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.