EOC 8: Phileas Fogg Adventure

If you are reading this, it means I didn’t survive to tell my tale. It all started on a crisp, clear sunny day. Passepartout and I were making magnificent timing on our adventure around the world. I was certain we were going to make it back just in time for me to collect my 20,000 pounds. As we continued to float over the continent of Africa all of a sudden I had a brilliant idea...an African safari! Passepartout detested saying we would fall behind on time however I ignored him. All of a sudden a strong gust of wind blew us far south. Passepartout's complete lack of adequacy to handle out hot air balloon almost made me spill my chardonnay!! Finally he ended up gaining control of our balloon and we landed safely in a little clearing on the ground in Ghana. We got out of our balloon and walked over to others waiting to go on safari. Passepartout and I introduced ourselves to the other ten guests, jumped into our assigned automobile and waited for the adventure to begin.  The sights were absolutely splendid! The elephants, the monkeys, the lions! Everything was going just as planned until our automobile hit what felt like a large bump in the road. Our guide immediately stopped the car to make sure everyone was alright. After apologizing for what seemed like forever we continued down the trail. The tour guide sped up to try and catch up with the automobile in front of us. Everyone was laughing and having a good time until...BAM! We hit another bump this time the force was so much that I went flying out of the automobile and smacked my head on the ground. Apparently everyone was too busy checking to see if they were okay that they didn't even notice I had fallen out! My head was throbbing and I couldn’t open my eyes. Everything went dark. When I woke up I was tied firmly to a stake in front of a large fire in the middle of the forest. I quickly looked all around looking for an escape. I quietly began to rock back and forth to loosen up the ropes tied around me. From the light of the fire I could see tribal people make some type of food. It smelled absolutely divine. It appeared to be some sort of chip made from what looked like a large banana. From what I remember in books I’ve read, it is actually called plantain. My captors were slicing it into thin pieces before dropping it into a pot filled with boiling palm oil. After a few moments they removed the thin slices and laid them on a palm leaf where they then sprinkled cayenne and ginger spices on them. I had to have a taste, but first I had to get out of here. At that moment I heard a quiet snap, I was free!! Careful not to make a sound, I began crawling over towards the palm leaf that held the delicious treats. I popped one into my mouth and tasted absolute perfection. I began putting a few into my pockets. At that moment one of the tribal men looked up and began shouting to the others. I immediately turned and began running into the dark forest. I kept running trusting that my feet would lead me in the right direction. I could still hear the tribal men yelling and screaming behind. Ahead of me I could see the glimmering moonlit on what appeared to be water. Without hesitation I dove in. When I resurfaced I noticed the men had stopped a ways back from the water and began running back in the other direction. It was then I noticed 4 sets of yellow eyes swimming towards me, and then disappear underneath the water. That could only mean one thing…crocodiles!! I tried to look for anything to pull me out of the water, but it was too late. The hungry reptiles pulled me under. Although I did not survive to tell my tale, and personally share this delicious snack with you, I hope you enjoy Phileas Fogg’s spicy safari chips. May every bite remind you take you on a daring adventure!

Implementation Evaluation Control

Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). The first step part in providing our product to the customer is two-fold: finding producers that can provide us with the quality ingredients needed and a warehouse that can produce our snacks at a reasonable cost. We would also conduct a small sample group to see what they thought of the finished product before shipping our snacks to bars. Preferably these bars would be within radius of the production place. From there we would like to receive feedback from the selected bars to see how our snacks are doing before moving to a greater distribution scale. In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition).

Marketing Mix: Price

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 (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). We plan to set the price of spicy safari chips at $3.49 for a 3 oz. bag. In providing that amount, a customer can feel comfortable eating it by himself/herself or sharing it with a friend. Since spicy safari chips will be sold in the typical bar atmosphere, we wanted to price it at a level that would be slightly lower than the cost of whatever beer is offered on tap. Also these bars may offer other snack options on their menu and we would like to be in direct price range of that. Price is also one of the most flexible marketing mix elements. Unlike product features and channel commitments, prices can be changed quickly (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition). After spicy safari chips trial run in nearby bars and before national distribution, we would also as the bar owners to give us feedback in how it faired against their current snack selections.

Marketing Mix: Distribution

Producing a product or service and making it available to buyers requires building relationships not just with customers, but also with key suppliers and resellers in the company’s supply chain (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). In order to ensure the delivery of spicy safari snacks, we will sign a contract with another food company that makes regular deliveries to the bars. Distribution channel decisions often involve long-term commitments to other firms. (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition.) By doing so, it will save our company money from having to transport it ourselves. Just like some beer companies (i.e. Stella Artois, Sam Adams) having specific requirements for how their beer is to be served to customers, we would have our chips displayed right at the bar, so it is in direct sight of the customers. Additionally, when a customer order safari chips, the bars will serve them in a bowl instead of just handing the customer a bag.

Marketing Mix: Promotion

The promotion mix is the marketer’s bag of tools for communicating with customers and other stakeholders (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). At the bare minimum a business should have a functional website for its customers to see what the product is all about. On the website there were bill contact information of the company, a place where consumers can email comments or concerns and links to our other social media sites. There will also be a place on the website that keeps customers up to date on news about spicy safari snacks and were they are located (or coming soon).For the graphics, I would like the website to mimic the design of the package; an evergreen color with vibrant vegetation. Customers will be encouraged to upload the best pictures of they enjoy spicy safari snacks. There could also be various contests that would bring additional attention to the snack. Although the promotion mix is the company’s primary communication activity, the entire marketing mix—promotion and product, price, and place—must be coordinated for greatest communication impact (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition).

Marketing Mix: Product

Anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition.) The spicy safari chip will be a thinly sliced plantain that has been fried and sprinkled generously with secret spice mixture consisting of cayenne pepper, ginger, salt, and pepper. This snack can be categorized as a savory snack. It will be light yet satisfying for the consumer. The cayenne pepper will add just enough heat however it will not be overpowering for those who tend to shy away from spicy foods. I feel the ginger will balance out the spice and saltiness with a little bit of sweet. The fried and salty elements of the snack will keep customers buying more drinks from the bar. Spicy safari chips can accompany any quality brand ale or beer. Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, they are creating and managing customer experiences with their brands or company (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition.) For the product’s packaging I would like it to be a bright evergreen color reminiscent of a jungle. I want it to evoke a sense of adventure for the customer. The front of the package will have a cartoon best depicting the adventure Phileas took in order to find this snack. Phileas will be running away from tribal men chasing after him while Phileas is eating a spicy safari chip. On the back of the package will be half of the adventure. In order for customers to find out the rest they will have to enter a code into phileas fogg’s official website.

Target Market Strategy

The process of evaluating each market segment’s attractiveness and selecting one or more segments to enter (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). Just like consumers have brand loyalty when it comes to the type of beer they prefer to drink, we would like to build that same allegiance with spicy safari chips. We will have facebook, twitter, instagram, and tumblr accounts. On facebook and twitter we will encourage customers to write their own endings to Phileas’s adventure. The best ending can win a trip to Ghana (all expenses paid) to enjoy a safari and create their own adventure that can then be shared on all social media sources. On instagram consumers will be encouraged to take their best picture with a bag of safari chips. The company’s website will also give a detailed look at how spicy safari chips are made. In do so, customers may be curious to learn more about Ghana. A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition).

SWOT Analysis

One major strength of Phileas Fogg’s African Spicy Safari Chips is its back story. With the book and movie it already has a foundation to build upon. After reading some of Phileas’s adventure on the back of the package, they may be inclined to know where else he has traveled. Another strength of this product is its ability to be offered in numerous types of bars and enjoyed with any type of beer. Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives (Armstrong 54, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition.) A weakness of this product is because it can be offered in a wide variety of bars, it may not be targeted towards higher end bars with pricier drinks. Also, spicy safari snacks were intended to accompany beer, not other types of liquor therefore it will not appeal to those who do not drink beer. In the future, other variety can be made to target customers who prefer liquor over beer. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition).

Objectives

Before setting price, the company must decide on its overall marketing strategy for the product or service (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). The objective of Phileas Fogg’s African Spicy Safari Snacks is to provide its customers with a unique taste that they have never come across in the snack world. We want to give them the spark of adventure and build loyalty. We want our customers to trust that every time they take a bite into a spicy safari chip, it will be one for the best snack experiences they have ever had. With the packaging and adventure, we hope to create buzz and excitement about our product. Strategic planning is the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition).

Business Mission Statement

A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition). It is our mission at Phileas Fogg African Spicy Safari Snacks to provide high-quality snacks that provoke a sense of adventure in our customers. With every bite we want our customers to feel as if they are on a safari with Phileas Fogg himself. Mission statements should be market oriented and defined in terms of satisfying basic customer needs (Armstrong, Gary,  Philip Kotler. Marketing: An Introduction, 10th Edition).

EOC 7: The Pitch

Beyond evaluating current businesses, designing the business portfolio involves finding businesses and products the company should consider in the future (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition). For my final project, I would like to have Phileas Fogg, and his butler Passepartout, go on an African safari in Ghana. While there Phileas will mistakenly be left in the middle of the jungle while on the safari tour to fend for himself until others realize he had been left behind. It is while Phileas is trying to survive in the jungle that he captured by a small tribe for crossing into their territory. In order to draw attention to Phileas’s adventure, consumers will be encouraged to participate in the adventure through various social networking sites and post their own theories. The name of my product will be Phileas Fogg’s African Spicy Safari Chips. The packaging will be a standard chip back however it will be bright green to connect the customer to the green found in safaris. The bag will still have the current Phileas Fogg logo on it however it will have a cartoon on the front of the bag showing Phileas running from a group of tribal men. I intend for my product to be sold in a standard bar and it would be encouraged to be eaten along with whatever is the customers’ favorite beer. The spicy safari chip will actually be a thin slice of fried plantain and sprinkled with cayenne pepper, ginger, salt, and black pepper. It should be categorized as a savory snack. At the corporate level, the company starts the strategic planning process by defining its overall purpose and mission  (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition).

EOC 6: Me x 3

This fragrance is called Lola by Marc Jacobs. The scent has a pleasant floral smell however it is not too overpowering that it is nauseating. I believe this scent describes me because it is smells uplifting and optimistic which is similar to my personality. I bought this for myself a couple of years ago for Christmas. I was drawn towards this product because I like the designer Marc Jacobs and I also because I becoming tired of my previous perfume. The shape and packaging of the perfume were also intriguing as well. I wear this every single day. 

Even though I recently just bought this dress from Anthropologie, I think it perfectly defines me. I was drawn to this dress because of its silhouette and the contrasting colors. I always have a tendency to gravitate towards clothing that is extremely feminine and visually appealing. The dress is made of heavier fabrics yet it still has bounce and movement to it. This dress is versatile and I will be able to wear it very often in many different ways. This dress is versatile and I will be able to wear it very often in many different ways. This dress not only shows how I am evolving in my personal style, but also how I am maturing in age.

This purse was a purchase I made a few years ago right before I moved to Las Vegas. The style of this purse is classic to Coach and continues to a staple in their handbag line from season to season. I bought it because I wanted a purse that was timeless and I would be able to use for years. I feel this purse also shows how I am maturing in my style and age. I like to make statements with clothing and accessories that I wear; with this purse I am able to do just that.

EOC 5: Social Networking and Job Hunting

More and more companies are turning to social media sources as a way to advertise the latest news about themselves. From finding potential new employees to recruiting brand ambassadors, businesses have evolved past their outdated standards procedures.  Employers are reaching now reaching further into online social communities in order to interact with its customers and employees. For example, Facebook can add job recruitment to its growing list of possibilities. Companies are noticing that their facebook pages are starting to become the leading contributor to traffic on their official websites. This is now growing momentum and starting to beat out other venues such as monster.com or LinkedIn which are more professional. The gain from using Facebook is not only does Facebook help businesses cut their spending costs on job boards, but they are noticing that people tend to trust referrals from their personal connections on Facebook (Light, 2011. Recruiters Troll Facebook for Candidates They Like). This is also the case for brand ambassadors. Marketers know the power of communication between people. A person is more likely to listen to someone else they know about a product as opposed to the actual company’s advertisement about the product. With that in mind, a company may recruit a loyal customer to put out the word of new exciting products in their social media circles. By doing so a person is creating buzz, which in the long run can be very profitable for a company. Although companies are using new social media sources hire employees and promote products, they realize that employees still have limits. Since Facebook initially started as a way to stay in touch with friends and family, some are not comfortable being contacted directly by a business about a potential job; they will still turn use the websites that were created for that purpose.

EOC 1: My Voice

Hello everyone! My name is Akua. I find inspiration in music, art, nature, people and even food. For these reasons alone, the fashion industry has had my undivided attention since a very young age. I love how fashion can tell a story and allow one to look at something from a completely different perspective. Although my journey temporarily led me in a different direction, I finally decided to pursue a career in the fashion industry. As a Fashion Retail & Management student, my intent is to gain the knowledge that will focus my creative mind in the right direction. The extent of my experience in fashion thus far has been working as a sales associate for various clothing retailers. During these times I have been able to experience firsthand how visual concepts, customer interactions, ad campaigns, and other strategies have influenced consumers and effected company sales. I also began interning for Fashion Week Las Vegas and have truly enjoyed my experience thus far. Although my interest in fashion PR and event planning has peaked, I am always open to any opportunity that comes my way. Thank you for reading!

EOC 1: Great Customer Service

These days, decent customer service can be hit or miss. When you do actually receive it, you feel the need to tell all of your friends and family of this rare experience. Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully. (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition. Pearson Learning Solutions, <p.4>).Off the top of my head, the most recent time I had superb customer services was few weeks ago at Sephora. Immediately upon entering the store I was greeted by one of the sales associates; she told me to let her know if I had any questions or needed assistance. As I wondered aimlessly around the store examining the latest summer products, I noticed that all of the sales associates were checking in with customers in their area to make sure they were okay. Eventually I began looking at tinted moisturizers, the reason I went to Sephora. I had a done a little bit of research online before coming to the store however I still needed a hands on experience before purchased the product. The minute I looked up, the original sales associate that greeted me at the door was heading in my direction with a bright smile on her face. After I explained to her what I was looking for, she excitedly led me around store to some of their best selling products. Along the way she explained all the pros and cons of each and sampled a little on my hand for me to see. I truly appreciated the one on one interaction with her. She was able to maintain this even when other customers tried to ask her questions. She was able to fluidly redirect towards on sales associate on the floor. This impressed me since it in the middle of the afternoon on a Saturday and the store was packed with customers. I finally settled on a product and headed towards the cash registers, I thanked her for her input. It is experiences like this that have made me a loyal customer at Sephora.

EOC 4: Business to Business Marketing

In the consumer and business markets there are various factors and that have an impact on the buying behavior of a consumer or a business. A similarity between business marketing and consumer marking is that in both markets, the marketers have to understand what their customers need as well as apply strategies that ensure the customer will value the products or services provided. Another similarity between business and consumer marking is that there are people who are responsible for making the buying and purchasing decisions to satisfy the market’s needs. In the consumer market that may just be an individual or an entire household. In the business market, there are usually teams and multiple meetings before a final decision is made. One major difference between business marketing and consumer marketing is that business marketing happens on a much larger scale than consumer markets. In order for business markets and business buyers to coexist, a solid relationship must be in place. A business market cannot solely rely upon the consumer market alone to be profitable. It is all the individual pieces or supplies to create the final product that help business markets. In other words, in the business buying process, business buyers determine which products and services their organizations need to purchase and then find, evaluate, and choose among alternative suppliers and brands. (Armstrong, Gary, Philip Kotler. Marketing: An Introduction, 10th Edition. <p.157>). Another difference between consumer and business marketing is the number of buyers within each market; the business market does not have as many. However, the few buyers that a company has tend to have a lot more buying power that the same consumers in the same market. As previously mentioned, business markets will usually have several people involved for the decision making process of buying because there more money involved. Businesses truly do rely upon each other succeed.