Week Seven EOC: The Pitch

Northern Lights Vodka is a premium vodka infused with the 4000 year old pristine waters of the glaciers in Alaska. Northern Lights is as crisp as the Alaskan sub zero nights.  Go ahead, enjoy a glacier in a bottle!  Northern Lights Vodka is distilled ten times, charcoal filtered, and infused with pure Mount McKinley glacier water to achieve the vodka's crisp flavor and purity.

Distilled and blended with the finest ingredients, our vodka is produced with a premium solution of crystal sugar and yeast, unlike other vodkas of wheat or rye.  Our vodka is distilled with the finest organic corn grown in Alaska by local Inuit farmers during Alaska's short summer months.

"Marketers need to understand customer needs and wants and the marketplace within which they operate. We now examine five core customer and marketplace concepts: (1) needs, wants, and demands; (2) market offerings (products, services, and experiences); (3) value and satisfaction; (4) exchanges and relationships; and (5) markets." (Kohler/Armstrong, Marketing:  An introduction, pg 6).

At Northern Lights Distillery, we understand consumer wants and needs when it comes to the need for a premium vodka.  We ensure at Northern lights the value and satisfaction of our project.

"Outstanding marketing companies go to great lengths to learn about and understand their customers’ needs, wants, and demands. They conduct consumer research and analyze mountains of customer data. Their people at all levels—including top management—stay close to customers. For example, Procter & Gamble CEO A. G. Lafley is known for actually going into customers’ homes to undertake his own ethnographic research to ensure that customers’ needs are well understood. Retailer Cabela’s Vice-Chairman James W. Cabela spends hours each morning reading through customer comments and hand-delivering them to each department, circling important customer issues. And at Zappos, CEO Tony Hsieh uses Twitter to build more personal connections with customers and our employees. Some 32,000 people follow Hsieh’s Twitter feed." (Kohler/Armstrong, Marketing:  An introduction, pg. 6).

Week 6 EOC: Movie Promotion

The movie I'm choosing to promote is the movie "Bling Ring'.  It's a movie based on events about a group of teenagers who are celebrity obsessed and they use the  internet to track the whereabouts of celebrities so they can rob the celebrities' property.

First, I would define would the target market is.  The I feel the target market is women, between the ages of 14 and 30.  The target market would be anyone who feels a connection with this movie, the actors/actresses, and anyone who is a fan of the Director Sophia Coppola.

"Dividing a market into smaller segments with distinct needs, characteristics, or behavior that might require separate marketing strategies or mixes" (Page 175).

Since we live in the age of technology, I would set up a website to promote the movie and the trailer.  I would load the trailers up to YouTube, Facebook, Twitter and other social media websites.  I would join online forms that are related to the target market and post forums for the movie.  I would market the movie through magazines and websites that are relate to the audience.

Psychographic segmentation divides buyers into different segments based on social class, lifestyle, or personality characteristics. People in the same demographic group can have very different psychographic makeups (179).

Today, we live in an era where many teens and young adults are fascinated with celebrities and reality television.  I would purchase air time to have movie trailers broadcast on channels such as Mtv and the E channel that target individuals between the ages of 13-35.   I would ensure these trailers play during popular shows such as "Keeping up with the Kardashians."

Demographic factors are the most popular bases for segmenting customer groups. One reason is that consumer needs, wants, and usage rates often vary closely with demographic variables. Another is that demographic variables are easier to measure than most other types of variables. Even when marketers first define segments using other bases, such as benefits sought or behavior, they must know segment demographic characteristics in order to assess the size of the target market and to reach it efficiently (176).

Also, I think many of the people interested in this movie would be interested in the story behind the movie.  I would pay the individuals who allegedly committed the crimes to be interviewed and published in magazines such as US weekly and OK magazine (big celebrity gossip magazines).  I think for the demographic groups who read these magazines, it would draw more interest to the movie.