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.

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.

Week 7 EOC: The Pitch

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

*Crackers in the shape of tires flavored with a asado beef flavor from Argentinian locals.*

One dark evening in Buenas Aries, Argentina, I stepped out of my hostel to go meet up with some señoritas I met on the bus ride in when I was attacked by three large matóns.  They were at least 7 feet tall and equipped with a car bumper, a tree log, and a modified recliner with a large wood attached to it, forming it into a club of giants!  It was the fight of my life!  Luckily, I got a few cheap shots in before they could break my knees and I took off.  Alas, the injuries I received had done their damage – two broken fingers, concussed, a bruised quadricep, and minor blindness from when they tried to burn my eyes.  I ran to the first hiding spot I could make out – a cargo ship.  Seeing a bunch of tires, I quickly piled them around me to hide.  Exhausted, I fell asleep.

I woke up to a full moon and the smell of some deep, rich barbeque.  The seamen were barbequing the most delicious and rich aroma I have ever smelled…but it should have been to no surprise, as the Argentinians are some of the world’s prominent and considerable beef consumers.  After the seamen passed out from eating and drinking, I had to have a sample of their barbeque.  I snuck over to the barbeque holding my breath and shoeless so I would make no noise, and tasted some of the best slightly burnt, air staled best barbeque before escaping by diving into the Salado River.

I came across a village of primitives of whom I had no way of conversating, but they took care of me and I gave them a piece of the barbeque.  They cooked it for me, and I thought about how great it would have been to have it on my bus rides through Argentina, and this is where the Asado Tire Crackers were born.

Week 6 EOC: Me X 3

Item Me #1:  Canon Powershot S95

This powerful workhorse of a point-and-shoot has risen me to levels above and beyond any of the expectations, and after owning one I felt the need to own two!  I do plan on upgrading, but don't really feel the need to at the moment.  The only drawbacks it has is the fact it "only" shoots in 720p and the battery life can be a bit short when shooting video.  Otherwise, these cameras fit my lifestyle - fast, take great pictures, very mobile, and the screen is great.

Item Me #2:  WWE The Ladder Match DVD

I've always been a huge nerd of professional wrestling, but one match on May 27th, 2012 is one match I will never, ever forget for the rest of my life.  The late-great Eddie Guerrero attempted to defend his Intercontinental Championship against "The Whole F'n Show" Rob Van Dam.  If I ever have anyone who needs introduction into the crazy world of pro wrestling, this is where I start!

Item Me #3:  The Irish Car Bomb

Ever since I discovered the magic alcohol has at bringing people together on equal grounds, I have explored the many different beverages the fermented world has to offer.  My favorite is the Irish Car Bomb.  I am about a quarter Irish, but you would never be able to tell just by looking at me.  My name and my liver sure make up for it!  Everyone knows that if I ever am out to explore the blacked-out realm, this is my drink of choice.  Anyone who will keep up with me is my best friend (no one has been able to stay with me up to my record 13 Irish Car Bombs in one night!)

1/2 Bottle of Guinness

1/2 Shot of Bailey's in a shot glass

1/2 Shot of Jameson poured in same shot

Drop shot into Guinness and chug fast before it curdles!

Week 5 EOC: Social Networks and Job Hunting

Facebook is becoming the everything in the internet world.  Recently, according to the Wall Street Journal, the “majority of social-media traffic to Waste Management inc’s careers website comes from Facebook, beating out LinkedIn.  Facebook users are also easier to get a hold of and they also spend more time on Facebook than do other users of other sites."  This is not to say, however, that LinkedIn should be casted aside, as again the WSJ states “Revenue in the second quarter at Monster Worldwide Inc rose 25%...LinkedIn’s revenue ….grew 170%” in one year’s time.

Perhaps the biggest tool that Facebook can be used for are the new Brand Ambassadors that companies like Sony, McDonalds, and Microsoft are using.  Brand Ambassadors are selected from bloggers, vloggers, or anyone who is out there sharing the love for a product or brand.  They are then recruited by a marketing agency like RepNation to help spread  the word of the product or brand and are compensated by gifts, free products, etc.  This is where Facebook can be a major player in the roles of Brand Ambassadors.  One ambassador, Rebecca Nelson, from Marketing: An Introduction on when she was on a phone interview with JetBlue explains “I talked about my enthusiasm for the brand, my life at Rochester Institute of Technology, and my Facebook profile with its over 300 RIT ‘friends.’”  JetBlue operates multiple flights out of Rochester daily, and to have someone who is sharing her passion with just those 300 potential JetBlue customers on Facebook is strong marketing for JetBlue.  Facebook, as according to the Wall Street Journal article, is also a great platform for organizing events since it has over 750,000,000 users as of August 8^th, 2011.  Although some critics say the ambassadors are deceptive and underhanded, most are encourage to admit they are representatives for the company. 

Together, brand ambassadors and Facebook could be the extremely positive marketing tool for many companies.  Doing what you love doesn’t always require monetary payment, just some love in return can pay the bill of passion.

References:

Light, Joe. “Recruiters Troll Facebook for Candidates They Like.” The Wall Street Journal. August 8, 2011. Print.

Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. 10. VitalSource Bookshelf. Pearson Learning Solutions, , Wednesday, October 31, 2012. <http://digitalbookshelf.artinstitutes.edu/books/9780558851903/id/pg144>

Week 4 EOC: Business-to-Business

Consumer marketing deals with a business directly working with the end of the business chain – the consumer.  Businessdictionary.com takes it a step further and states consumer markets “are typically split into four primary categories: consumer products, food and beverage products, retail products, and transportation products.”  Businesses have many approaches in selling to consumers.  According to an article from Businessweek.com, there are five fundamentals to keep customers as a main focus.  Listed number three is “A customer’s journey is a circle, not a straight line.”  Procter & Gamble’s example paints this clear as they begin “finding women who are pregnant…and stay involved in their lives with a wide range of products…and as their families grow, these moms start their journey with P&G again.”  This fundamental almost guarantees secure income from a consumer as long as the customer is happy with the product. 

The importance in business-to-business (b-to-b) marketing is simply put this way from Armstrong & Kotler’s Marketing: An Introduction, 10^th Ed. Page 158: “Whereas it might be disappointing when a refriedgerator buyer chooses a competing brand, losing a single sale to a large business customer can mean the loss of hundreds of millions of dollars in business.”   From the purchaser’s point of view in b-to-b, the more it can profit from purchasing from the seller also is a huge selling point.  Again from Armstrong & Kotler’s book page 158, GE’s locomotive’s “If every fright locomotoive in North America were as clean as GE’s…annual reduction of emmissions would compare to removing 48 million cars from the road each year.”  This is a huge selling point for a buyer, who can claim that its company uses eco-friendly equipment with it’s $2.2 milliion dollar purchase of GE’s locomotive!  As we spoke of P&G earlier, a visit to their website, www.pgpro.com, shows their b-to-b plan is “We’re committed to boosting your sales, increasing your efficiencies, and improving your profitability.”  B-to-b is the hidden side of business we don’t see, yet it plays a huge role in the businesses getting us the products we want and serves as a support system for the businesses.

Week 3 EOC: My Demographics

Born in the early 1980’s and having a father who invested heavily in video arcade machines, I’ve grown up with technology and have appreciated it for every shard of entertainment, dime it made for us, and assistance it gave me in getting through school.  My father bought our first family computer when I was 14 years old & I’ve been plugged in ever since.  I completely agree that the Millennials do find that technology is a way of life, but I don’t necessarily see that as a good thing all of the time.  I remember when I was a student in my first quarter in college and the school’s website went down.  Many of the students waited until the last minute to turn in their assignments, which had to be done through the school website.  Students panicking as though December 21^st, 2012 came months because the school’s site went down gave me more than a few laughs as I sat in the lobby and enjoyed the chaos!  It was as though there was only one way to solve this dilemma:  Wait until things worked again.  I spoke to the instructor aside and asked if anyone bothered to email the assignment to him, or hand it off to him on a thumb drive, to which he just shrugged his shoulders.  When I got tired of what I thought was an Ebola outbreak, I asked one of the students why she didn’t just email him the assignment.  I haven’t seen a face that excited since seeing the faces of my fellow flight attendants getting their wings pinned on them years ago.  I definitely fit the mold of the Millennials – I own 3 laptops, an Xbox, a smartphone, am on the internet at least a couple hours a day, visit facebook and twitter almost daily, have 5 digital cameras – but I also am aware of what life would be like without these things, a sense that I fear the vast majority of Millennials do not.

The book Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. explains Millennials “One thing that all of the Millennials have in common is their utter fluency and comfort with digital technology. They don’t just embrace technology, it’s a way of life. The Millennials were the first generation to grow up in a world filled with computers, cellphones, satellite TV, iPods, and online social networks. A recent study found that 91 percent of Millennials are on the Web, making up 32 percent of all U.S. Internet users. According to another study, 77 percent of Millennials frequent social networking sites and 71 percent use instant messaging. ‘All generations are comfortable with technology, but this is the generation that’s been formed by technology,’ says a Yahoo! executive. For them, ‘it’s not something separate. It’s just something they do.’”  The 83 million children of the baby boomers, born between 1977 and 2000.

Week 3 EOC: Making Money for Good

Having traveled all over the U.S. and seeing so many different department and grocery stores, I was shocked to find out that many stores to include Fred Meyer, Kroger, Food 4 Less, Dillon's, Kwik Shop, and Smith's were all owned by one company:  Kroger.  A company that large, to no surprise, is making money, and is generous with it.  An article from http://finance.yahoo.com/ highlights this fact that “Kroger, the largest grocery store chain in America, was the only corporation to give more that 10% of its previous year’s profits to charity in 2010.”  The article goes on to elaborate that in 2009, the company gave away 10.9% of its profits and in 2010, gave away $64,000,000, as well as many other charitable outlets through its Food 4 Less and Salvation Army units.  It speaks volumes that Kroger was willing to give over 10% of the money it made away!  

Kroger is also making things easier for its customers to donate to their desired charities, and probably most essentially that, as Wanda Willis from http://www.daytondailynews.com/ shared “Everyone has a Kroger Plus Card in their pocket, and it’s going to cost them nothing to donate.” It is important that Kroger not only reaches out to the large, nationwide companies but also to the local populace.  This is where they can keep their customer base, and people will continue to go to them as long as they see developments from their loyalty.  Kroger is also generous with its generosity.  

According to http://butlercounty.fox19.com, in Cincinnatti, Kroger allowed “each of the seven districts chooses organizations who serve the surrounding area to benefit from Coinbox collections.  Kroger’s Corporate Office makes the determination for the other 3 quarters.”  This is an extremely deep customer/charity connection Kroger has with them.  Instead of making all the charity decisions themselves, they entrust local community charities to decide where the money should go.

Week 2 EOC: Boston Consulting Group - Video Games

"We're making sure that Wii U owners will have great games to play from the moment they open the box…” http://usatoday30.usatoday.com/tech/gaming/story/2012/09/26/nintendo-23-games-launching-with-wii-u-console/57844666/1 Nintendo has been extremely innovative and successful with their products while remaining family friendly, but they also lag behind in hardware specs, their new Wii U Console and featuring the R700 GPU, “…the Wii U will be capable of outputting full 1080p graphics — but it is ultimately a four-year-old GPU.” http://www.extremetech.com/gaming/136121-nintendo-confirms-wii-u-specs-and-release-date-prices-it-above-xbox-360-and-ps3

“…does not allow Adults Only (AO) content to be certified for use on its platform, and would not condone this type of game for Kinect." http://www.escapistmagazine.com/news/view/106259-Microsoft-Ready-to-Crush-Kinect-Porn-Game The biggest paradox in America (Beheading = OK, Breasts = BAD) is an extreme miss for Xbox.  They’re missing out on a LOT of money here.  Xbox has 47% of the consoles out and “…has sold more than 19 million units and the company’s Xbox Live service now boast 40 million members.”  http://www.bgr.com/2012/05/30/xbox-360-kinect-sales/

“Amazon blamed weak quarterly results from its media business on a decline in videogame sales. ‘You're seeing an industry slowdown in games and consoles.’” “Video Game Makers Can’t Dodge Recession” (emphasis added).  PC’s settings can be set to be far greater than any console, can consistently be upgraded, and computers are now a part of our daily lives for everything as software and youtube are making things easier to do-it-yourself, from games, editing movies and pictures, email, etc.

For example:  Loading time on an PS3 for the game “Skyrim” - http://www.youtube.com/watch?v=Gg7j11_tlBY&t=0m36s

VS. loading time on a PC - http://www.youtube.com/watch?v=vQwkoc6Ivlg&t=00m5s

Even though mobile devices don’t offer real gaming experiences, they do offer simplistic, easy entertainment.  The Wii was done after the Kinect came out, and the 3DS still has Pokémon.

BCG Ratings:

Stars: All mobile devices

Cash Cows: Xbox, Nintendo 3DS

Question Marks: PC, Wii U

Dogs: PS3, Wii, PSP

Week 1 EOC: My Voice

"The person who makes a success of living is the one who see his goal steadily and aims for it unswervingly.  That is dedication." – Cecil B. DeMille.  My name is Sean Corcoran and I began my career in video when he was 10 years old.  My father bought a video camera for the family and I had my hands on it from day one.  Up until my late 20’s, I worked numerous jobs in many fields and finally settled down in Las Vegas to study filmmaking and video production.  Like any other industry professional, I have been a part of many short projects, even getting an extra’s spot in an independent film, Territory 8, an experience that left me hungry for more.  Once settling down in Vegas, I began Vlogging, which changed my life when I started doing a weekly pro wrestling vlog called “The RAW Loaf,” providing commentary and review for WWE’s flagship show, “WWE Monday Night RAW.”  My dedication to this vlog, where I am consistently gain a lot of experience in editing and being creative, lead to me obtaining the position of Lead in Live Production at one of the local independent pro wrestling companies, Adrenaline Unleashed.  “If you aren’t doing what you love, then why are you doing it?”