External opportunities

“External Stimuli are influences from an outside source such as someone’s recommendation of a new restaurant, the design of the package or an advertisement on television or radio.” (MKTG Lamb, Hair, McDaniel, pg 64, chp5) .Basically what that is saying, is that normally people aren’t just going to crave alcohol like they crave a soda, they usually have to have a reason for wanting alcohol, like whatever activities they are going to engage in, or the time of day it is. That is just one of the factors that influence people to purchase items. One of the biggest influences is culture. That is one of the reason’s why my Vodka is unique. It’s because it’s inspired by my country Zimbabwe. The ingredients of the fruits that it’s made with, to the Springs of Victoria Falls that it is grained and fermented with. There are 28 different countries that have produced one or more different brands of Vodka, my country is going be the 29th. Does this mean that I’m necessarily targeting Africans or African American’s, no. Nevertheless they are a big target, especially here in Las Vegas. They probably would be the majority at first to buy the product, especially out of curiosity. But then again there are a lot of liquor’s that make a killing off of African American sales alone. I don’t have any exact facts but, from what I experienced a lot of African Americans tend to bend more to cognacs more than other types of liquor, and that usually is Hennessey. When I’m at the clubs, most of them are drinking dark liquors more than other ones. That’s not to say they don’t drink anything else, but that is more of their preference. As a promotional strategy for my product I can have a special sale on February, black history month. It would be very popular becauseit already has the African theme so it would work very well with the occasion. “Not only are companies designing products and services for the African American market, they are also targeting promotional activities to reach this group of consumers” (MKTG Lamb, Hair, McDaniel, pg 64, chp 3)
“One of the primary benefits of advertising is its ability to communicate to a large number of people at one time.” (MKTG Lamb, Hair, McDaniels, pg 212, Chp 14) To do that is easy and hard at the same time. The easy part is all the media that is available to get your message out to the masses. The hard thing is to make your message unique so that it stands out from everybody else, especially when it’s a different variation of a product that is already in effect.