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.