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 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.