Product

Phileaus Fogg's Argentine Asado Crackers are doused in genuine asado herbs and spices, cooked inside the hides of animals just like asado is prepared in Argentina, and as a special import, palm oil (the substance that adds to the flavor and soaks up the alcohol) is nabbed from neighboring Brazil and injected into our crackers, making them a very special treat from South America.

Finished Cracker with Asado Spices and Herbs

Side 1: Origin of Phileas Fogg story

 Phileas Fogg's Argentine Asado Crackers

 Side: Face

 End: Nutritional Information

Top: Flag that opens box and stands.

The cooking of meat with the hide still on the meet finds its origin of in Argentina.  In this style, the crackers are prepared, with the hide of a majestic cow surrounding the crackers after the selected herbs and spices are sprinkled on.  The packaging has a heavily perforated top where the flag must be “raised” in order to enjoy the snacks.  “Poorly designed packages can cause headaches for consumers and lost sales for the company.  Think about all those hard-to-open packages, such as DVD cases sealed with impossibly sticky labels…” Chapter 7  P 217.  The rest of the package will be beautifully put together, not like the prototype used for the commercial.

A smaller, single roll package will be offered to the dollar stores with only a very short summary of the Phileas Fogg adventure.  It will feature a “For more adventure” reference to the regular sized packaging.

Promotion

Loyalty to our customers will remain as strong as theirs remain to ours.  As we never will demise the value of our products, a “reward” system will be in place.  Customers can collect and send in 25 UPC’s and mail them in for an “Argentine Asado Award” plaque made out of wood from Argentine forests.  Customers can also send in 10 of each other 20 new brands of Phileas Fogg snacks for a “World Traveler” plaque.  These will only be available for the packages in the more expensive packages.  “Beyond offering consistently high value and satisfaction, marketers can use specific marketing tools to develop stronger bonds with consumers.” Chapter 1 P16.  We would also start branching out to opinion leaders or other celebrities to start pushing our product(s) and possibly appear in one of our television or print ads. “opinion leaders—people within a reference group who, because of special skills, knowledge, personality, or other characteristics, exert social influence on others.”  Chapter 5 P142.

Situation or SWOT Analysis

The strengths within Phileas Fogg’s Argentine Crackers account for creativity within the company filled with young, eager professionals ready to embrace the marketplace. 

Money for research, development, and organization are the weaknesses that will hinder quick results for us.  Since we are a small company looking to get back on its feet and running and are still new to the business, we may make a mistake in our distribution.  It is something we need to find more and reliable resources to and excute them to the best of our ability. “Companies must decide on the best way to store, handle, and move their products and services so that they are available to customers in the right assortments, at the right time, and in the right place.” Chapter 10 P 328.

The economy is bouncing back, and people have a little bit more money to spend on high quality snacks.  Hostess has just closed, leaving millions of dollars for consumers to discover new snacks.

The holiday season is currently in full swing, so selling the product at this time could prove to be difficult (perhaps holiday versions could be implemented?).  The market is also being saturated with new snacks, or other snacks that are being discovered since the fall of Hostess, so putting ourselves out there will be much more difficult. We would also need to avoid the crowds that may not want our product.  If we do need to go after them, it will be important that we will cater to their importance of our product, i.e. a woman may purchase our snacks for her male counterpart.  In as so, the poor can’t buy our expensive box, and the rich won’t want to have anything to do with the poor option.  “Each role carries a status reflecting the general esteem given to it by society.  People usually choose products appropriate to their roles and status.”  Chapter 5  P 146.

Objectives

One thing we have learned is to not fall away from the spirit from the original creators of the Phileas Fogg brand.  We will keep a consistent plan in place and go for a more long term approach when it comes to keeping our customers happy.  “[Marketers] are under big pressure to estimate their impact. Another analyst puts in more bluntly: ‘Marketing needs to stop fostering ‘rock star’ behavior and focus on rock-steady results.’” Chapter 2 P58

Phileas Fogg will maintain the highest standards from our suppliers in Argentina and worldwide.  We understand without out our planet, we will not a have a product or business.  With every tree we use for plaques, packaging, or whatever other business expense, another tree will be planted in its place.  The livestock hide we use for preparing the crackers will be raised on organic operations to reduce the environmental impact on earth.  “A second environmental trend is increased pollution. Industry will almost always damage the quality of the natural environment. Chapter 3 P80.  Customers will appreciate these extra steps we take, giving them comfort knowing they will be making a safe environmental decision with us.  Everyone within the company will be educated at orientation about what we do and be expected to fulfill their individual responsibilities to help ensure business success. “… creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers…. Everyone must do marketing regardless of function or department.”  Chapter 2 P48

Business Mission Statement

We continue the tradition of Phileas Fogg by being creative, fun, and delivering untouchable quality in our product to give our customers an unmatched experience.  We cover the world to offer more than the world can offer, expose people to cultural deliciousness, and provide the adventure through our tongue-quivering, adult focused snacks for an unforgettable night of snacking, drinking, and wonderful evening out or a memorable trip from home.

"Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing   

Week 8 BOC: The Adventure

I, Phileus Fogg, arrived in the shady country of Argentina when my hot air balloon broke over the frigid rocks of the Andes Mountains and I landed in the outskirts of the range next to a river.  My luck fell me upon the most beautiful señorita…legs as long as Argentina, skin as soft as a pillow made of clouds, and a voice that made my heart voluntarily contract.  She came to my aid and fed me water, but she had three brothers…more like giants!  Now these brothers didn’t find any man good enough for their sister, especially a white man!  They attacked me with a claymore, a tree log, and a modified recliner with a large wood attached to it!  Luckily, I got a few cheap shots in before they could break my knees.  I ran…for hours!  The injuries 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 saw – a cargo ship. I quickly piled a bunch of old bus tires around me to hide.  Exhausted, I fell asleep.

The aroma of the richest, sizzling beef struck my nostrils awake.  The seamen were barbequing the most delicious and rich smell I have ever had massage my nasal senses…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 sneaked over to the barbeque holding my breath and shoeless so I would make no noise, grabbed a bag of genuine steak rub and canister of aji molido, a premier Argentinian spice before diving into the frozen water and swimming to safety to the sound of gun shots from the seamen.

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.