Week 10: EOC: What are the benefits vs. the features?

Objectives

Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. 12 Communicating Customer Value Advertising and... (page 23 of 53) The objectives at Fresh Fruit and Juice are pretty simple. Our main goal is creating a great relationship with our customers. In doing so, the employees here at Fresh Fruit and Juice listen to what the customers want and try to make the consumers have a fun, comfortable, and relaxing time. 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. 2 Company and Marketing Strategy Partnering to ... (page 32 of 43) A major goal has to do with financial situations. Fresh Fruit and Juice plans on selling most of our supplies in one day, meaning every day we need to buy fruits from our suppliers to keep up with the demands.

SWOT Analysis

When first starting Fresh Fruit and Juice we tried to think of our SWOT, meaning Strengths, Weaknesses, Opportunities, and Threats. Identifying the many different items in each category is very important.  It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. 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. 2 Company and Marketing Strategy Partnering to ... (page 32 of 43 Every business has much strength, and the fact that Fresh Fruit and Juice is the name of the food stand is guaranteed a few customers. At Fresh Fruit and Juice not only serves fruit slices, but juice made from only the fruits selected by the customers that are on the menu. A huge strength of the Fresh Fruit and Juice is that we only serve the fruits that are in season; meaning if the season was in the middle of winter, Fresh Fruit and Juice would not sell a fruit that is grown in the summer simply because that fruit will not grow in the winter. Serving fruits that are in season means we will not be serving fruit in fall that has been sitting around since Spring There are some drawbacks to any business. No matter how many strengths a company has, it will always have some weaknesses. A major weakness, that is also strength, is that Fresh Fruit and Juice only serves fruit that are in season. The problem with only serving in season fruits is that a fruit truck may very well not have a specific fruit on the menu that a customer wants; leading to fewer customers in certain seasons. "Assesses major threats and opportunities that the product might face, helping management to anticipate important positive or negative developments that might have an impact on the firm and its strategies."  2 Company and Marketing Strategy Partnering to ... (page 32 of 43) To being successful with anything a person does, they need to take advantages of all the opportunities in life and with their career. There are many opportunities with a fruit stand, such as the placing of the truck. When Fresh Fruit and Juice was deciding our locations, we deciphered the many location opportunities very carefully. Placing a fruit truck, or any other business, can either make or break it. Another opportunity Fresh Fruit and Juice took into consideration is the prices of our fruit supplier. If there is a major sale on certain fruits that a lot of people may like then the wise thing to do would be to take advantage of that sale. Threats, that word can be very cruel. A major threat for Fresh Fruit and Juice is the competition. The major competition for a fruit stand is that many people will often just go to the grocery store for fruit and completely pass on a fruit stand because Fresh Fruit and Juice does not sell a whole watermelon.

Target Marketing Stragety

Every successful business has a target marketing strategy. Which strategy is best depends on company resources. When the firm’s resources are limited, concentrated marketing makes the most sense. The best strategy also depends on the degree of product variability. Undifferentiated marketing is more suited for uniform products such as grapefruit or steel. Products that can vary in design, such as cameras and cars, are more suited to differentiation or concentration.6 Customer-Driven Marketing Strategy Creating V... (page 32 of 50) Fresh Fruit and Juice plans to target people who have to walk in the sun to get to their destination or people who wish to have a well-priced, quick snack that is healthy. The age group that the Fresh Fruit and Juice stands are targeting is typically 18 to 30. The typical age of college students is between 18 and 25, depending how much education needed for the career they are pursuing. People ages 26 to 30 might go out on the weekends to a park or for walks to think about the week or to spend time with their families. While out they might want a snack but don't want any of the fat and calories that comes with a fast food restaurant. If a Fresh Fruit and Juice is stationed at a park, the people ages 26 to 30 that would like a fruit snack would buy from that fruit stand.

Smart targeting helps companies to be more efficient and effective by focusing on the segments that they can satisfy best and most profitably. Targeting also benefits consumers—companies serve specific groups of consumers with offers carefully tailored to their needs. However, target marketing sometimes generates controversy and concern. The biggest issues usually involve the targeting of vulnerable or disadvantaged consumers with controversial or potentially harmful products. 6 Customer-Driven Marketing Strategy Creating V... (page 32 of 50 )

Product

A review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives. 8 Developing New Products and Managing the Prod... (page 17 of 47)

Fresh Fruit and Juice is simply just a fruit stand. So you would think. Fresh Fruit and Juice is a fruit stand that sells seasonal fruit bowls filled with the fruits our customers wish to have. There will be two different sizes of bowls, small and large. The large bowl includes more pieces of fruit and the small bowl with consist of less pieces of fruit. Fresh Fruit and Juice customers will have a choice of seasonal toppings such as whip cream on their fruit. Whip cream will always be an option but in the fall there will be an option of caramel drizzled on top of the fruit, in the summer there is a choice of yogurt and so on. Fresh Fruit and Juice not only serves fruit slices and pieces in bowls, however, we also sell fruit juice. If a customer wishes, the employees on the Fresh Fruit and Juice trucks will blend together fruits that our customers might want. Fresh Fruit and Juice doesn't add any to our fresh fruit blended drinks unless requested. Our fresh fruit blended juice will be served in one of the three different sizes available. Our employees at Fresh Fruit and Juice ask customers if they would like ice to make their drinks colder or if they prefer to go all natural and shoot for no ice. Developing the product concept into a physical product in order to ensure that the product idea can be turned into a workable market offering. 8 Developing New Products and Managing the Prod... (page 17 of 47)

Promotion

Promotion is very important in creating a business. Sales promotion tools are used by most organizations, including manufacturers, distributors, retailers, and not-for-profit institutions. They are targeted toward final buyers (consumer promotions), retailers and wholesalers (trade promotions), business customers (business promotions), and members of the sales force (sales force promotions). Today, in the average consumer packaged-goods company, sales promotion accounts for 74 percent of all marketing expenditures. 13 Personal Selling and Sales Promotion (page 37 of 49) Without promotion, a person's business will not go anywhere. Here at Fresh Fruit and Juice we have thought of a few different ways to promote ourselves. Many different ways to promote a business is to use the internet. Fresh fruit and Juice has created a website listing what products we have at certain times of the year. On the Fresh Fruit and Juice website is a list of our locations and the days we will be at those locations. Our website also includes the list of prices of every item we sell. Another source of spreading the word about Fresh Fruit and Juice is to use social media like Facebook. A given promotion runs the risk of being lost in a sea of other promotions, weakening its ability to trigger immediate purchase. Manufacturers are now searching for ways to rise above the clutter, such as offering larger coupon values, creating more dramatic point-of-purchase displays, or delivering promotions through new interactive media, such as the Internet or cell phones.  13 Personal Selling and Sales Promotion (page 37 of 49) Fresh Fruit and Juice does have its own Facebook page and if a person wishes to like the page then that person will receive messages and notification of the fresh Fruit and Juice locations and the special that may be held around holidays. To catch some people’s eyes, Fresh Fruit and Juice will put our adds in health magazines. Sales promotions are found everywhere. For example, your favorite magazine is loaded with offers like this one that promote a strong and immediate response. 13 Personal Selling and Sales Promotion (page 37 of 49)

Distribution

When choosing a location for a business, the owner has to be picky and choose very carefully where to put their business. Companies often pay too little attention to their distribution channels, sometimes with damaging results. In contrast, many companies have used imaginative distribution systems to gain a competitive advantage. 10 Marketing Channels Delivering Customer Value (page 5 of 50) Like a lot of other things in creating a successful business, location could make or break someone. A very good location for Fresh Fruit and Juice on weekends would be the parks where families go to enjoy each other and have a day of fun. Fresh fruit just feet away when you are spending time with your family at the park is great because the families won't have to carry all the items necessary to slice their own fruit. A good place to have a fruit truck during the week is around the businesses around the time they are arriving and lunchtime. As people who work at a business’s walk into work they can stop at Fresh Fruit and Juice and order a small bowl of fruit and/or at lunchtime instead of going someplace that would take half of their break time, the employees could walk right outside and order a healthy, refreshing snack. Distribution channel decisions often involve long-term commitments to other firms. 10 Marketing Channels Delivering Customer Value (page 5 of 50)

Price

Pricing could be everything for a business. a customer may really want an item, but it might be too expensive; however, if the item is too cheap then the customer might think to themselves, "There must be something wrong with it for it to be so cheap." For most purchases, consumers don’t have all the skill or information they need to figure out whether they are paying a good price. They don’t have the time, ability, or inclination to research different brands or stores, compare prices, and get the best deals. Instead, they may rely on certain cues that signal whether a price is high or low. Interestingly, such pricing cues are often provided by sellers, in the form of sales signs, price-matching guarantees, loss-leader pricing, and other helpful hints.9 Pricing Understanding and Capturing Customer ... (page 42 of 59) The founders of Fresh Fruit and Juice deliberated the prices, as well as our goal to supply a well-priced, quick snack that people will buy, very carefully. For the large fruit bowls Fresh Fruits and Juice decided $5.00 might be too much, but $3.00 might be too little and would fit the small bowl choice better. Fresh Fruits and Juice decided it was best to mark the large fruit bowls as $4.00 each and the small fruit bowls $3.00. The customers at Fresh Fruit and Juice may very well want some topping or dipping for their fruits. The dipping/toppings at the Fresh Fruit and Juice are priced $.50 for the small fruit bowl and $1.00 for the large fruit bowls. After deciding the prices for the fruit bowls it was time for the employees at Fresh Fruit and Juice to decide the ounce size of the three available cup sizes and how much they would be priced at. The three different sizes of the fresh fruit blended drinks are large, 24 ounces; medium, 16 ounces; and finally small, 12 ounces. The small fresh fruit blended drink at Fresh Fruit and Juice is marked at $1.50, the medium is marked at an even $2.00, and last but not least, the large is worth $2.50. Here at Fresh Fruit and Juice, we have decided these prices are the right ones that fulfill our goals as a company.

Implementation Evaluation Control

The process that turns marketing strategies and plans into marketing actions in order to accomplish strategic marketing objectives. 2 Company and Marketing Strategy Partnering to ... (page 33 of 43) Fresh Fruit and Juice is not your typical fruit stand. Fresh Fruit and Juice not only sells 2 different sizes of fruit bowls with seasonal toppings, but also sells their famous fresh fruit blended drinks in three sizes with no unhealthy add-ins. People who want a quick, well-priced, healthy snack should check out the Fresh Fruit and Juice food trucks parked all over town. If a customer "likes" us on Facebook, they will receive messages and notification of our different locations and times, as well as information about our holiday special. Not only will a consumer of Fresh Fruit and Juice receive the above listed if they "like" the Fresh Fruit and Juice Facebook page, but they could also win free deals and offers. Temporarily pricing products below the list price, and sometimes even below cost, to increase short-run sales. 9 Pricing Understanding and Capturing Customer ... (page 42 of 59) The customers of Fresh Fruit and Juice can also learn more about the Fresh Fruit and Juice company and products can just visit the Fresh Fruit and Juice website. Implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out. 2 Company and Marketing Strategy Partnering to ... (page 33 of 43)

Business Mission Statement

A mission statement is a statement of the organization’s purpose—what it wants to accomplish in the larger environment. A clear mission statement acts as an “invisible hand” that guides people in the organization. 2 Company and Marketing Strategy Partnering to ... (page 5 of 43) Our vision here at Fresh Fruit and Juice is to supply customers with the freshest fruit slices available and the best fruit drinks made with only our fresh fruit supply. Here at Fresh Fruit and Juice we wish to create a sense of refreshment for our customers from the hot sun with a bit of a health kick. The Fresh Fruit and Juice will have folded chairs so that our customers can be comfortable while they take a break from the heat and enjoy some shade under an umbrella. At Fresh Fruits and Juice we wish to make our employees so happy and comfortable and create a fun situation for them so that there is no other choice but to come back with friends and family. Strategic planning sets the stage for the rest of the planning in the firm. Companies usually prepare annual plans, long-range plans, and strategic plans. The annual and long-range plans deal with the company’s current businesses and how to keep them going. In contrast, the strategic plan involves adapting the firm to take advantage of opportunities in its constantly changing environment.  Company and Marketing Strategy Partnering to ... (page 5 of 43

Week 8 EOC: My Creative Content

EOC Week 6: Me x 3 Products I Use

I like to use many different products...

Week 7 EOC: Market Plan: The Pitch

Hungry? Just looking for snack? Here you can make your own fruit bowl or cup with the fruits of your choice. Thirsty?  Turn your favorite fruits into a blended drink. People are always looking for a quick snack they can take on the go. Now let’s add a little health. Here at Fresh Fruit and Juice, a customer can create a bowl of in season fresh fruit in 2 different sizes.  Customers will have a choice of small and large bowls. If a customer is thirst and doesn’t want to hassle with a fork or spoon and they don’t want any spills, they can order a juice. Fresh  fruit blended with no sugar or other add-ins.

Week 3 EOC: Demographics-MINE

There are many different types of people in this world, but there is three different categories of people at large. the baby boomers, generation x, and the millennials.The baby boomers are the people born between the years 1946 and 1964. This generation is called the baby boomers because there was 78 million people born post World War 2. This generation is the wealthiest generation among us. The baby boomers account for only 25% of the population, yet hold 75% of the worlds financial assests and account for 50% of the world's total consumer spending. "Although they might now be feeling the pinch of the weakened economy, the baby boomers are still the wealthiest generation in U.S. history." Analyzing the Marketing Environment page 14. The generation fallowing the baby boomers is named Generation-X, or gen-xers. "Author Douglas Coupland calls them Generation-X because they lie in the shadow of the boomers and lack obvious distinguishing characteristics." Analyzing the Marketing Environment page 15. The gen-xers are the people born between 1965 and 1976. This generationis less materialistic and more skeptic. They prize experience and the gen-xers that have family put family first and their career second. There is a higher divorce rate among this age group, and are the first generation of "latchkey kids." Following Generation-X are the millennials. The millennials, otherwise named generation Y or echo boomers, are the people born between 1977 and 2009. the millennials are also named the echo boomers because there was 83 million people were born. The millennials are the first generation to grow up with technology and are completely technology based. Studies show that 91% of millenials are on the web, 77% are frequently on social networks, and 71% of millenials use instant messaging. “All generations are comfortable with technology, but this is the generation that’s been formed by technology,” says a Yahoo! executive. For them, “it’s not something separate. It’s just something they do.” Analyzing the Marketing Environment page 17.

EOC Week 4: Consumer vs. Business Marketing

There are many differences between these two types of marketing but, there is three differences i wish to talk about.

Boston Consulting Group

When a person first reads this article they understand that the gaming industry has been a victim of the recession and how the industry went in a downwards spiral. As a person keeps reading they may start to think this article has nothing to do with the recession and all it talks about is the different games within the different gaming companies. Then it hits them, this article is about how the three gaming companies; Nintendo, Microsoft, and Sony Corp.; were forced to compete with each other on a new level because all three were affected by the recession. “The tentacles of the recession have reached into the videogame industry, a business that was long considered downturn-resistant.” Videogame Makers Can't Dodge Recession JULY 28, 2009 YUKARI IWATANI KANE Page 1 The recession caused Microsoft and Nintendo’s sales to plummet 38%. As it becomes more and more popular to buy games online less and less people are going to the stores run by Microsoft and Nintendo. The recession also hit the customers of Microsoft, Nintendo, and Sony. Nobody wanted to spend their money on games when they weren’t making much at all. “The weakness stems from more consumers sitting on the sidelines and tightening their purse strings.” Videogame Makers Can't Dodge Recession JULY 28, 2009 YUKARI IWATANI KANE Page 2 This forced the gaming industries to cut their prices on their gaming consoles. Sony cut their prices by $100 on its play station 3 making Microsoft to cut their prices on their x-box 360’s. Instead of Nintendo cutting their already $250 low price, the company bundled its Wii with games.  Industries tend to organize their companies into different groups. A question mark is a product that needs a lot of money to stay “alive”. Microsoft’s X-box 360 would be the Question Mark. “Question marks are low-share business units in high-growth markets.” 2 Company and Marketing Strategy Partnering to Build Customer Relations Page 11

Great Customer Service

I recently moved to Las Vegas, NV and I needed to purchase a new cell phone and to move the number from my mom’s plan to my own. My cell carrier is AT&T. that company has never had good customer service, but where I went to was AT&T Express. The people at this store changed my mind about AT&T. I have never had a better cell phone carrier before. They were out of the cell phone I wanted but informed me quickly that their shipping was going to arrive in an hour and the reserved the phone for me. I was grateful of them because other cell phone companies would say “our delivery will be coming any day now, how about you come back.” AT&T didn’t do that. The employees patiently answer every question I had from what I have to pay for to what places had the best service. I tend to drop my phone and the second I mention getting a protective cover, the employee had one out and was already putting the case on the phone. At first, when I am able, I was going to cancel my number with AT&T and move to Verizon but I was satisfied that I am just going to stay with AT&T Express. I told when I am going to be able to switch my number to my own account and I was told the probability of how much switching will cost. I may stay with AT&T Express for a while now only because I was treated like a person and not just another customer. AT&T’s express line has great customer service and if one person doesn’t know about something they ask another employee for help. AT&T Express truly is “Your World. Delivered.” (Marketing: An Introduction for Education Management Corporation, 10th Edition pg. 11)

Week 1 EOc; My Voice

All my life I have been taught to choose the more practical things. When it came down to choosing what I want to do with my life I did just that. I chose jobs from book editor to massage therapy. But as the years went by I realized I never wanted to do any of those jobs. One day I heard the quote “a job is only a career if you love what you do.” So I said “why not?” So I chose to move to Vegas and pursue a career in what I love to do: making music. As a musical professional I like to focus on audio production. When I first heard my favorite band play I knew there was nothing else I could do then to pursue a career in music. A lot of people say “music is life” and I truly believe that. Music is all around us, in everything we do, in everything we hear, and even what we see. Music is a powerful force; it can change our mood from the first verse to the second verse. When I make music, I wish to make that one song that makes a person feel like there is more to the world, that there just may be something that was created just for them, the one song that motivates a person to go for what they want, that one song that reminds a person that there is something or someone to live for.