Week 10 EOC: Promotion Without Discounting

There are several ways we will promote our business to the public.  These key things include offering a free meal, future use coupon methods, and seasonal specials.  These are aside from our ladies night activities such as Friday's and Saturday's karaoke nights and Tuesday's "Man Auction Fundraiser".  The customers that enter our bar on Wednesday are given a voucher by their host and should be filled out and returned to their host prior to leaving. Once the voucher is filled out the customer will have the opportunity to be selected for a free meal at any given time.  This will create a desire to come back to our business and also bring more customers on Wednesday when we are normally slow on traffic.  We also staple the upcoming coupons we offer to the customer's receipt as well as distribute these future use coupons to local nail salons, hair salons and pet stores.  We also post all of our coupons to our Facebook and Instagram accounts.  During the season we do offer a seasonal menu.  This menu offers various wines, alcohols, entrees, appetizers, etc. that may are offered for a limited time.  Thus creating a desire to come into our establishment during that season and bringing us more traffic in.

Week 9 EOC: Three Great Mission Statements

The first mission statement I chose to write about is Gerardo Perez's mission statement.  I think Gerardo has a great mission statement.  When you read it you know that his business is more about the customer and not the amount of money the business can make.  He starts off by jumping right in and telling you what the company's goal is.  " A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment." (pg39)  He also informs the reader of what to expect from the business.  He says "...provide the best environment to connect with people and friends through a common passion for games.." This part of the mission statement gives the customer a sense of feeling comfortable.  It also would give the customer a common interest in the establishment. The information stated in the mission statement provides the reader with enough information to determine if they can find an interest in the establishment.  The key reason why this mission statement is so good is because it is goal orientated and provides the reader with enough information to grab their interest. 

The second mission statement I chose to write about is Kyle Santos's mission statement.  Kyle also has a good mission statement.  From reading it I can gather what the vision is for the establishment.  Scriptz vision is to "deliver outstanding service and quality beverages to make us your one stop bar".  This statement tells the reader that they will not need to look any further to find a better bar and creates interest to the bar.  Kyle also said "Scriptz believes in not only serving the people of Las Vegas, but also our creative individuals."  This creates desire for the bar.  To know that the target market is broadened into creative individuals as well as the locals is a good plus and creates a different quality they can offer.

The third mission statement I chose was Marissa Brooks's mission statement.  I like the fact that she turns the restaurant into something that brings a lot to offer.  There are not many if any multicultural restaurants in Vegas.   This individualize puts her ahead of the game in the sense that she has already created that customer desire due to the business being label in a category of few.  Good mission statements will draw the customer into the establishment from the mission statement alone and I think she executed this well. 

Week 8 EOC : Creative Content

My creative content I will do for my final project will consist of several different things for exposure including a newspaper ad, a Facebook account, an instagram and a website.  The newspaper ad for my new bar will not be in an already established newspaper, but merely a sample newspaper ad.  The ad will include the theme of the bar as well as the atmosphere.  The layout and design of the bar will also be included in detail to give viewers and idea of what's going on.

The Facebook account would give a mini bio of my background as well as the bar's.  It would consist of all the information that a consumer might like to know including type of music played, types of foods, different activities and events, and also the advantage of coming there.  The Facebook account would also have several photos of the bar and owner and a photo album of customers having a great time in the bar.  The instagram would go hand and hand with the Facebook account accept it would not have much text content.  The instagram would also display photos of the customers at the bar enjoying themselves. 

The website would be the online experience of learning about the bar.  The website would mainly give you general information about the bar regarding location, hours of operation, upcoming events, birthday shout outs, biography of owner and bar, grand opening party photos and more.  The website would only act as a site to get information, get name out there and bring in people.  I plan to do screenshots of each of these items and incorporate them into my blog.  The idea of these things is to get exposure for my bar and to get customers interested in my bar without spending too much money out of pocket.

Implementation Evaluation Control

The implementation evaluation and control of our company is very important to the success of our company.  At the beginning of every fiscal year we will review our mission and vision statements, as well as futuristic goals.  Our marketing team will then get together and discuss the potential goals and marketing plan to achieve new strategies.  From there, the team will discuss the mission and vision statements and any new ideas.  The team will continue on a month to month basis of producing a rough draft of mission and vision statements and finalizing them with approval, finalizing the marketing plans, publishing and distributing the vision and mission statements.  There will be implementation of the customer service satisfactory survey.  Once this stage is complete we will begin analyzing the results of the surveys and work on necessary improvements according to feedback on surveys. When we evaluate our business we will consider our performance standard and our financial controls.  During this stage we will decide the total promotional budget, specified marketing activities budget, revisions to our marketing plan and follow up analysis.  We will also be monitoring all the aspects of the marketing plan implementation.

Marketing Mix : Price

Sugar Lumps Bar and Lounge offers quality goods and services at an affordable price.  "Pricing may play an important role in helping to accomplish company objectives at many levels." (pg281)  We pay attention to our competitors pricing and work our promos accordingly.  We do not participate in bogo deals but we do offer promotional vouchers for our customers.  We offer a birthday discount promo with proof of ID as well as comping a meal for a lucky winner from Wednesday's drawing.
"Decisions made for other marketing mix variables may affect pricing decisions." (pg281)  Due to the import of our winery, it may be found more expensive than other local bars.  We do not give promotional discounts or vouchers on any of our winery or premium alcohols.  We do make the bulk of our money from our alcohol so we don't participate in promos on that.

Marketing Mix : Promotion

"Finally, it must communicate with target customers about the offering and persuade them of its merits (promotion). " (pg13)  We will promote our business by facebook ads, an instagram account, newspaper ads and our website.  We cannot rely on word of mouth alone since we are a new business.  We also will have our marketing team distribute vouchers for one comped meal on their first visit.  These vouchers will be distributed at local grocery stores, libraries, shopping malls, etc.  We will do whatever it takes to get customers into our establishment. 

Marketing Mix : Distribution

"In the growth stage, the firm faces a trade-off between high market share and high current profit. By spending a lot of money on product improvement, promotion, and distribution, the company can capture a dominant position." (pg262)  We want the best possible experience for our customers so we spend a lot of money making sure our product is excellent and our service is outstanding.  We are in the process of growing our company and bringing it outside of Vegas.  We have just added a feature to our website www.sugarlumpsbarandgrill.com where the customer can reserve a table at our establishment or order online at place an order to be picked up.   
"Beyond creating brand conversations, on their own or by invitation, customers are having an increasing say about everything from product design, usage, and packaging to pricing and distribution." (pg19) When our customers use our at ease online feature they will be satisfied and want to tell their friends about this.  All of the customer's meal's are ready within 30 minutes for the customer to pick up.