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!