From the slums of Shaolin, The Wu Tang strikes again. Not with another classic Hip Hop album, but with their own Brand of Vodka. A premium blend inspired by a traditional Japanese recipe. “The foundation of any marketing plan is the firms mission statement. A statement of the firms business based on a careful analysis of benefits sought by potential customers and an analysis of existing and anticipated environmental conditions.”(Lamb,MKtg,p18) Emerging in 1993, the Wu-Tang Clan proved to be the most revolutionary rap group of the mid-'90s. The Wu Tang came with a sound all there own, breaking barriers of what hip hop should sound like and how it shouldn’t sound. Respected by many music lovers, people who wouldn’t normally listen to hip hop getting turned on to the culture of true hip hop because of the impact the Wu Tang Clan brought to the entire world and a glimpse into there world. Eventually taking a stab in fashion world with their own clothing line called “Wu Wear”, sales were out standing. Consisting of nine members, each artist eventually went on to have successful solo careers. So with the iconic status and cultural following it’s only right to create a Vodka for one of the most influential groups in music history by naming a premium vodka after them. For any vodka lover, Wu Tang Vodka will change your opinion on what’s genuine premium vodka, at a price that's right. The bottle itself has the infamous well-known Wu Tang logo in black on the front, a logo just as familiar as the Pepsi logo, in any Hip Hop heads opinion. ”A brand is a name, term, symbol, design, or combination thereof that identifies a sellers products and differentiates them from competitors’’ products. A brand name is that part of a brand that can be spoken, including letters, words, and numbers. The elements of a brand that cannot be spoken are called the brand mark.” (MKTG, Lamb,p.134) Some bottles will be plastic so they can be recycled so they could be used again. “The pyramid of corporate social responsibility portrays economic performance as the foundation for the other three responsibilities. At the same time that it pursues profits (economic responsibility). However, a business is expected to obey the law (legal responsibility); to do what is right, just, fair (ethical responsibilities); and to be a good corporate citizen (philanthropic responsibility).”(Lamb,MGTK, p.29) Are marketing concept is a simple mass appeal to the hip-hop generation. "It states that the social and economic justifications for an organizations existence is the satisfaction of customer wants and needs while meeting organizational objectives"(Lamb, MKTG p.5)
To all the Vodka lovers, who are not familiar with their work or never even heard of them, the Wu Tang represent peace, unity, and their lyrics with many verses written in a stream of consciousness style.” Social responsibility and ethics go hand in hand. Ethics refers to the moral principles or values that generally govern the conduct of an individual or a group. Ethics can be viewed as the standard of behavior by which conduct is judged.”(Lamb,MGTK,p.30) The group also shows mature depth as well, speaking on the pitfalls of life's vices, songs like “A Better Tomorrow”, lyrics telling their fans not to drink your life away, party your life away, cause your seeds grow up the same way”. A message to a generation of kids telling them to be responsible and to have hope in the hard times they face. "Customer value is the relationship between benefits and the sacrifice necessary to obtain those benefits. Customer value is not simply a matter of high quality.”(Lamb, Mktg, p7). So Wu tang has a major fan base, so the relationship has been build.
As the art of Hip Hop continues on, the Wu Tangs music is still going strong with new listeners and generations becoming die-hard fans every day.“A target market characterized by widely scattered potential customers, highly informed buyers, and brand loyal repeat purchasers generally requires a promotional mix with more advertising and sales promotion and less personal selling”(MKTG,Lamb,p.222) Now with the information provided on the history of The Wu Tang Clan, you now get the idea and atmosphere you would feel you’re in when you drink this premium vodka. A classy responsible feeling that makes life a bit nicer. At a price of $39.99, you get a value that will please anybody. These days the times are tough, so why not enjoy your self on a special occasion with Wu Tang Vodka.
When buying products, consumers expect certain outcomes from there purchase. How well these exceptions are met determines whether the consumer is satisfied or dissatisfied with the purchase. For the marketer, an important element of any post purchase evaluation is reducing any lingering doubts that the decision is sound.(MKTG,Lamb,p.66).A Name you can trust to be a high quality item, you can ensure your going to be satisfied with the feeling and experience your going to get with this premium vodka. A taste so smooth and soothing, with that boss life lifestyle that the Wu Tang portrays, your going to feel like a million dollars.
Just like their song the “Triumph”, Wu Tang Vodka is here to take over the Vodka business as they did in the Hip Hop industry.”Encoding is the conversation of the senders ideas and thought into a message, usually in the form of words and signs”(Lamb,MKTG,Lamb, p.215)
" Persuading promotion is designed to stimulate a purchase or an action.Persuon normally becomes the main promotion goal when the product enters the growth stage of its cycle.”(MKTG,Lambp.218).With these strategies going to be used in the marketing of this product, it’s sure to do well across the world and potentially be a big seller to all consumers of Vodka.
