"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)
Wednesday, March 2, 2011
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 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.
"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
Strengths
- Mountain Scent
- Offer savings
- Affordable
- Easy To Use
- Available everywhere
- Strong scent
- Price
- Marketing
- Marketing segments
- Price
- Other scents
- Product development
- Competitors
- Price
- Environmental Changes
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.
"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)
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.
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.
"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.
Wednesday, February 23, 2011
WEEK 7 EOC: Final Project Pitch
I chose fabric softner. I will have the idea of a college boy dropping off the laundry for mom and bringing back the memories of moms loving heart. I will either use Downy or Bounce for my fabric softner. I am going to elaborate the idea of mom and home sweet home. I chose Ultra Downy with Fabreeze in Mountin Spring scent. I want the idea of a man wanting to get this home sweet home scent that mom once made his clothes smell like. I want the man to buy this product and actually do his laundry with some kind of appreciation for his mothers help and fresh clean clothes. I will script out a cartoon of the commercial. The commercial will intale a young college guy with a ton of laundry in his dorm. He will think oh my gosh all this laundry, I wish mom was here! Then out of know where the Downy Man is going to show up to save the day. It wont be mom but it will be The Downy Man! Encouraging the college guy to use Downy and his clothes will be like mom did them only Downy did them! The final Part of the commercial will say "Remember your childhood with smell and softness of Downy.
www.downy.com/en-US/product/ultra-downy-mountain-spring-liquid.jspx
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.
www.downy.com/en-US/product/ultra-downy-mountain-spring-liquid.jspx"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)
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