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).