My Ad

Implementation Evaluation Control

It’s time to introduce my ad to the market. After thorough analysis of the market at hand I have come up with magazine ad to represent my product. “Through implementation, the company turns the plans into action” ( Marketing An Introduction, Armstrong & Kotler, pg. 55). Which I have done. However no one can tell exactly how their product will do before the product is out on the market, but research will give a simulated idea. With putting my ad out there and judging by the feedback I receive, I will be able to tell how well or how bad my product is perceived. This will tell me how well I marketed it and if it was done correctly. My “measuring and evaluating the results of marketing activities” Will allow me to take “corrective action where needed.” (Marketing An Introduction, Armstrong & Kotler, pg. 55) In doing so I will be able to see where what parts succeeded and what parts failed. From there it’s a matter of putting together something that will work better the second time around. Until then though this is the part where I let go, sit back, and watch how well I put things together.

Price

When pricing a product its important that you pick a proper price. You don't want to throw people off by an intimidating high price nor do you want to come off too cheap with a low price, but "if the consumers perceive that the company's product or service provides greater value, the company can charge a higher price."(Marketing: An Introduction Armstrong & Kotler pg. 280) Either side of the range will cause people to ask questions. Is this good quality, will it last me? Along those lines. My product of Kitchen tools has to fit into a market that is plaque with cheap inferior products. My kitchen utensils are of higher quality so the price will reflect that. However, it won’t be a ridiculous amount more, just minor. The way I see it my Kitchen Tools should cost $55.95. It says I'm not cheap, but nor am I expensive. It's a good in between price. It will also be competitively priced which “involves setting prices based on competitors’ strategies, costs, prices, and market offerings” (Marketing An Introduction, Armstrong & Kotler, pg. 280). My price has just that in mind; the competition.

Promotion

Simply put a promotion is the "activities that communicate the merits of the product and persuade target customers to buy it" (Marketing an Introduction, Armstrong & Kotler, pg. 54). The best way to promote a product like kitchen utensils would usually not be in a magazine but putting my ad in a men’s magazine it would generate the right type of attention needed for Kitchen Tools. However there is a lack of sex appeal for my ad. Sure I could have gotten a woman for my ad but that wouldn't be the right way to go for this. My product focuses on men and them cooking not what a woman can do with a new set of utensils. Plus a good looking female is just a distraction from what you're trying to sell, and I don't want that. Well come to think of it any female would be a distraction. In my promotional ad you don't actually see my product that I will be selling. There's two reasons for that. There is no such product that exists that I am aware of expect for my photo shopped image further down. The other reason it also invokes them to seek out more information on this new product called Kitchen Tools. Granted a lot of Americans are lazy I'm not sure how far they would actually go for their information so I might be hurting myself on that one. Overall I feel the ad portrays my product well. You have a man (me) standing in the kitchen in front of the stove while holding a utensil. Meanwhile there’s all his tools on the floor. Both sets. One automotive and the other kitchen. Their getting combined together in the tool box. You could say their mixing it up, which is the actually what it is “marketing mix consists of everything the firm can do to influence the demand for its product” (Marketing an Introduction, Armstrong & Kotler, pg. 53). Which is what my product is all about combining the best of both of worlds into one and giving the market what it wants. The saying "Now men can make a proper mess in the kitchen too" is referring to the cooking that will get done. However since it's proper it wont be bad. There’s a little humor to it which is good element to add to almost anything. Sex may be the big seller but humor isn't too far behind.

Distribution

When distributing a product sometimes it's best to widely disperse your product and other times it's better to select where it's going. This upholds product value and remain a little more exclusive. Sure "stocking the product in as many outlets as possible" (Marketing: An Introduction, Armstrong & Kotler pg. 324) will give you the most widely known product but to simply become a "Wal-Mart brand" for example and sit on one of there shelf’s at one of there many stores isn't going to cut for my product though. With the product going to less places more focus can be put on the distribution channels there are. “Companies often pay too little attention to their distribution channels, sometimes with damaging results” (Marketing: An Introduction, Armstrong & Kotler pg. 321). This won’t happen with my plan. I will keep the companies close that I plan to distribute to. That way relationships will be easy to follow. Then with keeping my product to only certain types of stores the consumer won’t have a product with spending money on my product and not worry about seeing it at a place like Wal-Mart for a cheaper price.

Product

The first and most important element is the product, without it the company has nothing. You can have all this great research into it and believe it's the best. It can also have all flashy advertising, and celebrity endorsements In theory it should be the best but if it doesn't meet the expectations of the market or the consumers then it fails. “Product means the goods-and-services combination the company offers to the target market” (Marketing an Introduction, Armstrong & Kotler, pg.54).With my product Kitchen Tools it won't be a normal product for any gender to use them but manly the men. It is gear towards them because they are made as if they were tools. The handles are shaped like screwdrivers, socket wrench handles and so on. It could be expanded to allow for other handles to be made as well. This will apply to buyers because "consumers see products as complex bundles of benefits that satisfy their needs" (Marketing an Introduction, Armstrong & Kotler pg. 211). The benefits to new cooking utensils can range from wanting to cook more because its fun to cooking better due to be properly equipped.

EOC: Week 10 What Channels are you going to do to get you product noticed?

If a product isn't noticed all it will do is sit on a shelf collecting dust. My product will not fall victim to that. For my type of product the best way to get it to the consumer would first be start at the producer then go to a retailer, then finally into the hands of the consumers. It's a relativity small kitchen product so it doesn't need quite as much "coverage" as say a camera would. Which is perfectly fine because of what it is. Then comes actually putting it in the right location meaning store. “Companies often pay too little attention to their distribution channels, sometimes with damaging results.”(Marketing: An Introduction for Education Management, Armstrong and Kotler pg. 312) Where's it best suited? Away from the competition, or close to it? Sure each spot would have it's own benefits but in the end you have to pick what fits. Along side the competition would most likely be the best because people will be looking for that certain type of thing already. I don't want the consumer having to go out of the way to find it. Then also knowing how other similar products fair in stores will give me an idea of how mine might do as well. So I can use their experience to my advantage. Less money spent on market research, more available to spend else where.

EOC WEEK 9: Three Mission Statements

After looking through all my classmates Blog I narrowed it down to what I believe are the top three ones. Here they are in alphabetical order starting out with Eric Arquileta he got down to business describing what the company is about and what it stands for. I got the message of quality. His backpacks will be standing the test of time. The next one by Kayleigh Bloomfield I noticed right off the bat that hers was to the point. It got down to the specifics of what she was trying to state and held the same overall feel throughout her mission statement. All the while writing with authority. I know her underwear for men will marketed right and be comfy all at the same time. The third mission statement that I came across that I liked was Ray Otero’s. His mission statement clearly states two sides to his product eliminating odor while maintaining an environmental safe product so no aerosol items. Which I feel created an overall good tone about what his product stands for. I know his product of Febreeze odor eliminator will be one with cleanliness in mind. I picked these three because I believe they all have done a splendid job. A quote that fits these is “An organization exists to accomplish something and this purpose should be clearly stated.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Gary Armstrong 2011 pg. 39) All three have done just so.

EOC Week 8: Disastrous New Products

There are products that are thought up but should never see the light of day, but yet somehow they make it to the consumer market. Now the one’s you’re about to reading about it I guarantee would never make it to stores but just the idea of them is enough to get you to think about what if.  Something that meets those criteria is skunk perfume. Everyone knows that it would just be a horrible idea but I wouldn't be surprised if something actually came up with it and tried to market it even though it smells absolutely horrible. I picture them as being a foreigner though, someone from Europe most likely. Don't hate that’s just how I picture it. Another disastrous new product that wouldn't make any sense at all would be a spiky volleyball. It just wouldn't work to play with. Sure it might look cool, but the only safe place for it would be on a shelve collecting dust, and what would be the point of that? Something that might be a little more particle but still disastrous could be a computer mouse made out of a real dead mouse. You could just have the top portion of it with bottom left to glide on surfaces. The buttons would still be there underneath the skin but there wouldn’t be a scroll wheel on it because it just wouldn’t work too well. The mouse wouldn’t last too long because it would start to decay and stink unless it was persevered so it could last. It’s a little disturbing at the thought of using a once live mouse to control your computer. I know I certainly wouldn’t use it.

Target Market Strategy

The target market for my product would be of course men so logically it would be a good idea to put it where men shop. The problem with doing that not all men do the shopping. So now it would have to be a place where both men and women can be found shopping, because a woman might want to pick it up for her boyfriend of husband. “The marketing manager’s aim is to find, attract, keep, and grow target customers by creating, delivering, and communicating superior customer value” (Marketing An Introduction, Armstrong & Kotler, pg. 9) This fits because it could also appeal to women who want to buy something for a man in their life. If I had it my way it would be in all stores that fit that criteria, but since I can't a good place to have Kitchen Tools would be a place like Sears. Seems like it would fit in with what the store already sells, and it's not a cheap store nor is it expensive so my product would fit right in. Since there is an “art and science of choosing target markets and building profitable relationships with them” (Marketing An Introduction, Armstrong and Kotler, pg. 9) I will have to pick my main market wisely.

SWOT Analysis

My product Kitchen Tools has both it's pros and cons, just like any other product. For my strengths the product will be innovative never before has a kitchen utensils been combined with tools. So we have the edge on the competition there. It was also be affordable, and good quality made in the good ol' USA, not from China. Another plus will be the warranty, if it breaks we'll replace it. As long as we deem it wasn't due to improper use. For my weaknesses since it is an older product with a new twist, it will have to be promoted differently as not to confuse it will items of the past. So there’s more costs there. With knowing my, “overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T).” (Marketing An Introduction, Armstrong & Kotler, pg. 55) I can make a better judgment call on what to do.

Objectives

The four main objectives for my product of Kitchen Tools, is to get men to buy the kitchen untensils, to improve their cooking abilities, to impress others with new founded skill, and eat better. This objectives can be achived through making the product appeal to men right off the bat. If it doesn't grab their attention fast they'll lose interest very quickly.With the next objective you may ask, "how will it improve their cooking?" The answer is it will not directly improve it but by practicing they will develop the neccessary skills for them to succeed with it. Now with the next objective it will be better if their is lady around the house that usually does the cooking. Since the man will be part taking in the activity as well this will take a load off of her and as long as the food isn't half bad she should be impressed unless she is expecting too much. The last objective of Kitchen Tools is to eat better, with cooking for yourself and not going out to fast food and even sit down restraunts you know what it is going into your food. While these objectives may just seem product related, "the broad mission leads to a hierarchy of objects, including buiness objects and marketing objectives" (Marketing An Introduction, Armstrong & Kotler, pg. 43). These all lead to the final product. These objectives have lead me to the final product which will still be an on going thing. Since "research and design is expensive and requires improved profits to plow back into research programs" (Marketing An Introduction, Armstrong & Kotler, pg.43). I will use my funds to not only improve my product but to expand as well.

Mission Statement

Mission statements are meant to give an image of what the comapny is trying to achieve with their products or services. In our marketing book it says, "Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace." ( Marketing: An Introduction for Education Management Corporation, 10th Edition, Gary Armstrong pg. 40) I beleive my mission statements covers those points. The point of my Kitchen Tools product will be to get men into the kitchen to enjoy cooking with their tools. This will be done with utensils that they will have fun using. These will simulate real garage type tools but will be solely meant for kitchen use due to being actual utensils. Not only will men have fun using these products to cook with, but they will be impressing the ladies with the ability to handle the tools so well. This will be due to the fact that their already familiar with them from such places as the garage or construction work. We here at Kitchen Tools Inc. find it very important that men know how to cook well, and with the amount of research put into our product we have found one of the downfalls has been utensil design. We’re not guaranteeing you will cook better, because we can’t promise those sort of things, but if you buy our wonderful product you will learn proper technique and you will go on from there to learn how to cook impressively.