Creative Content Script

DUTCH MUSIC FADES IN

Phineas Fogg has done it again!!

This time he brought you a snack all the way from the Netherlands

So come in to your favorite bar and have your taste buds take a journey around the world with the new Kroket balls

Available today.

DUTCH MUSIC FADES OUT

Implementation Evaluation Control

Marketing Implantation is defined as “… the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objective. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how.” (Marketing: An Introduction, Armstrong/Kotler, p. 57)

The Who: This would be the Phineas Fogg Snacks company and all other companies involved in promoting, distributing, and purchasers.

The Where: Anywhere that the product is sold.

The When: This would be anytime that the product is being sold and consumed as well as advertisements on the television or the internet

The How: Everyone knows that you have to crawl before you can walk, so saying this its fairly obvious we need to start as a small local business. Slowly spreading the name of Phineas Fogg Snacks.

Promotion

To promote my product, I will be using the Push Strategy. The Push Strategy is, "A promotion strategy that calls for using 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 consumer" (Marketing: An Introduction, Armstrong; Kotler, p. 384) I figured that this would be the best way to promote my product. For all the places that sell my product I will give them items that they can raffle off to the people who buy my product in the individual bars. Once a costumer buys the Kroket balls they will get a slip to put their name and phone number down so they can win great prizes while also getting a taste meal.

Price

“Price - the amount of money charged for a product or service, or the sum of the values that customers exchange for the benefits of having or using the product or service.” (Marketing an Introduction, Armstrong/Kotler, P. G7) With this being said, I want to create a fair price for my product. The most expensive part in making this product is the meat that goes inside. I would consider this an appetizer-like food, so I would consider the price to be around the same as getting wings or chicken fingers, which runs average from about six dollars to seven dollars for a basket of about 10-8 Kroket balls. “It’s important to remember that “good value” is not the same as “low price.” (Marketing: An Introduction, Armstrong; Kotler, p. 276)  So with this in mind I got to make sure that my product will be worth selling at this price, but I will only be able to tell with trial and error.

Distribution

“Few producers sell their goods directly to the final users. Instead, most use intermediaries to bring their products to market. They try to forge a marketing channel (or distribution channel)—a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user.” (Marketing: An Introduction, Armstrong; Kotler, p. 311) Since my target market are bar goers, I will research what the other companies use to deliver their products to the same bars. I am assuming that they all use similar methods of distributing their products. And if there is ever a problem with our deliveries, each bar that I sell to will have the number for Phineas Fogg’s Snacks main office so that any discrepancies can be squashed immediately.

Product

“We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. Products include more than just tangible objects, such as cars, computers, or cell phones. Broadly defined, “products” also include services, events, persons, places, organizations, ideas, or mixes of these.” (Marketing: An Introduction, Armstrong; Kotler, p. 208) My product, Kroket Balls, are a delicious snack. But then so are a lot of people’s product. What makes mine stand out is that it has an intriguing look to them that will bring in the Daredevils first, but once they spread the word of how tasty they are people will flock to get them. So over all I feel that this product has a lot of potential that needs to be explored and if explored than we will find ourselves amongst a snack legend. “Quality has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.” (Marketing: An Introduction, Armstrong; Kotler, p. 214)

Target Market Strategy

“Most companies have moved away from mass marketing and toward target marketing—identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each. Instead of scattering their marketing efforts (the “shotgun” approach).” (Marketing: An Introduction, Armstrong; Kotler, p.174) I will be targeting any bar that is willing to accept my product, I want everyone to experience the joy of my Kroket Balls.

 “By carefully studying the environment, marketers can adapt their strategies to meet new marketplace challenges and opportunities.” (Marketing: An Introduction, Armstrong; Kotler, p.67) By studying each environment for where I want to sell my product, I will be able to custom tailor a pitch to each bar owner so that they see my product as the perfect choice for their bar and their costumer. 

Situation or SWOT Analysis

The marketer should condu“Managing the marketing function begins with a complete analysis of the company’s situation. ct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)” (Marketing: An Introduction, Armstrong; Kotler, p. 54)

“Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives.” (Marketing: An Introduction, Armstrong; Kotler, p. 54) Phineas Fogg is already a known figure from the Book/ movie Around the World in 80 Days. “Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance.” (Marketing: An Introduction, Armstrong; Kotler, p. 54) Our company has some bigtime competition so we would need to find a unique way to promote ourselves.  “Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage.” (Marketing: An Introduction, Armstrong; Kotler, p. 54) We have the benefit of making snakes from all around the world so we have the opportunity to appeal to many different cultures. “Threats are unfavorable external factors or trends that may present challenges to performance.” (Marketing: An Introduction, Armstrong; Kotler, p. 54) the treats would be the bigger companies.

Objectives

“The challenge facing us is not just one of consumers being more-value conscious, it’s how we gain … a renewed relationship with consumers who have less inclination to listen to [companies with whom] they do not have strong and valued relationships.” (Marketing: An Introduction, Armstrong; Kotler, p. 4) At my company, Phineas Fogg Snacks, we have only but two objectives. Objective one: making a quality product. If we make high quality products, they will start to build a reputation of their own, which is our way of getting our foot in the door. Objective two: making and maintaining great customer relations. This is the most important objective because customers are all a business has got. Like in a band you need fans to keep being successful, a business needs those “die-hard” customers that will keep coming to you time and time again.

Business Mission Statement

“An organization exists to accomplish something, and this purpose should be clearly stated.” (Marketing: An Introduction, Armstrong; Kotler, p. 39) A company has a Mission statement so they can clearly show people what they are all about as a company. A mission statement should show the companies values and its character, and when the company starts to fulfill their statement it will bring in the people that share the same values and people will become loyal to that company. “A company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers.” (Marketing: An Introduction, Armstrong; Kotler, p. 40) Of course we know that a company is created to make money, so that does not need to be explained in your mission statement. It could be assumed that your business is all about the money and not the customer, which you do not want for obvious reasons.

So, with all that said, my Mission Statement is as follows; “At Phineas Fogg Snacks we are proud to make crazy and delicious snacks for bars the world over. Spreading culture and love everywhere we go.”

Week 10 EOC: Road Map For Success

1. Catch up on reading
2. Catch up on tweets
3. Prepare for final exam
4. Complete creative content
5. Finish final project postings
6. visual representation of product bag
7. Logo for product.
8. Finish quotes
9. Make sure to come to class on time
10. Bring #2 pencil

Week 9 EOC: Creative Content

For my Creative Content I will be writing a thirty second commercial for the Kroket balls that I am marketing. The commercial will start off with Dutch music playing, since the Kroket is a The Netherlands favorite. It will continue on to say, “Are you bored with the same old bar foods you see all around town?” Then there will be a crowd of people shout “yeah! Yeah!” “Well then we have a solution for you!!” Try Phineas Fogg’s brand new snack called Kroket balls, this yummy treat will get tummy grumbling with gratitude. So go down to your local bar and grab an order or two today. With the Dutch music fading out at the end.