and make big money!

These three approaches aim to their markets without the need of detailing prices and focusing all on enrichment with their product. To give the unique qualities of their product, without mentioning prices and how to bargain is key.

Week 8 EOC: Creative Content

I want to target the 25-35 year old male that listens to the radio while driving his fast car through a radio commercial. My product is a Dark Chocolate, spicy, 10% alcohol stout beer. This “Mighty Beer” (brand name) commercial will start with a young man walking up to a bar, greeted by the bar tender. “Gimmie a Mighty”, the male actor says to the bartender. You then hear a dark, rich voice begin introducing the beer and how all the refined ingredients blend to make the beer. "Proposals relating to quality of life include controlling the ingredients that go into certain products and packaging and reducing the level of advertising “noise.” Proposals for preserving the world for future consumption include promoting the use of sustainable ingredients, recycling and reducing solid wastes, and managing energy consumption."Marketing: An introduction, Armstrong & Kotler. Pg. 523.

In the background you will hear the hiss of the cap popped, and poured into a glass, to help create that elegant and tasty sound of fine ingredients. A quick history on how Mighty Beer uses recyclable products and works with only one chocolate manufacturer to keep production precise and quality controlled.

The commercial will be an audio clip that will be pasted onto a couple beer bottles in different positions, a couple of squares of chocolate, and an image of a cayenne pepper. These images will slideshow as the radio commercial will be playing in the background. I will to the narrator’s voice, a friend will do the actor’s voice, and my significant other will be the lady bar tender.

Final Projcet: Implementation Evaluation Control

Let us start with the book; Direct and clear, 

“Through implementation, the company turns the plans into actions.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 54.

Nothing can replace action. Initially, getting Mighty Beer out to people’s lips will require foot work. The success of the uniquely brewed drink will depend on my initial footwork to local bars. In addition to that, here is another great point, 

“implementation addresses the who, where, when, and how.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 57.

Because the focus of the chocolate sensation focuses on the mid 20 to 35 ish male, and taking the drink to the local bars during happy hour, delivering the news through the local Rock stations should footprint a great start for the spicy brew some stage work. This initial buzz should get the drink heard of.

“Still, implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 57. 

Because of this, Staff selection has been elevated to its highest standard, ensuring the upmost best and ethical promoter of the Mighty Beer! Nothing can replace true promoters within the company. Overall, the book encapsulates the ultimate strategy by posing the following, 

“To be successful, companies must also be effective at implementation—turning marketing strategies into marketing actions.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 61.

After all these facts, let us see Mighty Beer take off and rule the palettes of Las Vegas! 

Final Project: Price

Setting a price tag on Mighty Beer is challenging because this business seeks the most profits, yet a quality product that stands on its own. However, even though there are samples of mistakes in the book like the following, there are some prices I believe wil fit properly to Mighty Beer.  

“Pricing is the number-one problem facing many marketing executives, and many companies do not handle pricing well.”

Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 275. 

The Spicy sensation will be available in three servings. The first option is having the beer in a 24 OZ bottle for $7.00. The second spash is offered in a six pack variety for $15.00. The third option is for the ultimate and distinguished gentleman with company: The Growler only available at selected bars. This exotic beast is available in the 85 OZ. Pitcher for $25.00. Here is my attempt to deliver excellence at a moderately priced drink.


Overall, the customer, our guest wants to feel like they are having dialog with us. After all, it is their money. Take a look at this, 


“customers are interested in more than just the price; they are interested in the total costs of obtaining, using, and disposing of a product. Customers want the product and service to be as conveniently available as possible. Finally, they want two-way communication.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 54.

Final Project: Promotion

As Mighty Beer is preparing to come out and pour itself to the world, there must be an exciting entrance. The four P’s discussed in the book make sense. The four P’s deliver a buzz for the crowd. The book says,

“Marketing stimuli consist of the Four Ps: product, price, place, and promotion. Other stimuli include major forces and events in the buyer’s environment.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 137. 

Initial response says make a party, create an exciting event...have a promotion. After all, promotion promotes your product! ...right?

“contrasts the selling concept and the marketing concept. The selling concept takes an inside-out perspective. It starts with the factory, focuses on the company’s existing products, and calls for heavy selling and promotion to obtain profitable sales. It focuses primarily on customer conquest—getting short-term sales with little concern about who buys or why.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 11. 

The plan is to simply make rounds with bar owners, like originally intended and subtlety contribute to the world of beer drinking. Mighty Beer is looking for the quality drinker, not the loud one. Not in bulk.

Final Project: Product

Mighty Beer could be perceived as just another; and that is understood. However, even though my new product is a new creative drink my angle is to promote an experience. The following quote delivers the essence of what Mighty Beer should do in order to stand out.

“Customers form expectations about the value and satisfaction that various market offerings will deliver and buy accordingly. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to competitors and disparage the product to others.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning 
Solutions. Armstrong & Kotler p. 7.

This quote tells nothing about specific products, yet it speaks volumes about a customer and their perceived experience. Also, Apple Inc. is highly successful in focusing on how to better an experience, opposed to flooding the market with their product.

“Apple’s obsession with understanding customers and deepening their Apple experience shows in everything the company does.”Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 136.

Of course, quality is not overlooked because my beer must be tasty if the advertising promotes it at such. The highlight and focus on tasting an exotic beer, heavy with alcohol content goes hand in hand with the quality experience. This beer is for quality young men, focused on the refined drinks in life!

Final Project: Distribution

As revealed in class, distribution requires much of a companie’s budget. Mighty Beer and its exotic ways will be available localy in Las Vegas for now. The budget is tight and in order to deliver that high quality product my small company should crawl before it can walk.

“We will also investigate distribution through cell-phone outlets maintained by major carriers such as Verizon Wireless.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. MP7. 

As mentioned in the SWOT analysis, my main focus at the moment is to network with all the bar owners I know in Las Vegas to distribute “The Mighty”. This company also focuses on redistributing its profits back into the company and produce more of the high quality beer, and be able to distribute farther out. One focus for the time being is internet orders and we deliver straight from our website to customer. In the book (Marketing: An Introduction) they mention some interesting and costly facts about distribution. For example,

“Although these firms primarily use traditional transportation to distribute DVDs, newspapers, and more, the Internet holds the potential for lower product distribution costs.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 333. 

Final Project: Target Market Strategy

Initially, Mighty Beer would be out to every 21 and older beer drinker, but now looking back that approach would be self-destructive. The following quote seems to agree, 

“The first question is ‘What consumers will we serve?’. Good marketing companies know that they cannot serve all customers in every way. Instead, they need to focus their resources on the customers they can serve best and most profitably. The second marketing strategy question is “How can we best serve targeted customers?” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 30.

Thus, Mighty Beer was redesigned and tapered to a much closer aim. I did find a guideline to better understand why and where to direct my hard-earned advertising Budget. 

“The company’s marketing strategy outlines which customers the company will serve and how it will create value for these customers. Next, the marketer develops an integrated marketing program that will actually deliver the intended value to target customers.” Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler. p. 12.

Of course, as one moves into more and more detail about targeting Mighty Beer these two initial questions will help focus and shape my inital radio advertising to get the most of my audience. The aim now is to promote during sports events, right after any local concert commercials, and as many rock stations possible.

Final Project: Situation or SWOT Analysis

To begin my approach with my new product, and analysis was written down to better understand my beer. The first one is Strenghth: Mighty Beer is exotic because of the quality ingredients, with the help of experienced brewers and growers. Even though excitement for Mighty Beer is high, unbiased approach is essential.

“Managing the marketing function begins with a complete analysis of the company’s situation.”

Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler p. 54.

Weaknesses: Small company competing with smaller budget than bigger brands that have bigger advertising budgets. Quite rare product.

Opportunities: Being in the Audio industry and having business acquaintances around the Las Vegas area will help start my advertising launch. Friends at local bars are willing to showase Mighty Beer for a three months.

Threats: Bigger companies can sell their product for much lower price. Exporting costs may demand big budget, and force local only distribution. Customer may not be ready for a new and rare taste in beer.

“The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand. Through implementation, the company turns the plans into actions.”

Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler p. 54. 

Now that an internal and unbiased plan has been devised, it is now time for execution. These quotes from the book bring light to an initial plan that can truly set the stage for first execution of Mighty Beer!

Final Project: Objectives

As the ideas of planning, promoting, and executing the product to public can become overwhelming There is one task that must be done first: Objectives, Objectives, Objectives! To materialize on paper and organize is key. That is why a plan on paper is essential for My upcoming Mighty Beer. The following quote struck my attention as it completely resonates with me.

“it forces management to spell out its assumptions about the relationship between dollars spent and promotion results. But it is also the most difficult method to use. Often, it is hard to figure out which specific tasks will achieve stated objectives.”Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions.Armstrong & Kotler p. 388. 

The first objective to promoting Mighty Beer is to promote through local radio stations and expose it through men’s favorite radio stations. I also realize that my step one could be hit or miss. An advertising agent for Audi shares,

“John Wanamaker, the department store magnate, once said, “I know that half of my advertising is wasted, but I don’t know which half. I spent $2 million for advertising, and I don’t know if that is half enough or twice too much.”Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions. Armstrong & Kotler pp. 388 - 389.

Many young, beer drinking men love their cars, their radio, and their beer. My aim is to understand that and send it through their speakers. I also realize the potential loss of advertising capital, but there must be an organized effort.

Final Project: Mission Statement

"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace." Marketing: An Introduction. Armstrong/Kotler. Pg. 6

This is a great opportunity to let my audience know why I am here, in their market. My Mission Statement for Mighty Beer is to: Deliver A rich and exotic way of drinking!

 "Instead, the mission should focus on customers and the customer experience the company seeks to create." Marketing: An Introduction. Armstrong/Kotler. Pg. 7 

To find beer is easy, and one can choose many ways enjoy beer. However, the fact that Mighty beer focuses on delivering a rich and exotic (dark chocolate and pepper) beer at a 10% alcohol level is truly unique for those men that want one beer to complete the job. This drink focuses on the refined individual that understand quality. He gets it.

Week 7 EOC: The Pitch

Can you remember that last beer you had? Was is cold? Was it exciting? Here is a beer with a twist. Imagine a creamy, almost-frozen stout beer with a velvet twist of spicy dark chocolate! This is no ordinary beer; It was made for the Mighty men of the world. I introduce to you: Mighty Beer. Breakfast of Champions.

This refined class of beer has been brewed with the finest roasted barley and world's best cocoa beans ever! Our brewers have taken this craft very seriously and make sure every bottle is sealed with the upmost detail. Not only is this beer the most unique in flavor complexity, infusing the stout with dark chocolate and cayenne pepper, it also has 10% alcohol content! This is a meal inside a bottle. If you’re a man’s man, this bottle is for you.

Mighty Beer will be smashing the stores in three different sizes. The six pack will be $13.99, 32 oz. $4.99, and The Growler $14.99. Mighty Beer is expected to be out this summer. So leave your old medieval ways behind and taste a new way of thinking. Why drink that wimpy beer that takes too many to feel the buzz, drink a bottle that has it all!

Week 6 EOC: Me X 3

When I think of footwear I think of Converse. I have found that over the 40+ shoe collection that I own this shoe always ends up on my feet. I was introduced to this elegant footwear back when I was about ten years old. Ever since then I have been a promoter. I chose this shoe because it is simple, easy to put on, extremely fashionable, and super universal! This shoe goes with anything, and I wear it with my casual gear, as well as with my suit and tie. I personally identify with this idea because as a songwriter I am always trying to keep my life simple and easy to manage so I can spend my time creating music and living happy. This shoe has me all over it!

This Microphone sets my intimate side. I have been a songwriter and producer for quite some time now. I write and record songs because I love capturing thoughts in mid air and making them mine. I can see the mouth of the universe open when I am alone in my studio, recording a piece of time through the microphone, this is my chance to sing.

As simple and old-fashion that I am, I also embrace technology. I am bit of a nerd and love my computer. Not only do I love my computer for all its possibilities, but I also work at Apple and love it! I chose the Apple’s Macbook Pro because I can create music, keep in touch with the world through the internet, keep all my memories inside my photo gallery, and stay productive with my work-ALL IN A TINY BOX! While the night is young and I look forward to sleeping when I’m 40 I will continue to work hard, and will  with my apple.

Week 5 EOC: Social Networks and Job Hunting

If marketers want consumers to feel a connection to their ambassadors and to feel that an ambassador is accessible, they have to look beyond the cool customers” who are typically thought of as influentials. The best ambassadors, he says, are “friendly, everyday brand loyalists who love to talk to people.

(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions p. 144). 

This is a great way to penetrate and find out from the public. By selecting individuals that are as neutral as possible results in more accurate data. 

Facebook is making a dent. VMware Inc., a Palo Alto, Calif., cloud-computing company, hired its first full-time recruiter dedicated to working on social networks in November and is building a team of recruiters who will focus on social platforms. 

In addition to using real and actual public and incorporating Facebook, the biggest Social network is double genius! Everyone knows about Facebook and how influential it is, so using this media is great! I do realize the possible anti-social mentality it can bring within our community, but as far as using to market and influence to go onboard with the product-FANTASTIC!

I don’t agree that too many employers are using Facebook to judge and decide on their potential candidates for hire. I think that resumes should be enough. I don’t see how Facebook, or any other social network should be used to accurately pinpoint a person’s character. We, as human being have multiple sides and the one we take to our employer should be enough.

Week 4 EOC: There's an App for that!

With our new digital world of smartphone living, and the iPhone being the most desired phone, a new app for those creatives has been born! Allow me to introduce SWEETRIFFS. This new app is fusing facebook and garageband, that incorporates voice memo (an app that is already preinstalled on your iPhone). Simply download SWEETRIFFS for free from the App Store and sign in. 

Musicians: How many times have you been musically inspired and the only mic you have is on your iPhone? Not only that, but you have other musician friends with that similar scenario? Now you can create “Sweet Riffs” on the fly...and share it with your buddies around the world!

The details are simple, and familiar. Most of us are familiar with social websites and locations. You can also meet up with other creatives if you accept locations. Download this app to see how many “Sweet Riffs” you can share, collaborate, and take on tour!

The lite version allows you to create an account, be friends and create networks with others, like and dislike in current forums, and much, much more. The Pro version (1.99) will allow you to upload and download voice memos from you and others into an idisk, share locations, track up to 8 different sounds, and even add FX...from your iPhone!

It’s time to get those ideas out of your head, into your iPhone, and into the phones of other musicians that are dying to hear your nice tunes. Here is your chance to be the first musician to create a full-length record directly from your smartphone. You can also publish directly to iTunes and many other digital libraries online. If your a musician on a budget, but have million dollar thoughts, download this app that will sound so sweet!

Week 3 EOC: My Demographics

“All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! executive. For them, “it’s not something separate. It’s just something they do.”

(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions p. 73). 

   
     This quote truly embodies how I feel about technology. I do feel the desire and need to connect with mother nature, but there is a natural flow with technology and its digital presence that I love to be a part of. I don't even think about it, really. It's just something I do! 

     For example, I have been using a portable digital recorder, my cell phone, and now my iPhone to record musical ideas. Being a songwriter in search for ideas, inspiration strikes anywhere. Technology has been a part of my creative process without thinking about it. I see digital life as a way of connecting with an enriched possibility, instead of replacing mother nature. I have embraced computers, cell phones, television, and all other technology to enrich my life. I am glad to be a part of this Generation Y.

Week 3 EOC: Boston Consulting Group - Video Games

I grew up in the 80's and Nintendo was the huge thing after Atari. Times have definitely changed for the gaming industry and there are two consoles, and one device I see interesting. The first device is the iPad. I see the iPad being apples cash cow. The iPad is already a smash hit for Apple, and soon to be the next big "console". The iPad will go from question mark to cash cow. http://www.gamasutra.com/view/news/37282/Analyst_71_Percent_Of_iPad_Owners_Play_Games.php

The Second console is by Nintendo (wii). I keep this company dear simply because I grew up on Nintendo. Unfortunately, I do feel they lack quality in graphics, power, and online experience. Nintendo seems to be in the dog category for now, and looks like it will stay in this area. http://video-game-consoles-review.toptenreviews.com/nintendo-wii-review.html

Lastly, the third console is the Mbox 360. This guy is seems to be the star at the moment. This console gives the upmost ultimate experience online. They seem to have a hold on the better games with multiplayer, processing power, and complexity within their games. The one factor I see with this console is the potential problems when interacting with credit cards, millions of players, and online interface worldwide. Remember Playstation last year? I also see this company in the star category, but I think they will lose ground soon and be in the dog. The securities compromise and high cost for the consumer can get exhausting. http://video-game-consoles-review.toptenreviews.com/xbox-360-pro-review.html

Week 1 EOC: Great Customer Service

      Can you remember the last time you experienced great customer service? How about terrible customer service? Let’s be honest, a negative customer service experience seems to stick out taller than the first. The company and employees are responsible for creating that positive environment. Let us use Apple Inc. as an example, by acknowledging how their employees are always so bright and patient. The last time I purchased my computer from Apple, the specialist offered me complete solution, and yet I felt no pressure to purchase all of the options. Their magic lies in their complete understanding that a conversation can truly bring out a sincere personality. Johnson & Johnson former CEO Ralph Larsen shares insight on how one can create a positive attitude for the customer to truly feel at home.

“The Credo should not be viewed as some kind of social welfare program … it’s just plain good business. If we keep trying to do what’s right, at the end of the day we believe the marketplace will reward us.” (Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions p. 12). 

Because I feel that Apple was selective in hiring that specialist that helped me, and because they are consistent with sharing the importance of creating a positive environment at their retail stores, the market place rewards them with astronomical profits! I will always buy Apple Products.

Week 1 EOC: My Voice

Hello, my name is Javier Garcia, and I am Songwriter and Musician. Early in my life I decided that my passion for writing, producing, and making a career in music would be my lifelong endeavor. I have gained experience through formal education in music and playing in bands. My words cannot explain the “Telephone Booth” experience I feel when I am working on a song. Actually, I have a song from my second solo record that is called “Botica Telefonica” that paints that feeling.

I am very proud to share that I have also recorded two solo records, in which I wrote, performed, and produced. The learning process has been immense, beautiful, and addicting! I am a multi instrumentalist that sings, plays Bass guitar, Six string guitar, and Drumset. During the last fifteen years I have become more and more intrigued in music production and the overall art of recording. The Art Institute of Las Vegas has now brought me to this city.

Las Vegas offers a plethora of venues where I can network, learn, and share my talents with music. With all the live shows, great talent that comes to record in studios, and the high level of international traffic I anticipated many opportunities.