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Week 8 EOC: Creative Approach

The creative approach of this product is that I got help from a fellow graphic artist (like how they do in the real world) and collaborated to get the product onto the computer. It is the bag with Phileas Foggs face on it with the story around the logo. How I thought of having it this way was looking at other chip bags of the same general type of flavor and collaborating that with the style that the Phileas Foggs bags have. Simply but gets the point accross.

Week 8 BOC: The Adventure

"Let me tell you a story of how I came into finding the taste for these chips. My counterpart and I found us running on rooftop to rooftop evading a pack of Ottoman guards thinking that we stole these red chilies that we got as a parting gift just moments before. We had to get rid of the guards as quickly as possible; we were running out of time and needed to get out of Algeria. Jean and I got separated on the rooftops; I feared the worst for that I didn't see him for quite some time. I ran, not looking for what was behind me but for what was in front. Running, dashing, rolling and climbing, this happened for an hour or more. It was hard to breathe but I sucked down some gulps of air and kept running. I then saw Jean in the distance being hung over the edge of this immensely tall building by nothing more than the collar of his shirt. I started to climb the building with the guards, which were still chasing me, close behind. I lost my footing caused by a brick breaking off that I was using for leverage and thought that it would be the end of me, but to my avail I regained myself, dropping the brick on an unsuspecting guard tailing me causing him to fall to his death. I reach the top of the building just barely in time before the guard dropped Jean. I grabbed the guard holding Jean and threw him into the other guards just now pulling themselves up causing them to fall. We thought we were rid of them but more started to appear. To get away from them, both Jean Passepartout and myself jumped from the rooftop only surviving by landing in giant sacks of powdered salt, getting it all over the chilies and ourselves. Thinking that we got rid of the guards, both Jean and I decided to eat the now, dried from the sun, chilies as a snack while we hopped onto two horses that were sitting nearby."

Implementation Evaluation Control

Implementation - The process of putting a decision or plan into effect; execution

Evaluation - The making of a judgment about the amount, number, or value of something; assessment

Control - Set of practices and procedures employed by firms to monitor and regulate their marketing activities in achieving their marketing objectives.

Many companies fail to evaluate their sales promotion programs, and others evaluate them only superficially. Yet marketers should work to measure the returns on their sales promotion investments, just as they should seek to assess the returns on othermarketing activities. (page 438)

The way to spread viral content is to put something in that allows consumers to express themselves with embedded messages as to who they are.

– Edward Boches, cco, Mullen Advertising

Marketing is not a controlled process in an insulated lab. It is prone to mishaps, last minute changes, conceptual shifts, political upheavals, the volatility of markets, and, in short, to the vagaries of human nature and natural disasters. Some marketing efforts are known to have backfired. Others have yielded lukewarm results. Marketing requires constant fine tuning and adjustments to reflect and respond to the kaleidoscopic environment of our times. http://samvak.tripod.com/nationbranding7.html Nation Branding and Place Marketing

Price

We will have many different sizes of bags catering towards all sorts of customers but the basic bags that we will have are as follows:

1oz bag $2.00
14oz Family size $12.99 


“In the narrowest sense, price is the amount of money charged for a product or service. More broadly, price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service” (Marketing an Introduction, Gary Armstrong and Philip Kotler, 275).

Pricing may play an important role in helping to accomplish company objectives at many levels. A firm can set prices to attract new customers or to profitably retain existing ones. It can set prices low to prevent competition from entering the market or set prices at competitors’ levels to stabilize the market. (Marketing: An Introduction for Education Management Corporation, Pg. 281) 

Economic conditions can have a strong impact on the firm’s pricing strategies. Economic factors such as a boom or recession, inflation, and interest rates affect pricing decisions because they affect consumer spending, consumer perceptions of the product’s price and value, and the company’s costs of producing and selling a product.

Promotion

How we will promote the product is by having commercials, wether it be on T.V or online, showing the product and the story that goes along with the specific flavor we are marketing. We are marketing this product not really advertising it, meaning, we will be there for the customer and wont just say things to get them to buy our product. The only thing that is "exaggerated" is the story but that is mostly because of how Philesa Foggs persona is.  

The big thing is that the future of digital will be about marketing. It won't be about advertising.

– Rishad Tobaccowala, ceo, Denuo

The laws of the market dictate brand loyalty levels, not the resourcefulness of marketing. Yet largely thanks to many years of ill-informed promotion by management consultants, many millions of pounds have been wasted on the pursuit of loyalty.

– Peter Field, UK marketer

Marketers rarely talk about fun directly, but in designing digital offerings that promise an "experience," or when focused on building customer relationships, the covert subtext of most advertising should be aimed at creating the feeling of fun.

– Bob Deutsch, President, Brain Sells

Distribution

We will distribute the snack in bags to the customer themselves. As for big corporations and bars we will ship them in boxes like any other type of food product. We will also have vending machines that will cater towards our snack brand wether we have our own or partner with a Lays vending machine. It's up to the comercial buyer if they want to sell the product directly to the customer or if they want to have a vending machine in there establishment. 

Distribution - The action of sharing something out among a number of recipients. The way in which something is shared out among a group or spread over an area.

Intensive distribution is a strategy in which producers stock their products in as many outlets as possible (Kolter & Armstrong, p 323)

Product

Integration in television shows and films acts as one of several marketing tools to showcase the many dimensions of the brand as well as our iconic packaging…The uniqueness of brand integration is its global reach - that is truly international.

– Christopher Carroll, global manager brand experience, Heineken  

http://www.warc.com/Pages/NewsAndOpinion/Quotebank.aspx?Category=Marketing

Target Market Strategy

Our target market is going to be mostly in America mostly for the fact that alot of people don't get to go out of the states let alone around the world so this will help with those people so that they can try spices and flavors that they are necessarily going to be able to get form, say, Walmart. The market that we will target is the older adult based customers to go with alcoholic beverages but the snack could also be given to children. Through that we will mostly sell in bars but we will also have a branch of the snacks that sell in all major stores.

Arranging for a market offering to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers (Armstrong and Kotler, p. 175)

Developing separate marketing plans for the separate segments requires extra marketing research, forecasting, sales analysis, promotion planning, and channel management" (Kotler & Armstrong, p. 188)

Situation or SWOT Analysis

Strengths: The strength with this product is that it would go great with the bar scene and even out of it. Being a spicy low fat snack, it goes good with the individual that wants to drink and have something to eat but it also goes well with someone who is watching there figure and buys it for there home. 
   
Weaknesses: There are a lot of snacks out there that can be both used for a bar or at home use. Spicy flavors, unless catered towards certain ethnic groups, aren't that prevalent in American cuisine.

Opportunities: The field for foods specifically catered for alcoholic beverages is immense and doesn't have much competition. 

Threats: The playing field of snacks for alcoholic beverages dose have some brands already and they might start doing other things to get there customers that they lost to our brand.




SWOT Analysis - Situation analysis in which internal strengths and weaknesses of an organization, and external opportunities and threats faced by it are closely examined to chart a strategy. SWOT stands for strengths, weaknesses, opportunities, and threats.

Read more: http://www.businessdictionary.com/definition/SWOT-analysis.html#ixzz2DZ4r1OzZ

Objectives

Our objective is to set our brand out there, to have the customer try something new and to have an experience that they would tell there friends about. We want to have good constant customers that will buy our product no matter how well off they are, this product is for the poor and rich, we don't discriminate.  

You don't spend ten years appealing to middle-aged women and then suddenly turn around and start trying to connect with 25-year-old women. You're almost certainly going to alienate the people who have an investment in your brand, and there's no guarantee you're going to be successful with the new group.

– Kevin Lane Keller, US academic

In order to have constant customers you need to have a way to get out there to the customers, with that we have a blog, twitter (to get out there to the people), and facebook. This will show the people that we are also people and want them to feel comfortable and safe with us and our product. 

The secret to successful communication is about saying the right thing in the right way in the right place and moment. However, the opportunities to do it right (and wrong) increase dramatically in the more complex and individualistic world.

– Sue Elms, evp/head of global brands, Millward Brown 

We can't buy fans and we can't schedule our commercials into the consciousness of our fans. Rather, we must speak with clear intent and respect the boundaries of the relationship.

– Judy Franks, The Marketing Democracy

http://www.warc.com/Pages/NewsAndOpinion/Quotebank.aspx?Category=Marketing

Business Mission Statement

We are in the business of developing the highest quality product by using quality ingredients and added value of the highest integrity to our customers.   

Business Mission Statement - A written declaration of an organization's core purpose and focus that normally remains unchanged over time. Properly crafted mission statements (1) serve as filters to separate what is important from what is not, (2) clearly state which markets will be served and how, and (3) communicate a sense of intended direction to the entire organization.

A mission is different from a vision in that the former is the cause and the latter is the effect; a mission is something to be accomplished whereas a vision is something to be pursued for that accomplishment. Also called company mission, corporate mission, or corporate purpose.

A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization. (Marketing: An Introduction for Education Management Corporation, Pg. 39)

Read more: http://www.businessdictionary.com/definition/mission-statement.html#ixzz2DYzTSM7Y

Week 7 EOC Pitch Final Project

      Now Introducing from Phileas Fogg a new type of chip from the flavorful world of Algeria. Sliced red chili peppers dried in the hot sun of Algeria coated in a salty blend of Algerian spices. With it's salty and spicy flavor it will make the best snack food to help wash down a cold pint. Experience the wield adventure of Phileas Fogg one bite at a time.

      In the words of Phileas Fogg: "Let me tell you a story of how I came into finding the taste for these chips. Me and my counterpart found us running on rooftop to rooftop evading a pack of Ottoman guards thinking that we stole these red chilies that we got as a parting gift just moments before. To get away from them, both  Jean Passepartout and myself jumped from the tallest rooftop. Thank goodness for us, we landed in giant sacks of powdered salt, getting it all over the chilies. Thinking that we got rid of the guards, both Jean and I decided to eat the now ,dried from the sun, chilies as a snack."         

Week 6 EOC Me x3

The three things that I get constantly that "defines" me, that I get even if I don't have the money for at the time is as follows.

Yes not the most professional thing to "define" me but think about it, you have dandruff clean it up because that is not professional. It doesn't matter how much money I have, even if I just got paid and I can get a different one even if I'm not flaky, I would still by it. You might think "Ew gross, why would you even have that" well you don't see me with dandruff do you?

Another thing that I have that defiantly defines me is my Apple product, my Apple Macbook pro. I grew up on PC's, I've worked with PC's, I've even taken apart PC's but the one thing that I don't like is the problems that I always get with them. The one main problem is that PC's get viruses, Macs do not. I like how small, sleek, and professional Macs look, to me, nothing says that you get work done then having and working on a Mac. My Macbook is the only Apple product that I own, mostly because I don't have alot of money nor do I like the "fan club" it has with it. The whole "You must have the newest" thing is not me, I just need something fast, reliable, and versatile.

   

My last product that I get regardless if I have money or not (preferable when I do and usually when I do) is my favorite soda, Virgils. I got a keg of Virgils when I was younger, mostly because I love root beer because of my grandfather. Because of that gift I didn't really like any other type of root beer other then that, I mostly just subsided with others. Virgils is brewed like beer, I think the one thing beside the taste when I was younger was that since I was too young to drink, this was the closes thing to it, like how kids put things up to their mouths to look like they are smoking, it made me feel older, now when I drink it, it brings back memories and makes me feel younger like there isn't a care in the world and not the hard times of being an adult.