New Product Launch Marketing Plan Part 1 Team B

Guinness marketing is focused on the consumers by offering what they want, which are quality. The company want to deliver high quality standards and uses it as an advantage to stand out on the market by offering a stout beer, which is made from their own raw materials, on high-level of equipment and having employers with well-trained capability (Vanguard, 2013), because they believe that you cannot make money from people unless you are willing for people to make money from you (Sohn, 2013). They have also increased their focus on the marketing of Guinness brand name in 2013 by £34 million to boost its quality association on the beer market, so the drinkers get a feeling of quality when they taste a Guinness. This strategy is based on their market research, which confirm that consumers associate a quality pint with a quality pub and 80% of male drinkers believe getting the quality of serve right is more important in draught beer than in any other drink category (Charles, 2013). Therefore Guinness manages to implant a special place in the collective consumer conscience, which leads the consumer into thinking about the great heritage and consistency in quality they possess, wherever it is sold (Diego, 2013). This can be seen in their advertising and communication of slogan, which says that “Good things come to those who wait”, which is referring to the time it takes to pour a perfect Guinness.

As an alternative to the industrial food chain which is now prevail in the US, the organic food chain emphasis that “nature rather than the machine should supply the proper model for agriculture” (Pollan 131). The idea of “organic” is best demonstrated by farms that raise diversified species in a traditional way and target at the local market. However, most of the “organic food” people consume today is produced from the “industrial organic” farms which belong to the industrial food chain instead of the ideal organic food

The author’s main thesis in setting up his book is that six beverages have had a great influence on the history of the world, and understanding their origins can help to explain many of the world’s fields and phenomenons.

“They say milk gives you strength. Drink three glasses and try moving a wall. You can’t. Drink three shots of vodka and it moves all by itself” a simple and anonymous quote that describes the powerful impact vodka has on an individual. Vodka’s ability to greatly impact someone’s behavior by consuming a small amount provides reasoning on why it has become the most popular acholic drink in the world. Although, the book, Cuisine and Culture by Linda Civitello, discussed a variety of topics related to world cuisines, vodka was a common subject of discussion. For example, in the third course, Civitello mentions vodka when discussing traditional foods and drinks in Russian and Polish cuisines. Another instance where the author discusses vodka is

1). These are the standards that are set by the USDA, and stay rather consistent on the domestic side of organic food production. In addition to this definition of organic food, the USDA has also created three subcategories to classify how to label their organic products. A food may be labeled as ‘100% Organic,’ meaning that it was made entirely of organic products; a food may also solely be labeled as ‘Organic’, meaning that it is made of at least 95 percent organic products; or a food may be labeled as ‘Made With Organic Products’ stating that the food contains a minimum of 70 percent organic materials (“Organic FAQ” par. 3). All of these categories are authorized to display the USDA Organic seal on their product, but as for the Organic label with 95 percent organic product, there is some gray area in what makes up the other five percent. Peter Laufer, a journalism professor at the University of Oregon, states that “there are about 200 non-organic substances producers can to add to food without sacrificing the organic claim” and that the “non-organic 5% could be sprayed with herbicides and pesticides” which completely contradicts the

Words such as chemical-free, 100% natural, pure, and organic are frequently used in advertising to make products sound healthier. In our culture today people are becoming leery of having synthetic substances in there food, clothes, or other items. The perception is that what the earth naturally produces is what we should be using. People believe because it is natural it cannot be harmful. However, this belief is false and natural substances can be harmful. Nonetheless, claims of organic or pure can go a long way in the advertising of a product, especially food.

A successful branding technique that Svedka could employ would involve piggy backing off of the success of one of their main competitors: Absolut vodka. Prior to this time, Absolut has been the sole distiller of Vodka that is exported from Sweden, and is considered to be extremely high in quality. By branding themselves as the other Swedish vodka, Svedka

Vodka is a clear and colorless liquor, it was originally made from potatoes in Russia. However, some of the vodka which taste odorless and tasteless. There are usually made from grain, mainly from barley and wheat and sometimes from rye. Furthermore, vodka cover a strong alcoholic taste because it contain of 40%-60% of alcoholic contents. A smoother taste which mean it doesn’t have any strong taste after drink consider good vodka. Nevertheless, a bad vodka has a kind of rubbing taste, dry and has a bad or strong taste after drink.

In order to be certified USDA organic, the product or produce has to contain at least 95 percent organic ingredients. If an item is said to be made with organic ingredients, they must be at least 70 percent organic. Organic food has to be produced and processed according to strict USDA standards and be inspected to be certified.

Beer brewing has been around since ancient times and even as far back as five thousand years ago in ancient Egypt (“Researcher”). The well-known drink is created, and the processes in which it is created both for the cultural and historic value are important to know for our history as humans but also for certain health issues associated with alcohol. An average consumer does not usually know much about beer or the brewing processes the beer withstands. For instance, there are misconceptions about bottle-fermented beer and also the ability for bacteria to thrive in the drink. As a major, I plan on becoming a master brewer, and I hope to create

Vodka, an alcoholic beverage believed to have originated in Russia, is one of the most consumed spirits in the world. Vodka that was once rarely consumed outside of Europe before the 1905s has captured the international markets including the United States and by 1975, vodka market has

Kilter, P. & Keller, K. L. (2012). A framework for marketing management. Upper Saddle River, NJ: Pearson Education

Absolut vodka is based on 500 years of tradition originating in Sweden. Under the original name “Absolut rent branvin,” which means “absolutely pure vodka,” Absolut was introduced in the United States in 1979 and since has become one of the world’s most famous spirits. The advertisement campaign, In an Absolut World, was just another successful entry in the company’s advertising history, and Absolut advertising continues to be recognized as pure genius (cite). The purpose of the In an Absolut World campaign was to convey the idea that Absolut is indeed in a world of its own. The campaign challenges customary view points by presenting a

Brännvin literally means "burnt wine" and is analogous to the German "Branntwein". The term is also used in Norway, Denmark and Iceland. Afterwards Smith decided to switch the name to "Absolut Rent Bränvin" (Absolutely Pure Vodka), in order to market his much improved product. Smith challenged the city of Stockholm 's liquor marketing monopoly with his superior vodka. It was sold at a lower price than the monopoly 's product, just outside the city border. Smith even offered free boat rides to the distillery and "Rent Bränvin" made Smith a fortune. In 1917, the alcohol industry in Sweden was monopolized by the Swedish government. Vodka was then sold nationwide under the name "Absolut Rent Brännvin". The name changed with intervals, Renat Brännvin or Absolut Rent Brännvin. In 1979, the old name Absolut was picked up when the upper-price range Absolut Vodka was introduced.1 Until the 24th of July 2008 Absolut was owned by V&S Group, which was owned by the Swedish government. That day the Government took the decision to sell the company to Pernod Ricard.

Awareness: The ad creates awareness of the product 'Absolut Vodka ' to the Gucci consumers. With the bottle and the text Absolut written on the back of the Gucci jacket, the consumer gets aware of the brand. This is a unique idea to advertise the brand as consumers tend to remember ideas that are different from others.