EOC: Week 10: What are the benefits vs the features?

My product is very unique and cannot be found anywhere else. The ingredients benefit the consumer because the whole experience of the chips is supposed to wow you. Once you eat my snack it takes you to ancient Greece and makes you feel like you’re in a whole new world. Also another benefit would be that you will not be able to find this flavor combination anywhere else. My chips are so unique and they will have you wanting more. They are made with the freshest ingredients so you don’t have to worry about unnatural chemicals being added to any of these chips. They are perfect for eating while you are relaxing and drinking a nice cold beer. They taste perfect paired with an alcoholic beverage. The features of the product would be that they are made from pita which will soak up the alcohol so you don’t become a train wreck, oregano, dill, sea salt which will make you wanting more of your drink, feta cheese and garbanzo beans which is protein and will keep your stomach satisfied. It’s the perfect salty treat and also is filled with protein and carbs to make your drinking experience last longer. They are just for adults but can be enjoyed by anyone with a strong palette and understand the flavors of the Mediterranean. It’s very unusual and will be different than anything out on the market right now.

Week 8 EOC: Creative Content

I want to design a new logo and also the packaging for the product. They will both represent the product and the country. I want to mainly print advertisements because I have skills to do that. I will do an ad for magazines, newspapers, and billboards. I want to represent the things I wrote about in the adventure. It could have volcanoes, cliffs, islands, the ocean and the island of Greece. I also want to have pictures of the ingredients or something that represents the ingredients. I also would like to create a slogan for the product. I need to find a specific font that represents the brand and also the flavors of the snack. The package will be very bold and catch the eye of the consumer. My main target is adults so I will need to think how about how it can make a bag of chips look like it can be for them not their children. I want my ads to kind of be shock and awe but nothing inappropriate. More like just a slogan that would only be understood by an adult. The billboards will be easy to read with little content so that they get the whole concept or feel intrigued by it and look it up. They need to relate eating these chips to a getaway to Greece and they need to make them feel like they are getting a break from their real life. It’s supposed to give their taste buds a vacation from all the bland snack and all the fatty fast foods that are now available. The ads will portray all of these ideas and create a daydream of the beautiful islands of Greece. These flavors are sure to make them dream of a getaway. 

Implementation Evaluation Control

"To guide implementation effectively, every part of the plan must be described in considerable detail. Sometimes a company will post its marketing plan on an internal Web site, which allows managers and employees in different locations to consult specific sections and collaborate on additions or changes."

(Kotler MP1) We are starting to do exactly as planned. The marketing plan is all set up and is now in full effect. the product will go out on the shelves in a matter of days and we have already started promoting our product through all our social medias and we have print ads in magazines. It will all come together for our release date. "For effective implementation and control, the marketing plan should define how progress toward objectives will be measured."(Kotler MP2) All objectives will be met as soon as our product goes out to the public. 

Price

"Price is the only element in the marketing mix that produces revenue; all other elements represent costs. Price is also one of the most flexible marketing mix elements. Unlike product features and channel commitments, prices can be changed quickly. At the same time, pricing is the number-one problem facing many marketing executives, and many companies do not handle pricing well. "

(Kotler 275) Price is really the most essential part of selling this product. We have to make sure that we don't make it to cheap or it will take value away from our product and make it seem like its not worth the money. Also we cant make it to expensive because its a new product and people aren't going to spend alot of money on a product that they are not even sure they will like. I'm going to base my pricing on other pita chips that are being sold just to create a guideline on where i need to be. a normal 8 oz. bag of pita chips by brands like Stacys and Atheno are $30 to $35. i plan on trying to jeep in range with those and start my pricing at $25 and see how it does. "A small percentage improvement in price can generate a large percentage in profitability. More importantly, as a part of a company’s overall value proposition, price plays a key role in creating customer value and building customer relationships."

 (Kotler 275)

Promotion

"Promotion spending is relatively high to inform consumers of the new product and get them to try it. Because the market is not generally ready for product refinements at this stage, the company and its few competitors produce basic versions of the product. These firms focus their selling on those buyers who are the most ready to buy."(Kotler 259) The only way for me to get the product out of the factory and into peoples mouths is by promotiong it. Some ideas I had on promoting the product was by doing print ads, billboards, and a commercial. also we will be very active on all social medias and really try and involve and excite our customers. we will tweet and post daily so there is never a day that they forget about Phileas Foggs Greece Munchies. i want to set up booths in places like Costco and Sams Club so people can sample them while they are shopping. "Companies keep their promotion spending at the same or a slightly higher level. Educating the market remains a goal, but now the company must also meet the competition." (Kotler 259)

Distribution

"Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage. FedEx’s creative and imposing distribution system made it a leader in express delivery. "

(Kotler 311) Our distribution channel will be quite simple. we will get our product on the shelves of as many stores as we can. We want our product to be easily accessible and in whatever store you shop at. Also it will be available on our website in case you live in a rural area, live outside the U.S. or just don't have any in stores near you. Also it will al be made here in the United States in the Phileas Fogg factory. we are getting all the ingredients imported over to the U.S. from Greece, so it will be the finest quality ingredients. "Distribution channel decisions often involve long-term commitments to other firms. For example, companies such as Ford, HP, or McDonald’s can easily change their advertising, pricing, or promotion programs. They can scrap old products and introduce new ones as market tastes demand. But when they set up distribution channels through contracts with franchisees, independent dealers, or large retailers, they cannot readily replace these channels with company-owned stores or Web sites if conditions change."(Kotler 312)

Product

"Marketing research gives marketers insights into customer motivations, purchase behavior, and satisfaction. It can help them to assess market potential and market share or to measure the effectiveness of pricing, product, distribution, and promotion activities." (Kotler 106) Our product is the main focus of the entire brand. if we cant sell our product than our brand will never make it. right now the product is in the introduction stage because people don't know anything about it yet. "The introduction stage starts when the new product is first launched. Introduction takes time, and sales growth is apt to be slow. Well-known products such as instant coffee, frozen foods, and HDTVs lingered for many years before they entered a stage of more rapid growth." (Kotler 259) Once it is out of the introduction stage, it will start to grow and we will find out whether the product will survive or if we need to go back to the drawing board. The product is made from the freshest ingredients of feta cheese, garbanzo beans, sea salt, oregano, dill and homemade pita. There is no way this product can fail. When you take a bite, it makes you feel like you have left where ever you are and ended up on the beautiful beaches of Greece. 

Target Marketing Strategy

"To target the best market segments, the company first evaluates each segment’s size and growth characteristics, structural attractiveness, and compatibility with company objectives and resources. It then chooses one of four market-targeting strategies—ranging from very broad to very narrow targeting."(Kotler 202) We are going to use concentrated marking or niche marketing which involves focusing on only one or a few market segments. We plan on only focusing on the adult markets. we have to ask ourselves a few questions, like if its size able enough to generate a profit, is it a growing market, is there a way to reach it and is this what fits in with our objectives and missions? Targeting our market is the biggest task because if we dont get it right than no one will buy our product. our geographic segment will be strictly in the U.S. for now because until our brand is known we can not expand. our main goal is to target both men and women from ages 21+. there is no specific family size for the target but the income should be about 25,000+. All races and nationalities will be targeted and marketed to in their own special ways. Just mainly will will target adults by drawing them in with ads that will give their eyes a relief from all the ads they are used to. "The most powerful brand positioning builds around strong consumer beliefs and values. Brand name selection involves finding the best brand name based on a careful review of product benefits, the target market, and proposed marketing strategies."(Kotler 238)

SWOT Analysis

"A SWOT Analysis is an overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)." (Marketing: An Introduction for Education Management Corporation, Armstrong/Kotler)  "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives." (Marketing: An Introduction for Education Management Corporation, Armstrong/Kotler) The strengths of the company would be the unique outlook on snacks. I chose unusual flavors that require more of an experienced palette. The product is for adult, which can be a strength because there is no other snack food out there that focuses completely on that age group. It reaches out to an entire niche market that is completely ignored by other snack companies. "Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance." Weaknesses of the brand would be that the flavors may scare people off. They are unique and some people like to stick to the normal flavors like sea salt and vinegar or even just potato chips. " Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. " A huge opportunity would be that we are really the only company that is focused on just adults. We will have the entire niche market and it gives us an opportunity to brand ourselves accordingly. we just need to figure out the best way to get people interested and go for it.  "And threats are unfavorable external factors or trends that may present challenges to performance." A huge threat to our company is that since no one else has tried this, we could fail miserably. There may not be as big of a market as we need or even as we think. Also there is the threat of someone stealing our idea and creating a competitor before we can even get people to be interested in our products. 

Objectives

"The company needs to turn its mission into detailed supporting objectives for each level of management. Each manager should have objectives and be responsible for reaching them. This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives. " (Kotler 40) One of the most important goals of marketing is driving business and increasing sales. Marketing needs a good return on investment meaning the increase in sales should significantly exceed the cost of the marketing and should therefore be specific. Another objective my product needs is improving product awareness. If no one knows about the product, than it will never increase in sales. As a company we need to reestablish ourselves in our industry. We need to make it known that we are not your average chip, we are a unique line of adult targeted chips. The last objective would be brand management. We need someone to make sure that all social medias are working and to really get and keep our name out in the public. We need to become desirable and also become the best. Everyone needs to know our name and we need to create a new audience and following of our chips. These objectives will be tough to reach, but they are the only way we can get the company off the ground. Even though its an existing company, it hasn't really made its mark in the snack industry. Also with its new image of just adult snacks, we will have to figure out the best way to get it to our adult audience.  "The company’s strategic plan establishes what kinds of businesses the company will operate and its objectives for each. Then, within each business unit, more detailed planning takes place. The major functional departments in each unit—marketing, finance, accounting, purchasing, operations, information systems, human resources, and others—must work together to accomplish strategic objectives." (Kotler 46)

Business Mission Statement

"Mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment." (Kotler 39)

Phileas Fogg, we focus on creating the perfect snack that can be enjoyed by just adults. And we continue to pioneer bold, unique flavors that people really seem to love. Our primary concern is that the snacks we produce are to the very highest standards using quality products and ingredients.
"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace. Too often, mission statements are written for public relations purposes and lack specific, workable guidelines. Says marketing consultant Jack Welch"  (Marketing: An Introduction for Education Management Corporation, Armstrong/Kotler)

Week 8 BOC: The Adventure

I, Phileas Fogg, was visiting Santorini for the day when all of a sudden, Mount Kolumbo started to erupt. He felt the earth shaking below him and he didn’t know what to do. As soon as the lava was creeping towards I realized the only option I had was to jump in the water. The lava started to dry up the water of the sea and I was able to find the richest sea salt known to mankind. I kept swimming and gathering as much salt as I could along the way. I finally reached the shore and the lava had stopped flowing. The land I came up on was beautiful and full of rich green plants. I found it is the island of Mykonos. I started to see many herbs and thought this is the perfect place to find his ingredients. After I tried many different herbs and after being poisoned numerous times, I found the most amazing herbs. I chose oregano and dill to compliment the sea salt. I started to hike around the mountains and while I was peering over the cliff, a convertible sped past and the wind pushed me off the cliff. I rolled down a 50 ft. cliff and when I landed, I was right in the middle of a cow farm. I found two amazing people who nursed me back to health. After I told them the story of my amazing pita chip idea, they offered me unlimited pounds of Feta Cheese and garbanzo beans. I thanked them and then walked all the way to Athens with all of my ingredients. When I arrived at his hotel, I learned that there was a pita making contest right next to it. Once the winner was announced, I offered the man a job and now have a full time pita maker. I then boarded my hot air balloon and sailed off awaiting my next adventure. 

The Pitch

Greece is my country of choice. My product will be Greece Munchies, pita chips with flavors like oregano, sea salt, dill, feta cheese and garbanzo beans.  All these ingredients are from Greece and used in all their main cuisines. Phileas Fogg went on an adventure to find the freshest and most flavorful ingredients. He was visiting Santorini for the day when all of a sudden, Mount Kolumbo started to erupt. He felt the earth shaking below him and he didn’t know what to do. As soon as the lava was creeping towards he realized the only option he had was to jump in the water. The lava started to dry up the water of the sea and he was able to find the richest sea salt known to mankind. He kept swimming and gathering as much salt as he could along the way. He finally reached the shore and the lava had stopped flowing. The land he came up on was beautiful and full of rich green plants. He found it is the island of Mykonos. He started to see many herbs and thought this is the perfect place to find his ingredients. After being trying many different herbs and being poisoned numerous times, he found the most amazing herbs. He chose oregano and dill to compliment the sea salt. He started to hike around the mountains and while he was peering over the cliff and a convertible sped past and the wind pushed him off the cliff. He rolled down a 50 ft. cliff and when he landed, it was right in the middle of a cow farm. He found two amazing people who nursed him back to health. After he told them the story of his amazing pita chip idea, they offered him unlimited pounds of Feta Cheese and garbanzo beans. he walked all the way to Athens with all of his ingredients. When he arrived at his hotel, he learned that there was a pita making contest right next to it. Once the winner was announced, he offered the man a job and now has a full time pita maker. 

Week 6 EOC: Me x 3

Jeffrey Campbell Lita Spikes 

 I just recently purchased these shoes and I am obsessed with them. My favorite designer is Jeffrey Campbell, who is the designer of these shoes. The whole brand is very quirky and outside the box. i like to think that i can relate to the brand because that’s my personality. I like to stick out in a crowd and these shows definitely draw attention. I am addicted to buying shoes and if you ever saw my closet you would see that I have way too many shoes and have enough shoes to give to a small village.

Pitbulls

I have two pit bulls and they are my everything. I constantly try to change everyone’s beliefs on their breed and make them understand they are the most amazing and loyal dogs. This dog shown is not my dog but it is linked to a rescue center called Villalobos that I admire. These people are also trying to change the reputation of the breed and teach people to give second chances in life. I have a two year old pit bull named Jameson who is so mellow and amazing and then I have a 1 year old named Stella who has more energy than a toddler. They represent me to the fullest.

My IPhone

I will not go anywhere without my phone. It is like my baby. It is always attached to my hip and im always either texting, on any social network or listening to music. I don’t know what I would do without it. I always have a new case on it that represents my style for the month. I like to change it with my moods but that can get pricey so I stick to a phone case every three months. 

Week 5 EOC: Social Networks and Job Hunting

“Marketers are now working to harness the newfound communications power of their everyday customers, turning them into influential brand ambassadors. Companies such as JetBlue, Sony, Microsoft, and McDonald’s, among others, are now developing a new breed of brand ambassador programs that organize and supercharge consumer-to-consumer interactions about their brands.” (Marketing: An Introduction for Education Management Corporation, pg. 143) The article in our book was fascinating. I didn’t realize there were entire companies devoted to finding marketing ambassadors for such high end companies. It’s true that this is important because whenever someone I know writes something about a company good or bad, I tend to believe them without even trying the product. I know many people who would be great at this because they have such a passion for specific brands. “Brand ambassador programs leverage the power of peer-to-peer communication. Consumers hear about products and brand experiences from others just like themselves—people they trust—rather than from commercial marketing sources.”(Marketing: An Introduction for Education Management Corporation, pg. 143)

“Facebook's use as a job-recruitment tool remains small, but its appeal may be growing. Some recruiters say they have all but eliminated their spending on job boards, which can charge a few hundred dollars per job posting, depending on volume. Others note that while LinkedIn contains a more comprehensive résumé database, candidates tend to value referrals from their connections on Facebook more.” (http://online.wsj.com/article/SB10001424053111903885604576490763)  I have seen so many of my friends post about either needing a job or that their company is hiring. I think it’s a great way to get a job through friends that are actually reliable or know that you would be reliable. Everyone is so active on Facebook right now that it could be a great tool for companies to use. They could see what their interests are and relate them back to their company. 

Week 4 EOC: Business to Business

“But here’s a fact that would startle most consumers. Did you know that GE’s consumer products contribute less than one-third of the company’s total $183 billion in annual sales? To the surprise of many, most of GE’s business comes not from final consumers but from commercial and industrial customers across a wide range of industries." (Marketing: An Introduction for Education Management Corporation, pg.158) As that quote reads above, Business to business is so much more important to companies than us consumers would even know. I just now learned that GE sold more than appliances that I can use in my house. It is not even half of their revenue and that’s all everyone thought they sold. The definition is “Business-to-business, or B2B, describes a transaction, product or service, or business strategy as targeted to a business rather than the consumer. A business-to-business sale means a sale to another business, even of a product normally sold to consumers.” (http://www.investorglossary.com/business-to-business.htm)  Many online companies have specific business pages that are only applicable if you are a business and buying in bulk. For example, Staples, which is an office supply company has a website called stapleslink.com. This was created to so that companies that needed to buy items in bulk would be able to save money and also get the sizes they need. So many industries thrive off of b2b sales. Fashion, which is my major, is a huge b2b industry because many designers purchase their fabric from other companies. “The fashion world’s digital focus is expanding beyond the confines of the style-conscious shopper to the B2B category, via a handful of Web sites catering to the forces driving the retail industry.” (http://www.wwd.com/media-news/digital/b2b-fashion-sites-on-the-rise-6083188?full=true)

Week 3 EOC: My Demographics

“They are the most ethnically and racially diverse cohort of youth in the nation's history. Among those ages 13 to 29: 18.5% are Hispanic; 14.2% are black; 4.3% are Asian; 3.2% are mixed race or other; and 59.8%, a record low, are white.They are starting out as the most politically progressive age group in modern history. They are the first generation in human history who regard behaviors like tweeting and texting, along with websites like Facebook, YouTube, Google and Wikipedia, not as astonishing innovations of the digital era, but as everyday parts of their social lives and their search for understanding. They are the least religiously observant youths since survey research began charting religious behavior..” (http://pewresearch.org/pubs/1437/millennials-profile) I do agree with much that is written here. I also can relate to most of it as well. Technology has never not been a part of my life. I grew up having internet and using Google to do all my research. I received a cell phone when I was 13 and got an iPod when I was 11. “Retailers also need to keep in mind that millennials tend to seek brands and products that are socially responsible; this generation is looking for products that are sustainable, fair-trade and offer lower carbon footprints, for example." (http://www.cnn.com/2012/10/12/living/millennials-shopping/index.html) This I completely agree with. I find myself wanting to know if a company uses recyclable material or if they are benefitting anyone else. Many companies now are donating, recycling, or giving back to the community and its because our generation demands it. "That emotional connection between brand and consumer is weakening. They don't need to rely on (brands) so heavily for inspiration and resources. They have 2,500 bloggers and a variety of social networks telling them what to do." (http://www.cnn.com/2012/10/12/living/millennials-shopping/index.html) Blogging has taken over the way people read about things or how they learn things. I find most of my fashion inspirations on tumblr or websites like it.

Week 3 EOC: Making Money for Good

There are many brands that are beneficial in more ways than one. The first brand I chose is (RED), which is a brand that is trying to make the world Aids free. Fifty percent of the profit of the item goes towards fighting Aids in Africa. This is their goal, “Every Generation is known for something. Let's be the one that delivers an AIDS Free Generation. We all have tremendous power. What we choose to do or even buy, can affect someone’s life on the other side of the world. In 2010, 1,000 babies were born every day with HIV.  In 2011, that number was down to 900. By 2015 it can be near zero. We can stop the transmission of HIV from moms to their babies.” (http://www.joinred.com/aboutred/the-red-manifesto/)  They sell all kinds of merchandise that helps their cause. It was once sold in GAP, but now it can be found in stores all over and they have a website. “Just over a year ago, the rock star Bono started Red, a campaign that combined consumerism and altruism. Since then, consumers have generated more than $22 million to fight H.I.V. and AIDS in Rwanda by buying iPods, T-shirts, watches, cologne and most recently — as anyone who watched the Super Bowl knows — laptops, with all of them branded “(Product)RED.” (http://www.nytimes.com/2008/02/06/business/06red.html?pagewanted=all&_r=0) Most of their merchandise has RED written on it or is red with a small logo on it. Another brand would be Tide. They helped victims of disasters, for example when Hurricane Katrina hit they went to New Orleans to clean peoples clothing. This is tides goal, “The Tide Loads of Hope mobile laundry program travels to places affected by natural disasters and helps out by providing clean clothes and a renewed sense of hope. You too can join us and give the gift of hope. If you buy a Tide vintage t-shirt, all profits will go to support families in need—and you can send a message of hope as well.” (http://www.tide.com/en-US/article/giving-back.jspx)

Week 2 EOC: Boston Consulting Group - Video Games

I personally am not a huge fan of playing video games or a “gamer” as some would say. I do however know what game consoles are out dated and brand new from my brothers. I would have to say that game consoles really rely on the preference of the player. Every person you ask will reply with a difference answer on their preference. Right now the dogs of the gaming world would definitely be the out dated consoles like PS1, the first Xbox, Sega and Atari. Although those are classics, they will never be played religiously again. Sega was cherished when it was first released but the company is what went wrong. “Sega pulled the plug on the Dreamcast a year and a half after its debut, due to financial difficulties and gamer interest in the coming PlayStation 2, but, in its brief run, it was the greatest video game console of all time.” (http://www.pcmag.com)

I don’t think many consoles will ever be stars because as technology gets better, they have to release new consoles quickly. In 2013 the Cash cows will be the Xbox and Playstation. Analyst Colin Sebastian noted in a report issued today that "while we remain somewhat concerned about lack of 'buzz' ahead of the Wii U launch, the industry remains on the cusp of a significant upgrade cycle with new Xbox and PS4 consoles next year."  (http://content.usatoday.com/communities/gamehunters/post/2012/08/new-playstation-and-xbox-could-drive-positive-2013-/1#.UHX7vhXA98E) 

Nintendo is releasing a touch controller, which is called the Wii U. from what I have read it’s a huge disappointment and no one is impressed by them. It would definately be considered a dog by BCG. “It’s fair to say that there weren’t too many people blown away by Nintendo‘s big keynote yesterday at E3. Outside of the lackluster game line-up for launch, again this year almost nothing was said about the actual hardware of the WiiU itself outside of the touchpad controller.” (http://www.forbes.com/sites/insertcoin/2012/06/06/what-nintendo-didnt-tell-you-about-the-wiiu/)

Week One EOC: Great Customer Service

I recently went to the Fashion Show Mall to go shopping for an outfit for my friend’s birthday. I usually go to the same stores, Nordstrom, Topshop and Forever 21. So this visit was as standard as always, but I was really surprised by the customer service in Topshop. I really am not one that likes to be bothered while I’m shopping because most of the times I don’t even know what I want. This time was different because an associate comes up and compliments me on what I’m wearing, which is always a plus, but then she starts to recommend items that resemble that style I’m wearing. I was honestly impressed with the service she was giving me because I liked almost everything she showed me. I pointed out the things I wanted to try on and she immediately got me a dressing room. I browsed around for some other clothes but she really nailed it. Once I was in the dressing room she asked me once if everything was going okay and I said yes and she didn't bother me again, also she brought me one more item she thought I would really like and again I did. Once I was finished she was very attentive, but not clingy or annoying about checking out. I wasn't quite ready because I always like to double check the store before I buy anything. Again she was not following me around or staring at me until I was done, so that made me happy. As soon as I was ready, she noticed I was in line and opened up a register to check me out. I get that she works on commission, so she was doing this more for her benefit, but honestly she made me feel as if I was important. 

Week One EOC: My Voice

When I was younger, I remember dressing up in my mom’s dresses and putting on her heels. I would look in the mirror and dream of one day being able to dress up in beautiful dresses and heels. Since then I have had a passion for everything in fashion. Many people have influenced my style. It ranges from Audrey Hepburn’s classic look to Janis Joplin’s hippie wear. I’m inspired by anything beautiful, whether it’s a piece of architecture or a flower in a garden. Being in fashion helps me look and think outside the box. I like to wear clothing based on how I am feeling that day or where I am going. Fashion is all about expressing you. The best thing about fashion is that you can be open minded to anything. Magazines and Blogs help to keep me up to date with the latest fashion trends. The fashion world is fast moving and it’s hard to keep up. I read Vogue religiously. It inspires me everyday to get through schooling especially. It motivates me to be something better. I want to succeed in the fashion industry in whatever way I can. I want other people to be inspired by me. The thought that you can be an influence by just creating a blog is amazing. These are the reasons I love fashion.