Creative Content: Isa Soup Radio Spot

https://soundcloud.com/tristanhardin13/isa-soup

Implementation, Evaluation, Control

Implementation: With everything set in place the way it is there is ease of mind when implementing the strategies mentioned. Through well planned execution and some thinking Isa Soup will make it's way from paper, to creation, to distribution, to the customers, helping those in need. Although there should be no misinterpretation when many "think that “doing things right” (implementation) is as important as, or even more important than, “doing the right things” (strategy). The fact is that both are critical to success, and companies can gain competitive advantages through effective implementation." (Armstrong, Kotler, pg 57)

Evaluation: Through the SWOT analysis we were able to find out what problems we might have, solutions to those problems, and where our strong points are. Stepping back from the marketer stand point and looking at the product as a customer is important. Looking at all products and trying to see the best choice; we needed "to know about alternative evaluation—that is, how the consumer processes information to arrive at brand choices. Unfortunately, consumers do not use a simple and single evaluation process in all buying situations. Instead, several evaluation processes are at work." (Armstrong, Kotler, pg 154)  Through this process we were able to determine what was best for the product and it's implementation of being placed in the market against other brands.

Control: Once the product has made it to the market there will need to be some kind of control or way "of measuring and evaluating the results of marketing activities and taking corrective action where needed." (Armstrong, Kotler, pg 55) Seeing ow it does in the market would be very interesting in that it offers more than other brands i think it would take off and be found in households across the nation. Then once the benefits are realized and our brand is that of the relief in the Philippines: it will be a breeze to come out with more of a line of food products. The line of products would benefit different parts of the world including those families of America. 

Marketing Mix

Product: The product it self will have to be appealing for a number of reasons. To be any good to anyone people are going to want it; for the mix of benefits, features, price, and quality there really isn't much to not enjoy about the product. People want to want the product and there are plenty of reasons for them to. "A company can prepare marketing plans for these major public's as well as for its customer markets. Suppose the company wants a specific response from a particular public, such as goodwill, favorable word of mouth, or donations of time or money. The company would have to design an offer to this public that is attractive enough to produce the desired response." (Armstrong, Kotler, pg 70)

Distribution: Whole Foods would be the primary distributor in that this is where the product would launch. After time goes and Isa Soup makes more of a name for itself there could be the product in grocery stores, retail stores, even gas stations and specialty stores. There would be a growing distribution channel or "a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user." (Armstrong, Kotler, pg 311)

Promotion: Promotion is one of the easiest parts of marketing considering there are so many different mediums of promotion from physical to digital. Most recently th internet is the hot spot; "new technologies have profoundly changed the ways in which people relate to one another. New tools for relating include everything from e-mail, Web sites, blogs, cell phones, and video sharing to online communities and social networks such as MySpace, Facebook, YouTube, and Twitter." (Armstrong, Kotler, pg 18) Hiring people who are big on these mediums to get the word out would help there ethics in that they look good for supporting a cause and help my product in that we get advertisement.

Price: Price is a very hard place for consumer and company because it is one of the most important parts of the product. One of the first things on a consumer's mind is the price. Unfortunately, "price is only one of the marketing mix tools that a company uses to achieve its marketing objectives. Price decisions must be coordinated with product design, distribution, and promotion decisions to form a consistent and effective integrated marketing program. Decisions made for other marketing mix variables may affect pricing decisions." (Armstrong, Kotler, pg 281) It will be priced as low as it can be for the quality and the benefit of donations. Price: 2.99 each

Target Marketing Strategy

With our objectives and mission statement placed we aim to make contact with demographics suited to our product. Since our product will start out in Whole Foods there will be an aim to target the mid upper and upper class citizens. Those of a lower class usually try to focus on helping themselves before helping out others in the same situation. Those with money to spare can help more and are more willing to use spare cash on things they do not really need but can afford. We " must win customers from competitors, then keep and grow them by delivering greater value. But before it can satisfy customers, a company must first understand their needs and wants." (Armstrong, Kotler, pg 50) The product will also focus more so to those who want a healthy more affordable way to feed family or themselves; which would be mother's and those looking to better themselves. try to build a reputation with those who would use the product before expanding, " marketing concept—that suggests that company strategy should revolve around building profitable relationships with important consumer groups." (Armstrong, Kotler, pg 47)

Narrative

Isa is the Filipino word for “one”; Isa soup is providing the connection from those affected by the disaster in the Philippines. Our job here is not only to make a great experience for families here in the US but to also  those who are broken and torn across the globe. The best part about all of this is how easy it is for anyone to help! By purchasing Isa Soup you will be providing the help that those affected need. Not only will funds go to those who need medical attention but Isa Soup will be provided to feed those without food. Throughout tragedy: being able to put a smile on a child’s, a mother’s, or any victim’s face is worth the effort isn’t it? If you love Isa, imagine how much someone in need of it would love it! Share the experience. We are Isa world, let’s live like it.

Narrative was built to be not a plea or a sorrow story but an explanation of what this company does which is very important. "An organization exists to accomplish something, and this purpose should be clearly stated. Forging a sound mission begins with the following questions: What is our business? Who is the customer? What do consumers value? What should our business be?" (Armstrong, Kotler, pg 39) We try to cater this explanation to many different demographics who could be interested in this product for personal use, ethical reasons, or other purposes. There are multiple reasons for people to buy this item but let this narrative explain one we are catering to consumer buyer behaviors, "the buying behavior of final consumers—individuals and households that buy goods and services for personal consumption." (Armstrong, Kotler, pg 136)

Objectives

The objectives of this company are simple, to give out customers the best product we can while helping others. With the objectives comes the direct link to our mission statement, "This broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives." (Armstrong, Kotler, pg 43) Although this is our overall goal as a company each level of our business has its own duty to own up to. From a product stand point there needs to be a focus on quality from our product. As for marketing there needs to be a relevant and frankly easy way to relate to our customers and relay information to them. That being said our customers are not only the one's buying our product but those being helped. You could say Isa Soup's customer relations are more of a partnership. Each part of a business has it's own objectives which lead to the overall company objective. "The company needs to turn its mission into detailed supporting objectives for each level of management." (Armstrong, Kotler, pg 41)

EOC Week 10: What Are the Benefits vs. the Features

The benefits of any product need to balance with the features because they both work hand in hand together. The benefits of Isa Soup come forth from the main catch of helping out those affected in the Philippines, but that isn't enough. The features of Isa Soup can be considered beneficial in that it makes the product better than others. It's low cost compared to other brands is a major plus considering its all organic and healthy ingredients. The design of the pouch Isa Soup comes in is designed for a plethora of different demographics. There really is no versus here in that one doesn't work without the other. It is a team effort between the two; as nice as making money is this product is about helping out a cause and making people happy. It is a simple choice to make to either buy something similar to Isa without any positive consequence or to buy Isa Soup and without any extra effort help someone in need. Isa Soup is an experience in itself, customers will know what to expect when they buy it. 

EOC Week 9: Mission Statement

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Isa is the Filipino word for “one”; Isa soup is providing the connection from those affected by the disaster in the Philippines. Our job here is not only to make a great experience for families here in the US but to also  those who are broken and torn across the globe. The best part about all of this is how easy it is for anyone to help! By purchasing Isa Soup you will be providing the help that those affected need. Not only will funds go to those who need medical attention but Isa Soup will be provided to feed those without food. Throughout tragedy: being able to put a smile on a child’s, a mother’s, or any victim’s face is worth the effort isn’t it? If you love Isa, imagine how much someone in need of it would love it! Share the experience. We are Isa world, let’s live like it.

This statement is important because it is the one thing on our product printed besides the name and diet info. " Perhaps the most important step in the marketing process involves building value-laden, profitable relationships with target customers." (Armstrong, Kotler, pg 31)

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SWOT Analysis

Strengths of this product come down to the quality of the food for the price. " The two fold goal of marketing is to attract new customers by promising superior value and to keep and grow current customers by delivering satisfaction" (Armstrong, Kotler, pg 5). Not only would the quality stand out amongst opponents but it would also be for a great benefit to those affected in the Philippines. No other major soup brand is doing what we are doing. That gives us a major advantage over any. 
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Weaknesses  of Isa Soup are the name brand not being as well known or advertised as much as say Campbell's.  On this note, Isa Soup would reach out through traditional advertising and social networking. With the quality of our product it will be easy to build a loyal fan base who also love to help out the world. " Rather than relying only on one-way, mass-media messages, today’s marketers are incorporating new, more interactive approaches that help build targeted, two-way customer relationships." (Armstrong, Kotler, pg 18)

Opportunities for this product are endless. The ease of interacting with the product and its high standards for helping are just the beginning. This product can be used for many different situations from being the snack for a hungry child to being the survival food for soldiers across seas. This product is very adaptable and will not just have one go around in the market. " In contrast, the strategic plan involves adapting the firm to take advantage of opportunities in its constantly changing environment" (Armstrong, Kotler, pg 39)

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Threats are very prevalent  in the canned/pouched food industry. Look down the isles of a grocery store and you can see them. The dirt cheap prices of some brands make them a go to for the lower class and those on a tight budget but our food has the better quality. Not to worry because we have a marketing plan in place. "Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives. A detailed marketing plan is needed for each business, product, or brand. " (Armstrong, Kotler, pg 56)

Week 8 EOC: Creative Content

My creative content for my final project is going to be some kind of audio clip featuring my product. Advertising my product is going to only be half the battle as much as getting the message of what the product is all about. Of course it will not just be some guy going on about how much you can help save the planet. It will be convincing, it will be entertaining, and most importantly it will be informative. Informative in terms that it will explain the disasters affecting the less fortunate. Featuring the opinions of actual customers, they will give the experience of the product that is Isa Soup and mention how important it is that we all help one another in this world. Creating a bridge between two different but similar worlds is the goal of my product. To create understanding, to create union, to create one people is a feat to accomplish. Done on Protools and recorded on my laptop this will be a very simple procedure. Possibly i may also include an image of some kind that reflects the voice commercial spot.

Week 7 The Pitch

Isa is a pouch of soup aimed to help the victims of the tragic typhoon in the Philippines. The pouch would come in a one size serving that would be perfect for portability, convenience, and experience. The pouch would come in a material that could easily be heated by any heat source from microwaves to open flames. The pouch would be able to be poured in a bowl, eaten right from the pouch, or consumed like a  smoothie would be with a straw that would be created specifically for Isa soup pouches. They would appeal to children because of their experience of eating while able to play, appealing to parents because of the ease of making them but also because they are a nutritious and organic meal. People who are on the go from jobs to school will be able to quickly have a meal that they can take with them that is also healthy. Isa soup pouches are also very good for people who are out doorsy because of the soup being able to last for a long while. The funds from the soup will not only be sent to help the victims in the Philippines but the soup pouches themselves will be donated to help fight hunger all across the world. We have our set of goals we will abide by, " focus of strategic planning—the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities." (Armstrong, Kotler, pg 39) For a reasonable price, there couldn't be a better way to help yourself and the world. The word Isa is exactly what it means, "one" we are one world, we are one people, we are Isa.  

Week 6 EOC: Me x 3

The company Sabian produces and crafts cymbals used in many different forms of percussion music.They are one of the top producers of cymbals in the business and are among the best quality in my opinion. I have been using Sabian cymbals for years now but it wasn't always that way. I tried many other brands before choosing this one as my favorite. Not only do they have an extremely diverse library of cymbals each with their own sound, but they are one of the only companies that offer a two year warranty on their cymbal product. Sabian cymbals are durable, sound great, and are a fantastic company to work with and buy from.

CD's are an invention that are not as widely used as they used to be. Most of what i use them for are for music but are also useful as a hard copy of my hard work. I find that it is rare that people actually buy CD's anymore and that's why i feel it is worth it to actually mention i buy them on a regular basis. All of the music on my MP3 player is from CD's i purchased. Every few weeks i go to my local record store and stock up on new music and lots of old tunes as well. Not only do CD's sound better but they come with the lyrics and lots of personal stuff from the bands. I like feeling close to the band and it makes me a better fan by supporting them so personally.

The good old classic live show experience is something that everyone should experience. Not only do live shows support the bands that are performing, but they are he purest experience that can be had by the band. I usually average about 10-15 concerts a year, all are bands that i love and support. My wall of ticket stubs would out number this picture 3 to 1. People i know say that concerts are a waste of time now that i can see them on TV for much cheaper. I pity these people because it is not the same experience , sound, or interaction. Seeing a concert has become a ritual for me and i plan to see many, many more in the future to come.

Week 5 EOC: Social Networks and Job Hunting

Technology has made itself apart of our everyday lives and makes everything so much easier for everyone! Remember looking through the news paper for jobs? Me neither, jobs are usually found online now and most companies will ask you to fill out an application online before even coming to the store. There are websites like LinkedIn which offer jobs from various positions to designers to garbage truck drivers. It seems that even Facebook is trying to get on the action with their own app; even-though, "Facebook's use as a job-recruitment tool remains small, but its appeal may be growing. Some recruiters say they
have all but eliminated their spending on job boards, which can charge a few hundred dollars per job posting,depending on volume. Others note that while LinkedIn contains a more comprehensive résumé database,candidates tend to value referrals from their connections on Facebook more." (Light, Joe) Now companies are looking to have workers away from work who will support their company and spread their message. These companies look for people based on their social media profiles, my problem is the dependability. Most companies, "select their brand ambassadors very carefully, based on customers’ devotion to a brand and the size of their social circles." (Armstrong & Kolter) Then when that comes to mind I also thought of...wow...they just give them a bunch of free stuff too???!!! Sign me up! Most ambassadors will receive rewards which, " include product samples, gifts, discounts, and token cash payments. Perhaps more important to many brand enthusiasts, they get insider access to company information, such as new products or services in the works." (Armstrong &Kolter) This push for jobs through social media will either come to be the next revolution in the work force or drown in its own failure.

EOC Week 4 Creating an App

Being an audio major at the Art Institute, I need something that connects me to the latest products, newest music and for me to share with people other my preferences. There needs to be an app that has a few different parts, one being a product page; this product page will show the newest, most popular, and most highly rated products. Another page will be the music page: an all knowing page that would have the newest music from hot bands including info about where the music was made, recorded, and even notes from the engineers about how they were mixed or different types of plug ins used. The community page is where each of us would share experiences, tips and tricks in the world of audio. Finally, the information page would lead you to places where you could get the items on the product page or where certain special shows or community meet ups would be. The best part about the app is that it would be in control of the people using it from the special events, the comments on new products, and where information can be known as to how some bands sound the way they do through the audio engineers work while mixing. There could even be beginner’s guides to programs and even on app classes to show how to use certain products. It would be the first and last stop for anyone interested in music or audio engineering as a profession or those who do it just for fun.

Week 3 EOC: My Demographics

I am in the category of Generation Y which some might look down upon me to say they are sorry. There are lots of statistics that go to show what most of my generation is; to be fair i despise most people and most of them are indeed my age but lets exempt that. One statistic reported by CTV News claims that "Nearly 40 per cent of Generation Y surveyed said they didn’t want to work hard, as compared to 25 per cent of Baby Boomers surveyed in the 70s."

Read more: http://www.ctvnews.ca/world/study-claims-generation-y-more-materialistic-less-willing-to-work-1.1264878#ixzz2i1V80FWz

My problem with this is the statement "work hard";what does that mean exactly? Is that working outrageous numbers each week? Or is it putting yourself through school? Or maybe  its working and going through school? The simple question when asked is if someone wants to work hard i would assume most of everyone would say no. Hitting the lottery would be phenomenal i would not have to worry about anything the rest of my life which seems ok with me. Does that make me worse than any of the Baby Boomers or more lazy? I am not calling myself an exception but i work 30 hour weeks and go to school for another 20 and for an 18 year old that's pretty good. The way everyone is broken down into statistics is meaningless because we were all brought up in different times. And if this statistic is making Gen Y seem more lazy than Baby Boomers then maybe we should take a gander at them and see how they raised Gen X who in terms raised Gen Y.

Week 3 EOC: Making Money for Good

There are lots of really,really ,really rich people with money that they do not use for the better of the world. It seems like we always have to really on the little man to give back money. Many ways that people found to give back are through everyday purchases that require little to no effort from the everyday person. Having personal experience with this company, Target has given back millions of dollars to schools in grades k-12. All of their profits come from purchases made at their store more specifically with their REDCard that allows customers to save 5% on every purchase. Target specifies their program on their website saying its as easy as "Simply select a K–12 school from our list of eligible schools and vote for it weekly until September 21 or until $5 million has been awarded, whichever occurs first. It takes just 25 votes to start. After that, Target will donate $25 to your selected school. Upon receiving 25 votes, each additional vote equals $1 more for up to $10,000 per school. If your favorite school is not on our list, please choose another school." It is just a way for people with little income to give back to those who need it with rewarding me with the items i already needed and a sense of gratitude that im doing the right thing.

http://givewith.target.com/

Week 2 EOC: Boston Consulting Group - Video Games

There is a wide division in the world of video games as to which system is better or which company has the better games. In the realm of marketing we do not care about the fan boys crazed expression of how much they love killing noobs or how many points they have. We care about who is making the most money and who is selling the best. Let's start with the Nintendo Wii, a very intuitive and interactive system that goes beyond the controller. With its price being lower than Sony's and Microsoft's it made the new console an easy grab for lower budget individuals. Including it's "completely backwards compatible with the GameCube (GC), with four ports to connect your GC controllers, stylishly hidden for convenience. You can play your GC games using the 8-centimeter Nintendo GameCube discs, and you can also use your old GC memory cards in the two memory card slots." (http://www.cbsnews.com/2100-500397_162-2198343.html) I would put this in the category of Cash Cow because of its ability to go forward and backward with the change in video game times. Next is Sony's PS3; offering a more extreme gamer experience than the Wii and competing with the Xbox 360. With HD graphics and a built in blue ray player it is definitely ready for anything. Also the PS3 has a large step up from the Xbox in it's " access a wide variety of content through Sony's PlayStation Network." (http://www.pcmag.com/article2/0,2817,2411732,00.asp) which is also FREE!!! I would rate the PS3 as also a Cash Cow in that it is still relevant with tech that is still used today. Finally Microsoft's Xbox 360 is up on the stand. With its impressive addition of the Kinect competing with the Wii and lots of games that aren't available on PS3 the Xbox is a hard console to beat. Although its system still has "the infamous "red ring of death" controversy has plagued the system since its launch. The defect can be traced to the system's inability to properly dissipate heat, which in turn renders some of the vital innards unusable." (http://reviews.cnet.com/consoles/microsoft-xbox-360-s/4505-10109_7-34118625.html) I will also rate this system....wait for it....a cash cow in that it is similar to the PS3 in that it is still indeed relevant. There is a very narrow market for video game consoles, they eventually put themselves all on the same platform and no one is beating out the others.

Week 1 EOC: My Voice

As being a musician and immersing myself in the life style I want to live my entire life. What I wear, what I do, how I act, who I associate with all has to do with the way which music has nurtured my mind into what it is today. Spreading real talent, helping others to understand their potential, and introducing the start of a career in media arts is a personal goal and a company goal. Irrelevant is what most careers are to some, they go about their lives not fully enjoying what they do for most of their life. Working as an Audio Engineer is a very rewarding goal to reach and a very fulfilling job to me as of now. Pushing the limits of what I can do or what I might someday be able to do is what I am all about. Putting hard work into something isn't enough: putting hard work into something and having it done right is something to always have in mind when completing a project. Being invested in projects sometimes means my way isn’t always the right way, I am happy to work with others on their expectations. Shaking off the dust from the last project I am always ready to start another. Let’s get started.

Week 1 EOC: Great Customer Service

It seems in today's modern business decent customer service is relatively easy to come by. Are there some kinks here and there? Yes. Exceptional customer service is just so hard to find today. I stop by Sam Ash music stores very often being that i destroy my instrument every week. Most memorable time of customer service i had was when i first went to this store when i was younger. I was looking for new drum heads and it was my first time. The man at the register was BJ (silly name); he gave me in depth knowledge on all the heads, gave me a free head with accessories, and even gave me his card to come play with him sometime to show me some things! Great experience, that's why i still go there even today.