Implementation Eval Control

To implement a plan, is to simply put the plan into action.  Wyth Nu Productions CEO De Andre Robinson knows too well about strategic planning and action.  With a Honorable Discharge from the United Stated Marines Corps, he has had to planned strategic training on domestic and international soils.  With this experience he clearly understands the importance of the implementation marketing for Mormon Crunk Juice.  “Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how.” Pg 57  Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing To address these questions the who, well these are the consumers.  Rather they are members of the Mormon religions, non-members, or friends and family, they are the essential part of the marketing plan.  Once again, we are not using them to gain revenue, but to gain and strengthen relationships.  Next is the where?  We plan on delivering our Mormon Crunk Juice throughout the United States, especially within the rural communities. This allows the MJC to reach every angle of the population and communities, and everyone can be included no matter their location.  We will be rolling out or trucks, the week before Christmas, preferably doing Black Friday Weekend.  We feel this is a prime-time to introduce or beer to the holiday shoppers, since they will be out in masses.  We will continue to deliver the product throughout the Holiday season, until Feburay  due to football event, New Years, and Valentines Day.  At the beginning of March, we will do marketing analysis on how well the beer sold.  We will hire Market Managers within all of our markets, who will be responsible for generating reports, on a quarterly basis.  “Market managers are responsible for developing marketing strategies and plans for their specific markets or customers. This system’s main advantage is that the company is organized around the needs of specific customer segments” pg 58 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing     This allows Wyth Nu Productions to measure where the strong and weaker segments are located and where we may need to bump up promotions, and where the relationship bond may be weak.  Once again allowing us to strengthen the bond between Mormon religious members and their family and friends.                                                                         

Marketing Mix: Price

In order to set pricing for our Mormon Crunk Juice we must consider a few factors, such as economic times, competitors prices, and production cost.  The purpose for the creation of Mormon Crunk Juice is not to make money, but to strengthen relationships and give Mormon Church Members a since of connection. “Pricing strategies usually change as the product passes through its life cycle. The introductory stage is especially challenging. Companies bringing out a new product face the challenge of setting prices for the first time. “pg 285 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing.  As a result we will implement Uniformed-delivered pricing.  “Uniform-delivered pricing is the opposite of FOB pricing. Here, the company charges the same price plus freight to all customers, regardless of their location” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  By setting up uniformed delivered pricing, we can ensure that our customer’s can afford to purchase our beer no matter their financial status.  When setting our prices for our Mormon Crunk  Juice we will offer our 11.2 individual bottles for tw0-dollars each.  Since it’s more that a sports drink or water we figure that’s a reasonable price.  We will also offer a six pack of our 11.2 bottles for six-dollars and fifty cents.  For those who really enjoy the beer, we offer a pack of twelve for twelve dollars.  Being aware of our customer’s financial situations we will also run various promotional campaigns, to help save the consumer a buck or two.  With being in control of our product delivery system from trucks to owning our own warehouses; we don’t have to increase the prices to cove these elements.  This way our customers can afford to purchase our brand and strengthen their relationships.

Marketing Mix: Promotions

“Manufacturers are now searching for ways to rise above the clutter, such as offering larger coupon values, creating more dramatic point-of-purchase displays, or delivering promotions through new interactive media, such as the Internet or cell phones.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   With today’s social and interactive media tools available Wyth Nu Productions will utilize to run promotions.  We will purchase our own blimp to advertise at all BYU sporting events, and all church related events.  In order to entice college students to purchase the beer, we will offer scholarships, and also a percentage off of tuition for a semester.  There probably wont be any newspaper advertisement, just due to the cost of the advertisement.  Since the church has its own television station, and website, these media outlets will be key to promotions.  We will connect to web affiliates and give discounts for people who come through those channels.  For every appointment set by the Missionaries, that family will receive a discounted coupon.  “All kinds of companies now offer rewards programs. Such promotional programs can build loyalty through added value rather than discounted prices” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   At Wyth Nu Productions brewery we want to build value and strengthen relationships.  So we offer rewards points and coupons, for a certain amount of purchases of  MJC.  These rewards points can be redeemed for Airline tickets, theme park discounts, car rental, etc.  With this in place we will be providing consumers something of value in return for their purchases.  Some other items will be giveaways at the various colleges, church events.  These items may include t-shirts, bumper stickers, and key chains.  At some not all locations particulary grocery stores we will have samples of the beer for people to taste.” Samples are offers of a trial amount of a product. Sampling is the most effective…—way to introduce a new product” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   

Marketing Mix Distribution

“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.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing Mormon Crunk Juice distribution has to be carefully distributed.  We must place our product in those who believe in the Mormon religious practices.  Our distribution will mainly be handled by Mormon Missionaries, and some Mormon warehouses.  The warehouses will then stock the Desert stores, bishop storehouses, and other locations.  In every city within the United States Mormon Missionaries are placed to spread the religion and convert non-members.  By placing the Mormon Crunk Juice into the missionaries handles we can ensure personal one on one of the MJC.  The missionaries are not allowed to take cash from people, therefore we will appoint a salesmen or woman  go with them out on their appointments.  These individuals will responsible for the overall distribution and sale of the product.  As far as our transportation, warehouse, and shipping costs, they also will be streamlined for cost effectiveness.  “However, transportation, inventory, warehousing, and information management activities interact” pg 335 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   When the missionaries are being transferred to another area, or new ones are just coming on their mission, they are sent to Mormon Training Centers.  Wyth Nu Entertainment will centralize its own trucks, (from the Albertson’s grocery chains),  within MTC in order to ship the MJC.  Inventory counts will be conducted by members of the church on a volunteer basis.  As a new brand we may use the internet, with information posted on the website lds.com.   On other website, we may do what is call affiliate programs, directing traffic to other people sites.  As long as the sites do not hender or destroy the image of the brand or product.

Marketing Mix: Product

“Unsought products are consumer products that the consumer either does not know about or knows about but does not normally think of buying.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  pg 211.  With the introduction of Mormon Crunk Juice, we are aware that in its beginning stage it will definitely be unsought.  However with implementing strategic marketing and product analysis we are confident MJC will become a popular beer brand.  The Mormon Crunk Juice only contains .5 percent of alcohol, still making it a non alcoholic beverage.  Its main ingredient is its yeast.  We used Ale based yeast to add the flavor to the beer.” Food and beverage manufacturers are thoroughly familiar with these esters and often use them as additives to spruce up the flavor or odor of a dessert or beverage” http://www.beersmith.com/  The next ingredients that we add to the formula are "4 oz. each of bayberry, poplar bark and hemlock; 2 oz. each of ground ginger, cloves and cinnamon; and 1 ounce of cayenne pepper.  We utilize raw materials such as “Raw materials consist of farm products (wheat, cotton, livestock, fruits, vegetables) and natural products (fish, lumber, crude petroleum, iron ore).”pg 212 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing.  This allows the brand to be full of ingredients that can also provide nutritional value to our consumers 

MJC is brewed using traditional brewing methods in steeled brew kettles.  Before shipping and filling the bottles, there is a pasteurization process.  This ensures that the  packaged beer can be shipped and stored without refrigeration.  We then bottle it up in 11.2 fl oz plastic bottles.  Since the MJC is not your typical beer brand, we choose to use plastic bottles similar to water Voss water bottles.  This allows us to have a different look than our competitors.  When you drink Mormon Crunk Juice you are drinking contents that can strengthen your body as well as your relationship no matter your religion.

Final Project Target Strategy

To fit within a well planned marketing strategy, Wyth Nu Productions will follow three simple principles.  The first of the three will be differentiated marketing, better known as segmented.  Our first approach will get majority of a population of the Mormon religion to buy our beer brand.  Well will fly sales people to Salt Lake City and Hawaii.  In Salt Lake City there are over 85% of the population Mormon members.  We will setup stands outside of grocery stores, malls and events such as the Latter Day Saint Priesthood Conference.  Once we establish as customer base there we will then good to the campus of Brigham Young University.  The college is a Mormon based college.  The BYU Cougars football team will be hosting the 5^th Annual Mexico Bowl, on December 18^th, 2011.  We will make sure that we position salesmen and women at such record setting events.  “Thus, in target marketing, the issue is not really who is targeted but rather how and for what.” Pg 193 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing  We feel that by targeting members first, at sporting events, church events and other Mormon based events we are not violating any rules or regulations.  The next principal we believe in is micro marketing.  With micro-marketing we will be able to allow The Mormon Missionaries to target families, or non-members individually.  This allows for more one on one about the brand and the reason for its creation.  The Mormon Missinaries have been vey effective with teach people about the religion and getting people to convert to the Mormon Religion.  Last but not least, “A company should enter only segments in which it can create superior customer value and gain advantages over competitors”. Pg 186 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing .  We have an edge over our competitors, because Mormon religious members, and some non members do not drink alcoholic beverages.  Therefore by creating the non-alcholic Mormon Crunk Juice, we can target them, and create a competitive advantage over our competitors.

Final Project SWOT ANALYSIS

The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats.pg 56 Armstrong &Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing    At Wyth Nu Productions Brewry we are aware with a new beer brand coming to the market, we are in fierce completion. Giants like Anheiser Bush, Heinken,   are selling alcoholic beverage, with revenues in the millions.  Their companies are recognized universally and are operated with everything aspect in proper fashion, that allow them to remain operational.  In order to develop our brand of Mormon Crunk Juice, we must do a SWOT analysis.  This allows us as a startup brand to identify our strengths, weaknesses, opportunities, and threats.    The strengths of the brand is that we are targeting a part of society where other brands have probably gave up on.  The Mormon community has been so misunderstood by society.   By being a member of the Church of Latter Day Saints, CEO DeAndre Robinson, has heard the call of Mormon Church Members.  “They want to be able to communicate with a beverage experience,  at football games, social events, etc, and not feel isolated from their non-member friends”.  Mormon Crunk  Juice can provide that experience.  As far as weaknesses,  we are startup brand of company.  We don’t have the capital for distribution, promotions, or market placement like the giants.  Therefore we must grow to increase our revenue.    When it comes to opportunities, well we have to take advantage of the wide open market that no one is bringing a beer brand to the Mormon communities.  This provides a huge opportunity for us to grow and be the first brewery to produce such a product.   The main threats that we face are from the non-members, some members and the brewery giants.  To some members this may not go over well, and the non members may not even care.  At Wyth Nu Productions we are hoping that Mormon Crunk Juice will be able to bring together people no matter their religion is, to build and strengthen relationships. “The seller must manage the total customer relationship”  Armstrong &Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing pg166         

Final Project Business Objectives

 “First, marketing provides a guiding philosophy—the marketing concept—that suggests that company strategy should revolve around building profitable relationships with important consumer groups.”pg 47 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing At Wyth Nu Productions brewery, we’ve  created  Mormon Crunk Juice to bond a relationship.  What relationship you ask?  It’s the lost relationship of a religious group to the rest of the world when it comes to beer drinking.  By creating Mormon Crunk Juice, we’ve created a beer that an individual who practices the Mormon religious beliefs can interact on the social level, and still maintain his or her believes.  We are in the business to build customer relationships with a consumer group, that has substantial recognition is world known.  As a business owner,  CEO DeAndre Robinson knows that the purchase of a business depends mainly on eight factors.  “Buyers who face a new-task buying situation usually go through all stages of the buying process.” Pg164 Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   

Being a member of the Mormon Church, CEO De Andre has created Mormon Crunk Juice with the objective to fix problem recognition.  The problem is that Mormon’s need a drink to enjoy while watching the game or kicking it at a local bar with a friend or family.. This eliminates them from feeling isolated and restricted when trying to have a good time.  Mormon Crunk Juice provides the feel of a beer, the bottle’s design provides that look of your average  beer, and that refreshing taste to leaving that experience of a connected life.  Also MJC will aims to provide a general need description.  By this, the general non- Mormons need to recognize that Mormon’s are people too.  There is a need to connect non-members with members when it comes to a beer product or the enjoyment of experience.  Mormon Crunk Juice will provide that since of experience and connection, and allow people to unify amongst peers.

Final Project The Mission Statement

Mormon Crunk Juice will provide a malt based, multi-herbal, non-alcoholic beverage for Mormon members, and the rest of the world to enjoy.  Connecting people to what matters - whatever that means for each person - giving them the power to make the most of every moment, everywhere, any time, with anybody!

Final Project The Pitch

Mormons can’t drink beer, according to their Words of Wisdom, beliefs.  So what about that Mormon that’s watching the big game or hanging out with his boys, what is he supposed to do?  The answer is simple, give him Mormon Crunk Juice.  That’s right, Mormon Crunk Juice is a non-alcoholic drink brewed with fresh cinnamon, fresh apples, poplar bark and hemlock.  The Prophet Brigham had these same ingredients in an orchard cellar, and now they are being brewed for Mormons to enjoy.  Wyth Nu Entertainment Productions.Has developed the beverage in the fall of 2010. With its main brewery headquarters located in St Louis, Missouri the company hasopened up a brewery in Las Vegas, Nevada.  WNP’s brewing combines traditional brewing methods and the latest technological innovations.  Mormon Crunk Juice combines"4 oz. each of bayberry, poplar bark and hemlock; 2 oz. each of ground ginger, cloves and cinnamon; and 1 ounce of cayenne pepper, and is brewed using traditional brewing methods in steeled brew kettles.  Before shipping and filling the bottles, there is a pasteurization process.  This ensures that the  packaged beer can be shipped and stored without refrigeration  The result is an all-natural process that ages the beer slowly and naturally. The crunkness is the defining moment of enjoying life, and living the moment.  So  now when that Mormon  is at the gave or just hanging with the homies, he can now enjoy a nice task of Mormon Crunk Juice. The new non-alcoholic beverage, and maintain the Words of Wisdom.  And similar to Zappos, Mormon Crunk Juice is sure to ““Create fun and a little weirdness.” Armstrong &Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing    For members and non-members of The Church of Latter Day Saints.