Week 10 EOC: Benefits vs. Features

Champ's Breadsticks

The features of the Champ's Breadsticks includes a buttery, crunchy, breadstick that has a light hint of scallions.  It is a nod to the traditional Irish potato dish with a similar name, Champs.

The benefits of the Champ's Breadsticks is that it pairs very well with many of the Irish lagers, such as Harp.  The crisp refreshing Harp brings out the natural and comforting taste in the Champ's Breadsticks.

Final Project: Implementation Evaluation Control

"Through implementation, the company turns the plans into actions." (Marketing: An Introduction, Armstrong and Kolter, page 55)  Phileas Fogg Snacks will implement the snack making process by working with local farmers and growers to get reasonably priced ingredients for the snacks.  Having a cost efficient  location to produce the snacks and package them would be the next step.  Distributing and selling the snacks would be the final step in implementing the Champ's Irish Breadsticks production.

Once the Champ's Irish Breadsticks have been produced and distributed an evaluation must take place.  Not only from within the company and that outside sources, but from the customer as well. "In the evaluation stage, the consumer ranks brands and forms purchase intentions." Marketing: An Introduction, Armstrong and Kolter, page 154)

Final Project: Price

"When introducing new products, it’s usually not easy to determine at what price it should be offered. At the very least, however, a marketer must understand the costs associated with producing the product and set the price at some level above those costs."  (Marketing: An Introduction, Armstrong and Kolter, page 271)  Champ's Irish Breadsticks will be priced at $3.99 per package.  This price should be acceptable to the target customer, because they are most likely already spending anywhere from $8.00 to $15.00 per cocktail or high-end beer anyways.  There is a great value in this pricing choice, because they are paying a little extra for something that is quality made and produced. "In the end, the customer will decide whether a product’s price is right." (Marketing: An Introduction, Armstrong and Kolter, page 276)

Final Project: Promotion

"Promotion means activities that communicate the merits of the product and persuade target customers to buy it."  (Marketing: An Introduction, Armstrong and Kolter, page 54)  With today's technology driven society, promoting the Champ's Irish Breadsticks can come very easily.  There are such social media platforms as Facebook, Twitter and even company websites that can make promoting the Phileas Fogg Snacks very simple.  It is also important to keep in mind that promoting via commercials and even billboards can be very effective.  Cross-branding could be very helpful in this situation as long as it is executed properly.  For example, if a partnership were to be formed between Guiness and Phileas Fogg Snacks for the Champ's Irish Breadsticks, it could be promote both products and increase profits.  It would make the Champ's Irish Breadsticks become more well known, because it would be paired with such an iconic Irish beer.  "Retailers use any or all of the promotion tools—advertising, personal selling, sales promotion, public relations, and direct marketing—to reach consumers. They advertise in newspapers, magazines, radio, television, and on the Internet. Advertising may be supported by newspaper inserts, catalogs, and direct mail." (Marketing: An Introduction, Armstrong and Kolter, page 358)

Final Project: Distribution

"Distribution channel decisions often involve long-term commitments to other firms." (Marketing: An Introduction, Armstrong and Kolter, page 312)  In order to deliver the Phileas Fogg snacks, it is important to build potential partnership with other distribution company's.  Such as a beer company that would be making deliveries on a regular basis to the target properties and establishments of the Champs' Irish Breadsticks cliental.  "Distribution channels are more than simple collections of firms tied together by various flows. They are complex behavioral systems in which people and companies interact to accomplish individual, company, and channel goals. " (Marketing: An Introduction, Armstrong and Kolter, page 314)  By developing these relationships with the other distributors, we will create a very informative system and team that works together to accomplish not only the goals of the individual companies, but also the work flow and business of the distribution channel as a whole.

Final Project: Product

Champ's Irish Breadsticks are two crunchy and very flavorful breadsticks that come in 2.5oz serving size.  Champ's are inspired by the traditional Irish potato dish with the same name.  They are made with a potato flour, fresh scallions, butter, salt and pepper.  They have a very distinct and satisfying taste.  They pair nicely with Irish whiskeys such as Bushmill's, as well as Irish beers like Guiness and Kilkenny's. "Customers want the product and service to be as conveniently available as possible." (Marketing: An Introduction, Armstrong and Kolter, page 54). Champ's Irish Breadsticks are ideal for sharing a light snack while socializing at a nice bar with friends.  They are great for a quick bite without having to go through the trouble of ordering too much food.  The fact that they pair well with traditional Irish alcohols makes them ideal for a higher end establishment to have in stock.
"The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its energy to making continuous product improvements."
(Marketing: An Introduction, Armstrong and Kolter, page 10) 
The packaging is inspired by the Irish flag.  It will consist of the green, white and orange that makes the Irish flag so recognizable.  The packaging will also picture Champ's Irish Breadsticks and Phileas Fogg.

 
 

 

   

Final Project: SWOT Ananlysis

"SWOT analysis - An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T)." (Marketing: An Introduction. Armstrong and Kolter, page 55)  At Phileas Fogg Snacks, our strengths include a uniqueness in our products.  Champ's Irish Bread-sticks can be paired with many great drinks.  Our snacks are geared more to an adult demographic, which makes them great for being purchased with adult beverages in more adult atmospheres.  Weaknesses may include the fact that they may not pair well with all adult beverages because of the very specific Irish qualities.  They are also a little on the pricier side.  However, we have the opportunity to be featured in some great bars and establishments across the world, instead of just a grocery store as an off the wall snack that could be easily associated with such snacks as chips and pretzels for sporting events or family BBQ's. Threats could include potential competition with similar high end snack foods, as well as, the competition with the products of lesser quality and price due to people being more conscious of their spending.  It is important to work through a SWOT analysis, like the one above. "Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance." (Marketing: An Introduction. Armstrong and Kolter, page 55)