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