Week 9 EOC: The Narrative

Quality is a key value when creating Unicorn Vodka and the process is built to create the finest grade of vodka. It goes through four distillation processes with the use of a plate column and a lot of cooling water to achieve maximum reflux helps to produce a clean balance spirit devoid of noticeable impurities. Creating a smooth vodka is important to us, because we want you to enjoy the natural flavor of a pure vodka. To ensure that smooth expensive taste we filter the vodka seven times, the last three times through Herkimer diamonds and infused with gold flakes. With providing such a pleasurable drinking experience Unicorn Vodka captivates your senses and intrigues your mind. The diamond shaped bottles makes your mind wonder because the bottle is laying on its side with an iridescent hue flowing through the bottle. The richness of Unicorn Vodka is to empower those who feel different from the rest of the world and give them the confidence to be a proud plur baby. Unicorn Vodka was made by creatives to stimulate the senses and enhance the drinking experience of other creatives. Unicorn Vodka is personally tasted before bottling to guarantee the highest quality and ensure customer satisfaction.    

Week 8 EOC: Creative Content

As a Fashion and Retail Management student I love to experiment with colors and shapes. My creative content will consist of a mockup of the official Haus of Unicorn VIP Lounge where Unicorn Vodka will be distributed. The VIP lounge will consist of four LED light signs that say Haus of Unicorn VIP Lounge which will be placed at the side entrance, the front facing the stages, the opposite side of the entrance, and inside the lounge that will be accessible for pictures. There will be unicorn folates and LED lights in the pool, giant balloons that spell Unicorn Vodka, fuck yea and kawaii will hover near the couches, charging station and the pool. The floor will be rainbow printed, the bar will be white with purple and blue LED lights so the Unicorn Vodka bottle will look like it’s lighting up. Lastly there will be two giant seven foot blow ups of the vodka bottle on the ends of the bar.

The Haus of Unicorn VIP Lounge will be the best place to party at electric music festivals, mixed genres festivals and art/paint music festivals. This VIP lounge in particular will keep everyone cool while dancing in the heat and will give this epic pictures to show their friends what they are missing out on at that very moment. 

Implementation Evaluation Control

It’s been six months since you purchased your $500 ticket to the electric music festival Haus of Unicorn VIP lounge and the event is this afternoon. You have handmade an outfit for each day of the three day festival and your bursting out of your skin with excitement. Once you have gotten through the VIP line you are greeted by a LED light sign that says Haus of Unicorn VIP lounge and you step on the rainbow floor as you make your way to the bar. To start the party you order a double shot of Unicorn Vodka on the rocks which is on promotion 2 for 1 and is prepared in a cup that is flashing lights the smooth taste of diamond filtered vodka cools and refreshes your pallet. You are happy that you have found a vodka that taste so refreshing it’s almost like water and you allow Unicorn Vodka to enhance your festival experience. “The sales force serves as a critical link between a company and its customers. Given its role in linking the company with its customers, the sales force must be strongly customer-solutions focused” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 414. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). During the first year of the Haus of Unicorn VIP lounge and the private Unicorn Vodka bar I will evaluate the strength of my marketing plans and techniques. Selling Unicorn Vodka in partnership with popular music festivals will give me specific numbers of VIP ticket sells, bar sells and social media use to gage how my efforts are growing my brand and the reaction from our customers. “Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, they are creating and managing customer experiences with their brands or company” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 209. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). This will help Unicorn Vodka notice any weaknesses in marketing and gage the market to make the necessary adjustments to better serve the market. The ultimate goals are to gain a loyal customer base with the Unicorn Vodka brand, make Haus of Unicorn followers into Unicorn Vodka consumers, and producing a quality product.    

Price

“When setting prices, beyond the market and the economy, the company must consider a number of other factors in its external environment” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 284. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). If sold in liquor stores Unicorn Vodka will be priced at thirty-four dollars and ninety-five cents for a 750ml bottle, making it a competitor of Grey Goose, Belvedere, and on the heels of Ketel One. “The company adjusts its prices to reflect changes in costs and demand and to account for variations in buyers and situations. As the competitive environment changes, the company considers when to initiate price changes and when to respond to them” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 285. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Depending on how well Unicorn Vodka is selling in stores during the first year the price mat increase or decrease depending on the demand. 

Distribution

“Companies can design their distribution channels to make products and services available to customers in different ways” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 313. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Distributing Unicorn Vodka exclusively at popular music festivals in the United States promotes the high energy experience we are looking to give our creatively self-aware customers. Having control of the atmosphere to distribute the vodka gives us the chance to serve our alcoholic beverage properly and our creatives can enjoy the total experience. At the Haus of Unicorn VIP lounge bar Unicorn Vodka will have a cocktail menu to show the various ways to consume the liquor even though its best served on the rocks. “Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain…They try to forge a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 310/311. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Serving the liquor with an alternative cocktail menu will prove that Unicorn Vodka has a smooth extraordinary taste that compliments any cocktail mix of your liking. After three years of exclusivity to popular music festivals and the Haus of Unicorn VIP lounge Unicorn Vodka will be sold at select liquor stores.  

Promotion

To maintain quality control Unicorn Vodka will be featured exclusively at popular music festivals more specifically at the Haus of Unicorn VIP lounge. Having control of the environment we can treat it like a focus group to obtain information on how the market is reacting the product. “Sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 431. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Unicorn Vodka will be the only vodka served at the bar along with a well-crafted cocktail list that will highlight the flavor of the vodka. The cocktail flavors will take the essence of the iridescent colors of the vodka bottle and leave you with an elegant taste that matches the diamonds that we use to filter the vodka. “Sales promotions are usually used together with advertising, personal selling, direct marketing, or other promotion mix tools. Consumer promotions must usually be advertised and can add excitement and pulling power to ads” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 432. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). The music festival will create an upbeat, whimsical, intense environment to the experience of Unicorn Vodka to match its iridescent colored bottle. Unicorn Vodka will only be available at the Haus of Unicorn VIP lounge that requires the age of twenty-one for admission and the purchase of a VIP ticket in advance online from the music festival. 

Product

“A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it,” says one marketing executive. Successfully managing the customer experience is the ultimate goal, adds another” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 209. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Unicorn Vodka is more than just an alcoholic beverage, it’s an experience of a lifetime. Unicorn Vodka provides a special party environment that is unique to the music festival experience. The diamond shaped bottle gives the kawaii lifestyle a touch of elegance that excites the senses. The vodka bottle lays on its side and the cosmic iridescent hues change with each position. The vodka is clear with gold flakes and its neutral attractive aromas of grain, nuts, and minerals give a refreshing medium body and crisp finish. “Experiences have always been an important part of marketing for some companies. Disney has long manufactured dreams and memories through its movies and theme parks” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 209. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Unicorn Vodka is a superbly silky, elegant, and delicious vodka that is fantastic on its own and will be perfect in cocktails. While enjoying Unicorn Vodka you will also enjoy an experience to match its taste.  

Target Market Strategy

Unicorn Vodka is targeting males and females but specifically a certain type of male and female. Together they share a love for the night life, fashion, sex and the legal drinking age. “The marketing management philosophy that holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 10. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online).

Meet Leo: He is a fun outgoing young homosexual male that loves to party between the ages of 21-27. He is 100% into his image, driven by sex and stays up to date on all of the latest trends. He is experimental when it comes to his personal style and loves playing with silhouettes. He views music festivals as a must have in his life and his closet is his most prized possession. Leo has a relative minimum income of $27,000 a year and does a lot of work on the side to maintain his image.

Meet Kandi: She is an adventurous kawaii babe that is a true free spirit driven by sex between the ages of 21-29. Her fashion style of the day is determined by the way she feels in the morning but is always bright and colorful. Her friends constantly think she’s on her way to a music festival because she’s always dripping in color and lives for the flashing lights. She is the ultimate fembot with a highly active Tumblr account. Her most prized possessions are her plush toys and she wouldn’t be caught without her nails did. Her income is between $18,000 and $24,000 a year, also while modeling for certain brands she receives clothing as payment.

By selecting a specific target market we are allowing ourselves to serve our customers well. By selling Unicorn Vodka at music festivals we are delivering our customers an experience to satisfy or exceed their needs. “Some people think of marketing management as finding as many customers as possible and increasing demand. Instead, the company wants to select only customers that it can serve well and profitably” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 9. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online).

SWAT analysis

“Managing the marketing function begins with a complete analysis of the company’s situation. The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 54/56. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). When it comes to creating methods for promotion and advertising my background in content marketing development and fashion has embedded me with the skills and knowledge to drive my business to success. With Haus of Unicorn hosting the VIP lounge at select music festivals it allows Unicorn Vodka to supply the party goers with a great tasting vodka which will also be the only brand of vodka sold at the bar. You can read more in depth about the VIP lounge in promotion section. For my SWOT analysis, the strength and weaknesses are internal factors. Our weakness would be having a complete understanding of the vodka process and executing the best product. Sine our vodka is triple filtered through diamonds it’s important that we master how to properly work with vodka and diamonds together. The external factors would include opportunities and threats, most of the time things we cannot control. “Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 54. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Consumer trends, marketing, weather are some examples of external factors. For me consumer trends, music festival ticket sales, vodka sales and marketing are the biggest for me to worry about. The consumer trend on vodka sales is currently going down in compresence to whiskey. Which creates a lane to develop a marketing strategy that can bring a mass group of music festival attendants a vodka experience that they cannot buy in stores. Even though these external factors are negative I always stay positive to give my business the positive attention it deserves. 

Objectives

With there being an over whelming amount of vodka brands it’s important that Unicorn Vodka creates an atmosphere that matches the vodka essence that is truly one of a kind. When our customers see the unicorn logo they have a since of security, acceptance and slowly move into the color stimulating fantasy of a festival adventure. “Companies need growth if they are to compete more effectively, satisfy their stakeholders, and attract top talent. “Growth is pure oxygen,” states one executive. “It creates a vital, enthusiastic corporation where people see genuine opportunity” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 45. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Since Haus of Unicorn, LLC is supplying music festivals with an exclusive VIP lounge makes this is a successful partnership to reach a bigger audience for Haus of Unicorn, Unicorn Vodka, mobile pool service and Insomniac. Developing this partnership gives us all the opportunity to grow in different areas like: customer value/relationship, marketing and strategy. “More companies today are partnering with the other members of the supply chain—suppliers, distributors, and, ultimately, customers—to improve the performance of the customer value delivery network” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 48. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). 

Business Mission Statement

Unicorn Vodka’s mission is to foster the lifestyle of those who love the late nights and bright colors.“The most basic concept underlying marketing is that of human needs. Human needs are states of felt deprivation" (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 6. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online).  We want to empower those who feel different from the rest of the world and give them the confidence to be a proud plur baby. Unicorn Vodka was made by creatives for creatives that stick out like a sore thumb who welcomes each person into their festival experience with open arms. Unicorn Vodka caters to all of our creatives needs, wants and desires so they can have the festival experience of a lifetime. "They include basic physical needs for food, clothing, warmth, and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression. These needs were not created by marketers; they are a basic part of the human makeup” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 6. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). 

Week 7 EOC: The Pitch

Unicorn vodka is mashed and fermented with corn, rye, wheat and barley. Hot water, milled grain, enzymes are the only ingredients used in our mashes. Fermentation is usually a five day process and we keep the cooling at a consistent temperature during this time. This helps with the development of a consistent flavor profile and maximum productive efficiency. It goes through four distillation processes with the use of a plate column and a lot of cooling water to achieve maximum reflux helps to produce a clean balance spirit devoid of noticeable impurities. Then it’s filtered seven times, the last three times through Herkimer diamonds thus creating our 80 proof vodka that is 40% alcohol by volume. “A brand is the company’s promise to deliver a specific set of features, benefits, services, and experiences consistently to the buyers” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 230. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online). Unicorn vodka will be exclusive to popular music festivals in the United States and the vodka will be presented and promoted through Haus of Unicorn, LLC. Unicorn vodka will be featured exclusively at the Haus of Unicorn VIP lounge which includes a private pool, bar and exclusive promotion decorations to encourage social media post. The lounge will be in the back of the festival facing all three stages so our VIPs can see everything at the festival. The reason Unicorn vodka will be exclusively available at music festivals is because Haus of Unicorn is partners with a mobile pool company that wants to showcase the mobility and durability of their product. Since it’s usually over 100 degrees at most festivals this pool will allow party goers to cool off while having a great time, it will also cut down on the amount of people that pass out from overdosing and heat exposure. “Brands represent consumers’ perceptions and feelings about a product and its performance—everything that the product or service means to consumers” (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10^th Edition. Pg. 228. Pearson Learning Solutions, 01/2010. VitalSource Bookshelf Online).