Marketing Mix: Product

This is our product, " We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need." (Marketing: An Introduction Armstrong/Kotler pg 209.). Rock-It vodka begins with the finest organic wheat and rye grown during the deepest colds of the mid-west winter.  This results in our highly distinct and refreshing taste.  Once fermented we mix this with only the purest mountain spring and rain water from our wells high in the Sierra Nevada mountain range. Then our vodka is triple distilled with a charcoal distillation method for a crisp, clean, and refreshing taste.  As far as variety goes we will maintain our focus on delivering only one high quality type of vodka for now.  The design  of our bottle to house our premium vodka will be the shape of the body of a guitar, elegant yet with hard edges on the sides of the bottle.  The neck of the bottle will resemble part of the neck of the guitar and will taper off into the cap.  The neck and strings of the bottle will be clear glass and you will be able to see through the bottle. This part of the bottle represents the clear, visible, and classy side of everyone, or the part that is easiest to see.  As for the body of the guitar, it will be all black, to represent the wild side in everyone; it is reminiscent of a dark rock club at night.  Designed into the body will be our brand name Rock-It in a curving, stylish and recognizable font, that part of the bottle will be clear as well, as we want our customers to know that is both our name, and our message.  Our message is that we dare the customer to be the very best at whatever they do and Rock-It.  Our bottle, which is made completely of recycled glass helps contribute to our company's commitment to sustainability, where we hope to be recycling our own bottles one day to create greater value for consumers.  It will be a good density and won't break easily.  The bottle size will be the standard 1.75 liter bottle, if we are succesful we may also create a half gallon or 'handle' size as well.  Through all of this we hope to capture customer value and that customers begin to adopt our product, "The product adoption process is made up of five stages: awareness, interest, evaluation, trial, and adoption."( Marketing: An Introduction. Armstrong/ Kotler pg 168).  Through our product design, quality, and focus on delivering the highest quality product Rock-It Vodka has its strategy for its product laid out for the future.