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)