The three blogs that I picked for the best mission statements are Zach Adam, Gabriel Trueba, and Oscar Corral. These three people told you about what their product is and what is was they where going to offer the consumer. Most of the mission statements where weak and you cold not tell what it was they are trying to accomplish as company. Mission statements show what it is that a company stands for such as “We believe in using business to inspire solutions to the environmental crisis.”(Kotler, Marketing: An Introduction for Education Management Corporation, 44 ) After reading the three blogs you got a great idea for what the business is and what is it that they are trying to achieve. They told you what is was that their product is going to do for how and how it is going to do it. These are the types of things that you want to hear from a company. Talking about things such as quality and any special added things that improve the product. It shows how they as a company stand apart from the crowd. It also explains why what may seem as a simple idea is a great idea. The company as a whole can and does set them aside from the completion in the market place. When you know more about a company and what it is they stand for then you have more ties to that company. Things like this help people to become loyal consumers and have an emotional tie to a brand. These three represent that the most out of the class. They make you want to go out buy that brand and stay loyal to it as well.
Monday, March 5, 2012
Monday, February 27, 2012
EOC Week 8: Creative Content
My creative content will be a monk up of the chocolate bar it’s self. It will feature a red leather box that the chocolate will be sold in. The box will have a little door that opens with two compartments in it. The outside of the box will have some gold and the logo or 24k. When you pull out the compartment you will then see the chocolate bar. The chocolate bar will be gold and feature the same logo that is on the front of the box. The packaging will add to the luxury of the chocolate bar. Since it is packaged in such a unique way the consumer can keep the box after the chocolate is eaten. This would help to establish the brand in to the life of the consumer. The consumer could use the box as a mini jewelry box or hold keepsakes. If the consumer always sees the box it will remind them of the box and make them want to buy it again. This is a great way to make the brand about of consumer’s lifestyle and even their everyday life. Also it will help to justify a higher price point since there is some part of the bar that you keep once it is gone.
Fianl Project: Implementation Evaluation Control
Implementation evaluation control will be done to make sure that 24k reaches all of its marketing goals. It will be done after each event to see how much the marketing is doing. The marketing team will check blogs and the Internet to see how effective the marketing is. 24k will have social networks and will keep the consumers with up to date information with what is going on with the brand. Social networks will post things such as celebrity sightings with 24k and events sponsored by the brand as well.
Fianl Project: Price
The price will be set at $15 for two chocolate bars inside of their special box. Later on they will be able to purchase in a half a dozen and a dozen in a similar red box as the two are packaged. Although some may see it as high. You receive nothing but the finest chocolate that is topped with eatable gold leaf. Also the packaging is something that you can keep once you have eaten the chocolate. “To create value for customers as a means of capturing value for the firm in return.” (Marketing: An Introduction, Kotler, p. 102) So even though it is a high price point it is a real value for what it is that you are receiving.
Fianl Project: Promotion
Promotion will be done through things such as special events. This will get the product out to the mover and shakers. Also the chocolate will be given away in gift bags for award shows. Gift bags have become a huge part of award shows and get brands a lot of marketing and advertising. 24k will also run ads in luxury magazines as well. 24k will also try to get into the hands of celebrities, since they can influence a lot of people in their brand choices. “Increasing the product’s promotion may require more salespeople, advertising, and public relations efforts” (Marketing: An Introduction, Kotler, p. 42) As 2k expands as a brand so will the promotions.
Final Project: Product
“Product means the goods-and-services combination the company offers to the target market”(Marketing: An Introduction, Kotler p. 53) 24k as a product will be of the highest quality. It will only use the best products and will be packaged in such a way to show off its quality. The 24k chocolate will be made with the finest Belgium chocolate then covered in eatable gold flakes.
Fianl Project: Distribution
“Marketers should pay attention to income distribution as well as income levels. Over the past several decades, the rich have grown richer, the middle class has shrunk, and the poor have remained poor." (Marketing: An Introduction, Kotler p. 79) For the plain fact that the rich have been getting richer is why the 24k brand was created and will be sold at high-end retailers. Just like how Godiva chocolate is sold in department stores. 24k will be able to be found in retailers such as Sacks, and Neiman Marcus. It will also be featured in some restaurants and paired with fruit to make a simple yet decadent dessert. Once the brand is expanded and grows in to more products there may be plans to make a few stores. Since it will be a high-end product making it exclusive to only a few markets will add to its appeal. “Distribution of income has created a tiered market. Many companies—such as Nordstrom and Neiman Marcus department stores—aggressively target the affluent.”(Marketing: An Introduction, Kotler, p. 79) Just like Nodrstroma nd Neiman Marcus 24k will serve only the best to the best.