Final Marketing Plan: Creative Content

I have prepared and photographed my Cuban Stuffed Nachos. I used a Canon DSLR with a telephoto lens. I lit the shot using limo studio white lights. Preparation and plating took about 3 hours, but I am happy with the product. This creative content was able to identify with my interests in photography and culinary.

Implementation, Evaluation, & Control

Final Market Plan: Implementation, Evaluation, and Control

So this is where it really matters. Implementation, evaluation, and control, or basically, how would this work out in the real world and how we would be motivated to achieve our goals and success. In order to reach our high standards of success Phileas Fogg will implement extremely tight supply channels and customer relationships in order to provide the highest profit, steadiest product/workflow, and dependable service model. We will have meetings with our intermediaries very often and will cut those not pulling their wait or working up to Phileas Fogg's standards. We will not have some half-ran saloon disrespected and putting a damper on our designer brand. Phileas Fogg will stay up to date on social media and advertisements that identify with our target demographic. Basically "instead of throwing more one-way commercial messages at ad-weary consumers," (Pg. 142) we're going to try to reach out to people and be more involved with their daily lives and conversation.

I had my Cuban Stuffed Nachos prepared and I had a few of my friends who work at a bar, and even the bar manager, try my food. They all enjoyed it and said it tasted very good, it had a nice savory flavor that a lot of bar foods and snacks are loved for. I agreed that it would be nice alongside a drink because the heavy salt content would encourage a customer to buy more drinks.  They even asked if I would mind if they decided to put it on their menu. I took this as a sign of a good idea actually working out.

Price

Final Marketing Plan: Price

             “Price is the sum of all the values that customers give up in order to gain the benefits of having or using a product or service.” (Pg 275). Cuban Stuffed Nachos are planned to be sold at a set price of $6.99 for a regular bag of containing around 35 stuffed nachos, or a serving for about 3 people, to the restaurants we supply. We suggest that restaurants serve that same portion as a share-able appetizer. We also suggest the idea that they could be sold as an add on to a meal or drink as a side. Maybe to be included in a platter with other foods because they aren’t messy. Also because they come in decent sized pieces, restaurants may be able to sell them in the same fashion some places sell wings; a different price for a different set amount of pieces. Bulk orders of bags of nachos will be offered at discounted prices relating to the amount of the order. 

Promotion

Final Marketing Plan: Promotion

            How are we going to get people to want the product? What steps can we take to ensure that people will be seeking out the stuffed nachos. “Consumers usually face a broad array of products and services that might satisfy a given need. How do they choose among these many market offerings?” (pg 7). It is important as well that we acknowledge that there is competition in the bar snack food market. Phileas Fogg boasts the position of having access to the highest quality ingredients from around the world to be offered at your local bar for cheap price. These dishes have been simplified and refined into a designer cuisine suitable for luxurious events and locations. Cuban Stuffed Nachos will be promoted as a great, easy to share bar snack or appetizer with a little exotic flavor to help enhance the experience and conversation. 

"Retailers are always searching for new marketing strategies to attract and hold customers.” Pg 352). Phileas Fogg will always be deeply involved with their customers and their opinions and interests in the product in order to always adapt and reflect a steady position in marketing trends. 

Distribution

Final Marketing Plan: Distribution

            Many companies struggle if they do not have a proper plan in place to distribute their products and goods. You need to know how you are going to get the food from where it is produced to the restaurants you supply and then to their customers without any lost quality or product. You can’t just trust anyone to sell your product though. “Between intensive and exclusive distribution lies selective distribution—the use of more than one, but fewer than all, of the intermediaries who are willing to carry a company’s products.” (Pg 324). By utilizing selective distribution Phileas Fogg will be able to work closely and form strong relationships with the companies that sell our product in order to ensure the highest possible customer satisfaction. If a company isn’t handling our product well enough we will be able to cut them off before we come to a loss. It will be important that “when selecting intermediaries, the company should determine what characteristics distinguish the better ones.” (Pg 325). Our company will only provide our products where the resellers work as hard as we do to ensure the highest quality and customer satisfaction through the practice of selective distribution.

Product

Final Marketing Plan: Product

            The most important and constantly perfected part of any corporation that offers services or goods is obviously the product or good itself. What is a product? What is Phileas Fogg’s product? “We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need.” (Pg 208). The product must be able to retain a value as well as provide an experience that will help a customer return.

            Cuban Stuffed Nachos will be a perfect restaurant/bar snack or appetizer. They are easy to share and will not leave a mess behind or make your hands dirty. The product will basically be composed of a small bite sized chip filled with all the elements of a nacho platter. Cheese, spices and other delicious ingredients. Portion size and price can be decided by the restaurant themselves when offered to customers. 

Target Market Strategy

Final Marketing Plan: Target Market Strategy

            This part of a marketing plan can be the most challenging for many companies. “Most companies have moved away from mass marketing and toward target marketing—identifying market segments, selecting one or more of them, and developing products and marketing programs tailored to each.” (Pg 174). Who exactly are we selling are product to, and how are we going to make them want it? Selecting the proper demographic can mean everything to your product, I mean imagine if they opened up a water park in Siberia. Demographics are labeled as “the study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.” (Pg  71) I aim to identify with a younger demographic of people. I would wish to launch Cuban Stuffed Nachos as a bar/ club food that friends would be able to share and enjoy together. The nachos could be plated a nice way and served with a side of sauce allowing for optimal look, refinery, and sharing capability.

            “Consumers make many buying decisions every day, and the buying decision is the focal point of the marketer’s effort.” (Pg 137). In order to target this type of demographic Cuban Stuffed Nachos will be advertised in a bar/restaurant type setting with kids around the age of 21 enjoying the food and a nice night out. Before serving, the nachos will be stored in a container with an illustration of the origin of the food as well as a story of Phileas Fogg’s adventure in Cuba, so an enticing advert of a Cuban paradise. “People vary in their emphasis on serving themselves versus serving others. Some people seek personal pleasure, wanting fun, change, and escape” (Pg 89). This kind of advertisement will identify with the younger demographics’ want to travel and want to see the world combined with the idea that eating this food will make them feel as if they were living a Cuban paradise.

            My hope is that men will be willing to buy this food as a simple appetizer to share with friends or for a small snack at the bar or club to share with a woman. Nothing goes better with an alcoholic drink than heavy amounts of salt encouraging more thirst and the likely fact that a customer will spend more time and money at your place of business. 

SWOT Analysis

Final Marketing Plan: SWOT Analysis

            When creating a product or service there are several aspects of your product which need the utmost attention. Companies need to take time in deciding what their strengths are in order to take advantage of the opportunities that may come their way. A business has to analyze the weaknesses as well as the threats that may face them as well. The weakest links need to be identified and fixed, and the threats need to be targeted and shut down. If a company can identify a possible threat, then there is more chance any issue can be avoided and then the company can focus more attention on their strengths and being successful. A strength Phileas Fogg has is knowing that “cultural factors exert a broad and deep influence on consumer behavior”. (Pg 137).

            Cuban Stuffed Nachos and Phileas Fogg’s strengths include offering a valuable experience, brand reputation, media reputation, high brand loyalty, distribution, cleanliness, designer gourmet food quality, culturally friendly, resources and resource areas, and the fact that consumers are drawn towards savory snacks and love to indulge in the delicious broad range of flavors that are loved and easily achievable.

            Phileas Fogg knows that “the marketer’s job does not end when the product is bought.” (Pg 153) We will always follow up on our products and with our suppliers to ensure that customers and everyone involved in the chain of making the food to delivering it is happy.

            Cuban Stuffed Nachos and Phileas Fogg’s weaknesses include an over-reliance on marketing innovations, low variety of dessert like snacks, slightly more expensive than other snacks, and low variety of healthy options.

Cuban Stuffed Nachos and Phileas Fogg’s opportunities include the exposure and demand for exotic experiences and cuisines, an innovation of a snack, chance to expand selectively into other channels, and forming long lasting relationships with supply chains.

Cuban Stuffed Nachos and Phileas Fogg’s threats include that there are already many competitors in the market, an increasing focus on health, competitor’s prices, brands may introduce new variants of my snack, and world events causing issues getting authentic ingredients.

Objectives

Final Marketing Plan: Objectives

            It is important that a company lay out its goals/objectives and their motivation to accomplish them. In doing so it is important that they understand what their strengths are in order to “find ways in which the company can best use its strengths to take advantage of attractive opportunities in the environment” (pg 43). The main goal of Phileas Fogg is to instill an experience resembling the authenticity and culture from somewhere around the world through a designer snack. With Cuban Stuffed Nachos Phileas Fogg aims to invest in a strong customer experience and bring together people at restaurants and bars with a dining experience they could share together without any feelings of bad manners or remorse. Phileas Fogg also strives to provide the best service and highest quality, fresh, and authentic ingredients in their designer meals. We will create customer value through strong relationships with our channels as well as with our customers. A well-known marketing quote goes “It’s how we gain a renewed relationship with consumers who have less inclination to listen to [companies with whom] they do not have strong and valued relationships.” (Pg 4). Phileas Fogg will always pursue our long lasting customer relationships and valued experience of our snacks. 

Week 7 EOC: The Pitch

Final Marketing Plan: Pitch

Businesses have to get that in 2016 you can’t just have a product and sell it. “Today, marketing must be understood not in the old sense of making a sale— ‘telling and selling’—but in the new sense of satisfying customer needs.” (Pg. 5). Your product has to offer value, or an experience worth something to somebody. Cuban Stuffed Nachos create an enjoyable exotic ambience that bring together friends and lovers. These delicious, deep friend crisps combine an authentic Cuban recipe with a favorite American style of gourmet cooking. Best washed down with a beer with your buddies or shared with a drink at a bar with a significant other.

            Cuban Stuffed Nachos look and taste exactly as it sounds. This designer snack would be made by taking cheese and other Cuban ingredients and sealing them into small chip sized bites with a batter mixed with spicy crushed chips and then deep frying them. They would be served in a decent sized bowl (size most likely decided by restaurant) with a side of sauce to be dipped into. They would work great as an appetizer or work well with other foods in a sampler dish because they are easy to share. For bars and clubs, the stuffed nachos could be offered as a small snack to share for customers. The benefit of having stuffed nachos is that people would be able to eat nachos in public without the hassle of creating a mess on their plate, their hands, and possibly themselves. This way of serving nachos would be a way of refining and rebranding a classic meal into something of a higher quality and taste. A way to turn a common meal shared on the couch into a gourmet dish to be served at restaurants and bars. 

Business Mission Statement

Final Marketing Plan: Business Mission Statement

            If we were to break marketing down to the basics you’d see that the basic reason for purchasing a product or service is based off a need of some kind. Companies and their products used to have to only to satisfy a markets needs and wants, but now the world expects a higher value for their dollar. People are driven by a “more for less” kind of attitude. “Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers.” (Pg 209). Marketers have to be able to understand people and interpret subtle messages from the public.  “To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want” (Pg 101).

 Businesses of all kinds have to find a way to represent what their mission or objective is as a company. What need are they trying to satisfy or what purpose are they serve shows what the company to working towards in their future. It is important for a mission statement to show a passion and understanding for the market and product, as well as identify with a customer’s wants and needs. Many mission statements identify with creating a satisfactory experience for the customers and the company’s willingness to do so. “Taking good care of customers starts with a deep-down, customer-focused culture.” (Pg, 4) Now a day customers want to always get the best value for their money and value can come in many ways. As customer service, an amazing product, a great price, and many more. Company decisions regarding several different important issues can affect the way the public views the business and their moral values. A mission statement should never be in conflict with a company’s future decisions or plans. “Marketers should carefully consider public policy issues and regulations regarding acquiring or dropping products, patent protection, product quality and safety, and product warranties.” (Pg 264). A well-crafted mission statement can prove a company’s objectives and passion to accomplish them while inciting the customer’s interest.

To put it simply, “an organization exists to accomplish something, and this purpose should be clearly stated.” (Pg 39) I have created a business statement that I believe reflects the goals and ethical strategy of Phileas Fogg and identifies with the necessity of creating a customer focused mission.

“The customer can rely on us to competently simplify unique cuisine as well as endeavor to interactively create an excellent customer service driven environment.”