WEEK 9 EOC: Creative Content

I will be designing a Phileas Fogg homepage for the company website. This will entail drafting a wireframe and using Adobe Photoshop.

Implementation Evaluation Control

"Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly (57)."

To ensure all of our marketing techniques are fruitful and being utilized to the fullest, we will have certain metrics and analytical measures in place. For our online presence, we will use google analytics to measure our click through rates on our website. Our Internet Marketing specialists will examine and analyze our social media presence.

"Many managers think that “doing things right” (implementation) is as important as, or even more important than, “doing the right things” (strategy). The fact is that both are critical to success, and companies can gain competitive advantages through effective implementation (57)."

Armstrong/Kotler.Marketing: An Introduction

Marketing Mix - Price

"Price is the amount of money customers must pay to obtain the product (54)."

"Mochi Crunch" and all other Phileas Fogg snacks come in 7 ounce and 14 ounce packages. Price per 7 ounce package is $4.80 while a 14 ounce bag is discounted at $8.25.

Boxes of 24 packages each are available.

Armstrong/Kotler.Marketing: An Introduction

Marketing Mix - Place

Place includes company activities that make the product available to target consumers (54)."

In addition to our delivery services, we will ensure that access to all Phileas Fogg products is an easy process. We have distributors all over the United States that carry our snacks! They all utilize an inventory management system to ensure that businesses will never be caught off guard with a shortage of supply. Wether you are local to Las Vegas, or a business on the east coast, Phileas Fogg snacks are just a hop, skip, and a jump away!



Armstrong/Kotler.Marketing: An Introduction

Marketing Mix - Promotion

"Promotion means activities that communicate the merits of the product and persuade target customers to buy it (54)."

To promote our new line of snacks, we will be launching the "Try a Little Taste of Aloha" campaign. This will include both online and offline marketing techniques.

Digitally, we will be using Facebook Ads, Twitter, and also utilizing the hashtag #tasteofaloha. We will also launch a Google Adwords campaign that will rank a dedicated Mochi Crunch landing page well in a search engine query.

Offline, we will organize a Beer tasting event at the Hard Rock Hotel and Casino. Partnering with local breweries such as Banger Brewery and Tenaya Creek, we will be pairing free samples of our snacks with their beer.

Here is a quote which illustrates how powerhouse Nike uses both on and offline promotional practices.

"Using community-oriented, digitally led, social-networking tools, Nike is now building communities of customers who talk not just with the company about the brand, but with each other. “Nike’s latest masterstroke is social networking, online and off,” says one Nike watcher (38)."

Armstrong/Kotler.Marketing: An Introduction 

Marketing Mix - Product

"Product means the goods-and-services combination the company offers to the target market (54)."

Phileas Fogg will give you more than just a snack. We will provide your establishment with a complete package. Unique Tastes, Consistency, Delivery, and Quality Packaging is at the forefront of what we do.

In regards to our snacks, the current taste sensation is our "Mochi Crunch" line. It is a savory rice cracker wrapped in "nori" or dried seaweed. This blend of slightly sweet and salty is perfect with a cold beer while lounging at a pool party.

With the health-conscious in mind, a 1-ounce serving of Mochi Crunch is only 50 calories! This will appeal to patrons that are already feeling slightly guilty while sipping on that cocktail.

Armstrong/Kotler.Marketing: An Introduction

Target Market Strategy

The target market for Phileas Fogg snacks are establishments that serve alcoholic beverages. From Gaming and Spirits establishments such as Dotty's, to upscale day/night clubs on the Las Vegas Strip, we aim to serve. With the popularity of craft beers increasing over the past few years, we would like to partner with some of the popular micro-breweries.

Having done our research within these markets, we will be addressing the following needs that other snack suppliers fail to meet.

Consistency. Our product will always be delivered with the same top-quality as expected.

Delivery. We will be on time, every time with every delivery.

Packaging. The shelf life of our product will always be top-notch because of the premium packaging we use.

"Guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (50)."

Within the next four segments of this marketing plan, we will be going over the four primary elements of the marketing mix.

"In its quest to create customer value, the firm needs to look beyond its own internal value chain and into the value chains of its suppliers, distributors, and, ultimately, its customers (48)."

Armstrong/Kotler.Marketing: An Introduction

Situation or SWOT Analysis

"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T) (55)".

We have arrived at these findings when internally analyzing our company.

"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives (55)."

Strengths
Our delivery and commitment to excellence is our strength. We realize how important community is and strive to maintain a strong relationship with the companies we do business with. Consistency and making sure these relationships last is at the forefront of our business.

"Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance (55)." 

Weaknesses
Since our product does cover a smaller niche, there is a risk that not enough businesses will invest in what Phileas Fogg has to offer. However, we do believe that people will catch on to the uniqueness of our product.

"Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage (55)."

Opportunities
Craft beer has been gaining popularity of the past few years. We look to capitalize on what seems to be a match made in heaven, a nice cold beer plus a savory snack!

"Threats are unfavorable external factors or trends that may present challenges to performance (55)."

Threats
A threat to Phileas Fogg snacks would be consumers not willing to try something new.

Armstrong/Kotler.Marketing: An Introduction

Objectives

At Phileas Fogg, we strive to create bold, flavorful snacks. We believe that strong relationships with establishments in the food service industries are paramount. From neighborhood bars and pubs to upscale night clubs, we want to provide the flavors for an unforgettable experience.

"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 (41)."

We understand that food is is an integral part of having a good time. Our snacks will prompt patrons to wash it all down with a refreshing cocktail or beer. Our aim is to increase an establishments alcoholic beverage sales. Our snacks are very savory and also offer an interesting story to go along with a unique taste. Peanuts or Potato Chips? We think not. We at Phileas Fogg offer something more than your average snack.

"Each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources. This is the focus of strategic planning—the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities (39)."

Armstrong/Kotler.Marketing: An Introduction

Business Mission Statement

“An organization exists to accomplish something, and this purpose should be clearly stated. (39)”

"At Phileas Fogg, our promise is to create delightfully exotic flavors to enhance the snacking experience."

Armstrong/Kotler.Marketing: An Introduction

Phineas Fogg - Product Pitch "Adventure"

In the latest travels of Phineas Fogg, he lands on the tropical islands of Hawaii. In an interesting turn of events, he narrowly escapes death and discovers the newest addition to his exotic snacks called Mochi Crunch.

Upon arriving on the island of O’ahu, Fogg looks to obtain some of the praised sugarcane that has been a growing industry in Hawaii. Phineas meets with the King of Hawaii, King Kamehameha the III, to discuss a possible business relationship to import/export snacks and sugar with the United Kingdom. All the while, he catches the eye of the King’s love interest, Chiefess Kalama. Kalama was known to be very curious of the travelers that came to the Island, which angered the jealous king.

Phineas befriends a group of immigrant plantation workers of Japanese and Fiipino descent. They showed him some of the snacks and foods that they had while working in the sugarcane fields. One of them, which he enjoyed very much, was called Kaki Mochi.  It’s a lightly sweetened rice cracker, wrapped in a savory nori (dried seaweed). Fogg and the plantation workers spent a night under the stars telling stories, drinking beer, and eating this newfound snack.

The next morning, Fogg awakes on the beach, as he finds Chiefess Kalama snuggled up next to him. He was so drunk, he has no idea what had happened. He struggles to open both eyes when he sees a very angry King storming down the beach towards him. The King is in a jealous rage, as he sees his love interest in the arms of the Haole (foreigner). Phineas jumps up, collects all his belongings, bids the Chiefess farewell and hops into his hot air balloon. Just as he does that, the King swings his tiger shark club, missing Fogg’s head by just an inch and cutting the vessel’s anchor rope.

Phineas ascends into the sky with a grin and a bag of Kaki Mochi.

He later labels the snack "Mochi Crunch" the savory snack that pairs well with beer.

Understanding Consumer and Business Buyer Behavior

In today’s consumer market, there are four major factors that influence consumer buyer behavior. The first would be cultural factors. “Growing up in a society, a child learns basic values, perceptions, wants, and behaviors from the family and other important institutions” (137). Depending on where and how you grew up, we all have different values, perceptions and wants.

“A consumer’s behavior also is influenced by social factors, such as the consumer’s small groups, family, and social roles and status” (142). Social Factors also include: social networks, family, and opinion leaders. Many times, marketers aim to groups that certain people aspire to be a part of. A good example of this would be professional athletes or musicians.

Personal factors would involve a buyers age and what stage of life that person is in. What they do for work and how much they make obviously affects their buying activity.

The last major factor would be motivation. What drives a person to purchase a product? If you were thirsty, you would probably want to buy something to drink. Hungry? You probably would want to get a burger somewhere. It is that feeling that drives us to seek satisfaction.

Armstrong/Kotler.Marketing: An Introduction

Week 2 EOC: Boston Consulting Group - Video Games

In today’s gaming market, there are many games for the avid gamer to choose from. From consoles to online gaming, there’s never a shortage of games to play.

Rewind over twenty years ago, I remember begging my mother to buy me the NES (Nintendo Entertainment System). It was the latest in video game technology and everyone on my block had one except for me. I had to ride my bike to my best friend’s house only to have to wait an hour or more to play. Video games weren’t as available as they are today.

In 2014 however, they’re everywhere. Not only are there game consoles, but there are also PC games, and online games. In fact, online gaming will soon take the lead over consoles and pre-installed pc games. "The report Online Game Market Forecasts estimates worldwide revenue from online games to reach $35 billion by 2017"(forbes.com).

Let’s not forget about mobile video games that have been extremely popular. The introduction of Apple’s iPhone in 2007 changed the playing field in a significant, exciting way. "The iPhone created a “wide-open” market for third-party titles, where the barrier to entry for developers is low and games cost relatively little money for consumers" (theesa.com). Internet users worldwide with a smartphone have easy access to a plethora of mobile applications such as the ever addicting Angry Birds by Rovio Mobiles. "Mobile games remained the largest segment in terms of revenue, accounting for around a quarter of the total market" (marketwatch.com).

Great Customer Service

Armed with a few hours of research and online browsing, I finally decided to leave the house to check out my favorite store in the world- REI. What I needed was a good pair of hiking boots, as the trail-runners that I have been using were ready to be retired. Based on excellent reviews, I was dead set on purchasing a pair of “Vasque Breeze 2.0‘s”.

The shoe department associate was more than helpful while assisting me choose my size. It took all of about 15 minutes, and I was out of there with a new pair of boots. However, when I got home, I tried on the shoes again and I just didn’t feel in my heart that I had the correct size. It felt a little narrow in the toe-box. Fortunately, REI has a great return policy, so I went back the next day to return the boots and pick out another model.

This time, I had my son Kamai with me, and he can be a bit of a rascal. I tried on a completely different boot, the “Vasque Talus” model, while Kamai was running around the store like a he just drank a Redbull and popped a caffeine pill. I paid for the boots and had to get out of there with a quickness. 

That weekend, I wore the boots on a short hike up Maryjane Falls in Mount Charleston. They were really heavy, and I just didn’t like how they felt. Once again, I took advantage of REI’s return policy. Brushing off the boots on my way to REI again, I returned those and finally settled with a pair of hiking shoes and never looked back. 

“Outstanding marketing companies go out of their way to keep important customers satisfied. Most studies show that higher levels of customer satisfaction lead to greater customer loyalty, which in turn results in better company performance” (“Marketing: An Introduction” 6). This is why REI is my favorite store! 

REI Las Vegas, Boca Park

Photo Credit: www.yelp.com

My Voice

I am both leader and workhorse. In the industry of Web Design, it is imperative to have these qualities. Working within a creative team, each member relies heavily on one another to achieve a common goal. This is where thrive. I place the mission before my own needs, making sure that any given task is complete. I have confidence in my abilities. Enough to step-up in the absence of leadership, and make decisions to ensure the mission progresses. What I pride myself the most in is, I possess the ability  to create and to build. From the strategy to surface planes of any website, I can design for and address the needs of the user. By asking the right questions and having a clear understanding of what a client needs, I can then start to construct and build. Just like a carpenter building a house on top of a strong foundation, the skills that I have acquired enable me to build functional websites. As a web designer, my duties are to marry the business objective with a clean and attractive interface that benefits both the client and the user.