Final Project: Distribution

I have decided to sell Chocolate Boosters in Health food stores and also vitamin type stores.  I may even try them out in convenience stores, such as 7-11, or food marts.  This brigs up the question of distributing my product to these stores.  I feel I want to use intensive distributing.  Producers of convenience products and common raw materials typically seek intensive distribution—a strategy in which they stock their products in as many outlets as possible. These products must be available where and when consumers want them.(Armstrong/Kotler, Marketing, pg. 25)  This seems like the process for me due to the fact that these distributers can get my product to a variety of stores.  I may also use another type of distributing to gain a good relationship with a few companies.  This has many benefits as well.  By using selective distribution, they can develop good working relationships with selected channel members and expect a better-than-average selling effort. Selective distribution gives producers good market coverage with more control and less cost than does intensive distribution.(Armstrong/Kotler, Marketing. Pg 26)  I think that I will try to incorporate these two types of distribution to get Chocolate Boosters into many stores and build solid relationships with strong distributing companies

Final Project: Product

The great thing about Chocolate Boosters is that I am actually just coating existing products.  The great thing is I already have a base of loyal costumers and users.  I am looking for a slightly better reaction to the supplements’ than they had before.  The consumer will feel the same health and energy benefits with a better taste..  There are many different energy supplements and vitamins already on the market, That gives me a variety to work with.   An organization with several product lines has a product mix. A product mix consists of all the product lines and items that a particular seller offers for sale. (Armstrong/Kotler, Marketing, pg 22)  My plan is to in a sense team up with all these existing brands and offer to make their bad tasting supplements better.  By adding a smooth chocolate covering loyal customers will continue to buy them and hesitant consumers will hopefully be pushed over the edge.   Product quality is one of the marketer’s major positioning tools. Quality has a direct impact on product or service performance; thus, it is closely linked to customer value and satisfaction.  (Armstrong/Kotler, Marketing, pg. 13)  Once I have these new and existing costumers, I will need to keep them coming back for more.  I am counting on the original vitamin or energy supplement to work as it is designed, and keep producing positive results.  

Final Project: Target Marketing Strategy

Difficulties arise in developing a product or brand that will satisfy all consumers. Moreover, mass marketers often have trouble competing with more-focused firms that do a better job of satisfying the needs of specific segments and niches.(Armstrong/Kotler, Marketing, pg. 25)  It is said that, trying to sell to everybody does not work.  It seems less effective to sell to a more narrow demographic, but it works.  My Target Marketing Strategy is to study the type of people that are already buy such supplements.  I feel my target consumers are males 18-45.  A lot of young adults are getting into working out and taking supplements to help them bulk-up and boost their energy.  Men reaching into the late 30’s and 40’s are wanting to maintain the health and take supplements for what their bodied are lacking.

Trying to reach different market segments with different advertising campaigns increases promotion costs. Thus, the company must weigh increased sales against increased costs when deciding on a differentiated marketing strategy. (Armstrong,Kotler, pg. 27)  I do feel I will need adjust my campaign due to the fact that my age group is rather large.  I will advertise my product a bit different to the 18 year olds than the 45 year olds.  This may not take to much tweaking.  The 18 year olds want to have the energy of little kids and the 45 year olds want to feel like the 18 year olds.    

That is my goal, to make you feel younger. 

Final Project: Situation or SWOT Analysis

SWOT

In a tough Market, I really need to take a look at my product.  I need to determine my SWOT.  I feel my strengths is that society seems to becoming very health conscious, and there is a huge market for energy boosters.  The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats. ( Armstrong/Kotler, Marketing, pg 32) My weaknesses might include the fact that chocolate might be perceived as not very healthy and consumers might be trying to stay away from sweets.  I will try to overcome this by pushing the fact that the amount of chocolate is minimal and you will burn off the sugar with the energy you gain from the supplement.  Opportunity right now is big and wide open for Chocolate Boosters, people are ready and willing to sacrifice a little sugar to help the get healthy and energized.  My threats are existing energy boosters like, 5 hr. Energy, Starbucks and other suppliments.  I plan to eliminate those by offering a better alternative and attaching them in my adds.   Through strategic planning, the company decides what it wants to do with each business unit. Marketing planning involves deciding on marketing strategies that will help the company attain its overall strategic objectives.( Armstrong/Kotler, Marketing, pg. 33)  My main marketing strategy is to use this SWOT analysis and focus on my strengths and build off that and knock my threats off the shelves.   

Final Project: Objectives

The objective of Chocolate boosters is to make the need for energy and vitamin supplements a more enjoyably experience.  It is often said that” it tastes bad because it good for you”.  We all know that the things that taste good usually aren’t very healthy.  The Chocolate Boosters brand and company is here to ease the way we have taken supplements in the past.  Nobody likes to swallow pills or chew on nasty vitamins. We have taken sweet milk or dark chocolate and covered your necessary supplements.  In a youthful box with a youthful approach we can make you feel better and enjoy a healthier way to stay alert and well balanced.  We are here to take your youth back.  Some persuasive advertising has become comparative advertising (or attack advertising), in which a company directly or indirectly compares its brand with one or more other brands. (Armstrong/Kotler, Marketing, pg. 20)  As you can tell my product is all about the people and there experience with the product.  I will use a bit of persuasive advertising in the fact that other similar energy boosters are not healthy at all, and I will be  using existing FDA approved supplements that promote the healthy way to increasing energy. All too often, such ads invite competitor responses, resulting in an advertising war that neither competitor can win. (Armstrong/Kotler, Marketing, pg. 20)  The last thing I want is a advertising war,  I feel my product is promoting nothing but positivity.  That is the overall focus of my brand.  Any negative adds or bad press can kill a new product.  

Final Project: Business Mission Statement

         A mission statement should reflect the goals of the product, the text defines it as…A statement of the organization’s purpose—what it wants to accomplish in the larger environment. ,(Armstrong & Kotler, Marketing pg, 5)  Using this definition, My Mission Statement is to provide the consumer with a tasteful way to gain the energy and health they once had as a child, and lead the energy supplement industry with a youthful approach of the product. 

Marketing strategies and programs must be developed to support these marketing objectives, to increase its market share,(Armstrong & Kotler, Marketing pg, 43)  I will be supporting this statement by my kid-like approach to the Rocket Boosters.  I feel my statement and approach to my product will accomplish the overall goal of my product. 

Week 8 EOC: Creative Content

Chocolate Boosters

My creative content is going to be to create a 30 sec radio spot with a youthful approach.  I want to use a kid to do the voice and creatively make the potential consumer want to feel like he has the energy and health he once had as a child.  I want this radio spot to air in an adult market.  I want the listener to be draw in to youthful music and child's voice In the new marketing communications world, rather than the old approaches that interrupt customers and force-feed them mass messages, the new technologies will let marketers reach smaller groups of consumers in more interactive, engaging ways.( Armstrong & Kotler, Marketing, pg, 7)  By using this approach, i want to lure the potential consumer to the nearest healh and nutrition store to try the Chocolate Boosters.