Implementation Evaluation Control

“The principle of innovative marketing requires that the company continuously seek real product and marketing improvements. The company that overlooks new and better ways to do things will eventually lose customers to another company that has found a better way.” (Chapter 16)

Gold Button is committed every step of the way to building its brand to its patrons satisfaction. Weighing the results of cost effectiveness to the reaction of domestic and foreign markets will be at constant observation. Ensuring control over cost to ensure the market value is not depreciated by discounted prices to maintain its exclusivity will also be at watch. Packaging will be a part of market analysis throughout the course of seasons and overall throughout the lifespan of the bran.

“Companies can also obtain good new-product ideas from any of a number of external sources. For example, distributors and suppliers can contribute ideas. Distributors are close to the market and can pass along information about consumer problems and new-product possibilities. Suppliers can tell the company about new concepts, techniques, and materials that can be used to develop new products.”

Gold Button will be presenting its new product's collection that will give the product its finishing image. The Swaddle is a gold chained carrying apparatus with a handle, embezzled with stones. Gifted to you from our patrons as they arrive to the celebration bearing compliments to the event.

Marketing Mix

"At one extreme are global companies that use standardized global marketing, using largely the same marketing strategy approaches and marketing mix worldwide."

"At the other extreme is adapted global marketing. In this case, the producer adjusts the marketing strategy and mix elements to each target market, bearing more costs but hoping for a larger market share and return." (Chapter 15)
Gold Button shares shelf space with various other premium vodkas from all over the globe. Understanding the convenience of vodka being available at will and its originated history in other countries, Gold Button, Citrus Limetta Vodka still stands as an individual leader in the market through its standardized global marketing approach. To maintain the brands image Gold Button is set at a standardized price list via web. Priced at suggested retail of 80.00 USD for a 1.7 liter bottle, the price may fluctuate by 15.00 USD at a lower or higher price based on location of distribution, taxes, and shipping.

“trying to serve any and all customers can mean serving none of them well. Instead, companies need to make certain that they are serving the right customers, and serving them in the right way. They need to decide who their best potential customers are—and who they aren’t.” (Chapter 6)

Gold Button is a commentator to its patrons. The brand eludes a specific lifestyle. The price reflects the cost of the vodka which mirrors the quality and unequivocal taste experienced in every sip. Being that Gold Button is found in upscale venues, small cafes and markets, or small shops, it is assumed to be a brand of high society. The brand toasts to its patrons, new beginnings and invites to celebrate wins.

Marketing Strategy

The local communities in domestic and foreign markets are necessary to target where the local businesses and entrepreneurs will make up the greatest percentage of companies success rate. Word of mouth will be by the people of frequent celebrations. Those with greater celebrations are those with new beginnings, new wins, and thos that are anxious to celebrate the next. These wins come from less established companies, and individuals that thirst or hunger more so for victory. Gold Button, Citrus Limetta Vodka wants to be there for the toast. "Companies that operate in one or more foreign markets must decide how much, if at all, to adapt their marketing strategies and programs to local conditions." (Chapter 15) In the event that there is an event, we look for our patrons to look for an exclusive commemoration for celebrations. Marketing in smaller,intimate, and up-scale venues will allow the brand to reach its market.

"...to succeed in today’s competitive marketplace, companies need to be customer centered. They must win customers from competitors, then keep and grow them by delivering greater value. But before it can satisfy customers, a company must first understand their needs and wants." (Chapter 15) Gold Button understands the need for individuals to become a credible source of goods or services to provide to their patrons. Gold Button understands that its patrons that are not in business, and that are looking to celebrate a commitment or a new beginning would like to have something that is special, outside of the normalities of a typical day. Gold Button understands that you have set a standard and that you are looking for a standard to celebrate with.

SWOT Analysis

'Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." (Chapter 2)
With Gold Button, Citrus Limetta Vodka being an entity of (MI) Mirror Image Textiles Corps., it holds major advantages over competing brands. Gold Button is under the umbrella of a fashion company who has ties with many elite companies.
Constantly meeting new talent, rather intellectual or pure creative, there is always a reason to celebrate and more of a reason for Gold Button to be there to seal the deal.

"Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." (Chapter 2)
The main focus of the brand's company is not solely on producing vodka beverages. To continuously produce new variations is not the aim where as other brands are dedicated to producing new flavors.

"Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage." (Chapter 2)
Gold Button has the opportunity to continue to nurse the vodka into a master of all premium vodkas by being tested against the best, through its exclusive distribution channels.

"...threats are unfavorable external factors or trends that may present challenges to performance." (Chapter 2)
Gaining a larger percentage of the market's profits may take a course of 5-10 years due to non mass market distribution.

Objectives

Gold Button, Citrus Limetta Vodka's objectives are to maintain an exclusive image through low exposure to the mass market. By obtaining a place on the shelves of high end: restaurants, nightclubs, intimate cafe's, casinos, hotels, and small markets (grocers), the brands image will be defined by a select demographic.

"The most logical budget-setting method is the objective-and-task method, whereby the company sets its promotion budget based on what it wants to accomplish with promotion. This budgeting method entails (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks." (Chapter 12) With very little promotional ad campaigns for the brand, the primary focus is on distribution. Marketing to business minded groups or individuals is however key to fulfilling the key mission of the brand. To celebrate wins is the mission. This will be done through the hosting of celebratory events aiming towards the fashion and entertainment industries.

"The manager best understands the decision for which information is needed; the researcher best understands marketing research and how to obtain the information." (Chapter 4) Research amongst the local markets of brand distribution will also take place to complete the objectives of Gold Button- making the vodka the number one choice in celebration. Locating small businesses, entrepreneurs, and movers and shakers of communities will enable us to gain 7% of the market share within the initial 3 years.

Mission Statement

“What is our business? Who is the customer? What do consumers value? What should our business be?.... Successful companies continuously raise these questions and answer them carefully and completely.” (Chapter 2)

Gold Bottle, Citrus Limetta Vodka is to bring the room of the night's events and the socialite, from bitter to sweet with every smooth taste, while engaging the manifesto of what was made from scratch. Gold Button continues to uphold its original volume of alcohol concentrated into every bottle which infuses the distinguishable taste of citrus limetta.

For the American dreamer, Gold Button places its seal at the site of the homecoming of victory in the moment. As this vodka makes its way from the hands of the accomplished in Las Vegas celebrations, it will begin to travel the globe in celebration of what has come to pass, and in mind for what the future holds.

To have greatness is to know you have set a standard that is unequivocal to others, because in achieving greatness, less than the gold standard is just simply not greatness.

Week 8 EOC: Creative Content

Gold Button, Citrus Limetta Vodka upholds an exclusive level of branding through selective media exposure in its creative content. Without commercial, and magazine advertising, Gold Button's taste reaches the next socialite by word of mouth. Through website content, the patrons of its successors in press releases through music video, film, and magazine happenings are the channels to the mass public. Gold Button, Citrus Limetta Vodka however welcomes review for magazine, news paper, and other credible periodicals where creative will include print.

As a top shelf vodka, Gold Button, Citrus Limetta Vodka is found in small shops to uphold its exclusive branding, and is available at your choice of upscale nightclubs, and restaurants, as well as by order purchase through the web. “... consumer-generated message campaigns can boost consumer involvement and get consumers talking and thinking about a brand and its value to them.”( Chapter 12) We believe in bringing value through quality taste, and experience of the brand. Our patrons of the brand are involved in the next experience for every new patrons celebration as they take flight with no compromise.

On the web, where the creative content will be the most accessible, a bottle of Gold Button, Citrus Limetta is found on the homepage surrounded by a forest of citrus limetta. Throughout the site you will also find images of the original Lemonade Cafe, where the vodka was originated. The website will host a number of pages – one of which will lead to press and media. In review by wine and spirit magazines, images of the bottle, reading excerpts from its mission statement will be found. “Made from scratch.” and “From bitter to sweet with every smooth taste...” are two of several excerpts found in periodicals from review of Gold Button, Citrus Limetta Vodka. “The creative concept may emerge as a visualization, a phrase, or a combination of the two.” (Chapter 12)

Gold Button- Citrus Limetta Vodka is distilled, 50% 100 proof vodka.

Originally brewed in the kitchen of the Lemonade Café with ingredients from the Mediterranean, it takes you from bitter to sweet with every smooth taste.

Week 7 EOC: The Pitch

Gold Button- Citrus Limetta

Created in the Lemonade Café of a small apartment in Las Vegas, Nevada, the creator -also known as the designer, Tiffany Michelle Sophia Lewis- set up a small shop selling clothes in the second bedroom of the apartment. There she also prepared appetizers and small cuisines for her clients as they shopped or were fitted for pieces. Turning her kitchen into the Lemonade Café, Lewis created exceptional flavored vodka. Lewis often experimented with different foods as she stumbled across citrus limetta - known as the sweet lemon; it is infused in every bottle. Originally produced from home, it still holds a higher concentrate of alcohol which better infuses the distinguishable taste.

The Gold Button derived from Lewis’ first love of fashion apparel and one of its findings in the sort. Many of the apparels finest outer wear pieces were found with accents of gold buttons. As many artists are not confined to one form of artistry, the designer also found a home for her client base in the kitchen which gave those who came, inspiration to constantly turn lemons into lemonade. What sweeter taste of life’s tragedies is there but of a sweet lemon to compliment the café. Gold Button became a closure to the company’s brand, lifestyle and image. The Mediterranean ingredient became trademark taste of the specialty cuisines made in the kitchen and became the preferred choice of beverage by her patrons as they waited. Soon Gold Button was being requested outside of suit measures for her client’s social gatherings or own pleasure. Gold Button first sold publicly in the Mediterranean shops of Las Vegas with expected expansion across North America, Canada, Europe, and Asia.

Gold Button- Citrus Limetta is distilled, 50% 100 proof vodka. Originally brewed in the kitchen of the Lemonade Café with ingredients from the Mediterranean, it takes you from bitter to sweet with every smooth taste.