Tuesday, December 10, 2013
Thursday, December 5, 2013
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.
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
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)
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.
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