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Sample essay topic, essay writing: Product Innovation - 1492 words

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.. epresentatives or go ourselves to test different cities and towns and conduct a full marketing campaign. We would use mainly consumer surveys to see if the product/service is promising. The last step in our planning process is the commercialization. Introducing this into the market is the deciding factor in profits or losses.

The time where alcohol is consumed the most starts with nice weather. Living in New England, the real nice weather is started in May. This is the perfect timing in the opening of the store. Our store will be launched on rt. 9 Framingham. That is the restaurant and store strip where no matter where you are driving in Framingham, rt

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9 is hard to avoid. Advertisement and word of mouth alone is enough for our store to be profitable. There are three levels of product and services. Each adds more customer value. The first and most basic level is the core benefit.

It asks, "What is the buyer really buying"? The buyer is buying a quicker cocktail drink to bring home at the quality of your favorite bars and restaurants. On the second level, our core benefit is turned into and actual product. The features to our actual product are our menu of cocktail drinks that can be made for you in front of your eyes. The menu is expandable and is available in-store and for take home. Our store also features and optional catering service from out highly qualified and licensed bartenders. The style and design of our store and service is very important in the actual product.

The store will be more decorated and will draw great attention to our bartenders' counter. Our bottles will able to be resealed so the design will appeal to the customers as well as the product and service. The bottles and menus will be colorful and vibrant so that they will attract attention no matter where they are located in the store or even in homes. The packaging will not be some plain white piece of paper. It will show energy in the product, service and in our store. Out of all the things about our actual product, the quality is most important to us.

There will be no need for returns or anything wrong with the drinks or the bottles because every single cocktail will be made fresh with fresh ingredients in front of the customer. The customer can watch how it is made and everything that goes into the drink so we can guarantee satisfaction. Every bartender will provide the highest quality alcoholic cocktails in a friendly manner as well as the rest of the workers in the store. The store will always stay clean and adjust to please all the customers. Our brand name for our liquor store and drink service has a combination of a name, sign, and symbol. The name of the store will be called "BARSTOP MIXES". This comes from the meaning behind not being able to buy mix drinks at a liquor store.

So we came up with the name "Barstop Mixes," emphasizing on our service. Our "Barstop" favorite drink is called the "Incredible Hulk". Since the bottle cap is green and the favorite drink is called the "Incredible Hulk", our sign and symbol will be the "Incredible Hulk" showing our "incredible" service. Our name is catchy and our symbol and store sign stands out further than any other store I know. Our idea is to stand out as far as we can to show our uniqueness.

Coming with any product or service, comes an augmentation question. An after sale service or a warranty is not applicable for our product, except for already packaged products in our liquor store. The service itself is being packaged in the highest quality guaranteed in front of every customer so that they can know what is going into the drink and the bottle is in good shape. If the customers do no like the taste, we cannot really take it back because it is a drink. You cannot order a drink at a restaurant and say you do not like it and you will not pay for it. Either way, you have to pay for it. At an average price of $20.00, a drink you do not really like is not a big loss.

This will not be the case usually since we pride ourselves over the highest quality in service and the drink itself. Because it is a service, there will be no installation or delivery charges for anything. There is obviously a use of credit through credit card payments for the liquor as usual stores do. In planning for promotion, the target audience must pass through the six stages of the buyer-readiness stages. These are stages the consumer normally passes through on their way to making the purchase.

The first two stages starts with awareness and knowledge of the product/service. The target market may be totally unaware of us, only know our name, or just a few things about us. We must build an awareness and knowledge. Our advertisements will have to be big in making "Barstop Mixes" stand out from other liquor stores. We will have advertisements in the local newspapers and make our sign out of neon, bright and standing out from the rest of stores. Our menus will stand out as much as our bottles, sign, and advertisements will.

We will work harder than anything else to bring in the customers because we believe that once they customers come in, they will purchase goods from us. They will start liking our product so much they will prefer us and be convicted that "Barstop Mixes" is the store from them. These are the next three steps in the buyer-readiness stages. The last stage will be the actual purchase of our goods and service. Next will be telling friends and family to give us a common name around the town and county, and hopefully the state and more.

We plan to revolutionize liquor stores all around the globe. As said earlier, we said we would spend about $5,000 on advertising and marketing research the first year open. This will consist of local newspaper articles, ads, flyers posted around town, and to help out advertising, we will have take home menus of our freshly packaging cocktail drinks. This as well as word of mouth and our vibrant store signs, menus, and offerings should be plenty to attract crowds in the store. The marketing research will be in forms of polls and surveys in the store and out of the store to get customer and street opinions on our store, the products, and on our service. Along with our advertisements we will have a sales promotion within the first six months opening.

It will be a coupon sent in the newspaper articles and in our flyers. It offers a buy one cocktail packaged to go and get the second one half off. We might be losing a quite a bit of money on this deal, but it will bring in the customers to see how good our drinks are and prove our quality. It will hopefully gain us some loyalty in shopping at "Barstop Mixes". In opening "Barstop Mixes" we also have to build good relations with our public. We have to gain this by obtaining favorable publicity and build up a good image.

First off, we are an alcohol store; we promote drinking to people of age and those people only. We are against underage drinking and will donate 5% of our profits per month to M.A.D.D. This is mothers against drunk driving. This organization does a lot of work with underage drinking, exactly what we are against. We believe their television ads and in school videos can make a difference and funding to them will help them out financially. Even though we are concentrated on stopping underage drinking, we want to be active in the lives of the drinkers of age.

This is why we will sponsor local softball league teams for older men and women. It is a good way to keep alcohol drinkers active and doing something. Our company is all about creating a good image to the public for all ages of people alcoholic drinkers or not. The bartender workers as well as the store clerks will be well trained in personal selling. They will have a very friendly face-to-face presentation as well as attitude. They will also take friendly telephone calls to questions to opinions on drinks.

Our store also offers an email address for requests, suggestions, opinions, or just questions for our in-store bartenders. They will reply within the day as soon as possible. Again, we pride ourselves on quality and presence. "Barstop Mixes" is for alcoholic drinkers of all kinds. The only way to experience our store and service the best is to come and visit. We promise it will be worth your while and hopefully an "incredible" experience.

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