EOC Week Ten: Unique Value Propostion

Phileas Fogg Snack Slogans, A Jamaican Experience:  Hot Caribbean Jerk Crackers


"One Bite Will Transport You To Paradise"
With one bite of the Hot Caribbean Jerk Cracker the customer can close their eyes and picture themselves beach side with a Red Stripe in their hand, and the smell of salt water in the air.

"Keep The Conversation Laid back"
In Jamaica they have a very laid back attitude, a "Hey Mon" attitude. I want the customer to pick up on that and just let the conversation flow with their fellow "islanders". No need to be nervous to talk to they girl next to you, you have Phileas Fogg on your side, with his stories printed on the container with a lot of material to use.

"A Red Stripe's Perfect Chaser"
Paired with a Red Stripe, the Hot Caribbean Jerk Crackers taste like Jamaica all squeezed together in one little cracker. You don't need to hop on a flight to get the feel that you are in The Land of Reggae.

EOC Week Nine: Creative Content

For my Phileas Fogg Snacks project, my creative content will be a full page advertisement for my snack in a well known Bar Magazine or Cooking Magazine. (The Magazines does not have a name yet). Since I am partnering up with Red Stripe I feel that the ad being run in a Bar Magazine would fit perfectly together. I am going to incorporate my photography into the ad layout. I will also incorporate the ads in the magazines  into my marketing plan under the promotion tab found in the Marketing Mix Element. I am thinking of having an image of friends having fun at a bar drinking a Red Stripe and enjoying my Jamaican snack.

EOC Week 8: The Adventure

Its Christmas Eve and I’m laying in my hotel room, in Jamaica, feeling sorry for myself.  I finally closed my eyes and drifted off to sleep. I was startled by the sound of children laughing and music playing in the distance. I couldn’t fall back to sleep so I pulled myself out of bed, got dressed, and wandered outside to investigate where a the sound of fun was coming from.  After roaming the city of Kingston for a while I discovered where all the commotion was coming from. The whole downtown was transformed into the Christmas Market. The Christmas Market is a celebration of Christmas with local vendors selling toys for children, crafts, gifts, and food. There is also street dancing and music. I finally stopped feeling sorry for myself and joined the party! I met a local man named Barrington who was running a vendor booth selling Scotch Bonnets, Jamaica’s hottest peppers. Barrington could tell right away I wasn’t a local and he wanted everyone else to notice too. He proposed a bet. The bet was for me to eat one whole Scotch Bonnet! If I could eat the whole pepper without becoming sick he would invite me to his home with his family and friends for Christmas dinner. If I couldn’t finish the pepper or become sick right away I would have to buy Barrington’s Red Strips for the rest of the night. I was very nervous, I’ve heard about these Scotch Bonnets before and I know they’ve been known as the hottest peppers in the world! I also have to a strict budget to follow and I knew if I had to buy Barrington’s beers for the rest of the night, I would go broke, and really fast. He is drinking those Red Stripes like they’re water. I also really don’t want to spend Christmas by myself, I’ve been longing for some companionship during the holiday season. I grabbed the first pepper on the table and stuffed the whole thing into my mouth. I started to feel the hottest sensation that I’ve ever felt before through my whole body. I wanted to scream! I played it cool, after a couple minutes the sensation became worse. I grabbed Barrington’s beer and chugged the rest of it. The Red Stripe actually made me feel a lot better and it actually went very well along with the pepper. Barrington was so amazed that I actually won the bet. He gave me a hug and told me “Welcome to my family”.

I arrived about Barrington’s family’s house the next day around dinnertime. Barrington’s wife brought out some appetizers and of course, Red Stripe. My favorite appetizer was a salted cracker seasoned with jerk spices with a dot of a Scotch Bonnet in the center. After eating that cracker and chasing it with a Red Stripe I felt like I accomplished a full Jamaican experience. I wanted to share this adventure with the world, and the best way to do this was to package this cracker and sell to the whole world. It is highly recommended that you drink with a Red Stripe, but if that is not available any beer will do the trick. 

Implementation Evaluation Control

To Be Continued...

Price

"Recent economic events have caused a fundamental shift in consumers attitudes towards price and quality. In response, many company's have changed their pricing approaches to bring them into line with changing economic conditions and consumers price perceptions. More and more marketers have adopted good value pricing strategies- offering just the right combination of quality and good service at a fair price."Marketing: An Introduction/Armstrong, Kotler- Pg277 

At Phileas Fogg Snacks; Hot Caribbean Jerk Crackers we have set our price at $1.99 per container. This price point gets up right above the break even mark. It also is very reasonable as a bar snack. It is a little bit more expensive that an ordinary bag of chips and keeper than an appetizer. There is 15 containers in one case of crackers. This would add up to almost $30 a case, retail. I will charge each customer the retail price until they are a regular customer that buys more than 10. This would equal out to $300 retail, I will charge $275, this is to encourage the customers to buy our crackers by the bulk.  

Distribution

"To a lot of managers, marketing logistics means only trucks and warehouses, but modern logistics is more than that." At Phileas Fogg Snacks; Hot Caribbean Jerk Crackers we understand this concept very well. We have implemented a Marketing Logistics method, also known as Physical Distribution. "Marketing Logistics is the planning, implementing, and controlling the physical flow of materials, final goods, and related information from points of origin to points of consumption to meet customer requirements at a profit." Marketing: An Introduction/Armstrong, Kotler- Pg328 By adopting the Physical Distribution Method, not only have we saved money, we get to over see the entire process of the actual baking of the crackers to delivering the orders directly to the customers.

At Phileas Fogg Snacks; Hot Caribbean Jerk Crackers we have also decided to completely make our company "Green" in every aspect of the company that we can. We decided to start with the distribution side of the company. We started with just some small change to begin with. Our first change was to have all the delivery drivers to participate in lowering the speed limit that they drive. It may seem that it would cost money because it would take longer for the deliveries to be made, but in the long run we save a tremendous amount of fuel charges, and at the same time we are reducing the amount of emissions that we are putting out into the atmosphere. Another change we made was to move our warehouse to a new location that is directly off of both main freeways in Las Vegas, the I-15 and the I-215. With this change we are able to travel more on the freeways, to save on fuel expense, this also picked up on our delivery times, as well. We have also installed a new inventory management program that can keep track of every single package of crackers. The second a customer signs for the delivery it is taken out of our inventory on hand. This inventory management system is very important, we will never run out of inventory and this cuts down on inventory waste. 

At Phileas Fogg Snacks; Hot Caribbean Jerk Cracker team work is very important. We have adopted the Integrated Logistics Management Method. "In this method the logistics emphasizes teamwork, both inside the company and among all the marketing channels, organizations, to maximize the performance of the entire distribution system." Marketing: An Introduction/Armstrong, Kotler- Pg355

Promotion

In today's market it is not wise to think that you can do everything yourself. Finding partners or other marketing channels that are willing to work together so both of you can gain something from the partnership. This way each partner or partners work on what they are best at. "When it comes to creating customer value and building strong customer relationships, today's marketers know that they can't go it alone. They must work closely with a variety of marketing partners. In addition to being good at customer relationship management, marketer must also be good at partner relationship management. Major changes are occurring in how marketers partner with others inside and outside the company to jointly  bring value to customers."Marketing: An Introduction/Armstrong, Kotler- Pg20. With partnering up with other channels not only does this brings value to customers, but also sets the foundation to do joint advertising, and cross promotions. At Phileas Fogg Snacks; Hot Caribbean Jerk Crackers we have teamed up with the Jamaican beer company that produces Red Stripe. In Phileas Fogg's Jamaican adventure he is challenged to eat a Scotch Bonnet Pepper, (Jamaica's hottest pepper, maybe even the world's hottest) and then chases it done with a Red Stripe. The Red Stripe beer completes the whole Jamaican experience the customer has when enjoying our cracker. After approaching Red Stripe with Phileas Fogg's adventure and the idea of always drinking Red Stripe with our crackers they were excited to work with us. Red Stripe agreed to print Phileas Fogg's adventure on their beer cases, with an advertisement for our crackers. They agreed to do this to help promote our new crackers and in return we always will have a Red Stripe beer in all of marketing material that is distributed. In a way we are also promoting the country itself, Jamaica! Jamaica is the land of white sandy beaches, reggae music and super hot peppers. Every time our customer take a bit of our cracker and then a gulp of Red Stripe they are transported to paradise! We always refer to the country as paradise, and this could help our customers decide where they want to head to for vacation this year. 

Most of our marketing and advertising budget will be going towards our magazine and newspaper, print and online, promotions. We are running a full page ad in the Bar ad Nightclub, Todays Cooking, and Travel magazines. Most bar and club owner read material like this to stay up on what the new trends are. We want to get our crackers into their establishment. Using the Red Stripe name also helps us gain customers that may not have contacted us without having that great relationship with Red Stripe. 

We are running a sales promotion in the beginning of the year that we will give each new establishment that is interested in our product a free case of crackers and we are asking them to give a free package of crackers to each customer that orders Red Stripe. (They can give to anyone that orders any beer.) This helps us get our product into places that may not have spent money on us with out knowing how it will do in their bar. This is also a good way to get feedback from our customer on what their customers think, what beer did most customers order along with our crackers, if they stayed longer than normal, etc. 

We will also be taking a page from TOMS Shoes marketing plan and incorporating a cause-related marketing strategy. "Cause-related marketing: TOMS pledges 'No complicated formula, its simple... you buy a pair of TOMS and we give a pair to a child on your behalf."Marketing: An Introduction/Armstrong, Kotler- Pg 87. No only is this strategy good for you company's overall appearance to your target market, but you can usually get free press out of it. We will pledge that each year we will take 10% of our profits and donate them to World Hunger, where no child should be hungry. "Cause-related marketing has become a primary form of corporate giving. It lets company's 'Do well by doing good' By linking purchases of a company's products or serves with a fund raising for worthwhile causes for charitable organizations"Marketing: An Introduction/Armstrong, Kotler- Pg88.