Target Market Strategy

"Marketing is nothing but spreading the word about a product or service being offered to the final consumer, who will purchase it. Target marketing would be narrowing down the entire market into segments, to optimize promotional efforts." http://www.buzzle.com/articles/target-marketing-strategy.html

"The whole concept of target marketing stems down from the fact that we cannot please everybody! Target market, unlike mass marketing does not dole out a single product to the entire market. Instead it marks out a specific range of people to whom the product must be effectively marketed to. As a marketing professional one needs to identify the target market correctly and tap as much profit as possible. To identify the target market one will have to look at the product being manufactured and sold. Ask a few questions:

▲What does this product do?
▲ Who is it helpful to?
▲ Which regions of the world will accept this product?"

http://www.buzzle.com/articles/target-marketing-strategy.html

"Traffic means nothing if it is not targeted, and your job is to find the community of buyers in your niche that want your product or service." http://www.slideshare.net/JeremyGislason/6-target-marketing-strategies-to-find-your-target-market-and-multiply-your-income
The demographic that this product is aimed towards is adults, ones that like to drink, party, and watch Sunday night football. This product is a combination of salty and a surprise kick of spicy.

“Bars often serve salty foods, such as peanuts, chips, and pretzels, together with alcoholic beverages. This is because salt and alcohol induce thirst, making you want to drink more. Spicy foods also have the same effect.

If you skip a meal before going to a party or bar thus could be in anticipation of the extra calories you will be getting from the alcohol you will be drinking. An empty stomach will only compound the effects of alcohol and make you eat more. “ www.fitday.com/fitness-articles/nutrition/healthy-eating/9-reasons-excessive-alcohol-use-is-detrimeental-to-your-diet

This product helps give people more of a variety of what to eat when they want to have a great time. The regions that will accept this product would probably be the regions with a large Hispanic population. Since it has been proven that Hispanics consume more alcohol and from the flavor profile that I have chosen.  

Situation or SWOT Analysis

"SWOT Analysis is a useful technique for understanding your Strengths and Weaknesses, and for identifying both the Opportunities open to you and the Threats you face. Used in a business context, a SWOT Analysis helps you carve a sustainable niche in your market."http://www.mindtools.com/pages/article/newTMC_05.htm 
"The SWOT analysis headings provide a good framework for reviewing strategy, position and direction of a company or business proposition, or any other idea." http://www.businessballs.com/swotanalysisfreetemplate.htm
One of the strengths we have with this new product is that we have combined some very unique flavors that are from Spain. These flavors have not really shown up in grocery stores and we feel that it will expand our customers flavor palette. A weakness that we have is that people that have never tried these flavors may be scared to try our product. An opportunity that we have is that we will be able to gain a wide variety of new customers. A threat that we face is from competitors, they may try to create the same tastes and flavors or come up with a more exotic flavor palette.

Objectives

"Marketing objectives are about products and marketing only! For example ‘To increase sales of existing products into new markets by December 2011’." http://prmarketingcommunication.com/2011/12/13/marketing-planning-implementation-and-control/

"Marketing objectives define what you want to accomplish through your marketing activities. When setting objectives it is very important to ensure that your objectives are; specific, measurable, achievable, realistic and time specific, or SMART for short. The "SMART" approach allows you to effectively manage your marketing activities and importantly be able to determine how successful they have been and whether they have delivered the particular benefits sought." http://toolkit.smallbiz.nsw.gov.au/part/1/1/3
Our objective at Phileas Fogg's is to let people experience the amazing voyage that Phileas went on. We want to educate and allow people to take a first hand look into his travels around the world and all the many flavors that are out there. We want to bring memories, mystery, and adventure into each and every single one of our customers. Let them have excitement without having to leaving the county.
 

Business Mission Statement

 What is a mission statement?

 "A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization." (Marketing: An Introduction for Education Management Corporation, Pg. 39)

My Mission Statement:
At Phileas Fogg's we don't just make ordinary snack foods we take you on a journey around the world with our many exotic flavors. We want to give you the experience that you would have if you were actually in that country or city, without ever leaving your own country. We bring to you adventure, mystery, and memories. You will personally feel as if you went on this amazing voyage with Phileas Fogg tasting all of the exotic flavors of the world. Take the 80 day challenge, you won't regret it. Try one of our newest snacks, it is filled with the flavors of Madrid, Spain. You will feel the rush and the despair that Phileas went through to discover this amazing snack just for you.

Week 8 EOC: Creative Content

For my creative content I am going to create a story board of how I want the commercial to play out. It will show skits of how Phileas Fogg grew mad of how amazing this snack smelled, that he would practically do anything just to get a little taste of it. First it will start off with Phileas leaving the hot air balloon and ending up in Madrid instead of Barcelona.Second, it will show the man in the red hat eating the product and leaving on a carriage. Third, it will show how Phileas went miles and miles in a city he wasn’t supposed to be in, just to get a taste of the product. Fourth, show the chase and a glimpse into the dangerous adventure that Phileas had to go through. Finally show the man in the red hat saying “A deals a deal” taking Phileas to this bar and then vanishing. This commercial will show consumers the madness this product has on people. This product is so amazingly good that you will do just about anything, just as Phileas did, to get one bite. This commercial will show the rush, the danger, and the mystery that this product carries. In just a few bites this product will pull you back into Phileas’ shoes, and you will then be able to understand why Phileas was so desperately trying to find this product. It is a mouth full of immeasurable adventures, danger, and mystery,that you will regret if you do not try it.
 These are just the first scenes of the commercial to give you a glance.

Week 8 BOC: The Adventure

I, Phileas Fogg am set to take an adventure through the amazing city of Barcelona, but found myself in the heart and soul of Spain…Madrid. I went to ask a man if there was anyway to get to Barcelona?” But then there was this amazing scent, a scent that my nose hadnever witnessed before. I walked away before I could ask, hypnotized by this delicious smell. A man with a suit and a red hat was eating it as he walked towards a carriage. I began to follow him. While following the man I became so lost that Itripped over a luggage. I quickly tried to get up but I wasn’t fast enough, Ilost him. I grew mad, lost track of time, and went searching all over thestreets of Madrid, in search for this amazing scent. After so many scowling hoursI couldn’t find it. I became tired and upset because I have spent a whole dayin a city that I wasn’t even supposed to be in! In the corner of my eye I sawthat red hat! I ran, shouting “Hey you stop!” The man began running. Watereverywhere, nowhere left for him to go, but I didn’t see him. He was miles awayon a boat, so I jumped on one and chased after him. He disappeared. I got offand found him holding a knife to my neck.  He asked “Who are you?” I said “I saw you leaving a hot air balloon and wanted to know what you were eating.” The man said “there aremany men after me, so if you help me get what I am searching for I will helpyou.”  We went on this terrifying voyagethen he said “A deals a deal,” took me to this bar, then vanished.

Final Project: Pitch

I have created an amazing salty snack that will go great with alcoholic beverages. It is a chorizo, paprika and sherry vinegar tapas (chip). What is a tapas you may ask, well I was thinking the same thing while traveling through Madrid, Spain. Tapas is like finger food, bite-sized, or an h'orderve, it also means "cover" in Spanish. There are many stories of how tapas was created but long story short, sherry drinkers used to cover their glasses between sips, to prevent fruit flies from getting into their drinks.Then bartenders realized how big of a hit tapas were so they began to make a variety of different tapas and it of course increased their alcohol sales.
Chorizo is a salty and flavorful meat that is very common all around Spain. Paprika is a spice that is used to give a dish color and flavor. It is made from ground, dried fruits of Capsisum annuum, which are usually bell peppers or chili peppers. Sherry vinegar is a wine vinegar made from sherry. It must be aged for 6 months in American oak, have a minimum of 7 degrees acidity, and can only be aged within the sherry triangle, which is in between the cities of Jerez de la Frontera, Sanlucar de Barrameda, and El Puerto de Santa Maria.
Phileas Fogg was on a trip to Barcelona but he found himself in the heart and soul of Spain, Madrid. He got off of the hot air balloon and asked if there was any way to get to Barcelona was but before he could ask, his nose caught this amazing scent, a scent that he had never experienced before. A man with a suit and a red hat was eating it as he got off of a near by balloon and was heading towards a carriage. Phileas, hypnotized by the smell that he forgot what he was doing. He began to follow the man in the red hat. When all of a sudden he ran into a luggage and tripped. He tried to get up as quickly as possible but it wasn't fast enough, he had lost him. He went searching all over Madrid for the same scent but couldn't find it. But through his journey he tried many other foods that he thought were amazing as well such as sherry vinegar and chorizo. He began to grow tired and upset that he spent a whole day in a city that he wasn't even suppose to be in at all. It was 6:30 at night and in the corner of his eye he saw that red hat. He ran and ran, shouting "Hey you stop!" The man in the red hat had a frightened look on his face and ran. Phileas had no idea why he was running away from him for, he just wanted to know what food had that amazing aroma. Water, no where left to go, the man looked back, then jumped on to a jet ski. Phileas jumped on to the ferry that was coming his direction and followed the man again. The man finally jumped off the jet ski into a dark ally and disappeared. Phileas got off and was frustrated at how difficult it was to figure out what the name of that food was. He went into the ally and then all of a sudden the man popped out with a knife to Phileas's neck. He said "Who are you and why are you following me?" Phileas said with a frightened voice "I saw you earlier coming off of a hot air balloon and wanted to know the name of the food you were eating." The man with the red hat looked at him with a puzzled look and said "there are many men after me right now....and if you help me get what I am looking for I will buy you one of those things that I was eating." Phileas of course said no at first thinking the guy was crazy and dangerous, but then realized he had been wasting the whole day searching for that food so he said "Hey why not." It was now 10:00 p.m. and the man in the red hat and Phileas came upon this closed building. The man climbed up the building into a cracked window and went inside. He told Phileas to be a look out in case any company came by. The man came out with this weird device. It was small, circular, and had a blue light. Phileas didn't ask what it was because he didn't want to get even more involved than he already was.The man said a deals a deal and took him to a tapas bar and bought him a tapas. Once Phileas got his tapas the man in the red hat disappeared.