BOC Week 9 Best Mission Statements in class

From Cotton to edgy synthetics. The mission of Calvin Klein X is to maintain the lead in the market that Calvin Klein Underwear established in 1982. Once utilitarian, X has transformed men’s underwear into an object of desire. X has combines cutting edge design, innovative fabrics, exceptional fit, overall quality to uphold and forever alter how men view and purchase men’s underwear. With iconic advertising X continues to evolve as the perfect choice for men who want sexy, fashionable, and comfortable underwear. X distinguishes the man who wears it from everyone else by giving them the updated sexy designer sensibility that is synonymous with quality and preserves the excellence of CKU.

(Leslie V)

This was the best! I enjoy the product. I enjoyed the mission statement. It really gave me an understanding of the product. I really think that it could use alittle comany knowledge to it or customer service information. What kind of excellence. The product makes me really want that for men that would definatly sell.

EOC: Week 10: What channels are you going to do to get your product noticed

"Few producers sell their goods directly to the final users. Instead, most use intermediaries to bring their products to market. They try to forge a marketing channel (or distribution channel)—a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or business user." (Armstrong & Kotler, Marketing pg.311)

I would definatly say that it is very important to have a strong disturbution channel. Disturbution is a key factor, I would connect with other companies like fabreeze, glade, other scented products to cover a larger area of disturbution to other markets like laundry soap, hand soap, air freshners, and several other products that have household uses with fragrances. My fabric softner will need to have different disturbution channels that trigger washing clothes or doing your laundry in general. the trick is placement into the disturbution channels.

"Distribution channel decisions often involve long-term commitments to other firms. For example, companies such as Ford, HP, or McDonald’s can easily change their advertising, pricing, or promotion programs. They can scrap old products and introduce new ones as market tastes demand."  (Armstrong & Kotler, Marketing pg.311)

EOC WEEK 8: Disaster New Products

"A grocery store has 2000 new products every year."
"There are 3 products out of the 2000 that actually last for an average of about 5 years." (Frank Pinto)

Even though there are so many products produced not all are great ideas and stick with the consumer. That doesn't mean that not a single person may like the bad ideas, but you need enough people to like it to make it stick in the appropriate market. As a class we were instructed to come up with at least three bad ideas. A really great one I came up with is Tobacco flavored ice cream, by Marlboro. The flavor of a cigarette minus the cancer. Although as a comfort it could be great. Another idea I thought of that could be super disastrous is food scented hairspray, not such a good idea if your going on a picnic, you have a case of the ants!  ants on google images
Last but not least the electronic Rollerblades that power themselves. Put em' on and turn on! Away you go!This is not a great idea because it would be completely unsafe. How about stopping, is there a button?

IMPLEMENTATION EVALUATION CONTROL

Implementation evaluation control responds to how we are going to implament the product to the target market of men. Implementation plays a large roll in success. If the marketing isn't implemented correctly then there is really no use in putting the dollars into the advertising. Alot of companies make this mistake, they come up with a great out this world idea and then don not implement the correct market the correct audience or even sometimes the product itself or even packaging.

To implement the commercial ad I created Downy needs to direct the commercial into its taget market of males, by putting advertisements during game breaks on T.V. or at the gym. They could advertise during Spike, and  Field TV. The goals for the commercial would: get mens attention, get men shopping, create another target market, and achieve more sales after commercial add. 

"The marketing concept recognizes that organizations thrive from day to day by determining the current needs and wants of target group customers and fulfilling those needs and wants more effectively and efficiently then competitors do." ( An Introduction to Marketing, pg 511)

Implementing the idea of  men doing their laundry helps open up another market. Men do not usually buy their laundry soap and fabric softner. By implementing proper channels of medias to proper target markets it will increase the chances of success.

 By having an average college guy in his dorm room looking at his piles of laundry and reminding him of mom doing the laundry gets him wishing mom was around. Then befor you know it Downy Man comes to save the day and comforts him, literally will comfort him later when he has used the fabric softners.

"In assessing competitors’ pricing strategies, the company should ask several questions. First, how does the company’s market offering compare with competitors’ offerings in terms of customer value?" (Marketing an Introduction. Pg 280)

PRICE

The price of Mountain Spring Downy is Between $4.75 and $6.00. The Liquid offers 60+ loads. The sheets offer 80 loads both average $5.00 in pricing them out. I found at Smiths it was $5.49 with the sale they had. That was for the liquid. The sheets were $4.97 at Smiths both wer more expensive then the others. In price we can offer a better value. If we minimize the outside labeling it can save even a up to six cents on every two packages. Then we can also offer a savings on top. Even then we will be closer in price to our competitors such as Snuggle, Gain, Bounce, and several other generic brands.

"Setting The right price is one of the marketers most difficult tasks. Finding and implamenting the right price is critical to success."(Marketing an Introduction. Chapter 9)


Price will dictate a companies overall acheivements. If the price isnt right and doesnt match the "value" then you will not be successfull. It is hard to dictate a persons value. value canreally be anything, we are all so different and have different needs and wants. A mans values for Downy may consist of smell and price. Men ten d to by whatevers there. So placement also play a part in pricing you dont want to place your product right next to the most cheapest priced fabric softner.

"Competition-based pricing involves setting prices based on competitors’ strategies, costs, prices, and market offerings. Consumers will base their judgments of a product’s value on the prices that competitors charge for similar products."(Marketing an Introduction. Pg. 280)

DISTRIBUTION

Distribution will be important in order to acheive sales you have to have proper product distribution and promtional distubution as well. Currently I havent been to a super market or store that hasnt carried Downy, the only ones my be like convient stores and dollar stores. They could make a less expensive product. They could have the dryer sheets 5 for a $1.00 at the dollar store.
Another concern is environmental and economical changes worldwide. This can have an effect on where things may come from, packaged at, shipped to/from, and several other issues. When their is change in economy or shortage in product it can hqaave a negative impact. There can literally be weather environmental issues causing shipment delays and other problems in certian manufactured ingrediants.

"Companies often pay too little attention to their distribution channels, sometimes with damaging resualts. In contrast companies have used imaginative distribution systems to gain a competive advantage." (Marketing, Pg.312)


"Between intensive and exclusive distribution lies selective distribution—the use of more than one, but fewer than all, of the intermediaries who are willing to carry a company’s products. Most television, furniture, and home appliance brands are distributed in this manner. For example, Whirlpool and General Electric sell their major appliances through dealer networks and selected large retailers. 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."(Marketing an Introduction. Pg. 324)


Having a selective distribution channel can allow for better selling and more profit. Companies need to build relationships to establish good report to have a good selling effort. Distribution channels are effective through the whole future of the company if these are not maintained.

PROMOTION

"Each catagory involves specific promotional tools used to communicate with consumers. For example, advertising includes broadcast, print, Internet, outdoor, and other forms. Sales promotion involves discounts, coupons, displays, and demonstrations".(Marketing an Introduction, Pg 337)

 Downy will demonstrate print, broadcast,and  Internet mainly for their advertising promotional tools. They will place adds through Google and Yahoo, triggering towards men they are shopping for man things. Broadcast it at colleges.For their sales promotional tools they will utilize the shopper for coupons. They can use the Sunday shopper for all their family shoppers. THey can place in fashion magazines since all men need to do their laundry. The coupons that Downy offers can be paired up with other men supplies like Razors and Body wash coupons. I give my boyfriend coupons when he goes off to the store maybe it can encorage them to buy and try.

"Advertising can reach masses of geographically dispersed buyers at a low cost per exsposure, and it enables the seller to repeat a message many times."(Marketing an Introduction, Pg. 383)

MARKETING MIX- Product

"Many companies require their executives to write up new-product ideas in a standard format that can be reviewed by a new-product committee. The write-up describes the product or service, the proposed customer value proposition, the target market, and the competition. It makes some rough estimates of market size, product price, development time and costs, manufacturing costs, and rate of return. The committee then evaluates the idea against a set of general criteria."(Marketing an Introduction. Pg. 249)

"One marketing expert proposes an R-W-W (“real, win, worth it”) new-product screening framework that asks three questions. First, Is it real? Is there a real need and desire for the product and will customers buy it? Is there a clear product concept and will the product satisfy the market? Second, Can we win? Does the product offer a sustainable competitive advantage? Does the company have the resources to make the product a success? Finally, Is it worth doing? Does the product fit the company’s overall growth strategy? Does it offer sufficient profit potential? The company should be able to answer yes to all three R-W-W questions before developing the new-product idea further."(Marketing an Introduction. Pg. 249)

The Downy product comes in 51 fl. oz. which is giving every man 60 loads. this is also a selling point. It come in a Mountain Spring scent, that gives a fresh, clean, a crisp smell to your clothing. The product also comes in the sheets form for 80 sheets and you can use one sheet per dry. Both are easy to use and smell great. The product offers a feel of comfort with it softness secret that makes your clothes feel extra soft and plush when is used.http://www.shopzilla.com/

"The company can appoint a respected senior person to be the company’s innovation manager. It can set up Web-based idea management software and encourage all company stakeholders—employees, suppliers, distributors, dealers—to become involved in finding and developing new products. It can assign a cross-functional innovation management committee to evaluate proposed new-product ideas and help bring good ideas to market. It can create recognition programs to reward those who contribute the best ideas."(Marketing an Introduction. Pg. 257)

Marketing Strategy / Target Market

Downy's traditional target market is the average woman shopper, upper, middle class. Generally they will have a family. They tend to live in subburbs, drive minivans and go on family vacations. They shop at super stores such as Costco, Target, Sams Club, and chain grocerie stores. To diverse their target segments we were instructed to target to men. The man that Downy is after consists of the average male 18-50 years old. College student or graduate. Possible single father. Upper, middleclass. Drives sports cars. Shop at Walmart, Target, and their local grocery market.

"Target Market, a set of buyers sharing common needs or characteristics that the company decides to serve" (Armstrong and Kotler, Marketing an Introduction Pg. 24)

It is important to build a variety of markets and creat e market segmentation to allow full throttle sales in every avenue. This helps distinguish your customers needs and wants for each target market.

"The company must first decide whom it will serve."" The company must also decide how it will serve its target markets as well."

Target market and segmentation are two of the most important parts of marketing. If you cant get this part right you will not be succesful in marketing and getting to the customers that you want to buy your product and the marketing will not make sense to its audience if you do not know who your target market is.

SWOT ANALYSIS

"The main section of the plan presents a detailed SWOT analysis of the current marketing situationas well as potential threats and oppertunities." (Marketing Introduction Pg 56)

Strengths

• Mountain Scent
• Offer savings
• Affordable
• Easy To Use
• Available everywhere

Weaknesses

• Strong scent
• Price
• Marketing

Oppertunities

• Marketing segments
• Price
• Other scents
• Product development

Threats

• Competitors
• Price
• Environmental Changes

"Managing the marketing function begins with a complete analysis of the company's situation. The marketer should conduct a SWOT analysis." (Marketing an Introduction. Armsrtong and Kotler. Pg.31)

OBJECTIVES

Downy's Objectives
Downy plans to maintain sustanable marketing and how it impacts their individual consumers.
Downy will advance in sales with men if they can acheive the proper distribution channels. Hope to continue succes with product developement and make new improved products for your everyday comfort. Provide affordable pricing and great value.

"Kohler’s overall objective is to build profitable customer relationships by developing efficient yet beautiful products that embrace the “essence of gracious living.” ( Marketing an Introduction. Pg 43)

"Marketing strategies and programs must be developed to support these marketing objectives. To increase its market share, Kohler might increase its products’ availability and promotion in existing markets and expand business via acquisitions. For example, Kohler intends to boost its production capacity in Thailand to better serve the Asian market. It is also setting up new facilities in India and China. In addition, Kohler’s Hospitality Group opened a Kohler Waters Spa in the Chicago area and the Interiors Group acquired furniture manufacturer Mark David."(Marketing an Introduction, Pg. 43)

MISSION STATEMENT WEEK 8

Mission Statements are meant to acheive an idea or concept about the companies product or service offered. There are many ways to express how a company can provide service.

"In fact, some companies are founded entirely on cause-related missions. Under the concept of “value-led business” or “caring capitalism,” their mission is to use business to make the world a better place. For example, TOMS shoes was founded as a for-profit company—it wants to make money selling shoes. But the company has an equally important not-for-profit mission—putting shoes on the feet of needy children around the world. For every pair of shoes you buy from TOMS, the company will give another pair to a child in need on your behalf (see Marketing at Work 3.1)." (Marketing an Introduction. Pg. 86)

My creation of what Downy should have as their mission is:

Our mission is to provide luxurious feeling of comfort in your clothing. Provide a product that is easy to use and is available everywhere for everyone. We focus on what makes our consumers feel good. When we say feel good we literally mean feel GOOD. We want to be apart of your everyday comfort of living, whether its waking up a hot shower and that fresh Mountain spring smelling towel or coming home to a bed of fresh scents and soft comfort, from day to night.

"Sense of Mission Marketing means that the company should define its mission in broad social terms rather than narrow product terms. When a company defines a social mission, employees feel better about their work and have a clearer sense of direction. Brands linked with broader missions can serve the best long-run interests of both the brand and consumers."(Marketing an Introduction. Pg. 530)

Missions can determine a companies objective for the consumer. Generally a mission statement will have basic customer service points and product value points.