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

Feature – A property of a product that a consumer receives, i.e. an alcoholic product pushing that it has less calories.

Benefit – What a consumer gains from the product, i.e. the stated alcoholic drink allows the consumer to drink more.

In order for Phileas Fogg’s Argentinian Crackers to succeed, it must “…must carefully target specific segments with features that deliver benefits valued by each customer group.”

Many different snacks are available, but none will separate you from the crowd as much as Phileas Fogg’s Argentinian Crackers!  These crackers will definitely highlight your night with the adventure Phileas Fogg had in retrieving the recipe.  Does anyone else bring a riveting adventure all the way from Argentina, to the tip of your tongue, and in to your belly?  These crackers will not only enhance the taste and aroma of your alcoholic enjoyment, but they do their job as an adult-centered snack and make the consumption of alcohol more enjoyable by absorbing that liquid courage you love so much.  This also allows you to intake more of that delicious spirit and makes the night last longer…if only as long as Mr. Fogg’s time in Argentina! 

Phileas’s adventure in Argentina also amazing at starting a conversation.  Icebreakers can be hard to find, but there is always one in a box of his crackers!  His story is sure to spread through everyone at the party, all of whom will want to share stories like his (remember, we say “like” for a reason!)  There will never be a dull moment around a box of Phileas Fogg’s Argentinian Crackers!

Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing      (Page MP3)

EOC Week 9: Business Mission Statement

Mission Statement #1

http://phoandladna.blogspot.com/2012/11/business-mission-statment.html

“Message strategy statements tend to be plain, straightforward outlines of benefits and positioning points that 

the advertiser wants to stress.”

This mission statement was simple, crystal clear, and gets it point across without question.  I’m a simple man who wants simple snacking and “Just grab and bite with no cracking or peeling, just simply eat,” makes me want them more than anything now.  “Just simply eat” sounds like it could be a short catchphrase for the product.  The clever word play saying that  it is a “snack with a twist” trails around the fact that the seaweed is wrapped around the deep fried crab legs.

Mission Statement #2

http://upperechelonhomme.blogspot.com/2012/11/final-project-business-mission-statement.html

“Today’s marketers are also reexamining their ethical and societal responsibilities. Marketers are being called upon to take greater responsibility for the social and environmental impact of their actions.”

This mission statement touches all aspects every person wants to hear – safety, healthiness, and environmental awareness.  The description of the chip is also a craver – a thicker cut pepperoni pizza flavored chip? Yes please!  Who could resist something that is made of sugar, spice, and everything nice?  The statement also pushes towards the customers it already has – referring not to just their customers, but their loyal customers.  Loyal customers are happy customers, and happy customers generate referrals, and referrals are your best bet at more loyal customers!

Mission Statement #3

http://vegasvicphoto.blogspot.com/2012/11/business-mission-statement_28.html

”The advertiser must use memorable and attention-getting words in the ad.”

What is more memorable than someone telling you “I guarantee you…Deez Nuts will be on your mind the whole time!” regardless of your sexual orientation, gender, nationality, etc.!  Another positive note in this mission statement is the fact that it points out a couple places you would enjoy Deez Nuts, instead of just telling you how amazing they are.  It’s not just how amazing they are either – it’s delivering to the customers the “ultimate snacking experience.”  I don’t know what that is exactly, but that’s something I want!

All of the quotes in red are taken from the book Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing.

Target Market Strategy

Our main focus will be towards the more affluent for the regular sized crackers, but will provide a much smaller sample package for lower-budget stores.

When it comes to the more affluent stores, we’ll push on the older generation of baby boomers, since they will be more likely familiar with Phileas Fogg and the “80 Days” story.  “…although they might now be feeling the pinch of the weakened economy, the baby boomers are still the wealthiest generation in U.S. history.” Chapter 3 P71.  We will also focus on attracting more of the “white-collar” group of professionals, using an escapist vision for those occupations to attract them to our products.  “Blue-collar workers tend to buy more rugged work clothes…Marketers try to identify the occupational groups that have an above-average interest in their products and services.” Chapter 5 P 146.

Although our commercials will generally lean towards the baby boomers, we will air more comedic television commercials towards the younger, white-collar workers as well.  By airing ads on shows they would watch,  these young professionals would take interest in being able to enjoy something “adult” their blue-collar counterparts could not. “People can also be thought of as products. “Person marketing consists of activities undertaken to create, maintain, or change attitudes or behavior toward particular people.” Chapter 7 P213.

Week 8 EOC: Creative Content

**Original idea changed, due to scheduling issues, length of the commercial being way over a minute, and not enough sexiness.**

I am looking at shooting a 30 - 60 second commercial featuring the Phileus Fogg Argentinian crackers.  It will consist of a few people sitting around and one person just finishes telling his story.  One guy goes to the cabinet, pulls out a package of Phileus Fogg’s Argentinian crackers and reads the card with the story of Phileus Fogg and eats a couple of the crackers.  He smiles and walks back to the other guys, places the package of crackers at the table and begins to tell the story of Phileus Fogg with the crackers.  Through his narration, the story begins to play out in parts throughout the party, with occasional cuts to the other party members who are giving awkward reactions to his unbelievable story.  He only makes it halfway through the story and there is a shot of everyone looking at him puzzled.  His phone rings and it is classical music, as though from the 1800’s.  He says something to the extent of “OK, fine, Mr. Holmes, I will come and help you with that case!”  He apologizes to the party and announces he must leave.  

Everyone just looks at each other confused.  One of the party members reaches into the bag and discovers the card.  He begins to read it and hands it off, exclaiming that story is the biggest load of crock he’s ever read in his life and is mad the other guy tried to pass it off as his own.  He then reaches into the package and eats one of the crackers.  He has a shocked look on his face and exclaims “I get it now!” and begins the story just like the other guy did.

 

A voice over comes up and says something like “Phileus Fogg’s crackers…a boat load of a party,” and it fades out after a zoom in on the package.

Implementation Evaluation Control

Every few months, there will be a review of sales in each business conducted, with quality control personnel sent out to retailers carrying the product in their stores to conduct surveys.  This will also give them time to speak with the smaller, more specialized retailers to educate them about the product to give customers more of a Phileas Fogg experience. “Your local hardware store probably provides more personalized service, a more convenient location, and less shopping hassle than a huge…store…it may also charge higher prices.” Chapter 10  P 322.

Customers will also be invited to go to our website to have a chance to be put on our mailing lists (giving insights and more adventures of Phileas Fogg) and where they can also out surveys. These will help guide us in the right direction in a cost effective manner.  “Beyond their speed and cost advantages, Web-based surveys also tend to be more interactive and engaging, easier to complete…As a result, they usually garner higher response rates.”  Chapter 4 P115.

Distribution

Many things are shared or taken total control of by intermediaries.  These include risk taking, financing, physical distribution, negotiation, information, contact, matching, and promotion, most of which will be pushed on to the internediaries. “The question is…who will perform [the functions that need be]. To the extent that the manufacturer performs these functions, its costs go up and its prices must be higher.” Chapter 10 P313.

We will also take an active role in remaining consistently in contact with distributors, since they can have contact with customers. “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.” Chapter 10 P311.  Those who receive the best ratings in regards to our standards will receive rewards for its employees in the form of the crackers and one trip for two to the choice of their favorite Phileas Fogg snack’s country of origin, to be awarded by the intermediaries’ president/manager. “The company should recognize and reward intermediaries who are performing well and adding good value for consumers. Those who are performing poorly should be assisted or, as a last resort, replaced.” Chapter 10  P 338.

Price

The sampling packaging coming in at $1.69.   “More and more, marketers have adopted good-value pricing strategies—offering just the right combination of quality and good service at a fair price.” Chapter 9 P227.  This will allow those who can’t afford the Phileas Fogg Experience to still sample it.  The full price of our full “boat” of crackers will reach up to $4.69.  “Often, the best strategy is not to charge the lowest price but rather to differentiate the marketing offer to make it worth a higher price.” Chapter 9 282.