Pulling Together

Pulling Together

Implementation Evaluation Control

We plan to implement and carry out our plans with demos and displays of our new Phileas Fogg Husky Chip snacks at sports bars, local clubs and suppermarkets. Because the demographic that this product is aimed towards is adults, ones that like to socialize, drink, and eat snacks.
"Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corp.pg 57)
After our plan is implemented management will assess results and identify any problems or performance variations, and initiate corrective action. Then we will evaluate the results of marketing strategies and plans and take corrective action to ensure that objectives are achieved.
"Control; Measure result, evaluate results, take corrective action." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. Pg 56, Figure 2.6 )
In Conclusion we are working to form the balanced blend of Marketing mix of controllable tactical marketing tools—product, price, place, and promotion, in order to produce the response it wants in the target market.

Price

Pricing to Phileas Fogg's snacks means understanding & capturing customer Value by first considering reseller margins before setting our pricing.

“In the narrowest sense, price is the amount of money charged for a product or service. More broadly, price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service.” (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg 275)
Price is the only element in marketing that produces revenue. Ultimately the price is the amount customers pay to obtain a product. Customer value-based pricing is important, as it uses buyers’ perceptions of value, not the seller’s cost, as the key to pricing. It’s interesting to know that good value is not the same as low price.
“In other cases, good-value pricing has involved redesigning existing brands to offer more quality for a given price or the same quality for less. Some companies even succeed by offering less value but at rock-bottom prices.” (Kotler, Gary Armstrong and Philip. An Introduction for Education Management Corporation,Pg 277)
I have found 3 major pricing strategies that would include customer value-based, cost-based, and competition-based pricing. Also there are strategies for new-product pricing, product mix pricing, and dealing with price changes.
“Costs set the floor for price but the goal isn’t always to minimize costs. In fact, many firms invest in higher costs so that they can claim higher prices and margins (think about Steinway pianos). The key is to manage the spread between costs and prices—how much the company makes for the customer value it delivers.” (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg 278)

In conclusion retailers have the final say concerning price.

Objectives

Pricing plays an important role in helping to accomplish company objectives at many levels. Marketing objectives define what we want to accomplish through our marketing activities.

We at Phileas Fogg plan to set our objectives to be; specific, measurable, achievable, realistic and time specific. "The company’s supplier network is crucial to its success. As a result, L’Oréal treats suppliers as respected partners." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. pg 48) Our overall marketing objectives are to build a long-term supplier relationships based on mutual benefit and growth.

"The major functional departments in each unit—marketing, finance, accounting, purchasing, operations, information systems, human resources, and others—must work together to accomplish strategic objectives." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. pg 47

One of our goals is to set prices to attract new customers and profitably retain them. Our unique new snack chip won't have as much competition as some new products so we don't have to set our prices as low as new products would normally need to do. Our prices can always be reduced temporarily to create excitement for the new brand of snack if needed. We hope our new Husky Chip product will be priced to help the sales of other products in our company’s line. By setting our prices at competitors levels we hope to stabilize the market.

Promotion

One way that we plan to promote our Husky Chips is with the push-pull means of advertising technique. "Marketers can choose from two basic promotion mix strategies—push promotion or pull promotion." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. pg 384)
We plan to push our product through marketing channels to consumers by using the sales force and trade promotion to push the product. The producer will then promote our product to channel members who in turn will promote it to final consumers. We also plan to use the pull strategy where, "the producer directs its marketing activities (primarily advertising and consumer promotion) toward final consumers to induce them to buy the product by using TV and print ads, a brand Web site, its YouTube channel, and other channels consumers will then demand the brand from retailers." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation.pg 384)
This type of strategy may help to induce consumers to buy our product, creating a demand vacuum that pulls our product Husky Chips through the channels. We plan to put some of our funds into personal selling, followed by sales promotion, advertising, and then Public Relations. Personal selling and sales promotion as separate tools will be carefully integrated with other elements of the promotion mix.
"Promotion means activities that communicate the merits of the product and persuade target customers to buy it."(Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation. pg54) 
One idea suggestion to promote consumer buyers is to advertise a gift offer. "Earn a Husky Chips Sports Scarf with your super-hero Chip the Husky lead sled Dog featured on it. Just by scanning and sending in 10 box tops with proof of purchase upc codes on them." Look for us on Facebook and twitter for special promotional surprises that will appear weekly.

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

The benefits to the new Phileas Fogg's Husky Salmon Potato Chip products are that it's more exciting because of the international influences of select flavors discovered on our adventures around the World. While researching the potato growers in Sun Valley, Idaho farms I discovered the secret about how they are grown and how that affects the crispness for our chips. Its partly due to the rich soil and the climate factors are a large key. They have warm weather days and cold at night time to ensure the healthy growth of these flavorful potatoes.
Each of our snack chip editions features a New Phileas Fogg Adventure story on the back of the box with a new Super Hero each month. Our first Edition will be a sell out with Chip our Lead Husky dog for the sled team as our Hero.
We are in tune with the latest marketing technology available and are connected with the social media on a daily bases to reach all our customers World Wide. The pricing will be comparable to other products currently on the market shelves in the stores with added benefits. "These chips are not just a snack, but they are a high source of energy". They are made with the best products found while exploring around the World. These Chips are home made and tested by family, friends and soon to be sampled at your local supermarkets. Remember they aren't just a Chip but they are packed with Energy, too!

The Hymalayan Pink Salt loaded with 84 nutrient values not only high in protein, but has the strongest and best flavor of any salt on the market.Our Salmon comes fresh out of the Alaska Kodiak Straights better quality than farm raised fish.

Situation or Swot Analysis

SWOT ANALYSIS- BLOG
"Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance." (Kotler, Gary Armstrong and Philip. Marketing: An Introduction for Education Management Corporation, Pg 55.)
Strengths:

• Phileas Fogg's Husky Salmon Chips come in a box with an airtight resealable package inside as opposed to a plastic bag, so the chips won't get crushed like they do in regular bags.
• Phileas Fogg's Husky Salmon Chips are a bit thicker combined with meat protein substance.
• Phileas Fogg's chips are of a much higher quality than other types of potato chips.
• Phileas Fogg's chips are a little more satisfying as far as meals go compared to other chips.
• The Husky Chips would go great at Sports bars or lounges. Being a high protein snack, it goes very well with sipping on your favorite drink and recharging for your next event.

Weaknesses:

• Phileas Fogg’s Chips may have smaller quantities of chips within the package considering the chips are thicker with more substance.
• Phileas Fogg's price is a little higher compared to other competitors.
• Phileas Fogg's Chips may be either too fattening or too salty for some people's taste.
• Phileas Fogg's is still a new brand and attempting to establish itself in the market place.

Opportunities:

• There is a specific age group that these chips cater to, but everyone will enjoy them too.
• The production of our chips are made in an environmentally safe and energy efficient factory.
• The field for foods specifically catered for alcoholic beverages is available with little competition.

Threats:

• Advertising costs.
• Production costs.
• Phileas Fogg's isn't a major brand so competition is a huge factor.
•  Once my new Husky Chips are available on the market it could pose a threat to other snacks for alcoholic beverages due to its unique salmon flavor and thicker quality for a potato chip. Other companies my offer special reduced pricing to customers that they lost to my new brand.