Week 10 EOC: Channels to get Product to Noticed

The channel used for Muskabrew will be vertical marketing channels. The product will be manufactured and distributed through local upscale bars and clubs along with upscale restaurants. The product will also be distributed through speciality stores. "A distribution channel structure in which producers, wholesalers, and retailers act as a unified system. One channel member owns the others, has contracts with them, or has so much power that they all cooperate." (Marketing-An Introduction, p315). The product will be priced, placed and advertised by the standards dictated by the manufacturer of the beer.

Week 10 BOC: Famous Volkswagen Lemon Ad

This ad introduced the Volkswagen to the US market. The car was small which was unusual during that time and it was considered "ugly". It was manufactured in Wolfsburg, Germany at a plant built by the Nazis which was also a bad thing during that time because WWII had only ended 15 years earlier and there were still a lot of distrust and dislike for the country of Germany.
"Beetle ads, though, connected with consumers on an emotional level, while conveying a product benefit in a way consumers could relate to. Plus, the ads were breathtakingly simple. Two famous print ads illustrate this. One featured a small picture of the car with the headline "Think small." Text highlighted the advantages of driving the small Beetle vs. a big car. The other presented just the car with "Lemon" in bold type. Ad copy explained that the chrome strip on the glove compartment was blemished and had to be replaced. The take-away was obvious. If this was Volkswagen's idea of a lemon, the Beetle must be a well-built car." (http://www.bizjournals.com/sanjose/stories/1999/11/22/smallb7.html).

These ads changed how future ad campagins were done. Everything before them were either information based and lacking in persuasion. The ads were more fantasy based. Volkswagen changed that by being brutally honest about their vehicle. These two ads alone show the power of advertising because the Volkswagen Beetle was one of the most popular cars of the 60's and 70's and is now considered a "Classic" car.

Marketing Plan - Implementation Evaluation Control

Marketing Plan - Marketing Mix - Price

We will take a "nonprice" position for this product. The price will not be the issue to sell Muska Brew, the taste and enjoyment will be the benefits. "Other companies deemphasize price and use other marketing mix tools to create nonprice positions. Often, the best strategy is not to charge the lowest price but rather to differentiate the marketing offer to make it worth a higher price." (Fundamentals of Marketing, p.282). The product will be an experience for those who chose to purchase it. It will be a way of life and an expression of their position in society.

Marketing Plan - Marketing Mix - Promotion

Muska Brew will be promoted through high end magazine ads, billboards, television and radio advertising and word of mouth. We will ensure prime locations on the store shelves.  We will also use event marketing: "Marketers can promote their brands through event marketing (or event sponsorships). They can create their own brand-marketing events or serve as sole or participating sponsors of events created by others. The events might include anything from mobile brand tours to festivals, reunions, marathons, concerts, or other sponsored gatherings." (Fundamentals of Marketing, p.435). We will sponsor the events through the retail outlets that the product is distributed. We will also look to sponsor black tie events for local fund raising events.

Marketing Plan - Marketing Mix - Distribution

Distribution of Muska Brew will be via air to ensure product is fresh when received at the retail outlets. This brew will only be available in the United States and Canada. It will need to be refrigerated from brewery to store. Muska Brew will be distributed thru and exclusive number of high end retail outlets. "The extreme form of this practice is exclusive distribution, in which the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories." (Fundamentals of Marketing, p. 324). This type of distribution will maintain the customer base we are focusing on.

Marketing Plan - Marketing Mix - Product

This product is directed to high end retail outlets. "Product quality is one of the marketer’s major positioning tools. Quality has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction." (Fundamentals of Marketing, p.214). Only high quality Muskadine grapes will be used. They will be hand picked at the peak of ripeness and processed immediately to ensure freshness. Muska Brews main feature is the Muskadine grape which is high in antioxidants.