Sunday, September 18, 2011
Distribution
"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." (Armstrong and Kotler, Marketing: An Introduction pg.5) Toss It Up! Salads is geared toward the working (and schooling) and working out. Our distribution strategy will be to locate ourselves at or near colleges and universities, nearby gyms and nutrition stores, as well as by supermarkets in areas of Las Vegas demographically studied to show an interest in living a healthy lifestyle. On occassion, we will distribute in other areas upon a certain number of requests made by our patrons via Twitter or Facebook.
Product
"Beyond deciding which segments of the market it will target, the company must decide on a value proposition—on how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product’s position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. “Products are created in the factory, but brands are created in the mind,” says a positioning expert." (Armstrong and Kotler, Marketing: An Introduction pg.35) Toss It Up! Salads will offer a simple product for lunch and early afternoon meals. Our products are a healthy alternative to the vast majority of fast food restaurants and lighter in calories in comparison to other gourmet food trucks. Our value proposition is that we are the healthy alternative. We do not only offer food. Rather, we offer a change in our normally unhealthy lifestyles. Choosing a salad from Toss It Up! Salads will not only make our patrons feel healthy but it will inevitably make them healthy. Patrons will walk away from lunch with us feeling light and not bogged down with having chosen heavier foods rich in fat and calories. We aim to capture our patrons value proposition by becoming an essential part of their health effort.
Promotion
"Beyond selecting the types of promotions to use, marketers must make several other decisions in designing the full sales promotion program. First, they must decide on the size of the incentive. A certain minimum incentive is necessary if the promotion is to succeed; a larger incentive will produce more sales response. The marketer also must set conditions for participation. Incentives might be offered to everyone or only to select groups." (Armstrong and Kotler, Marketing:An Introduction pg. 44) Toss It Up! Salads will offer weekly promotions via Facebook and Twitter in which contests will be conducted through each social network. Each contest will award patrons that are subscribed to Toss It Up! Salads things like free lunches, free merchandise, and mention on our pages.
Toss It Up! Salads will be involved in community health functions. Our presence will promote healthy eating and healthy lifestyles. We will make available at our locations and website valuable nutritional information for all to utilize in starting or continuing their health journey. Our goal is to not only provide a healthy meal but a healthy you!
Toss It Up! Salads will be involved in community health functions. Our presence will promote healthy eating and healthy lifestyles. We will make available at our locations and website valuable nutritional information for all to utilize in starting or continuing their health journey. Our goal is to not only provide a healthy meal but a healthy you!
Pricing
"Sellers also use special-event pricing in certain seasons to draw more customers." (Armstrong and Kotler, Marketing: An Introduction pg 42) Toss It Up! Salads will implement a grand opening pricing scheme to introduce our products at one time special price of $5 for any full salad. This pricing will continue on for the first month that our truck sets out on the Las Vegas streets.
"Promotional pricing, however, can have adverse effects. Used too frequently and copied by competitors, price promotions can create “deal-prone” customers who wait until brands go on sale before buying them. Or, constantly reduced prices can erode a brand’s value in the eyes of customers. Marketers sometimes become addicted to promotional pricing, especially in difficult economic times. They use price promotions as a quick fix instead of sweating through the difficult process of developing effective longer-term strategies for building their brands. But companies must be careful to balance short-term sales incentives against long-term brand building." (Armstrong and Kotler, Marketing: An Introduction pg 43) We will not, however, implement this special pricing after the first month we are in operation as our products are quality ingredients. It is not the goal of Toss It Up! Salads to undercut our competitors but to be able to offer the highest quality lunches at reasonable prices.
"Promotional pricing, however, can have adverse effects. Used too frequently and copied by competitors, price promotions can create “deal-prone” customers who wait until brands go on sale before buying them. Or, constantly reduced prices can erode a brand’s value in the eyes of customers. Marketers sometimes become addicted to promotional pricing, especially in difficult economic times. They use price promotions as a quick fix instead of sweating through the difficult process of developing effective longer-term strategies for building their brands. But companies must be careful to balance short-term sales incentives against long-term brand building." (Armstrong and Kotler, Marketing: An Introduction pg 43) We will not, however, implement this special pricing after the first month we are in operation as our products are quality ingredients. It is not the goal of Toss It Up! Salads to undercut our competitors but to be able to offer the highest quality lunches at reasonable prices.
"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.
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? If consumers perceive that the company’s product or service provides greater value, the company can charge a higher price. If consumers perceive less value relative to competing products, the company must either charge a lower price or change customer perceptions to justify a higher price." (Armstrong and Kotler, Marketing:An Introduction pg.16)
"Throughout most of history, prices were set by negotiation between buyers and sellers. Fixed price policies—setting one price for all buyers—is a relatively modern idea that arose with the development of large-scale retailing at the end of the nineteenth century. Today, most prices are set this way. However, some companies are now reversing the fixed pricing trend. They are using dynamic pricing—adjusting prices continually to meet the characteristics and needs of individual customers and situations."(Armstrong and Kotler: Marketing: An Introduction pg 45) Toss It Up! Salads has also taken into consideration the economic environment of Las Vegas. We are firm in our belief that the quality of menu items offers more value than what the items are priced at. We are sure patrons will feel comfortable in making purchases at our truck.
"Throughout most of history, prices were set by negotiation between buyers and sellers. Fixed price policies—setting one price for all buyers—is a relatively modern idea that arose with the development of large-scale retailing at the end of the nineteenth century. Today, most prices are set this way. However, some companies are now reversing the fixed pricing trend. They are using dynamic pricing—adjusting prices continually to meet the characteristics and needs of individual customers and situations."(Armstrong and Kotler: Marketing: An Introduction pg 45) Toss It Up! Salads has also taken into consideration the economic environment of Las Vegas. We are firm in our belief that the quality of menu items offers more value than what the items are priced at. We are sure patrons will feel comfortable in making purchases at our truck.
Monday, September 12, 2011
Toss It Up! Salads.....Benefits vs. Features
"Product is a key element in the overall market offering. Marketing-mix planning begins with building an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable customer relationships. (Armstrong & Kotler: Marketing: An Introduction)" Toss It Up! Salads offers a variety of ways to enjoy a salad. We offer 12 signature salads. But don't stop there! We bring you quality ingredients for anything you could want in a salad and Toss It Up for you any way you like. "Sustainable marketing calls for products that are not only pleasing but also beneficial. Products can be classified according to their degree of immediate consumer satisfaction and long-run consumer benefit. (Armstrong & Kotler: Marketing: An Introduction)"
Monday, August 29, 2011
Implementation
"Planning good strategies is only a start toward successful marketing. A brilliant marketing strategy counts for little if the company fails to implement it properly. Marketing implementation is the process that turns marketing plans into marketing actions in order to accomplish strategic marketing objectives. Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how." (Armstrong and Kotler, Marketing: An Introduction pg.33)
"In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans." (Armstrong and Kotler, Marketing: An Introduction pg. 33)
"In an increasingly connected world, people at all levels of the marketing system must work together to implement marketing strategies and plans." (Armstrong and Kotler, Marketing: An Introduction pg. 33)
Marketing Mix
"If the company has selected its target market and positioning carefully, then its marketing mix strategy, including price, will be fairly straightforward." (Armstrong and Kotler, Marketing: An Introduction pg. 18) Toss It Up! Salads is geared toward health. We establish our target market at working individuals and students and fitness freaks who don't have the time to prepare a satisfying nutritional meal. However, Toss It Up! Salads is always open to those who want to take the plunge into the health craze. We are here to educate and support. Our pricing will remain competitive and are set. Occassional promotions will be implemented from time to time.
Subscribe to:
Posts (Atom)