Implementation
We will do research on Mahal to see what feedback we will receive. One way we will research is to perform focus groups. “Focus groups can be used to gauge consumer response to a product or promotion and are occasionally used to brainstorm new product ideas or to screen concepts for new products” (MKTG3, McDaniel Lamb Hair, Ch 8, pg 119). The focus groups can aide Mahal on how to promote the perfume, and also understand what new products our customers would want.
All of our employees will perform with great customer service. Mahal will provide training on how to solve problems quickly, and how to interact with customers and co-workers. “By thanking customers for their purchases and telling them they are important, marketers can help cement a long-term, profitable relationship” (MKTG3, McDaniel Lamb Hair, Ch 19, pg 303). Plus, being pleasant with fellow co-workers will actually assist employees on their customer service skills.
As tedious as it sounds, paper work is a must. We will keep track of all information, especially if it involves our objections.
Evaluation
The Mahal company will have monthly meetings to converse about what is new, what gets to be improved, and if our objectives are being met.
Control
We will also have a marketing audit every five months. This will not only “develop a full profile of the organization’s marketing effort and to provide a basis for developing and revising the market plan, it is also an excellent way to improve communication and raise level of marketing consciousness within the organization.” (MKTG3, McDaniel Lamb Hair, Ch 2, pg 27).
Tuesday, March 23, 2010
MARKETING MIX
A marketing mix is a blend of the four Ps: product, place, promotion, and pricing. If a business has a poor marketing mix but a delightful product, most likely they will fail. Therefore it is important to for Mahal to look at the strategies of the four Ps.
People buy products that will benefit them and because how much they value it. Mahal is marketing their perfume by presenting themselves in a unique and creative manner. The bottle is a curvaceous bottle with shades of purple. The bottle itself is a representation of a curvaceous woman, and the color compliments the scent of Mahal (cherry blossom, jasmine, and lavender). The package of Mahal is a white square box with designs of cherry blossoms across it. It is a simple box, however the cherry blossoms provides color and life to the package. When customers see the package, they will automatically think of Mahal. Our company image is very important to us. We believe that every woman is beautiful, and our perfume is the final touch to one’s being. As a result, if a customer is not pleased with our product, we offer a customer satisfaction guarantee.
Mahal’s place, or distribution, strategy is to utilize selective distribution. Mahal is a specialty product that customers will seek for. Thus, we will launch our products selectively. It will be “achieved by screening dealers and retailers to eliminate all but a few in any single area” (MKTG3, McDaniel Lamb Hair, Ch 12, pg. 181). In late 2010, we will send out samples of our fragrance. “One recent study found that sampling events produced an average 36 percent increase in sales soon afterward” (MKTG3, McDaniel Lamb Hair, Ch. 16, pg 249). Then early 2011, Mahal will be sold in selective cities in department stores. The a couple months after, it will be sold in department stores across the world and on the internet.
Mahal will be promoting themselves through various ways of advertising. “One of the primary benefits of advertising is its ability to communicate to a large number of people at one time” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 212). We will advertise Mahal in magazine ads, billboards in malls, and also commercial ad on radio and televisions. Also, Mahal will be using a promotion strategy that will promote not only their product but their services. Mahal will do “follow-up activites that a service firm might engage in after a customer transaction” (MKTG3, McDaniel Lamb Hair, Ch 11, pg. 164), also known as postpurchase communication. This will ensure customers that we appreciate their business, and in return we will gain customer loyalty. Also, when promoting Mahal we will be consistent with our message. “The message reaching the consumer should be the same regardless of whether it is from an advertisement, a salesperson in the field, a magazine article, or a coupon in a newspaper insert” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 224). Consistency in Mahal represents commitment to our product, and will imply deep impact to the consumers.
Pricing is a competitive weapon because they “are the key to revenues, which in turn are the key to profits for an organization” (MKTG3, McDaniel Lamb Hair, Ch 17, pg. 261). Being a new business and launching a new product, it is the safest route to a long term survival to use the status quo pricing. The status quo pricing is simplicity with fewer price wars. The reason there are fewer price wars is due to meeting with the competitors prices.
People buy products that will benefit them and because how much they value it. Mahal is marketing their perfume by presenting themselves in a unique and creative manner. The bottle is a curvaceous bottle with shades of purple. The bottle itself is a representation of a curvaceous woman, and the color compliments the scent of Mahal (cherry blossom, jasmine, and lavender). The package of Mahal is a white square box with designs of cherry blossoms across it. It is a simple box, however the cherry blossoms provides color and life to the package. When customers see the package, they will automatically think of Mahal. Our company image is very important to us. We believe that every woman is beautiful, and our perfume is the final touch to one’s being. As a result, if a customer is not pleased with our product, we offer a customer satisfaction guarantee.
Mahal’s place, or distribution, strategy is to utilize selective distribution. Mahal is a specialty product that customers will seek for. Thus, we will launch our products selectively. It will be “achieved by screening dealers and retailers to eliminate all but a few in any single area” (MKTG3, McDaniel Lamb Hair, Ch 12, pg. 181). In late 2010, we will send out samples of our fragrance. “One recent study found that sampling events produced an average 36 percent increase in sales soon afterward” (MKTG3, McDaniel Lamb Hair, Ch. 16, pg 249). Then early 2011, Mahal will be sold in selective cities in department stores. The a couple months after, it will be sold in department stores across the world and on the internet.
Mahal will be promoting themselves through various ways of advertising. “One of the primary benefits of advertising is its ability to communicate to a large number of people at one time” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 212). We will advertise Mahal in magazine ads, billboards in malls, and also commercial ad on radio and televisions. Also, Mahal will be using a promotion strategy that will promote not only their product but their services. Mahal will do “follow-up activites that a service firm might engage in after a customer transaction” (MKTG3, McDaniel Lamb Hair, Ch 11, pg. 164), also known as postpurchase communication. This will ensure customers that we appreciate their business, and in return we will gain customer loyalty. Also, when promoting Mahal we will be consistent with our message. “The message reaching the consumer should be the same regardless of whether it is from an advertisement, a salesperson in the field, a magazine article, or a coupon in a newspaper insert” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 224). Consistency in Mahal represents commitment to our product, and will imply deep impact to the consumers.
Pricing is a competitive weapon because they “are the key to revenues, which in turn are the key to profits for an organization” (MKTG3, McDaniel Lamb Hair, Ch 17, pg. 261). Being a new business and launching a new product, it is the safest route to a long term survival to use the status quo pricing. The status quo pricing is simplicity with fewer price wars. The reason there are fewer price wars is due to meeting with the competitors prices.
Monday, March 22, 2010
MARKETING STRATEGY- TARGET MARKET STRATEGY
Defining Mahal’s target market is a must when it comes to a successful business. Understanding the target market will assist Mahal with defining on what our customer want and need. Also, the “market segment differ in size and potential, segmentation helps decision makers more accurately define marketing objectives and better allocate resources” (MKTG3, McDaniel Lamb Hair, Ch 7, pg 98). There are three segmentations that our company is focusing on, age segmentation, gender segmentation, and income segmentation.
Among the age segmentation, Mahal is concentrating on the target market of the generation Y. They are in their late teens to early thirties. Most of them are college students or women in their “in between” stage, meaning they are going off to college or into their careers. Annually, generation Y spends nearly $200 billion, and in their lifetime they will most likely spend $10 trillion. There are over 60 million people categorized in the generation Y demographic in the United States alone. In addition, gender segmentation is just as important as the age segmentation. It is apparent that Mahal perfume is targeting to females. According to the U.S. Census Bureau, 51.4% of the generation Y is females (U.S. Census Bureau, www.factfinder.census.gov). Another segment that is important to Mahal is the income segmentation. Previously mentioned, Generation Y women are either college graduates or on their way to a major stage of their life, and making prime purchases. This is why Mahal is pricing their product at an affordable price to accommodate to the generation Y women.
In order to reach to the generation Y we will be retailing in department stores. Department stores are a perfect place to sell our products because of the amount of foot traffic done by women, and also it is a convenient location for women to sample Mahal. In addition to department stores, online retailing will be used. There are over 70% of Americans that have access to the internet, and the generation Y has mostly been raised with this technology all their lives. Also, “consumers have found this type of shopping convenient and, in many instances, less costly” (McDaniel Lamb Hair, MKTG3, Ch 13, pg 201).
Among the age segmentation, Mahal is concentrating on the target market of the generation Y. They are in their late teens to early thirties. Most of them are college students or women in their “in between” stage, meaning they are going off to college or into their careers. Annually, generation Y spends nearly $200 billion, and in their lifetime they will most likely spend $10 trillion. There are over 60 million people categorized in the generation Y demographic in the United States alone. In addition, gender segmentation is just as important as the age segmentation. It is apparent that Mahal perfume is targeting to females. According to the U.S. Census Bureau, 51.4% of the generation Y is females (U.S. Census Bureau, www.factfinder.census.gov). Another segment that is important to Mahal is the income segmentation. Previously mentioned, Generation Y women are either college graduates or on their way to a major stage of their life, and making prime purchases. This is why Mahal is pricing their product at an affordable price to accommodate to the generation Y women.
In order to reach to the generation Y we will be retailing in department stores. Department stores are a perfect place to sell our products because of the amount of foot traffic done by women, and also it is a convenient location for women to sample Mahal. In addition to department stores, online retailing will be used. There are over 70% of Americans that have access to the internet, and the generation Y has mostly been raised with this technology all their lives. Also, “consumers have found this type of shopping convenient and, in many instances, less costly” (McDaniel Lamb Hair, MKTG3, Ch 13, pg 201).
Sunday, March 21, 2010
SWOT ANALYSIS
It is very important to recognize the surroundings of one’s business because gaining that knowledge can aide to their success. Mahal understands this concept; therefore we have provided a SWOT analysis to illustrate our strengths, weakness, opportunities, and threats.
The strength of Mahal is their fragrance, the price, and the company image. The fragrance is a delightful mixture of flowers that has a soft touch with a bold aroma. By producing Mahal this way, it will aide to its long lasting scent. Women will experience the final touch of being loved as long as they would like. The other strength of Mahal is our price. Mahal is coming into 2011 as a new fragrance. The best strategy is to use status quo pricing. Status quo pricing basically means using the going rate pricing. “meeting the competition may be the safest route to long-term survival” (MKTG3, McDaniel Lamb Hair, Ch 18, pg 280). We will be starting as a small business, so simplicity is an advantage. Mahal’s image is another strength because a business “must make a positive impression on and be desirable to targeted market” (MTKG3, McDaniel Lamb Hair, Ch 15, pg 230). By understanding this concept, Mahal is concentrating on a women’s natural beauty. We are stating that all women are desirable and Mahal is to enhance their authentic self. We do not believe that you are in need to be beautiful, so buy our product. We want to convey a positive meaning of beauty. You are already
beautiful; compliment your self-worth with Mahal.
The weaknesses of Mahal are our financial resources and employee capabilities. Mahal is coming into 2011 as a new business. Therefore, our financial resources are very limited. Finances are tight right now due to Mahal building its roots in the perfume business and producing their products at the same time. The lack of employee capabilities is also a weakness. Mahal is a small business with an undersized amount of employees. We perform with excellence; however we could use more employees to achieve more work. We look forward to to gaining more employees as time and our company progress.
Mahal has a great opportunity to aide in the confidence-building programs and promote all definitions of beauty. Our company operates under its slogan “the final touch of being loved”. The slogan entails that women already have the ability and the qualities of being loved, desired, and beautiful. Mahal is just the final touch to compliment and strengthen the women’s persona. We would love to work side by side with DOVE’s Campaign for Real Beauty. DOVE’s mission is “to make more women feel beautiful every day by widening stereotypical views of beauty” (DOVE Campaign for Real Beauty, http://www.dove.us/#/CFRB/arti_CFRB.aspx[cp-documentid=7049726]). Mahal and Dove have very similar beliefs about beauty, and share the same goals on how to aide in the confidence-building programs. According to Dove’s website, “81% of women in the US strongly agree that ‘the media and the advertising set an unrealistic standard of beauty that most women can’t ever achieve’” (DOVE Campaign for Real Beauty, http://www.dove.us/#/CFRB/arti_CFRB.aspx[cp-documentid=7049726]). Understanding this statistic Mahal will be “developing a single product for all markets and promoting it the same way all over the world” (MKTG3, McDaniel Lamb Hair, Ch 4, pg 58), also known as global marketing standardization. Mahal will be using real women in all shapes and sizes, not just the coke bottle shaped bodies, to promote our fragrance. Using this tactic will transform people’s view of the media’s definition of beauty.
The threats of Mahal will be its competitors. Marc Jacobs’ Lola, Kim Kardashian’s Kim Kardashian, and Clinque’s Happy are Mahal’s top three competitors. All three have been in the fragrance business for some time and are all well-known across the world. Being so popular Mahal will have a rough time competing. However, Mahal is dedicated to work hard to be at the same level as these famous fragrances.
The strength of Mahal is their fragrance, the price, and the company image. The fragrance is a delightful mixture of flowers that has a soft touch with a bold aroma. By producing Mahal this way, it will aide to its long lasting scent. Women will experience the final touch of being loved as long as they would like. The other strength of Mahal is our price. Mahal is coming into 2011 as a new fragrance. The best strategy is to use status quo pricing. Status quo pricing basically means using the going rate pricing. “meeting the competition may be the safest route to long-term survival” (MKTG3, McDaniel Lamb Hair, Ch 18, pg 280). We will be starting as a small business, so simplicity is an advantage. Mahal’s image is another strength because a business “must make a positive impression on and be desirable to targeted market” (MTKG3, McDaniel Lamb Hair, Ch 15, pg 230). By understanding this concept, Mahal is concentrating on a women’s natural beauty. We are stating that all women are desirable and Mahal is to enhance their authentic self. We do not believe that you are in need to be beautiful, so buy our product. We want to convey a positive meaning of beauty. You are already
beautiful; compliment your self-worth with Mahal.
The weaknesses of Mahal are our financial resources and employee capabilities. Mahal is coming into 2011 as a new business. Therefore, our financial resources are very limited. Finances are tight right now due to Mahal building its roots in the perfume business and producing their products at the same time. The lack of employee capabilities is also a weakness. Mahal is a small business with an undersized amount of employees. We perform with excellence; however we could use more employees to achieve more work. We look forward to to gaining more employees as time and our company progress.
Mahal has a great opportunity to aide in the confidence-building programs and promote all definitions of beauty. Our company operates under its slogan “the final touch of being loved”. The slogan entails that women already have the ability and the qualities of being loved, desired, and beautiful. Mahal is just the final touch to compliment and strengthen the women’s persona. We would love to work side by side with DOVE’s Campaign for Real Beauty. DOVE’s mission is “to make more women feel beautiful every day by widening stereotypical views of beauty” (DOVE Campaign for Real Beauty, http://www.dove.us/#/CFRB/arti_CFRB.aspx[cp-documentid=7049726]). Mahal and Dove have very similar beliefs about beauty, and share the same goals on how to aide in the confidence-building programs. According to Dove’s website, “81% of women in the US strongly agree that ‘the media and the advertising set an unrealistic standard of beauty that most women can’t ever achieve’” (DOVE Campaign for Real Beauty, http://www.dove.us/#/CFRB/arti_CFRB.aspx[cp-documentid=7049726]). Understanding this statistic Mahal will be “developing a single product for all markets and promoting it the same way all over the world” (MKTG3, McDaniel Lamb Hair, Ch 4, pg 58), also known as global marketing standardization. Mahal will be using real women in all shapes and sizes, not just the coke bottle shaped bodies, to promote our fragrance. Using this tactic will transform people’s view of the media’s definition of beauty.
The threats of Mahal will be its competitors. Marc Jacobs’ Lola, Kim Kardashian’s Kim Kardashian, and Clinque’s Happy are Mahal’s top three competitors. All three have been in the fragrance business for some time and are all well-known across the world. Being so popular Mahal will have a rough time competing. However, Mahal is dedicated to work hard to be at the same level as these famous fragrances.
Thursday, March 18, 2010
EOC WEEK 10- VOLKSWAGEN
Ten Facts About Volkswagen
The word “Volkswagen” means “people’s car”
In 1933, Adolf Hitler met with Ferdinand Porsche to discuss Hitler’s idea of a Volkswagen.
Politically, an affordable car such as the Volkswagen, was a strong platform for Hitler to win the public support that he desperately needed for his military adventures.
From the beginning VW tired to make a car that is simple enough so that the average people could afford it.
Special stamps were made by the government. They were sold to people and on theory if someone got 200 stamps they could immediately be changed with a KdF Wagen.
There were some main ideas that Porsche had to stick to while developing the VW:
-Max weight 650 kg
-Cruise speed of 100 km/h
-Air-cooled engine with 26 hp
-Fuel consumption 71 per 100km
-CHEAP PRICE
The first Volskwagen car was presented in 1938. It included all the features ordered by Hitler, the engine was placed at the rear of the car, and the shape of the car was quite specific – it was very round.
That was the reason why it got its nickname “Beetle”. An American reporter thought it looked like an insect, and so the “Beetle” was born.
By the end of the 1950s, the new interior of the beetle was designed so that there was the opportunity to build in a radio and speakers on the dashboard.
In the 1970, the other competitive branches got “too close on the Beetle’s wheels” by introducing new modern models. Volkswagen also developed a few new models like Karmann-Ghia and Volkswagen Transporter. The Beetle got reshaped, becoming wider and swollen. Even after getting a panoramic windscreen, the beetle was no competitor to the new Volkswagen creation.
In Mad Man, the men talked about the “Beetle” for 15 minutes. Discussing how small the car was and how ridiculous they were advertising. The ad just stated Lemon, implying that it was shaped as a lemon. Volkswagen just wanted to stimulate people’s mind and conversation. Based on results, Volkswagen successfully succeeded.
Also, there was a woman in that episode that drove a “Beetle”. She was a single, divorced, working mother driving the “people’s car”. Stereotypically, this woman is what Volkswagen wanted to target at.
The word “Volkswagen” means “people’s car”
In 1933, Adolf Hitler met with Ferdinand Porsche to discuss Hitler’s idea of a Volkswagen.
Politically, an affordable car such as the Volkswagen, was a strong platform for Hitler to win the public support that he desperately needed for his military adventures.
From the beginning VW tired to make a car that is simple enough so that the average people could afford it.
Special stamps were made by the government. They were sold to people and on theory if someone got 200 stamps they could immediately be changed with a KdF Wagen.
There were some main ideas that Porsche had to stick to while developing the VW:
-Max weight 650 kg
-Cruise speed of 100 km/h
-Air-cooled engine with 26 hp
-Fuel consumption 71 per 100km
-CHEAP PRICE
The first Volskwagen car was presented in 1938. It included all the features ordered by Hitler, the engine was placed at the rear of the car, and the shape of the car was quite specific – it was very round.
That was the reason why it got its nickname “Beetle”. An American reporter thought it looked like an insect, and so the “Beetle” was born.
By the end of the 1950s, the new interior of the beetle was designed so that there was the opportunity to build in a radio and speakers on the dashboard.
In the 1970, the other competitive branches got “too close on the Beetle’s wheels” by introducing new modern models. Volkswagen also developed a few new models like Karmann-Ghia and Volkswagen Transporter. The Beetle got reshaped, becoming wider and swollen. Even after getting a panoramic windscreen, the beetle was no competitor to the new Volkswagen creation.
In Mad Man, the men talked about the “Beetle” for 15 minutes. Discussing how small the car was and how ridiculous they were advertising. The ad just stated Lemon, implying that it was shaped as a lemon. Volkswagen just wanted to stimulate people’s mind and conversation. Based on results, Volkswagen successfully succeeded.
Also, there was a woman in that episode that drove a “Beetle”. She was a single, divorced, working mother driving the “people’s car”. Stereotypically, this woman is what Volkswagen wanted to target at.
WEEK 10- OBJECTIVES
Before any marketing plans are said, there must be some objectives confirmed. The
“objectives should be realistic, measurable, and time specific” (MKTG3, McDaniel Lamb Hair, Ch. 2, pg. 18). The objectives should also be consistent and point out the priorites of a business.
One of Mahal’s objectives is to achieve 12 percent dollar market shares in our business within 12 months of product introduction. We will accomplish this objective by getting “consumers to recognize an imbalance between their present status and their preferred state” (MKTG3, McDaniel Lamb Hair, Ch 5, pg. 64). When hearing about Mahal, the final touch of being loved, women will soon be aware that their wants and needs of enhancing who they are are in their reach. Owning a bottle of Mahal is to complete a woman’s sense of being. The scent lures people to them and in return women desire the aroma of Mahal.
Another objective is to gain 20 percent of our targeted market every year. One way to accomplish this is to obtain “information about customers, competitors, and markets; examining the information from total business perspective; determining how to deliver superior customer value” (MTKG3, McDaniel Lamb Hair, Ch. 1, pg. 6)
Mahal’s other objective is to spend 10 percent of sales revenue between 2011 and 2012 on research and development in an effort to introduce at least three new products in 2012. After Mahal is successful, we will be looking into creating new products for our customers. To be successful in developing and introducing new products, we will “make the long-term commitment needed to support innovation and new product development” (MKTG3, McDaniel Lamb Hair, ch. 10, pg146).
Mahal’s objectives are time specific, assessable, and reasonable. Customers and employees will be satisfied, motivated, and successful.
“objectives should be realistic, measurable, and time specific” (MKTG3, McDaniel Lamb Hair, Ch. 2, pg. 18). The objectives should also be consistent and point out the priorites of a business.
One of Mahal’s objectives is to achieve 12 percent dollar market shares in our business within 12 months of product introduction. We will accomplish this objective by getting “consumers to recognize an imbalance between their present status and their preferred state” (MKTG3, McDaniel Lamb Hair, Ch 5, pg. 64). When hearing about Mahal, the final touch of being loved, women will soon be aware that their wants and needs of enhancing who they are are in their reach. Owning a bottle of Mahal is to complete a woman’s sense of being. The scent lures people to them and in return women desire the aroma of Mahal.
Another objective is to gain 20 percent of our targeted market every year. One way to accomplish this is to obtain “information about customers, competitors, and markets; examining the information from total business perspective; determining how to deliver superior customer value” (MTKG3, McDaniel Lamb Hair, Ch. 1, pg. 6)
Mahal’s other objective is to spend 10 percent of sales revenue between 2011 and 2012 on research and development in an effort to introduce at least three new products in 2012. After Mahal is successful, we will be looking into creating new products for our customers. To be successful in developing and introducing new products, we will “make the long-term commitment needed to support innovation and new product development” (MKTG3, McDaniel Lamb Hair, ch. 10, pg146).
Mahal’s objectives are time specific, assessable, and reasonable. Customers and employees will be satisfied, motivated, and successful.
Monday, March 15, 2010
WEEK 9- BUSINESS STATEMENT
The perfume business is a huge industry concentrating on people’s wants and needs. Mahal is a delightful and desirable perfume that will be in many women’s possession. It is a delicate and bold fragrance with a mixture of cherry blossom, jasmine, and lavender. Mahal is targeted to women of the Generation Y demographic. Generation Y women are in their late teens to early thirties. They “have already started their careers, and are making major purchasing decisions” (MKTG3, McDaniels Lamb Hair, Ch 3, pg 35). Therefore, purchasing Mahal would be a great investment for them. Also Generation Y women are very in tune with themselves. Mahal is not promoting itself to provide women something they do not have. Mahal is a perfume that strongly believes that every woman is beautiful and Mahal is there to enhance who they are. Mahal is targeting the Generation Y demographic, which does not mean other women in different age groups would enjoy the perfume. It is a scent that many people would love.
Mahal will be sold in department stores such as: Macy’s, Dillards, Nordstrom, etc. These places are perfect locations due to the amount of foot traffic that occurs there. When walking into the department stores, the first things you see are products for women, make-up, perfume, jewelry, and so much more. Mahal is a specialty product, where “consumers search extensively for a particular item and are very reluctant to accept substitutes” (MKTG3, McDaniels Lamb Hair, Ch 9, pg 132). Therefore, Mahal’s customers can find their Mahal perfume fairly easily at the department stores.
“To Survie in today’s highly competitive marketplace, companies need pricing objectives that are specific, attainable, and measurable” (MKTG3, McDaniels Lamb Hair, Ch 17, pg 262). This is why Mahal is priced at $40. It is a high end quality perfume set at a sensible price. The sought-after scent of Mahal will last for a long time. Also over the years, the women of Generation Y “have already spend nearly $200 billion annually and over their lifetimes will like spend about $10 trillion” (MKTG3, McDaniels Lamb Hair, Ch 3, pg 35). This explains that Generation Y women would be accepting to a $40 exquisite perfume named Mahal.
EOC WEEK 9- $10 MCDONALDS BURGER
McDonalds is a well known fast food restaurant and located across the world. Like most fast food restaurant, McDonalds offer food within a reasonable price range. So, offering a burger that is $10 is a bit extreme. However, it is possible by offering a special type of burger and promoting intensively.
When introducing a $10 McDonald burger what should be communicated is a competitive advantage. Competitive advantage is a “set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition” (MKTG3, McDaniel Lamb Hair, pg 211). Looking at other fast food restaurants, a healthy yet meaty burger has not been introduced to society. McDonalds should include a healthier and bigger burger for their $10 burger. A burger with better quality meat, fresher vegetables, and other ingredients that will make this burger stand out from McDonald’s competitors. Not only will McDonalds stand out, they’re $10 burger will be reasonable with what they are offering.
Also, promoting the $10 McDonalds burger intensively will get their product out more. And depending on how it is done, promoting this product can bring in some major business. “Publicity can help advertisers explain what’s different about their new product by prompting free news stories or positive word of mouth about it” (MKTG3, McDaniel Lamb Hair, pg 240). McDonalds is use to the slice of life advertisement, where the commercials convey a happy family eating a combination meal and happy meals with the children. However, going through this route, it would be a cheap way to advertise a new product and very productive. With a new product like the $10 burger a free news story expressing how it’s a better quality burger worth the people’s money can put positive thoughts to the society. This in return will provide McDonalds the reaction they would want.
When introducing a $10 McDonald burger what should be communicated is a competitive advantage. Competitive advantage is a “set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition” (MKTG3, McDaniel Lamb Hair, pg 211). Looking at other fast food restaurants, a healthy yet meaty burger has not been introduced to society. McDonalds should include a healthier and bigger burger for their $10 burger. A burger with better quality meat, fresher vegetables, and other ingredients that will make this burger stand out from McDonald’s competitors. Not only will McDonalds stand out, they’re $10 burger will be reasonable with what they are offering.
Also, promoting the $10 McDonalds burger intensively will get their product out more. And depending on how it is done, promoting this product can bring in some major business. “Publicity can help advertisers explain what’s different about their new product by prompting free news stories or positive word of mouth about it” (MKTG3, McDaniel Lamb Hair, pg 240). McDonalds is use to the slice of life advertisement, where the commercials convey a happy family eating a combination meal and happy meals with the children. However, going through this route, it would be a cheap way to advertise a new product and very productive. With a new product like the $10 burger a free news story expressing how it’s a better quality burger worth the people’s money can put positive thoughts to the society. This in return will provide McDonalds the reaction they would want.
Monday, March 8, 2010
EOC WEEK 8- MY USP COMPARED TO THREE OTHERS
Marc Jacobs- Lola
This warm floral bouquet conveys the free spirit of today's sexy, modern girl - she is playful, cool, and flirtatious. The long-lasting, day-and-night scent opens with pink peppercorn, pear, and ruby red grapefruit. Blooming midnotes of rose, fuschia peony, and geranium make a feminine statement. Layers of vanilla, warm tonka bean, and creamy musk create a sensous drydown.
The bottle's exquisite, multi-layered cap is a bursting bouquet with bright modern colors that pop against a matte black background and rope-inspired, gold metallic neck. The silhouette is inspired by Marc's fashion collection
http://www.sephora.com/browse/product.jhtml?id=P255909&categoryId=B70
KIM KARDASHIAN
TV star, entrepreneur, model, actress, and trendsetter Kim Kardashian adds another accomplishment to her portfolio: a trademark fragrance. Discover the sensual scent inspired by one of the world's most idolized women. The essence evokes Kim's sultry style with crisp top notes, lush mid notes, and a sexy drydown. Gorgeous, voluptuous florals reflect her allure, while soft jasmine, tuberose, and gardenia mirror her femininity. Tonka bean, jacaranda wood, and sandalwood add a warm, sensual base.
http://www.sephora.com/browse/product.jhtml?id=P253210&categoryId=B70
Clinique Happy
A hint of citrus. A wealth of flowers. A mix of emotions. Our best-selling women's fragrance interplays fresh, vibrant notes-ruby red grapefruit, bergamot-with soft, sensual ones-Hawaiian wedding flower, spring mimosa. Wear it and be happy.
Clinique Happy won its second award in the "Best Fragrance / Department Store" category.
http://www.clinique.com/product/CATEGORY4884/PROD691/Fragrance/Clinique_Happy/index.tmpl
“Effective slogans often become so ingrained that consumers hearing the slogan can immediately conjure up images of the product.” (MKTG3- McDaniel Lamb Hair, Chapter 15, pg 230).
Mahal is a delicate yet bold mixture of cherry blossom, lavender, and jasmine. It is a perfume that will last all day and night. Its slogan is “the final touch of being loved”. When people hear this slogan and see the bottle, they will automatically think of Mahal. The unique selling proposition for Mahal is not based on giving a woman what she is missing, or promoting itself just because someone else wears it. Mahal’s unique selling proposition is to compliment who the woman is already. Every woman is already beautiful in their own way. So, why not enhance who they are by wearing a perfume that will flatter their essence.
The three fragrances that I have listed above are competitors with my product because they are all floral perfumes, targeted to women, and are well known among people. Marc Jacobs’ Lola is a combination of many flowers to convey the sexy and flirty women of today. It consists of pink peppercorn, pear, ruby red grapefruit, rose, fuschia peony, and geranium. Although Lola may be a fine a perfume, I believe that Mahal stands greater next to it. Lola has so many floral scents mixed into one bottle, and Mahal just has three. Having three floral scents is an advantage because people love to keep it simple. The women that will buy Mahal are women who do not want to smell like a bouquet, but women who want to smell like they did not try to hard. They are beautiful already and Mahal is complimenting who they are.
Kim Kardashian is a perfume from Kim Kardashian. Their unique selling proposition is to sell their fragrance just by informing their target that Ms. Kardashian wears it, so why not you? They described the perfume, Kim Kardashian, as if they were describing her. I am sure it is an amazing perfume, however their way of selling this product is not the way Mahal is going to be sold. Women that will buy Kim Kardashian are women who are fans of Kim Kardashian., women who envy her, want to be her, or watch her on television. Mahal is a perfume that any women will want because Mahal describes them, not a celebrity.
Clinque Happy is a fragrance that is going to be my top competitor. The reason why Clinque Happy is a major competitor is because they are not only well-known but they also are selling their product by involving a woman’s emotions (emotions other than the sexy, flirtatious emotion). The perfume won its second award in the Glamour magazine as the “Best Fragrance/ Department Store” category. The fragrance has been around since 1997, and has a great number of customers. Their slogan is “Wear it and be happy”. Although, Clinque Happy is a popular perfume, I believe that Mahal has something different to offer. Mahal has a different floral scent then Clinque Happy. Women may want a change, and start investing their money and scent to Mahal “the final touch of being loved”.
This warm floral bouquet conveys the free spirit of today's sexy, modern girl - she is playful, cool, and flirtatious. The long-lasting, day-and-night scent opens with pink peppercorn, pear, and ruby red grapefruit. Blooming midnotes of rose, fuschia peony, and geranium make a feminine statement. Layers of vanilla, warm tonka bean, and creamy musk create a sensous drydown.
The bottle's exquisite, multi-layered cap is a bursting bouquet with bright modern colors that pop against a matte black background and rope-inspired, gold metallic neck. The silhouette is inspired by Marc's fashion collection
http://www.sephora.com/browse/product.jhtml?id=P255909&categoryId=B70
KIM KARDASHIAN
TV star, entrepreneur, model, actress, and trendsetter Kim Kardashian adds another accomplishment to her portfolio: a trademark fragrance. Discover the sensual scent inspired by one of the world's most idolized women. The essence evokes Kim's sultry style with crisp top notes, lush mid notes, and a sexy drydown. Gorgeous, voluptuous florals reflect her allure, while soft jasmine, tuberose, and gardenia mirror her femininity. Tonka bean, jacaranda wood, and sandalwood add a warm, sensual base.
http://www.sephora.com/browse/product.jhtml?id=P253210&categoryId=B70
Clinique Happy
A hint of citrus. A wealth of flowers. A mix of emotions. Our best-selling women's fragrance interplays fresh, vibrant notes-ruby red grapefruit, bergamot-with soft, sensual ones-Hawaiian wedding flower, spring mimosa. Wear it and be happy.
Clinique Happy won its second award in the "Best Fragrance / Department Store" category.
http://www.clinique.com/product/CATEGORY4884/PROD691/Fragrance/Clinique_Happy/index.tmpl
“Effective slogans often become so ingrained that consumers hearing the slogan can immediately conjure up images of the product.” (MKTG3- McDaniel Lamb Hair, Chapter 15, pg 230).
Mahal is a delicate yet bold mixture of cherry blossom, lavender, and jasmine. It is a perfume that will last all day and night. Its slogan is “the final touch of being loved”. When people hear this slogan and see the bottle, they will automatically think of Mahal. The unique selling proposition for Mahal is not based on giving a woman what she is missing, or promoting itself just because someone else wears it. Mahal’s unique selling proposition is to compliment who the woman is already. Every woman is already beautiful in their own way. So, why not enhance who they are by wearing a perfume that will flatter their essence.
The three fragrances that I have listed above are competitors with my product because they are all floral perfumes, targeted to women, and are well known among people. Marc Jacobs’ Lola is a combination of many flowers to convey the sexy and flirty women of today. It consists of pink peppercorn, pear, ruby red grapefruit, rose, fuschia peony, and geranium. Although Lola may be a fine a perfume, I believe that Mahal stands greater next to it. Lola has so many floral scents mixed into one bottle, and Mahal just has three. Having three floral scents is an advantage because people love to keep it simple. The women that will buy Mahal are women who do not want to smell like a bouquet, but women who want to smell like they did not try to hard. They are beautiful already and Mahal is complimenting who they are.
Kim Kardashian is a perfume from Kim Kardashian. Their unique selling proposition is to sell their fragrance just by informing their target that Ms. Kardashian wears it, so why not you? They described the perfume, Kim Kardashian, as if they were describing her. I am sure it is an amazing perfume, however their way of selling this product is not the way Mahal is going to be sold. Women that will buy Kim Kardashian are women who are fans of Kim Kardashian., women who envy her, want to be her, or watch her on television. Mahal is a perfume that any women will want because Mahal describes them, not a celebrity.
Clinque Happy is a fragrance that is going to be my top competitor. The reason why Clinque Happy is a major competitor is because they are not only well-known but they also are selling their product by involving a woman’s emotions (emotions other than the sexy, flirtatious emotion). The perfume won its second award in the Glamour magazine as the “Best Fragrance/ Department Store” category. The fragrance has been around since 1997, and has a great number of customers. Their slogan is “Wear it and be happy”. Although, Clinque Happy is a popular perfume, I believe that Mahal has something different to offer. Mahal has a different floral scent then Clinque Happy. Women may want a change, and start investing their money and scent to Mahal “the final touch of being loved”.
Thursday, February 25, 2010
WEEK 7 EOC- PITCH
A man spots a woman across the room. She is an average woman, pretty but not overly gorgeous. But there is something about her that he is attracted to. He walks over to her, wondering what it is about her that he cannot stop wanting. He is right in front of her now, and brushes her hair behind her ear. As he leans over to whisper something, he smells a beautiful floral scent coming from her neck. He is stunned and becomes speechless. He does not know what to do, but to just stare into her eyes.
Scent is a very powerful sense and has the ability to make people irresistible and memorable. Some women wear perfume to smell good, but most women wears perfume to lure people to them. This is why women cannot resist on buying perfume that enhance who they are. It is the “closer” or the “cherry on top” to help make them feel attractive and beautiful, and make the men feel interested and aroused.
My perfume will do exactly that, men will be aroused from the scent and women will feel desired and loved. The perfume is called Mahal. Mahal is the Tagalog word (the “Filipino” language) for Love. Mahal is a mixture of cherry blossom, lavender, and jasmine. It is a very delicate but bold floral perfume. All women should own it, and will desire it, why? Because Mahal will not only compliment a woman’s being but also enhance who they are. It will aide them to be irresistible and unforgettable.
Mahal perfume, the final touch of being loved.
Scent is a very powerful sense and has the ability to make people irresistible and memorable. Some women wear perfume to smell good, but most women wears perfume to lure people to them. This is why women cannot resist on buying perfume that enhance who they are. It is the “closer” or the “cherry on top” to help make them feel attractive and beautiful, and make the men feel interested and aroused.
My perfume will do exactly that, men will be aroused from the scent and women will feel desired and loved. The perfume is called Mahal. Mahal is the Tagalog word (the “Filipino” language) for Love. Mahal is a mixture of cherry blossom, lavender, and jasmine. It is a very delicate but bold floral perfume. All women should own it, and will desire it, why? Because Mahal will not only compliment a woman’s being but also enhance who they are. It will aide them to be irresistible and unforgettable.
Mahal perfume, the final touch of being loved.
Thursday, February 18, 2010
WEEK 6 EOC- NEW SOUP
When I go out, I usually do not order soup. But when I go to Jason’s Deli, I always order the broccoli and cheese soup. I love this soup because of a specific reason. The reason is because when I was a little girl I loved broccoli but I would only eat it with cheese. To this day, I am the same way. I believe it may be engraved in my head that when I see broccoli, I need cheese.
In my opinion Campbell should start making Champorado, a Filipino porridge. Campbell usually sells soups, but I think they should branch out and make some porridge. Champorado is a basically made out of chocolate, rice, and sweet condensed milk. It is a very popular porridge in the Filipino culture. I remember when I was a child, instead of my grandma making me soup, she would make me Champorado. A comforting, hot, sweet, chocolaty bowl of Champorado always made my breakfast, lunch, or dinner so special. Its every child’s dream to have a meal with chocolate in it. I think once Campbell grasps this idea, it will spread not only to the Filipino society but to all societies.
In my opinion Campbell should start making Champorado, a Filipino porridge. Campbell usually sells soups, but I think they should branch out and make some porridge. Champorado is a basically made out of chocolate, rice, and sweet condensed milk. It is a very popular porridge in the Filipino culture. I remember when I was a child, instead of my grandma making me soup, she would make me Champorado. A comforting, hot, sweet, chocolaty bowl of Champorado always made my breakfast, lunch, or dinner so special. Its every child’s dream to have a meal with chocolate in it. I think once Campbell grasps this idea, it will spread not only to the Filipino society but to all societies.
Thursday, February 11, 2010
WEEK 5 EOC- 2010 SUPER BOWL COMMERCIALS
The Super Bowl Commercials were hilarious, sentimental, and unique this year. My ultimate favorite commercial is the one where you a woman opening the door inviting her date into her house. She introduces her date to her son, and walks away to finish up getting ready. By the man’s body language, you can tell he thinks he owns the house and can do whatever he wants. He grabs a Doritos and attempts to eat it. The little boy walks up to him, looks at his face and slaps him. The boy told him to keep his hands off of his mom and his Doritos. The funniest commercials are the ones I will always remember. We usually do not get that kind of humor on commercials very often. So when I finally see them it just sticks to me. The little boy loves his Doritos just as much as he loves his mom.
The other commercial I thought was really good was for Budweiser. It started off as a pony and a calf meeting for the first time; and as they grew up their bond became stronger. I personally love this commercial because it was a sweet message, and my dad and I bonded for a bit when we saw this commercial. Granted looking back now, I do not know how exactly the commercial was marketing the brand; maybe it was more directed towards woman. The sweet and touching commercial would quickly evoke most women’s emotions. And in return, the woman would most likely gravitate to buy more Budweiser. It’s not only for manly men, but people who have touching hearts.
Overall the Super Bowl commercials were a success and I was very happy with what I watched. Every commercial targeted a different audience, it made us laugh, and it was very creative. And I am also glad the Saints won.
The other commercial I thought was really good was for Budweiser. It started off as a pony and a calf meeting for the first time; and as they grew up their bond became stronger. I personally love this commercial because it was a sweet message, and my dad and I bonded for a bit when we saw this commercial. Granted looking back now, I do not know how exactly the commercial was marketing the brand; maybe it was more directed towards woman. The sweet and touching commercial would quickly evoke most women’s emotions. And in return, the woman would most likely gravitate to buy more Budweiser. It’s not only for manly men, but people who have touching hearts.
Overall the Super Bowl commercials were a success and I was very happy with what I watched. Every commercial targeted a different audience, it made us laugh, and it was very creative. And I am also glad the Saints won.
Thursday, February 4, 2010
WEEK 4 EOC- MAD MAN
The television show Mad Man was really interesting. It was very entertaining and at the same time educational. With every scene and every line they say, I can somehow put it together with what I learned in my Marketing class. I’m really glad that Mr. Pinto showed us this show because it really opened my eyes and helped me understand marketing a bit more. Seeing how marketing is and how it people work in the marketing/ advertising world is different from reading in the book. However, I believe that the humor helped me out to pay attention to the “hidden” educational aspect.
WEEK 4 EOC- SUPER BOWL COMMERCIAL
The reason why I watch the Super Bowl is because of its commercials. My favorite ones are the ones that make me laugh. The commercials that are comical are the most memorable. The day after the super bowl, people either talk about the game or the funniest commercial aired. As I searched on YouTube, I found a Budlight commercial ad that I found hilarious! I love how the man in the commercial wanted a free Budlight so bad he would steal it from the bar. Then, 20 more people wanted the same beer. The guy who tried to steal the beer in the beginning, well karma got him in the end. A company with a great sense of humor can go a long way. I love how companies are not afraid to push the buttons to get a quick laugh. I also love how they choose to market themselves with semi-vulgar, comical ways. To me, seeing this commercial I notice how the Budlight company can be laid back, hilarious, and fun people. Which in return, I cannot help but wonder if I drink Budlight, then I will have a laid back, hilarious, and fun experience. With the comical aspects aside, the commercial displays how much people love Budlight. There were two guys originally at the bar, asking for Budlight; then 20 more people came in and they were asking for 20 more beers. This Super Bowl Budlight commercial is by far one of my favorites.
Friday, January 29, 2010
WEEK 3 EOC- GREAT CUSTOMER SERVICE
My brother, Kevin, and I used to walk around the shops at Bellagio and every time we passed by Olives, a restaurant at Bellagio, the host always said hello and asked how we were doing. One day Kevin and I decided to make reservations at Olives to see how the environment was inside and how good the food was. When we walked up to the host, she greeted me by my name and said our table would be ready in a few minutes. I asked if there were any tables available on the balcony which we had seen from the front of the Bellagio. She told me that it was full but she would see what she could do. Well, a few minutes passed by and the host said to follow her. Kevin and I were amazed where we were seated. We were right in the middle of the balcony, no sun in our faces, and had a perfect view of the fountains. The servers were friendly and always made sure our water glasses were full; the food was excellent, and the entertainment was great. I expected to receive the 5 star 5 diamond services, but I did not think it would be to that extent. I did not expect such a personable atmosphere, where we were greeted by name and treated as if we were the only customers at the restaurant. I truly felt like a celebrity, they continuously checked up on us to see if we needed anything or simply to see how our meal was. While even though the food was excellent and I would recommend the restaurant solely for that, it is truly the service that grabbed my attention. Good food is easier to come by in Las Vegas, but excellent customer service, especially when it is so natural seeming, is an altogether different story.
Thursday, January 21, 2010
WEEK 2 EOC- MY DEMOGRAPHIC
According to the textbook, I am Generation Y. Generation Y were born in between 1979 and 1994. They also are known to be impatient, family oriented, Inquisitive, opinionated, diverse, good time managers, street smart, and connected. After learning this information, I believe that I am Generation Y because I am inquisitive, family oriented, and diverse. I am also the first generation to be born in the United States of America. Being the first generation, I experienced every American ways on my own. When I had questions about college, jobs, or finances I did not have many people around me to seek for some advice or for help. So, my parents and my teachers encouraged me to look outside my own community to ask questions and be knowledgeable. They also encouraged me to be accepting and kind to others. Just because they are different than me does not mean that I am better than them or vice versa. To this day, I carry those words of wisdom with me and it has helped me every step I take.
WEEK 2 EOC- FAVE FAST FOOD
When I was growing up my favorite fast food restaurant was McDonald’s ( http://www.mcdonalds.com/ ). I loved the chicken mcnuggets and fries with sweet and sour sauce on the side. To this day I still believe that McDonald’s has the best fries. I remember getting all excited when I opened up the kid’s meal box looking for that special toy. Of course, my parents yelled at me because I should be eating instead of playing. As a child, I looked forward to eating out to McDonald’s not only because of the toy but because I got to spend some quality casual family time with everyone. Mom was not stuck in the kitchen washing dishes; Dad was not busy cleaning up; we all had the chance to sit down, eat, and relax together.
Friday, January 15, 2010
WEEK 1 EOC
I am a photographer and I can honestly say that I am in love with photography. With every photo, the photographer captures a story. With that same photo the viewer creates their own story, or even remembers something in their past. I love how photography can trigger something for someone, and how photos capture different types of emotion, interpretation, and beauty.
I have worked in different kinds of photography, from food to landscape, people to still life. With every photo I attempt to shoot it in a unique way. I have experience with photography equipment and editing. I spend many hours editing photos and enjoy every second. I also find enjoyment in photographing a series of photos; a set of photos that tells a story. One day I would love to publish a book with my storytelling photographs.
Eventually, I want to get into advertisement. It’s a field where I can promote movies, artists, and companies through my creativity. I also want to travel the world and photograph places that no one has seen. Taking adventures to the unknown territories and capturing photos to share with everyone.
I have worked in different kinds of photography, from food to landscape, people to still life. With every photo I attempt to shoot it in a unique way. I have experience with photography equipment and editing. I spend many hours editing photos and enjoy every second. I also find enjoyment in photographing a series of photos; a set of photos that tells a story. One day I would love to publish a book with my storytelling photographs.
Eventually, I want to get into advertisement. It’s a field where I can promote movies, artists, and companies through my creativity. I also want to travel the world and photograph places that no one has seen. Taking adventures to the unknown territories and capturing photos to share with everyone.
Subscribe to:
Posts (Atom)
