EOC: Week 10 What are the benefits vs. features

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A feature is a factual statement about the product or service being promoted. But features aren't what entice customers to buy. That's where benefits come in. A benefit answers the question "What's in it for me?" meaning the feature provides the customer with something of value to them. So an example for a feature would be our wasabi sweet potatoes are made with Japanese sweet potatoes and we use biodegradable packaging.  “Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. These sellers suffer from marketing myopia. They are so taken with their products that they focus only on existing wants and lose sight of underlying customer needs”. (Kotler 7) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. An example of the benefits for our wasabi sweet potatoes, from a business stand point like the bars, nightclubs and pubs our snack is a salty snack and this will make people even thirstier so in turn they will buy more drinks. Now for the consumer we’re giving them an extraordinary and sensational experience. We’re taking their taste buds on an international voyage to places that they may have wanted to go to but just haven’t had the time or money but for the low cost of $1.99 you can have this wonderful adventure anytime that you felt like it.  

Week 9 EOC: Three great mission statements

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For my three great mission statements I chose http://marisolperezmarketing.blogspot.com/ simply because she gives a very straightforward statement about what it is that she wishes to do with her snack. She talks about the company Phileas Fogg and what he did on his journey. Then she goes on to talk about what she intends for the adults to do with her snack she lets you know what her snack is and the flavor. I think she nailed this quote “Mission statement A statement of the organization’s purpose—what it wants to accomplish in the larger environment. (Kotler 39) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.” My next choice is http://xandriamariefashion.blogspot.com/  She makes you feel you will be apart of the team if you were to buy some of her snacks like you actually went on an adventure with Phineas Fogg and I think that’s a good thing to have in your mission statement because if you feel like you belong to that team that went out and search for that snack it’s more than a snake to you. That way you’re more likely to buy it you even go out of you way just to get it. My last choice is http://upperechelonhomme.blogspot.com/ Not only does he do what my first two choices did but he added in the safety of the customers, injury free and healthy workplace. I think you can’t go wrong when you do something like that. Future employees might see this mission statement and think to themselves I could see myself working for a company like this one. I think his mission statement does more that tell the organization’s purpose it also inspires people to want to work for a company that is very righteous.  

Objectives

“Once the unit’s objectives are set, marketing’s task is to help carry them out profitably”. (Kotler 47) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Our objective at Phileas Fogg's is to let people experience the miraculous expedition that Phileas went on, deliver a great product that is price efficient and we want to be able to build a profitable customer relationship “An effective marketing program blends all of the marketing mix elements into an integrated marketing program designed to achieve the company’s marketing objectives by delivering value to consumers”. (Kotler 54) Kotler, Gary Armstrong and Philip. “The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities”. (Kotler 55) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Situation or SWOT Analysis

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“The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities”. (Kotler 55) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Strengths:

·      It’s a higher quality chip because you can only get the sweet potato from Japan.

·      We use biodegradable packaging.

Weaknesses:

·      You can only get the sweet potato from Japan.

·      They have a unique taste and it can be a turn off for some.

Opportunities:

·      Getting our product in bar, pubs and nightclubs all around the world.

·      Our snacks cater to alcoholic beverages.

Threats:

·      You can only get the sweet potato from Japan.

·      Advertising and marketing costs.

“The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)" (Kotler 54) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Target Market Strategy

“The company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing)”. (Kotler 9) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. The demographic that this product is aimed towards is adults, ones that like to drink, party, and eat snacks. I think the best way to serve our targeted customers we’ll have to have our snacks at the ready and low costs.  “The second marketing strategy question is “How can we best serve targeted customers?” (differentiation and positioning)”. (Kotler 30) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Product

“Product means the goods-and-services combination the company offers to the target market”. (Kotler 53) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Our target market, are adults who like to eat a snack with their alcoholic beverage in bars, nightclubs and pubs. So by providing them with a delicious snack we not only hit our target market but we also help the establishment that we have our product in because the more the consumer eats our product the more alcohol they will order in turn means more money for both businesses. “Marketing consists of actions taken to build and maintain desirable exchange relationships with target audiences involving a product, service, idea, or other object”. (Kotler 8) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Promotion

 “Push strategy A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members who in turn promote it to final consumers”. (Kotler 384) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. So we will do all kinds of personal selling, trading and promotion to the retailers and wholesalers then they will do advertising, sales promotions to the consumers and the consumers will use the “Pull strategy A promotion strategy that calls for spending a lot on advertising and consumer promotion to induce final consumers to buy the product, creating a demand vacuum that “pulls” the product through the channel”. (Kotler 384) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Distribution

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"Exclusive distribution in only one or a few outlets per market area". (Kotler 211) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

This is something we will have because our target audience is bars, nightclubs and pubs all over the world. So we will need a distribution center which is “A large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible”. (Kotler 331) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition

Price

"Price is the amount of money customers must pay to obtain the product". (Kotler 53) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. The pricing for our chips will be based on the price of the sweet potato which one potato goes for under a dollar and with one potato we can make one bag of chips and our bags will be 2 7/8 oz.  Our price will be $1.99 that way we’ll make a profit. It’s a deal for the consumer, which will bring them back to that place of business and shape a type of loyalty to that business and our product. “Although store brands can be hard to establish and costly to stock and promote, they also yield higher profit margins for the reseller. And they give resellers exclusive products that cannot be bought from competitors, resulting in greater store traffic and loyalty”. (Kotler 231) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Implementation Evaluation Control

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“Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed”. (Kotler 54) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. The way I plan to put my plans into action is by word of mouth starting with bars, nightclubs and pubs and once we get further along then we can start doing trading and promotion to the retailer and wholesalers and I think that’s a good strategy. “Many managers think that “doing things right” (implementation) is as important as, or even more important than, “doing the right things” (strategy)”. (Kotler 57) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Business Mission Statement

 
Mission statements should be meaningful and specific yet motivating. "(Kotler 143) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition" With that said my mission is to let people from all over the world taste our product and to give our customers an unparalleled experience. So we want adults to enjoy our products right along with their adult beverages in bars, pubs and homes all over the world. “Mission statement A statement of the organization’s purpose—what it wants to accomplish in the larger environment”. (Kotler 39) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition.

Week 8 EOC: Creative Content

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For my bag of wasabi sweet potatoes I plan to take a picture of myself, as Phileas Fogg and this will be the logo that goes on the bag. I’ll be using random things from around my house to try to recreate what I think I would look like as Phileas Fogg. I’ll start with a nice suit I’ll try to come up with a way to recreate a hot air balloon from things that I already own and if worst comes to worst I’ll use Photoshop to jazz it up. When people see my logo on the wasabi sweet potatoes I want them to think about the excursion that Phileas Fogg and Passepartout had to take in order to bring back this snack. I want the logo to be as good as the wasabi sweet potatoes themselves. So when people see the logo they’ll say “there go’s Phileas Fogg and Passepartout again I wonder what journey they went on this time”.  I want it to be so iconic that I don’t even need words for the commercial just show the logo and people will know exactly what’s for sale. In order to reach that statist my logo has to be better than good it has to be boundless. So I’ll use my photography skills in order to reach that level that I want. I’ll try to place the logo on different packages such as barrels and crates I’ll play around with the look and feel of the photo to give it that look and feel of a worldly picture. I’ll have to come up with a plan in order to get my product to the masses I think it all starts with a logo. I’ll be creating something for this that has to stand out in a good way.

Week 8 BOC: The adventure

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So meanwhile in Japan there was a wasabi flavored sweet potato. Passepartout and I made our way through West Yorkshire and to North Yorkshire to our hot air balloon and off we went. Studying Japanese so we would be able to speak to the locals then that way we wouldn’t have any delays on our way to this delicious treat. We touch down in Yamaguchi and something flies past our heads but we pay it no mind. Then out of nowhere a cloud of black smoke and three ninjas appear we fight them off and continue mission to find the wasabi flavored sweet potato. Then another ninja came this time not looking for a fight but more of an interrogation so I spoke first and said “Konnichiwa” He looked at me and smiled then he said “HI” So I said “you speak English” He said “I speak many languages what is your purpose here?” With no hesitation I said “To taste the Wasabi Sweet Potato I’ve traveled really far to get it and I won’t let anything or anyone stop me” Then he threw a throwing star at Passepartout but with his cat like reflex the star missed a quick jab to the sternum a kick to the shin and feet pitter pattering away we escaped without a scratch on with the mission the police had taken our hot air balloon so we were traveling on foot some locals let us get their horses for the rest of our travels. We arrived about a mile away from where we suspected the Wasabi flavored Sweet Potatoes to be. Then we were captured by the master ninja who didn’t like us from the beginning but if it wasn’t for his wife we wouldn’t be here today with this tasty treat for the masses.

Week 7 EOC: The Pitch

Its thought ought to be one of the best sweet potatoes on this planet: THE JAPANESE SWEET POTATO. Not only was it the best it was deep fried in wasabi. That’s why I had to find a way to Japan. A wasabi flavored Japanese sweet potato. I had to have it. There was a man and his wife that lived in a remote part of Japan so my mission was to find them and their delicious wasabi deep fried sweet potatoes. It started out with a hike throughout West Yorkshire and on to North Yorkshire to get to my hot air balloon, which is where I took flight to this remote country called Japan. Once in country I was surrounded by all kinds of travelers on the same mission that I was on but I had an advantage on them Passepartout and I where learning Japanese on the way over so it was easy for me to talk to the locals and navigate my way around the country. We landed in Yamaguchi, Japan and the way the story goes the man and his wife lived somewhere between Tochigi and Iwate, Japan. So our travels have just begun. Right off the back we run into some ninjas that thought we were trying to hunt and kill their master who specialized in unorthodox warfare in feudal Japan. When we would try to explain ourselves the more they would fight us so finally we surrender and they take us to their master. A highly decorated master and when we arrived there he was trying to decide what to do with us so he put us in contraptions that stretch our bodies then his wife told him to stop this at once come to find out she was the first lady Samurai she asked why are we in their country? So we told her to find the best snacks and distribute them to people all over. Then she smiled and said I’m the wife and that’s my husband that you seek but you can’t tell anyone who we are. Samurais and Ninjas don’t get along so they were both outlaws in their own country but they had a great snack.

Week 6: ME X 3

There aren't too many cereals out there that are affordable, nutritional and just plain delicious but Honey Bunches of Oats has it all. I relate to this cereal because I try to live a healthy lifestyle and their slogan is "Taste the joy in every spoonful" I think that's what life is about "joy" if you have joy then you must be doing something right. Next on the list is my Saucony Shadow Genesis. The shadow series has been around for some time now but the Genesis has added a new twist to the series by using modern materials and styling to the series and I feel that's what I do when it comes to running I'm not saying I'm the best runner ever to grace earth but I bring a sense of style to running. Last but most definitely not least is my Canon EOS Reble T3i it's the way I see the world I feel naked without it I like to use it all the time no matter if its for business or pleasure.

Week 5 EOC: Social Networks and Job Hunting

When a company gets someone to be a brand ambassador I think it’s a good thing because they can get their name out to people that they normally wouldn’t reach. Sometimes the big time executive at a company my think that they’re hip and in touch with the younger crowd but that’s not always the case. JetBlue used 42 reps from different college campuses to spread the word about their company. “I was accepted to JetBlue’s CrewBlue ambassador program and flown free to New York for a day of training with 41 other reps from 21 campuses”. (Kotler 143) Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, 10th Edition. Now if it would have been just that one head executive from JetBlue I don’t think he would’ve been as successful as those 42 students. For one he may know a lot of people but not as many as those 42 students combined. Second the people that he knows maybe around his age group and set in their ways and not want to try another airline. When it comes down to it you want to be relatable an a executive at a big time company just wouldn’t relate to that many college students. Now to talk about recruiters trolling Facebook for candidates that they might like. I think that it’s a good thing because you have over 750 million users and as long as they don’t put things that will show them in a negative light why not use them. To show that it’s working “VMware Inc., a Palo Alto, Calif., cloud-computing company, hired its first full-time recruiter dedicated to working on social networks in November and is building a team of recruiters who will focus on social platforms”. http://online.wsj.com/article/SB10001424053111903885604576490763256558794.html