Product

 “So far, for many new-product concepts, the product may have existed only as a word description, a drawing, or perhaps a crude mock-up. If the product concept passes the business test, it moves into product development. Here, R&D or engineering develops the product concept into a physical product. The product development step, however, now calls for a large jump in investment. It will show whether the product idea can be turned into a workable product.” (Marketing: An Introduction for Education Management Corporation, p.251). Elegance Vodka is made from various exotic fruits from around the world and is distilled with one of the most superior grains, wheat. Its water is from a source of the softest water on Earth, Lake Ladoga in Europe. All of these elements together make a wonderful drink made for a woman. Elegance is made to market to women age 25-35. This vodka product is made to let a woman feel like a woman.

“The production concept holds that consumers will favor products that are available and highly affordable. Therefore, management should focus on improving production and distribution efficiency.” (Marketing: An Introduction for Education Management Corporation, p.10). Because it’s marketed to women in this age category, Elegance Vodka will be made highly affordable and readily available.

“The product concept holds that consumers will favor products that offer the most in quality, performance, and innovative features. Under this concept, marketing strategy focuses on making continuous product improvements.” (Marketing: An Introduction for Education Management Corporation, p.10).With its special ingredients and unique bottle, Elegance Vodka will be a favorable choice among many of these women.