Week 9 EOC: Narrative

In the beautiful Italy a small family enterprise purchases a distillery and revolutionizes rum-making on May 22, 1995.

My parents had been living in Italy for a long time before I was born, Vita was a vodka that they had been working on for a long time. Every step of the process reflectsVita’s dedication to quality and excellence. they went back to the united states so that I was born on that same day on may 22nd 1995 Vita was launched and distributed around various countries. 

They named their drink Vita because it means life, and living in Italy was just living la dolce vita, the sweet life. Vita represents life and the sweetness of it. While the rum quickly began winning awards for quality and technical innovation, the new company faced major adversities such as earthquakes, epidemic disease and financial distress. But the Vita family persevered ... I grew up to take care of the business. Today Vita is renovating and relaunching the new face of Vita, vita will focus on target young audience this summer and we hope to keep satisfying our customers with the best. 

Week 8 EOC: Creative Content

Being in fashion one of my main focus in my product is to make something trendy but also something fit for a customers who ones to be "IN". Vita is "Anything that can be offered to a market for attention, acquisition, or consumption that might satisfy a want or need" The product development is "A strategy for company growth by offering modified or new products to current market segments and trends." These Vodka is different from every other because of the original look and taste. These Vodka is imported from Italy and inspired by the younger generation and the act that everybody likes to follow a trend and be on style now in days. When you first try Vita you will get a “I did not expect these amazing flavor” look on your face. Once you get that “I did not expect these amazing flavor” look on your face you know that we did our job right.  Vodka was created for those and for anyone who is trying to have a good time and have fun. The product concept is "Vita is the happy life, the ultimate perfection."  

VITA ADD 2016

Implementation Evaluation Control

“Implementation, Implementation, evaluation and control are like the three legs of a stool; remove one, and the stool wobbles and crashes to the ground. (250)

Even minor purchases that may be affected by advertising messages lead to repeat purchases only if the product delivers the promised customer value. (519)

Price

Pricing is one of the most important elements of the marketing mix, and Vita has thought long and hard about what our price point should be. The cost for production, design, promotion, and distribution all have to be taken into consideration before making a decision. The unique look of the bottle and creativity spent on it will also be something to take into consideration.

We also have to take into account what our competition is doing business-wise. We have seen many product like ours in the United States, there are similar vodkas all over the country and manufacturers that we can compare competitively.  We have used 3 different pricing strategies, combined with our research, to aid in the final decision.  We have used psychological, competitive, and cost based pricing strategies to help achieve our final number.  And, this beautifully designed, colorful glass bottles will be sold at the low retail price of $30 dollars per 22 oz. [650 ml] bottles and six-packs of 12 oz. [355 ml] bottles will be $15.

-Price is the only element in the marketing mix that produces revenue; all other elements represent costs. Price is also one of the most flexible marketing mix elements. Unlike product features and channel commitments, prices can be changed quickly. (275)

Distribution

Direct distribution will take place via Internet sales and any personal 
sales in any store available to you. There will be distribution of Vita 
all over the world so that it is a drink anyone can drink if desired,
 even if you can't buy it at your nearest store in a far country 
you always have the option of internet. This method is used commonly 
to distribute low priced or impulse purchase products such as treats 
, soft drinks, and of course, Vita.  

"Marketing is simplistically defined as 

‘putting the right product in the right place, at the right place, 

at the right time.’" - Marc of Entrepreneurial Insights. (200)

They include resellers, physical distribution firms, 
marketingservices agencies, and financial intermediaries.
 Resellers are distribution channel firms that help the 
company find customers or make sales to them. 
These include wholesalers and retailers who buy and resell merchandise. (68)

Promotion

Not only will our amazing adds with life colors and amazing colorful bottles be enough to attract people but we will go beyond that. The development of the internet has changed the business environment forever.  Consumers are on average spending more time online then watching television.  E-commerce will be utilized to the fullest with online advertising.  Shoppers will be able to purchase our products from the comfort of their home 24 hours a day, 7 days a week.  Our entire product line will be available for purchase on our website.  We will also promote with the use of banner adverts and pop up advertisements.
Also our vodka is sold all around the world and is accessible in any liquor store.

Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotions), business customers (business promotions), and members of the sales force (sales force promotions). (432)

Product

We’re currently working on market testing and commercialization.  This new product is estimated to have a very long product life cycle. Vita is delicious in more than one flavor, affordable, and will be made available to the public after the may 2016.  We will try and take the lead this summer with this new fun drink that people will be dying to try, our target is simple, make peoples life happy. Young people is our target for this upcoming summer. 

Target Marketing Strategy

To gain this new target market is to sell a worldly experience in an everyday environment, people want to have fun and have good drinks. Our target is simple, young people. With the number of Night club and bars in the US alone, this new venture is designed to tap into that market, and our marketing analysts have predicted lucrative outcomes. Summer is perfect for us to show the world what vita is all about.

The marketing program builds customer relationships by transforming the marketing strategy into action. It consists of the firm’s marketing mix, the set of marketing tools the firm uses to implement its marketing strategy. (12)

Situation (SWOT) Analysis

SWOT Analysis: "A study undertaken by an organization to identify its internal strengths and weaknesses, as well as its external opportunities and threats."

Strengths Visible and easy to access in any alcohol store Packaging: Designed by an expert, labeled packaging to suit the design	Weaknesses Competitors may offer similar product(s) immediately Limited start up costs Less popular compared to other brands More popular and well-known chip brands
Opportunities Packaging: With our new generation of our consumers, they appreciate the higher end labeling and packaging. Expansion: Brand imported from Italy, several opportunities to expand	Threats Competitor Market: Expensive new marketing campaigns may soon develop due to competition amongst other vodka brands. Price: A huge variation in prices for supplies may occur.

Objectives

The specific goal of our company at present is to focus on marketing and production of our newest product, Vita.  The overall objective for our new marketing campaign is to promote brand since it is new and we expect it to be a hit this summer and acquire some loyal customers.  Our current progress includes recipe completion and product packaging design. Final edits on packaging is to be completed by end of this month. This objective will be fulfilled by our knowledgable staff and contractors.  All company resources have been made available, and all personnel necessary to accomplish these goals have been informed of the specifications

A company's objectives mean "The company’s objectives should be defined in specific terms so management can measure progress and plan corrective action if needed to stay on track. This section describes any major issues that might affect the company’s marketing strategy and implementation"

Business Mission Statement

Our company will strive to make our customers happy by bringing new sensations that appeal to the senses of this summer and their desire to accomplish that fun summer with out new drink Vita.  We also keep our prices low so that everyone can enjoy our delicious drink.  Our mission is to bring happiness into everyones life with this drink which is giving you life and making you feel young and free, this what life is all about, this is the dolce vita. 

But mission statements should be market oriented and defined in terms of satisfying basic customer needs. (39)

“If you are working on something exciting that you really care about, you don’t have to be pushed.  The vision pulls you.” - Steve Jobs

Week 7 EOC: The Pitch

'Vita'  the ultimate in perfection.

We must all agree vodka is one of the most popular drinks out there, too many different brands to mention and not really one like Vita. Vita is the happy life, the ultimate perfection. Vita is perfect for minglers and relaxing however it may be from laying next to your pool and having a fresh drink to having a nice dinner and drinks after. Our bottles are very special they basically represent the feel of the label, the colorful bottles are labeled by flavor, so depending on the flavor is the color of the bottle, the Vita comes in various flavors that are fresh and perfect for cocktails and for any fun environment that wants to have that feel of youth and relaxation. Vita is made with one of the purest quality water in Italy, "San Pelegrino". Pelegrino is an Italian brand of mineral water, and assorted real-fruit sodas, with carbonation .
Vita comes in different flavors such as Coconut, watermelon, peach, citrus and raspberry. Each drink comes in very modern colorful glass bottles. Price for this drink various from $10 per separate bottle to $40 per six-pack and $100 for regular large bottle.  Advertisement is always a delight to the eye and shows the youth behind this drink and what it represents. This drink will target young audience, Vita is for anyone who wants to feel young and fresh, and who doesn't? Vita is a happy way of living.