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Week 9 EOC: Creative Content

For the creative content I will be doing a brief radio commercial. The commercial will be aimed at the American public to try to get them to not only buy but identify with Indian culture by very stereotypically associating it with American culture. "The Indians worship the cow, Americans really like cows too..." The commercial will be satirical in nature and will focus on the ignorance of Americans when it comes to viewing other countries. At the trail end of the commercial there will be a jingle that accentuates the American view on Indian culture with the understanding that Americans do not know the difference between Sri Lanka and Indian culture. The focus here is to implement comedy to drive consumers to identify with the brand and buy it along with driving them with a gourmet snack and good taste that they have never had before.

Implementation Evaluation Control

Implementation Evaluation control ensures that the marketing plan we've set out to make. "The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand." The promotion of the product specifically geared toward action and adventure will drive people to attend our events tasting new snacks and flavors from all over the world but celebrating the original exotic flavor Sri Lankan Kottu. At these events we will promote not only the product but where to get it. The product will be shipped to three different types of stores with three different sizes to purchase from. The small bag to convenience stores, the medium to stores like Sprouts and Trader Joes, and the third and largest size to stores like Walmart and Costco and once the people are in the stores they will encounter the final part of promotion directing people right to the isle and right to the shelf to ensure the general American public can and will see the value of our snack and buy it. "Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed." After a few months of sales the company will take into account the different markets we're testing and which one is thriving. Once we find out which storefront is selling the most we will focus our resources on that particular kind of store and sometimes different parts of America will buy the snack in different stores. After evaluation and control of the stores focus groups will be gathered to further assess the issues facing not only the marketing of the product but the product itself granting useful information that can help our business grow. It's not just about Sri Lankan Samosas Puffs, the vision is much much larger.

Price

"Price is the amount of money customers must pay to obtain the product." Seems pretty obvious but the pricing goes more in depth that just one cost for one product. Since the distribution of the product will span multiple types and sizes of products therefore the pricing will be different for each one. There are three types and sizes of the product, the small snack size, medium small grocery store size and the big chain store family size. First the small size which will only be in big stores and convenience stores will be priced at 3 dollars. Why 2 dollars? Because the small size and quick consumption packaging this will be a quicker snack than most and deserves a lower price. The medium size bag will only be sold at smaller niche grocery stores will have a price at 4 dollars. The amount in here will be similar to those boxes of triscuit crackers. The increase in price is because the puffs will be bigger in size and is counted as a premium snack that is why there is a price increase more so than the normal triscuit cracker. Finally the family size option with is also going to be in the big stores will have a slightly raised price of 8 dollars but for that 8 dollars you get double the amount of puffs you get which drives value up because of the amount of food you recieve for the money. "Customers are interested in more than just the price; they are interested in the total costs of obtaining, using, and disposing of a product. " The product will be readily available for all types of consumers to buy, at first the product will be priced to attract the "Trader Joes" group and then once the product leaks into big box stores bigger family sizes will be available at a value cost so more and more people will buy more and more Sri Lankan Samosas Puffs 

Promotion

The definition of promotion would be "to communicate with target customers about the offering and persuade them of its merits." As far as merits go, our merit would be getting these snacks here all the way from Sri Lanka. Sri Lanka according to the story of Phileas Fogg is in a war with wild tigers that have suddenly influxes their population in Sri Lanka. The promotion for this will be just as exciting. Commercials with action packed war scenes that have tiger attacks and explosions. Fighting for your life and trudging through a war zone. Barely escaping a tremendously dangerous situation and barely escaping with your life and your favorite snack food. " increasing the product’s promotion may require more salespeople, advertising, and public relations efforts." Another way to promote this product would be through events. Since the product is international, we will have contests and raffles for people that buy the product for trips to Sri Lanka and other exotic island locations. Not only that but holding events for taste testing to promote new flavors or celebration old favorites with the trademark Phileas Fogg adventure commercials, video specials, and spirit that can only be captured by the creators of the company that prides itself on action and adventure. Promotion, Promotion, Promotion. Getting the word out there is the objective and these big events shall solve the problem with making people familiar with the product and so enough that people would prefer it to other snack foods. Not stopping at just TV and Radio, promotion in the grocery store itself will be the last stitch effort to drive people to buy the product through promotion, directing people on where to find it.

Distrobution

Distribution of the product will be massive the target market is the younger generation all over the world. Distribution will be to a healthy mix of giant chains and smaller niche grocery stores. The smaller grocery stores like Trader Joes will have smaller portions and smaller bags of crisps. The bigger giant chains like Costco and Walmart will get family size bags as well as the smaller portions that the other stores will get as well. The family sized bags would be a perfect fit for a family or individual that wants to indulge in a lot of samosas and what a way to do that then to get into the big box retailer and pump out large amounts of snacks. Meanwhile the smaller grocery stores will put the snacks in the hands of the people that will buy it because of the food itself rather that the amount of food for the value. "If effective product development, promotion, and distribution sow the seeds of business success, effective pricing is the harvest." So the pricing will be suited to those particular retail options. The price will be affected by the distribution, selling the big bags at wholesale retailers will have to be made up by distributing more items to the stores that sell the product for more. Granted if the items are flying off the shelf at the wholesale stores, more will go to them but at first the plan is to send more product to the stores who are going to be selling it for more. If the product is as big of a hit as it should be the money to push more for cheaper will be there and then we can push more product to bigger franchises like Walmart. "Price decisions must be coordinated with product design, distribution, and promotion decisions to form a consistent and effective integrated marketing program." This will also connect to the promotion of the product because at first to make the money we're striving for we have to promote where the product is being shipped and sold at because we want to further drive consumers to go to specific places to get the snack of a lifetime

Product

The product is the forefront of the business of the Phileas Fogg Samosas Puffs. Since the theme of the product is exotic, the product will have an exotic package and an exotic flavor but the definition of product being, "to create a need-satisfying market offering." the need will not be with the exotic flavor. The need will be for the unorthodox consistency of the snack pretty much combining the softness of a Cheetos puff and a soft pretzel with the crunchiness of a deep fried doughy crisp. The Phileas Fogg adventure produces a buyable brand face that people can identify with adventure making consumers think, if I buy this brand of snack, I will feel like I'm there. We will definitely be a "company develops product offers and creates strong brand identities for them." When people identify with action hero they feel a sense of entitlement and reward. What better reward for a job well done and an escape that was successful by the skin of your teeth than food. After all the action and explosions has happened you've got to be craving some sustenance why not these filling delicious crispy puffs. The packaging will be in a bag but not in the standard chip back, it will be in a glossy colorful back that is shaped like a standard lunch bag. The bright glossy back will have metallic undertones to make it pop off the shelf so that when the customer walks past it, whomever can not walk past without stopping. This decision is to further separate this snack from all other types of snacks on the market. This snack is already other worldly so that is one of the factors that keeps the company going so very different but subconsciously inertly apart of everybody. This feeling will carry not only the product but the company as a whole.

Target Market Strategy

The target market for this snack will be the younger generation that is more likely to try other worldly flavors. However, because of the connection to the Phileas Fogg adventures, lets hope that the connection to the older movie will bring in the older generation to try the snack. Trying the phenomenon that is the Sri Lankan Samosas Puffs. We know the new hip and trendy bars will serve this as an accessible snack to eat when you get thirsty from all the alcohol or whatever you decide to ingest. The snack will be small enough to eat it in bite sized mindless eating. The flavor is exotic enough to attract the people looking for something different, new, and fresh in the snack world. "The company’s marketing strategy outlines which customers the company will serve and how it will create value for these customers." Because of the type of people that we're tailoring to the need to be fresh and to innovate is strong. Change for this company is good as long as we do it very conservatively but frequent. The current generation of adults have attention spans that calls for constant change, but if a company changes too much then uproar shall ensue. Slightly changing logos or style of commercial will suffice for the constant change while keeping the core product the same for people to not only identify with the same snack and the same taste but the constantly changing entertainment of the advertising will.