My advertising idea is to per mote the "how ever you want it cigar" and Salsa Night Thursdays. Beautiful women servers mixed wide with comforting music to create the home bodied experience of luxury at an affordable price.
The core of this business will revolve around the on site rolling station where customers can sit and watch as their personalized cigars are being made. As a more in-depth experience, for a monthly fee customers can rent out lockers and have their cigars to be stored and available for when ever they come in.
This place will be readily available with a fully stocked bar and assorted fried snacks to accompany our customers while they enjoy the comfort of good conversation around the personalized hand rolled cigars.
Wednesday, March 13, 2013
Wednesday, February 27, 2013
Week 8 EOC: Creative content
My creative content will consist of an advertizement poster for Leisure's Cigar Bar. I would like it to contain all of the fun and innovated aspects of the the bar. It will contain a full menu for all cigar's, drinks and assorted edibles, along with different activity's to enjoy while relaxing, in you're new home away from home.
One of the biggest attractions, I would really like emphasize on it, is it's unique experiance in having all the cigars that are sold in the bar, are hand rolled on location. It well have a picture of the the location, all the colors and design of the logo, along with its mission statement.
One of the biggest attractions, I would really like emphasize on it, is it's unique experiance in having all the cigars that are sold in the bar, are hand rolled on location. It well have a picture of the the location, all the colors and design of the logo, along with its mission statement.
Marketing Mix
"Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps). To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control. Through these activities, the company watches and adapts to the actors and forces in the marketing environment. We will now look briefly at each activity" (http://digitalbookshelf.
Leisure's marketing segment would be geared to the upper income consumers because the main focus of the "however you want it cigar" would be costly. Cigar's are already a niche market in themselves but what sets our target market apart, is that we are focusing on having a unique place where cigar coniseurs can create their own, kind of like Build A Bear."A company with limited resources might decide to serve only one or a few special segments or “market niches.” Such “nichers” specialize in serving customer segments that major competitors overlook or ignore. For example, Ferrari sells only 1,500 of its very high-performance cars in the United States each year, but at very high prices—from an eye-opening $229,500 for its Ferrari F430 F1 Spider convertible to an astonishing more than $2 million for its FXX super sports car, which can be driven only on race tracks (it usually sells 10 in the United States each year). Most nichers aren’t quite so exotic. White Wave, maker of Silk Soymilk, has found its niche as the nation’s largest soymilk producer. And although Logitech is only a fraction the size of giant Microsoft, through skillful niching, it dominates the PC mouse market, with Microsoft as its runner up" (http://digitalbookshelf.
What positions Leisure's cigar experience apart from the other cigar shops and lounges, is the uniqueness of the client getting to choose the different ingredients for their cigars. It will be up to management to recommend certain types that enhance each other as well as offering Leisure's own speciality concoctions. " A product’s position is the place the product occupies relative to competitors’ products in consumers’ minds. Marketers want to develop unique market positions for their products. If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it. Positioning is arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. As one positioning expert puts it, positioning is “why a shopper will pay a little more for your brand.”14 Thus, marketers plan positions that distinguish their products from competing brands and give them the greatest advantage in their target markets" (http://digitalbookshelf.
In this type of niche market the price is going to be more excepting. Leisures will be able to afford to charge the customer the higher price, because cigar costs have a large range and the fact that client gets to have "full control" over their purchases. The place would need to be located in a central location where there would be the "cigar niche" market. I chose the location to be in Seven Hills and is catacornered off of Anthem, where the wealthier class of Vegas resides. Promotion would be taken in several different routes such as contacting all the local magazines and newspapers and inviting them to rate the quality of the cigars. There is also always the several different avenues of promoting on the internet and attending networking functions."The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as “the four Ps”: product, price, place, and promotion" (The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. The marketing mix consists of everything the firm can do to influence the demand for its product. The many possibilities can be collected into four groups of variables known as “the four Ps”: product, price, place, and promotion" (http://digitalbookshelf.
Target marketing strategy
"The company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way. By trying to serve all customers, they may not serve any customers well. Instead, the company wants to select only customers that it can serve well and profitably" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch01boxs14).
The target market I want to closely hone in on is men ages 25-60. To go further in depth, the type of men that will be most attracted to Leisures, are mostly men from the higher income classes. As for the younger higher income, which would be from ages 25- 35, I would be focusing mostly on self employed, probably men that have a focus in sales. The reason for this is, because self employed individuals work that much harder to make money so that they do have the income to support their various hobbies. From research I have gathered that men whom work in sales tend to have a more expensive taste, they always want what is the best at the time. As for the older men, ages 36-60, they are either established in a steady career with a steady income and need to blow off steam or they are in the midst of retirement years and are gearing more towards what they can do to take up their time. Leisures would be a very tempting place to escape, kind of like a man cave, but more refined.
"To design a winning marketing strategy, the marketing manager must answer two important questions: What customers will we serve (what’s our target market)? and How can we serve these customers best (what’s our value proposition)?-- The company must also decide how it will serve targeted customers—how it will differentiate and position itself in the marketplace. A brand’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch01boxs14).
The way I will serve this target market of men is simply by sticking to my mission statement. Leisures, your home away from home. The design of the cigar bar is to have the best quality, in a mans environment that portrays sophistication and class with comfort. It would be a place for men to congregate and bring their friends to blow off steam and just be men.
The target market I want to closely hone in on is men ages 25-60. To go further in depth, the type of men that will be most attracted to Leisures, are mostly men from the higher income classes. As for the younger higher income, which would be from ages 25- 35, I would be focusing mostly on self employed, probably men that have a focus in sales. The reason for this is, because self employed individuals work that much harder to make money so that they do have the income to support their various hobbies. From research I have gathered that men whom work in sales tend to have a more expensive taste, they always want what is the best at the time. As for the older men, ages 36-60, they are either established in a steady career with a steady income and need to blow off steam or they are in the midst of retirement years and are gearing more towards what they can do to take up their time. Leisures would be a very tempting place to escape, kind of like a man cave, but more refined.
"To design a winning marketing strategy, the marketing manager must answer two important questions: What customers will we serve (what’s our target market)? and How can we serve these customers best (what’s our value proposition)?-- The company must also decide how it will serve targeted customers—how it will differentiate and position itself in the marketplace. A brand’s value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs" (http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/ch01boxs14).
The way I will serve this target market of men is simply by sticking to my mission statement. Leisures, your home away from home. The design of the cigar bar is to have the best quality, in a mans environment that portrays sophistication and class with comfort. It would be a place for men to congregate and bring their friends to blow off steam and just be men.
Objectives
"The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them" (http://digitalbookshelf.
The broader objectives of Leisures is to bring in clientele that wants a place to relax and enjoy finer qualities such as the uniqueness of hand rolled cigars with lavish choosings, premium alcohol, both domestic and imported, a gratifying food selection, in a palatial atomsphere. "Marketing strategies and programs must be developed to support these marketing objectives.--Each broad marketing strategy must then be defined in greater detail" (http://digitalbookshelf.
Leisures main attraction is the fact that their will be the availability to a cigar rolling station. The manager of this needs to do much research in what are the most sought after cigars on the market. The next step would be to find out what the best cost saving avenue would be in order to get the right ingredients to recreate and specialize the cigars. It would be especially important to budget in how to keep the ingredients as fresh as possible through transport which would be largely cost consuming. Most of the investing would go towards making this unique one of a kind cigar centered attraction.
Another attribute that would set leisure's aside from other cigar bars would be to find what spirits would go best with what flavored ingredients the cigars offer. This would take a manager that has a very distinctive palate that would be willing to go the extra mile and compare the unique cigar creations with the different hints of flavors from the alcohol. Upon research, Arturo Fuente, is one of the most attractive cigars in the market because of the consistency in flavor and quality. This cigar has a nutty flavor that lingers on the palate and a splash of spice. A great pairing with this type of cigar would be a fine bourbon, and preferably Woodford Reserve, which is known for its smooth oak and nut flavor, that has a spicy kick in the end. The combination of the sweet fruity aroma of this bourbon and the mild nutty aroma of the cigar, would be a tantalizing treat for a customer who just wants to relax and not think about anything but being pleased.
"This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” It does this by investing heavily in research and design (R&D). Research and design is expensive and requires improved profits to plow back into research programs. So improving profits becomes another major objective for Kohler. Profits can be improved by increasing sales or reducing costs. Sales can be increased by improving the company’s share of domestic and international markets. These goals then become the company’s current marketing objectives" (http://digitalbookshelf.
Subscribe to:
Posts (Atom)