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.

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.

EOC: Final Project Pitch

Thinking of products for men isn’t the easiest thing to do even though I am one myself. However, I got to thinking what don’t men have in the house that they like to use? The answer is tools. But of course these aren’t automotive tools or anything like that, but tools in which to cook food with. Men love to eat well; of course some women do too but some men just go crazy and need to eat the best. So why not create a cooking set that is built for a man? There’s nothing feminine about it all, men just simply need their own set of utensils and things for the kitchen. You can’t go wrong with shiny stainless steel; men love this stuff along with black and other darker colors. Nothing bright, and vivid here, those types of colors don’t come to mind when thinking about tools of any sort. Think of a nice set of kitchen utensil; now picture them with various tool handles as the grips and such. BOOM you've got yourself a great set of mens tools for the kitchen.. Now let’s come into terms with reality here, woman are going out on their own to work now and men are left with the challenge of coming up with what’s for dinner. So let’s impress our ladies and Cook like a man, she may not let us bring our outside tools into the house but now we can finally make a proper mess in the kitchen.