A key ingredient in a successful marketing strategy (and, in turn, a successful product), is a great mission statement. Here are a few good mission statements from my classmates on our Vodka project.
First is Keri's. Her mission statement for "On the Rocks" is clear, concise, and gives you a real sense of what the vodka stands for and what it means for the environment. It just comes right out and tells the consumer that they are receiving a high-quality product. On The Rocks gives you "distribute and sell the finest quality all natural, hand selected Vodka...which, in turn, will give you the most natural experience". That's a simple and clean way to tell your customers what you do and how you do it.
Sean's mission statement is really great as well. His reminds me of the Becherovka statement we looked at in class. It speaks clearly of the process the vodka goes through to get to you, and that gives you a really good sense of the value of the product you are going to enjoy. He goes into a long discussion of the process, but finally reminds you that you will "Enjoy the Best 40 years of great tasting vodka with our Vice Vodka Collection, It will surprise you. Vice Vodka make it your Vice."
Finally, Danielle's mission statement. Hers has a "don't give a damn about what you think" feel and that might be synonymous with the brand she's trying to create. She is just trying to "provide our customers with the ultimate inebriated experience" for the lowest possible price. Period. That's her niche, and I respect that approach.
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