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!

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.

"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.

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)" 

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)

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.

Target Marketing Strategy

SWOT Analysis

In planning for a successful food truck I must first begin to look at what I can offer the public and if I can deliver that product properly. If so, how will I deliver? Who will I be competing with and how then am I planning to compete successfully with other food trucks that are already established?

"Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T) (see Figure 2.7). 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. (Armstrong & Kotler: Marketing: An Introduction.)"

STRENGTHS
- I believe in the products I offer.
- I am driven to deliver quality products.
- I am able to utilize current technology to create strong customer relationships and customer value.
- I'm offering simple, healthy food that is easy and fast to prepare.
- My ingredients are simple and low cost keeping my pricing competitive.
- I have experience in running a business and attracting customer loyalty.

WEAKNESS
-


OPPORTUNITY
- The trend to eat healthier is present.
- There are few food trucks that offer healthy alternatives for lunch.

THREATS
- Now that summer is coming to a close, warm food will be prefered.

Objectives

"The first step is to set advertising objectives. These objectives should be based on past decisions about the target market, positioning, and the marketing mix, which define the job that advertising must do in the total marketing program. The overall advertising objective is to help build customer relationships by communicating customer value. Here, we discuss specific advertising objectives." (Armstrong and Kotler, Marketing: An Introduction pg. 19) Our advertising objectives are geared to acquire the attention of people in colleges and universities and people in the workforce. Our main objectice is to raise awareness towards eating healthy and all its benefits. Our objective is to inform patrons (and visitors) of nutrional value, benefits of  lifestyle change, and eventually play a significant role in the health trend.

Business Mission Statement

Toss It Up Salads! Our mission is to provide the Las Vegas valley with mouthwatering alternatives to the usual high calorie lunch. We offer organic produce and all natural meats and fishes to be tossed up into what could be a life-changing lunch choice. Health information (available for download @ TossItUp.com) is provided to the public as means to understand the benefits of choosing healthy foods.

Creative Content

"In selecting specific media vehicles, the media planner must balance media costs against several media effectiveness factors." (Armstrong & Kotler Marketing: An Introduction). The success of utilizing social media to get a message out and attracting an audience of paying customers is proven. It is also the most attractive means of advertising to business owners as it is completely FREE!

My creative content plan will consist of establishing accounts on Twitter and  Facebook. Facebook will introduce Toss It Up salad truck. It will provide its mission statement to disclose that Toss It Up is aimed at providing fast, healthy alternatives to normally heavy, high calorie lunch foods while providing a unique experience. Facebook will establish a following of loyal patrons where they can share their experiences and input on what they would like to see Toss It Up make available to them. Twitter will serve as the media through which Toss It Up will disclose its upcoming locations. Its followers may also request locations to be visited.

"A company’s web site is another important public relations vehicle." (Armstrong & Kotler Marketing: An Introduction) Toss It Up will have a live website where information provided on Facebook and Twitter will be made available. Toss It Up.com will  provide a full menu that discloses all ingredients used in each entree as well as all caloric and nutritional information. As health is the foundation of Toss It Up information on the importance of switching to a healthier diet as it relates to health issues and weight loss will be made available to patrons through the website.

 

Marketing Plan: Toss It Up! Salads

Toss It Up! Salads offers a variety of fresh, organic salad mixtures served with naturally grown meat and freshly made toppings.  We offer 5 established menu items and will continue to grow our menu at the request of our initial patrons and subscribers on our social network pages. We deliver health and a healthy choice in the daily lives of our patrons. We aim to offer more than simply food, rather, aim at providing tools to transition from fast food eating to healthy eating. Inevitably, we will offer a great support system for those on their personal journeys to healthy living.

Me x 3 Products I Use

My day would go out of whack if I didn't have my car. I need to save as much time as I possibly can. Walking and taking the bus for transportation at this point in my life, having the family structure I do now would be impossible. With the lack of funds I have I require a reliable car that I would not have to spend much money on frequent maintenance. I drove a Toyota before I became a mother and I never had a problem with it. The value of my car was good ten years after I got it (unlike the Ford I had before it). I wanted to try another car when it came time to upsize for my family. But after doing all my research I knew i couldn't go wrong with another Toyota purchase. My brand loyalty  to Toyota is solid (until I can afford my Mercedez-Benz) as I'm comfortable with their  value-based pricing.

With five children I am doing laundry everyday of the week. As a child my mother would use store brands. As a young adult I soon became aware of the strong brand equity Tide had. I was hooked. However, in an ultimate struggle to spread my dollar as far as possible, I now use Arm & Hammer Laundry detergent. It's a whopping $8 dollars cheaper than Tide (economy size). I'm aware that it's not as good as Tide but it does the job well. It smells just as good and I'm satisfied with how clean it gets everyones clothes. Arm & Hammer Laundry Detergent has good-value pricing. The switch  allows me to allot that extra savings to a pack of socks, a uniform shirt, food, or some other essential item.

For smaller items and groceries I'm always on the hunt for good promotional pricing. Though I still have a standard for the quality of products I buy. A product could be a penny yet I still wouldn't buy it as I know I'd merely lose a penny and have to run back to the store because that product would not deliver what it said it would. When I shop for daily items like soap and shampoo, Target has captured my customer loyalty as I know I'm getting a selection of products to choose from at, for the most part, the best price selections. 

Social Networks and Job Hunting

Consumer vs. Business Marketing

Consumer vs. Business Markets

“In some ways, business markets are similar to consumer markets. Both involve people who assume buying roles and make purchase decisions to satisfy needs. However, business markets differ in many ways from consumer markets. The main differences are in market structure and demand, the nature of the buying unit, and the types of decisions and decision process involved.” (Marketing: An Introduction by Armstrong & Kotler)

While the two markets are similar in the sense that both exist to meet an ultimate consumer need. There are many factors that play into how the two markets carry out those needs to their customers. The consumer markets have a  great amount of customers to tailor their marketing strategies to. Consumer markets aim to sell individual to a handful of units to its millions of customers on a daily basis.  It is vital for consumer markets to have an updated understanding of what affects consumer behavior in its many different forms. 

“The marketer needs to understand the role played by the buyer’s culture, subculture, and social class.” (Marketing: An Introduction by Armstrong & Kotler) The consumer market is made up of millions of individuals connected to  a culture, subculture or social class in one way or another. Catering to cultural needs can be as simple understanding the type of cheese a culture uses to something as complex as the ideals that exist within them that drive them to spend money on certain things.

“The business marketer normally deals with far fewer but far larger buyers than the consumer marketer does.” (Marketing: An Introduction by Armstrong & Kotler) Unlike the consumer market, the business market caters to a smaller number of customers. Though their customers don’t purchase daily,  a bigger dollar amount is seen at purchase as the quantity of the purchase is generally bigger.

“Far from being cold, calculating, and impersonal, business buyers are human and social as well. They react to both reason and emotion.” (Marketing: An Introduction by Armstrong & Kotler) Today’s business marketer is in tune with the wants and expectations of the consumer markets.

In addition to understanding factors of consumer behavior, business marketers must also understand the major influences of business buyer behavior.   “Business buyers are heavily influenced by factors in the current and expected economic environment, such as the level of primary demand, the economic outlook, and the cost of of money. Another environmental factor is shortages in key materials.”(Marketing: An Introduction by Armstrong & Kotler) 

Demographics - My Generation X

Week 3 EOC: Demographics- GENERATION X

“The Generation Xers are defined as much by their shared experiences as by their age. Increasing parental divorce rates and higher employment for their mothers made them the first generation of latchkey kids.” (Marketing: An Introduction by Armstrong & Kotler)  As a child I saw my mother establish herself as a successful entrepreneur. With the benefits of enjoying vacations to Europe and shopping on Rodeo Drive came the learning to do things for myself while my mother was busy working.  Home-cooked meals at the dinner table were a rare occasion as they were replaced by microwave burritos and Top Ramen in my room as I did homework. 

Quality time became materialistic rituals.  “Although they seek success, they are less materialistic; they prize experience, not acquisition.”  (Marketing: An Introduction by Armstrong & Kotler)  Understandably, my mother was extremely busy building  her business. Each year it seemed to bring new opportunity, more money but much less time. Now that I am a mother I am driven to an ultimate success that will allow me to make the money I need but won’t keep me from experiencing life with my children.  The ultimate goal when money comes in is to take the kids to experience the world.

“Once labeled as “the MTV generation” and viewed as body-piercing slackers who whined about “ McJobs,” the Gen Xers have grown up and are now taking over.” (Marketing: An Introduction by Armstrong & Kotler)  My generation pushed further the liberal mindsets of baby boomers.  Tattoos, medical marijuana, gay marriage are just a few things  of the older generations list of shame toppers that have been made accepted and standard ways of today’s society.   We also share the experience of watching the digital age take center stage in our  youth.

“From a marketing standpoint, the Gen Xers are a more skeptical bunch. They tend to research products before they consider a purchase, preferring quality over quantity, and they tend to be less receptive to overt marketing pitches.”  (Marketing: An Introduction by Armstrong & Kotler) With money being so scarce, a lot of thought goes into what purchases I'll make. There is nothing more upsetting than buying a product that doesn't deliver what it advertised. If someone trys to sell me a product it's deemed bullshit and an attempt to rob me blind until I can have some time to validate the sales pitch I've been given. When it comes time to make bigger purchases I'm more inclined to pass up a $50 computer special on Black Friday than a $1000 MacBook @ the Apple Store because I know the latter is proven to serve me better and give me so much for my money.

“For many of the Gen Xers that are parents, family comes first-both children and their aging parents-and career second.”  (Marketing: An Introduction by Armstrong & Kotler)  The sole purpose of my career is to be able to provide my children with everything they need to find their own success in their own careers. I believe their success to be dependent upon being able to provide all that they need, both material and experience, now in the present.  In the future my career will enable me to provide (hopefully) limitless help to my mother as she ages and may need special services. My career takes precedence over many of lifes issues only because it is the vehicle through which I can care for what truly comes first, my family. 

My Voice

Being a single mom of five kids I'm always trying to find ways to put food on the table while being able to tend to all the activities that come with having a toddler, elementary schoolers and a high schooler. A few years ago a friend of mine mentioned she made big money on a weekend of selling novelties at a home party. That week I began  researching products and introduced myself for the first time to Adobe software to make catalogs. I was hooked. After my catalogs I played with designing shirts to give away to promote my new business. Soon after I began playing with designing a website and stepping into internet sales. I am amazed at all the things people can create. Trying to self teach myself, I bought an endless amount of books to get a real grasp of techniques and processes. It wasn't before long until my interests changed from wanting to make money selling novelties to knowing my true passion is now learning how to create eyecatching designs for print and web to help businesses grow. One year after moving from Los Angeles I enrolled at The Art Institute of Las Vegas to learn from industry professionals and become a highly marketable Web Designer. My web design business will incorporate a whole lot of who I am as a buyer, an entrepreneur, a mother, and a woman into what i create for my clients. I am confindent the skills I learn at The Art Institute will empower me to help businesses capture the attention and turn the heads of a buying audience.

Great Customer Service

The quality of a business' customer service can make or break its success. When I walk into a store I expect employees to be upbeat and involved during my entire shopping experience. The look in an associates eyes or their tone of voice can directly set the mood of my time in the store. The attention given to me should have been the same as the attention given to the customer that walked in behind me.  There's so much that goes into making customer service successful and it should come naturally or it won't bring me back. Great customer service shouldn't just exist in high end stores like Nordstroms, Nieman Marcus and Tiffany. It is vital to the success of all types of businesses.