Week 10 EOC: Business Mission Statement

Rock-It Vodka's mission is not just to masterfully handcraft and deliver  the most refreshing vodka of our generation.  From our water wells high in the Sierra Nevada's that capture our crisp, clean mountain spring and rain water, to our devotion to our organic wheat and rye mixture grown during the deepest cold of a Minnesota winter leaves our vodka with a highly distinct and unbiased flavor. We don't just want to bring people together,  but to create a worldwide culture of enjoyment and unity among our customers.Whether they love a smooth, sophisticated evening on the town, or a night of socializing and playing hard; we are the best of both worlds.  The only drink for whatever eccentric lifestyle you own.  Rock-It dares you to be your very best at whatever you do, no matter what you do! This is Your drink, your night, your party, your life; enjoy it however you want!

Our mission statement, as you read above, "begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be? These simple-sounding questions were among the most difficult we will ever have to answer."(Marketing:An Introduction. Armstrong/Kotler pg. 39).  When we started out, from where we were standing, there was nothing to really bring many people together.  We found that strange, as enjoying a drink is often to be a social occasion, why did there have to be such division in the world of enjoyment.  This seemed silly to us, so we began to plan how we could create such a delicious beverage that people from all different walks of life could get together and discuss the good, the bad, and the in-between of the world; more importantly to us though is that they could enjoy themselves while doing it.  So our brand Rock-It dares people to be their very best, no matter what it is that they're doing, and to challenge others to do the same!  "Customer-driven companies research current customers deeply to learn about their desires, gather new product and service ideas, and test proposed product improvements. Such customer-driven marketing usually works well when a clear need exists and when customers know what they want." (Marketing:An Introduction. Armstrong/Kotler pg.11 ). And because we drive our customers to be their best, they expect nothing less from us as we strive to be THE new legendary name in our industry.

Week 8 EOC: Creative Content

For my brand, Rock-It Vodka, I will be creating a thirty second audio commercial to promote my product.  Featuring some results from my out of class marketing research, I will be creating the 'sound of the Rock-It'.  My research asked a group of acquaintances what their favorite way to drink vodka was.  For a simple question, as expected I got a wide variety of answers that I think fit my brand, and the idea of my brand quite well.  Some answers I got run from the traditional, straight on the rocks, to with cranberry juice, and even 'out of a beer bong!'.  I was very pleased with all of the answers.  So I will be using some of the answers I gathered, and using my brands balance between classy and wild to create some content for the ad.  I will be using the program Pro Tools that I have at my disposal at home to capture the audio along with my high quality cardioid microphone. I will also write a short piece of music to go in the background of the commercial. Putting all of that together will help my brand be recognized for it unique ad campaign, and hopefuly a pretty good jingle too!  Radio listeners would hear my advertisement and their next thoughts would be of enjoying Rock-It vodka in their favorite way; imagining relaxation or partying the night away.  The music of the ad will be a mix of styles, overlapping between futuristic techno beats intertwined with the sounds of rock guitar.  The combination will hopefully elicit a desire for individuals who have a mixed personality, those movers and shakers in the world who are trendy and hip in more than one way.  Rock-It vodka delivers premuim taste along with class, just a little on the wild side!

Week 7 EOC: Pitch

Picture yourself sailing upon white-caps on a beautiful, windy lake in the summertime, enjoying drinks with your friends in the sun.  Each person has their own glass, yet each drink and, of course, each person is an individual! We all have different tastes, so why be boxed in?  Rock-It Vodka wants to inspire you to take-off and do your own thing. Take a sip of this ultra-smooth premium vodka, triple distilled with purified mountain spring and rain water from high atop the Sierra Nevada mountain range.  Once you taste its clean, rich flavor you will know this is vodka like no other.   Perfect for a nice evening out in your finest dress clothes; try a Rock-It on the rocks, or even an exciting night surrounded by the sights and sounds of a grungy music venue.  To embody all of this we deliver Rock-It to you in a shapely glass bottle which resembles the body and neck of a guitar. Guitar is an instrument that embodies both class and unpredictability, much like the vodka. The bottle, made entirely of recycled glass, is part clear; representing that bright, classy side that we all flaunt from time to time.  The other half of the bottle is opaque, which is there to represent the wild side in all of us.  Because of our stand on sustainability for ourselves and our planet, Rock-It can share our premium wheat and rye vodka with you all at a highly affordable price. As we do our best to consume resources responsibly, we hope that you will be sure to consume our vodka responsibly as well, life is too short and far too many things to do!  This vodka is the perfect drink for whatever eccentric lifestyle you own; this is your drink, enjoy it however you want, and Rock-It!

Week 6 EOC: Social Networks and Job Hunting

Companies are beginning to search for employment opportunities in place of the traditional method of hiring new employees.  "More companies are trying to tap Facebook Inc.'s 750-million-plus user base to find new employees, threatening
traditional job boards and competing with LinkedIn Corp., which has dominated the online professional
networking arena."(http://online.wsj.com/article/SB10001424053111903885604576490763).  While this could lead to many opportunities in our current economic downturn providing opportunities to many who would otherwise have none; doing such could be a double-edged sword.  Getting too involved in a potential employee's Facebook account could potentially damage their reputation and chance for a job because a company decided to dig into this persons life.  Just as I am sure that sometimes people are put off if a company contacts them through Facebook for a potential job opportunity. "Jeff Vijungco, vice president of world-wide talent acquisition for Adobe Systems Inc., said that in focus
groups, prospective job candidates were sharply averse to being contacted through Facebook for jobs." (http://online.wsj.com/article/SB10001424053111903885604576490763).  While there are risks from that end using social networking to increase the market of a brand is becoming more popular with each passing day.  Most companies that are around certainly have a social network page to connect with their consumers. Some companies are even  using it to their advantage by creating roles for the consumers to express their love of a brand to friends, family, and other fans over the web.  "Brand ambassador programs leverage the power of peer-to-peer communication. Consumers hear about products and brand experiences from others just like themselves—people they trust—rather than from commercial marketing sources."(Marketing: An Introduction. Armstrong/Kotler pg. 143). While it is hard to say where this trend is leading is it certain to say that it will be most interesting to see where it leads.
eting: An Introduction

Week 5 EOC: Me x 3

There are few things in my life that define me so clearly as a guitar does. While it doesn't seem like it's a factor that would make such a difference, as its not around me all the time, it in fact does make quite a bit of difference.  Throughout my life I've been just a little misunderstood by some people who aren't close to me, but when they see me with my guitar they can tell how my guitar and myself belong together.  My guitar may not be individual looking from the rest of any black Fender Stratocaster, what is different though is the sounds I make with my guitar.  Plus, there's a certain amount of comfort with using my own guitar as opposed to using someone else's guitar. My guitar is a part of me because it is the median through which I create music, and music defines me. 

Another big piece of my life that defines me would definitely be my love of Converse High-Tops.  I've always felt very comfortable in them for some reason, though they aren't exactly designed for that.  It's always been a mystery to me why I feel like that, but now that I really think about it I believe that because I feel comfortable I project more of a relaxed attitude out into the world. That is important to me because I spend my days doing little things to make people happy, whether they realize it or not. My High-Tops tend to be slightly eye-catching due to my 'giant clown feet'.  Nothing feels better on stage when I'm playing music with my band and dancing like crazy in my Converse.

My green suspenders, while I must admit are worn for style mostly, I do wear them to keep my pants secured from time to time.  During my childhood I would wear them a lot for some reason, and as I got older belts always seemed so boring. With the studded belt craze belts also got quite expensive as well so I figured out a way to break myself from the mold, in the most affordable and awesome way possible.  My suspenders get a lot of attention, with my added 'flair' people often look at the buttons on mine and find some amusement and joy in that.  My suspenders define me especially when I'm out and about with my band, promoting and handing out flyers. Much like a regular business, even I must have something eye-catching or enticing to offer people.  The more i wear my suspenders the more i grow attached to them, this way I know for certain it is something that will stay with me for all my days.

Week 4 EOC: B+B vs. Consumer Marketing

Though there are many avenues of consumer marketing that ultimately drive a person to purchase a product; the very same thing could be said about business-to-business marketing, only, the stakes are much higher. "Did you know that GE’s consumer products contribute less than one-third of the company’s total $183 billion in annual sales? To the surprise of many, most of GE’s business comes not from final consumers but from commercial and industrial customers across a wide range of industries."(Marketing: An Introduction. Armstrong/Kotler pg. 158). Consumer marketing tends to be on a much smaller scale relatively to business marketing.  A customer goes to buy a new television or stove and the purchase, whether for better-or-worse will last for several years before needing to find a replacement product. When businesses turn to each-other for goods and services they will often invest millions of dollars into that business that they are working alongside. "Also, with GE’s business customers, buying decisions are much more complex. An average consumer buying a refrigerator might do a little online research and then pop out to the local Best Buy to compare models before buying one. In contrast, buying a batch of jet engines involves a tortuously long buying process, dozens or even hundreds of decision makers from all levels of the buying organization, and layer upon layer of subtle and not-so-subtle buying influences."(Marketing: An Introduction. Armstrong/Kotler pg. 158). While one might presume that businesses are just trying to get that "quick sale" from consumers, its evident that they truly care about creating value with the consumer otherwise they would stop selling to the public and make businesses their priority.  I believe these two uses of marketing are very different in scale, but one of these without the other would cause a firm to crumble.  Companies work together with each-other to create a similar value that a business strives for with their consumers. "More broadly, people throughout the entire GE organization know that success in business-to-business markets involves more than just developing and selling superior products and technologies. Business customer buying decisions are made within the framework of a strategic, problem-solving partnership. “We love the challenge of a customer’s problem,” says the company on its GE Transportation Web site." (Marketing: An Introduction. Armstrong/Kotler pg. 159). While a company may gain more profits from a business relationship, it would mean nothing without its greater goals and vision which are achieved through promoting value to everyone.

Week 3 EOC: My Demographics

As a millennial, I am at a distinct advantage in the world with the technology our world has at my fingertips.  Since I have been grouped into this demographic I've always had feelings like sometimes I don't fit  in with the mold very well.  While I do crave technology as much as anyone else my age, I also feel just fine out in the woods exploring and gaining knowledge that way as opposed to discovering the world through a computer screen.  That does create an advantage of sorts being able to reach out to many different sources of information and growing from it.  I do agree with how they place me, but at the same time part of myself feels like certain aspects of Generation X speak to me as well as far as being weary and wary of marketing.  There is so much to life it would be wrong not to crave experience many different things in the world.  All aside, I'm most certainly glad that I exist during this great generation of change and growth, knowledge, and soical connectivity.

Week 3 EOC: Making Money for Good

One company that is truly about making money for a positive impact is Product (RED).  As an organization they partner with other comapanies who strive to see a better world, a world without HIV/AIDS.  One very appealing product that is in their line is their Product (RED) iPod Nano. 



"The purchase of 1 (PRODUCT)^RED iPod nano could provide over 3 weeks of lifesaving medicine to someone living with HIV in Africa." (http://www.joinred.com/partners/#!/shopred/apple-ipod-nano/).  This is a great pairing for such a worthy cause as many apple users seem to be consumers who are very tied into greater socially-minded events.  RED is doing much to impact the epidemic in many different parts of Africa and the World as a whole.  One hundred percent of the money given to RED it is dirrctly donated to their global fund that is put into giving treatment and spreading awareness to the many that are affected. 

 "We all have tremendous power. What we choose to do or even buy, can affect someone’s life on the other side of the world.

In 2010, 1,000 babies were born every day with HIV.
In 2011, that number was down to 900.
By 2015 it can be near zero. We can stop the transmission of HIV from moms to their babies." (http://www.joinred.com/aboutred/the-red-manifesto/).  Their strategy and social-mindedness is clearly defined in their manifesto, and companies who stand aside them agree that its for the best interest of the world. The value of such partnerships become staggering as that bright red and logo stand out among many products around the marketplace, and the numbers don't lie. " Since its introduction, (PRODUCT) RED has generated more than $190 million — more than $50 million from Apple alone — for the Global Fund. "(http://www.apple.com/product-red/).  Through brilliant marketing and a commitment to help make the world a better and brighter place for everyone Product (RED) is a shining example of making money for not just good, but for greatness.

Week 1 EOC: Great Customer Service

Guitar Center has time and again given me great customer service. However, one time in particular stands out in my mind.  I bought a used drum set during a Friday the 13th sale at no slim price, looked over everything and purchased it the same day.  The drum expert knew his stuff as he helped me put together all the pieces I needed including cymbals, stands, and everything else.  After I got home and put the set together I realized that one of the mounting screws for the snare drum was broken already.  They really stand by their 30 day return policy.  I came in a couple of days later with the snare, but they didn't have the screw in stock that I needed. The same clerk that initially helped me called Yamaha and ordered the part then and there. Also, because my kit was still under warranty even though it was used he said the screw would be free.  A couple weeks pass and the part finally came in.  A glitch in their system hadn't shown that it was already payed for, and a few minutes later the same clerk talks to his store manager and gets approval to give me the part.  This is a great use of marketing on a whole store level as everyone in the chain made sure that I was being taken care of.  That is the reason I continue to shop at their store.  "Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences involving a product, service, idea, or other object. Beyond simply attracting new customers and creating transactions, the company wants to retain customers and grow their business. Marketers want to build strong relationships by consistently delivering superior customer value." ( Marketing: An Introduction Armstrong/ Kotler  pg. 8)

Week 1 EOC: My Voice

Music is the median through which we experience the universe.  This basic idea has been a guiding light for me for many years.  To me, all sound is music, from birds chirping in the morning, to cars driving by, or two people just having a conversation.  Capturing pure sounds onto a computer and being able to shape them into beautiful music is an amazing thing.  Sharing this with others is what I do with my life.  I would love to one day create some music or sounds so powerful that it inspires someone to follow the same path that I have chosen, much the same as what happened to me when I was much younger.  The mystery of sound is magical; something carried by air that links everyone together. Every night I dream of beautiful music in my mind and when I awake, it is still with me. While I do love creating music on stage with my band being on the other side of that and capturing those sounds at their best really interests me.  Music is beautiful because it is an intangible link between each and every person and culture on this planet, and the mystery of that is what truly drives me forward in my pursuit of sound.

Week 2 EOC: Boston Consulting Group - Video Games

In today's world the video game industry has blossomed in ways that nobody had ever thought possible.  With such expansive growth within the industry there are bound to be individual platforms that rise above the rest, and others that flounder in the wave pool.  Though during this most recent year there have been more avenues for video games to be developed which has ' changed the game' so to speak.  The  most recent generation of video game systems; the Playstation 3, Xbox 360, and the Nintendo Wii have brought more variety to the world than ever before.  On top right now, the shining star of the gaming world has to be the birth of the mobile gaming craze.  Everyone who owns a phone or a tablet knows all about the wide variety of games to choose from, really something for everybody.

"How very 2012 it was for a game like Draw Something to capture the world’s attention in February; attract about 14 million players a day in April; seduce the FarmVille company Zynga to buy the game’s maker, Omgpop, for $180 million; and by the end of the month have its daily player base fall to 10 million daily."(http://www.nytimes.com/2012/10/07/arts/video-games/video-game-retail-sales-decline-despite-new-hits.html?pagewanted=all&_r=0). This shows how popular the ' pick-up-and-play' option has become over such a short amount of time. 

While there are the new contenders rising to the top there are those platforms that are staying consistent in their quality and also with their sales.  The Playstation 3 had a rough start when it first joined the console wars, but has lasted for the past 5 years with a good amount of longevity. Releasing new flagship titles and partnering with popular game franchises is helping Sony keep its cash cow alive to this day. "Sony’s (SNE) “super slim” PlayStation 3 is off to a good start despite the console’s price actually increasing. According the MCV, Sony saw a 138% increase in PlayStation 3 sales with the release of its smaller, lighter game console in the United Kingdom." (http://bgr.com/2012/10/02/new-playstation-3-sales-sony-sees-138-percent-increase/).

It is easy to see who the two most popular and most functioning platforms are but what about the underdogs? Seeing as how popular these new mobile phone games are, (and how cheap) ts no wonder why people arent going out and buying handheld gaming devices like the Nintendo 3DS which even tries to incoporate the popularity of 3D entertainment in with their system, and still coming up unsuccessful.  Handheld devices simply cant compete against the availability and price range of the mobile games at the convenience of pulling a cell phone out of your pocket. " Nintendo again made a loss for the six months ended September 2012, but a far smaller one than last year. Nintendo lost 27.9 billion yen (£219m) in net income, an improvement on the 70 billion yen (£551m) lost during the same period in 2011." ( http://www.eurogamer.net/articles/2012-10-24-3ds-sales-weaker-than-expected-overseas-despite-japan-success).  

The real question is...who will be next to rise up? There are more new systems being developed constantly and certainly more games being created all the time.  The question mark of the video gaming world is really trying to figure out how players will be able to continue playing in this new realm of gaming.  The power of the internet of course holds the key.  Currently there is no way of knowing who wil be the next big dog of the gaming industry.