"Kush" IV20 Premium Hemp Vodka

One hundred percent of the finest Hemp imported from the high rich Afghan Mountains of Kush, kissed with a hint of fresh berries, IV20 vodka is infused with a fresh, elegant tone of acai, pomegranate and blueberry extracts that provide a refreshing, crisp cool taste soothing one’s palate.  Removing the heads and tails, IV20 vodka flows, filtered through smooth quartz and charcoal, harmonized with natural essences of the pomegranate, blueberry and acai.  Fostering the perfect harmony, letting the flavors rest and marry for twenty-four hours.  IV20 vodka creates smoothness with a flavor coating the tongue and inspiring your wildest imaginations.  Providing a bold, flavorful taste Hemp IV20 vodka captivates the senses and seduces your mind.  At first glance, the purple potion shaped bottle grabs the eye creating mystery sparking a conversation between one’s thoughts, while the soft sweet hints of the natural berry extract entice the palate.  The rich kush aroma of hemp leaves one reminiscent of an exotic memory.  IV20 vodka is personally tasted before bottling to ensure the highest quality guaranteeing complete satisfaction.  

Mission Statement

If you missed the fabulous introduction, I have created vodka.  Using hemp as the grain, infused with a fresh blend of natural berry extract complimenting the sweet kush aroma, IV20 vodka triggers the senses exciting the palate.  Sounds lovely, does it not?  Safely selling sex in a bottle, it is the mission of Hemp IX20 vodka to become our customer’s favorite vodka creating a unique flavor and drinking experience. “[Mission statements] have largely devolved into fat-headed jargon. Almost no one can figure out what they mean.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 41

Objectives

With so many vodka options, it is important for IV20 vodka to create a place in our customer’s mind before it is sold in stores.  I want our customers to see “IV20” and immediately become lost in a sensual fantasy, thinking of the smooth, exotic hemp vodka.  Utilizing short web films, commercials, guerilla marketing, and colorful promotional techniques, IV20 vodka will create outlets for product placement.  It is the objective of IV20 vodka is to create brand recognition as well as be known for its unique flavor and superior taste.  Using promotion, in three years, IV20 vodka will have expanded into four states including North Carolina, Georgia, Maryland, Virginia and the District of Columbia. “Companies need growth if they are to compete more effectively, satisfy their stakeholders, and attract top talent. “Growth is pure oxygen.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 45

SWOT

"The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats."  Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 56.   I am an artist, and when it comes to creating non-conventional methods for promotion, I have a background in marketing and body paint. When it comes to promotion, the body paint will be used as a way to premiere the drink and I can orchestrate and conduct those events myself.  I’ll get a little more into the body paint when I talk about promotion.  In the SWOT analysis the strength and weakness of the company are internal factors.  Internally a weakness of IV20 vodka is the lack of knowledge we possess when it comes to creating the vodka.  The distillation method is one in particular.  External factors that can affect the product are opportunities and threats.  When I say external forces, I am referring to things I cannot control.  "And threats are unfavorable external factors or trends that may present challenges to performance." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 55.  Environment, politics, market and consumer trends are just a few examples of external factors.  So what do you want first, the positive or the negative?  Let us start with the opportunities.  Vodka consumption remains strong, somewhat growing, but the demand for vodka has surpassed the want for other spirits that are distilled, like whiskey.  Let’s not forget, there really is not hemp vodka in the market, so the curiosity of the product may create a demand for IV20 vodka.  Political factors and the negative characteristics associated with hemp are the biggest threats.  Hemp comes from the same plant as marijuana, Cannabis Sativa and in the United States is considered a controlled substance.  Some retailers and consumers may assume IV20 is a controlled substance and associate it with drug use.  Although a few states produce hemp in the United States, the demand for hemp products is fairly low.

Target Market Strategy

Targeting mainly a group driven by sex, young, still the legal age to drink and very impressionable my primary target market will be the homosexual male, ranging in age of 21 to 25.  This market is heavily influenced by the media, fashion and very concerned about the image they give.  Focusing mainly on the east coast, more specifically the Maryland-Baltimore-DC metro area, these men enjoy partying, whether going out to a club or having a gathering at home, they love to be seen, heard and most importantly have fun.  Still staying in the metro area, a secondary market will be the focus as well.  This market include woman, age 21 – 26.  These are young working women, maybe just entering their career, or in college getting their degree.  Either way, their life is lived at “6 inches” and nothing less.  In the DC metro area, there are a group of girls, let’s call them “models”, the men can fall into this category too.  These women wear heels everyday; each outfit is a creative expression and they consider themselves to be very fashionable. 

Marketing Mix

Figuring out the target market was easy, the hard part is figuring out where exactly the product will be placed in the market.  Some call it the four p's, i like to keep it simple.  What is the product, what is IV20 and how will it benefit the target market. “The major marketing mix tools are classified into four broad groups, called the four Ps of marketing: product, price, place, and promotion.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 13.

Product

“A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it,” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 210. IV20 vodka, what is it, vodka?  No, it is an experience.  From first glance the smooth purple potion shaped bottle creates curiosity enticing the senses.  The silver topped cork, guarantees quality and mixed with the purple exudes royalty.   The smell of the exotic kush aroma from the hemp dances softly up your nostril, lightly tapping your brain creating a fantasy while arousing the palate.  The taste, the taste of IV20 vodka is like no other.  Smooth, soft with a hint of fresh berries, IV20 hemp covers your tongue with a refreshing wave of crisp relaxation.  Putting the creative mind in a relaxed state IV20 vodka can be compared to recreational relaxing for the creative kind.  “Experiences have always been an important part of marketing for some companies. Disney has long manufactured dreams and memories through its movies and theme parks.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg 209.  Enjoying Hemp IV20 is an experience. Not just a drink.