Target Market Strategy

The target market for my snack is Ireland. My target customer is the average Irish man who frequents the bars. He may not have a wife who cooks for him so he will want something tasty and satisfying to his big appetite to hold him over with the liquor he consumes. "Marketers need to understand the marketplace and customer needs and wants". Marketing: An Introduction by Armstrong/Kotler, page 31. On the other hand, he may have a wife, but probably doesn't want to go home for various reasons, but he's indeed hungry. Potato farls is something that you usually need to cook at home or buy hot, and that's what makes my company so special because it's farls "in the now". "Marketers design a customer-driven marketing strategy with the goal of getting, keeping, and growing target customers....building profitable customer relationships and creating customer delight". Marketing: An Introduction by Armstrong/Kotler, page 31. My snack will appeal to these men because they are thicker, fluffier, fulfilling to the appetite, and is more of a gourmet style. This will suffice their appetite at the bar and will go great with their beer.

Business mission statement

Mission Statement for my company "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." Marketing: An Introduction by Armstrong/Kotler, page 39. "Mission statements should be meaningful and specific yet motivating. They should emphasize the company’s strengths in the marketplace". Marketing: An Introduction by Armstrong/Kotler, page 40. The Mission for my company, FARLS O' BEYONT, is to serve a gourmet snack that can provide a sense of "home" through the taste, quality and freshness. My snack is here to satisfy a man who spends most of his time at his neighborhood bar watching sports and hanging out with friends. That is exactly what comes to mind, when I think of Ireland. Guys at a bar, having fun socializing and drinking. Whatever the reason this man spends most of his time at bars, he will have access to a snack that can suffice his appetite as he drinks his beer. My snack is meant to bring happiness and good flavor to the snack shelf at the bar. We don't just want you to give us your money, we want you to be happy that you spent your money.

WEEK 8 EOC The Adventure

The Adventure I was on my way to Paris for Fashion Week in my hot air balloon all the way from San Francisco, when in the middle of the Atlantic Ocean, a monstrous storm came about. The Thunder, lightning and big fat rain drops coming in from every direction, slapping me in the face, ruining my makeup, eyelashes, full length mink and suede thigh high boots. The water took me down where I fell into a ship full of dirty stinking pirates! Good thing my designer umbrella could turn into a Samurai sword. It was 35 of them vs me. We fought for 3 days and 3 nights until I started to battle the Captain, he lost control of the ship and we crashed into a rock. The ship shred into a hundred pieces. I climbed on top of some wood from the broken ship and was stranded at sea for five whole days. I was starving to death, as I fell asleep. I woke up on the shore of Ireland where I was hit in the face with the flavors of cheese, sour crème, and chives. I definitely missed Fashion Week.

Implementation Evaluation Control

"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." Marketing: An Introduction by Armstrong/Kotler, page 57. What would happen if I really did this? Would people buy it ? Implementation is to actually carry out the plan. "For effective implementation and control, the marketing plan should define how progress toward objectives will be measured." Marketing: An Introduction by Armstrong/Kotler, page MP2. If I really created this snack, I believe people really would buy it. There is always plenty of room on shelves for different brands and flavors of packaged potato chips. My snack is marketed towards bars in Ireland. In Ireland, bars are always full. There might be married guys at the bar, hanging out with friends watching sports eating snacks and drinking. There also may be guys who are single at the bar wanting to have a snack and a drink. This guy might buy my snack and possibly share it with a possible new female friend. The flavor I chose is cheese, sour crème and chives, so couples can feel comfortable eating my snack because it won't make their breath smell as bad as the very popular garlic and onion flavors in Ireland. Also the potato chip/farl is the most popular bar snack in Ireland. There are more than a few brands that will be my snack competition, but none with my chosen flavor. Potatoes is the number one source of food in Ireland, so the customer would be very comfortable with my snack. Eating my snack will be just like eating a loaded baked potato.

week 10 EOC Road Map to Success

10 things I have to do for next week 1) catch up EOCs 2) read chapters 6-10 3) study for final exam 4) finish Phileas Fogg story (creative block) 5) finish 20 quotes 6) finish marketing plan blogs 7) tweet 4 more tweets (I'm at 46) 8) buy ingredients for my potato chips 9) print out label pictures and create packaging 10) come to class on time

EOC week 9 Creative content

Since I have been working on this final project, it has been very difficult for me. The project is not really something I am interested in. It is forcing my mind to work overtime in ways I never had to because my major comes naturally to me. This project has not been fun for me and I have been finding myself stuck for over a week. However, now that I get to be creative, in ways that I am good at, I think things are going to get better for me with this project. The way I am going to present my work is by actually making my snack. Cooking is something that I do very often, well and actually enjoy. I've never fried my own potatoes, but I have mastered homemade mashed potatoes and deep fried potatoes, so I know I can do it. To fry potato chips, I will first have to get all of my ingredients which are: whole potatoes, cooking oil, powdered cheese, powdered sour cream flavor and packaged chives. The potatoes will have to be cut in super thin slices, then they can be fried. After that, I can add the flavor. The package that I created on Adobe Photoshop for my potato farls, will be printed out and pasted on a sample bag that I will dress up and bring to class. There will also be a digital power point of pictures of the steps i took to accomplish my goal.

 

Pitch

COUNTRY: IRELAND PRODUCT: PACKAGED POTATO FARLS COMPANY: FARLS O' BEYONT FLAVOR: CHEESE,SOUR CREAM, & CHIVE PACKAGED POTATO FARLS IRISH FARLS ORIGINAL RECIPE: 4 POTATOES PEELED AND HALVED, 1 PINCH OF SALT, 1/4 CUP OF ALL PURPOSE FLOUR, AND 1 TABLESPOON OF MELTED BUTTER The Irish is famous for their potatoes. Potatoes is actually the number 1 source of food for the Irish. One famous Irish potato dish is the Potato Farl. The potato farl dish (for a family serving)consist of 4 potatoes peeled and halved, 1 pinch of salt, 1/4 cup of all purpose flour, and 1 table spoon of melted butter. Being that the potato farl is popular in home, I decided to make my non - perishable bar food item something that my target audience is already comfortable with; potatoes, but packaged. My target audience is specifically an Irish bar hoping man, so my company name includes an Irish lingo word. My company's name is Farls O' Beyont. "Beyont is an all encompassing word for any place that isn't the place you're in at the moment. It can refer to the other end of the room, or to the other side of the world." Potato farls is something that you usually need to cook at home or buy hot, and that's what makes my company so special because it's farls "in the now". Cheese and onion is a big trend for snacks in Ireland. In America, we call potato chips, "chips", but in Ireland, "chips" are actually fries or packaged fries and potato chips are called "Taytos". Potato chips "tatytos" and "fries" are the most popular non - perishable snack. Just like America, they have a variety of those snacks to choose from. Those chips/taytos are cooked the same as Lays chips, but my chips/taytos are going to be thicker and fluffier to stand out to be more fulfilling to the appetite, and to be thought of as more gourmet style. My competitors will be first the Brand "Tayto" with seems to be as big in Ireland as Frito Lays is big in America. They have several different flavors to choose from like cheese and onion, salt and vinegar and prawn cocktail. There are also other brands like Keogh's and Jackson Honest who also carry the flavor cheese % onion and sea salt. Besides the actual potato chips, my other competitors will be the "chip" fries companies. Smith's Scampi Fries, Boulder Canyon, Snikkidy Baked Fries, and Andy Capp's Fries are the top companies. These companies all have been around for a long time and have earned the top spots as Ireland's favorite snacks. It will be hard for my company to compete with that. All these brand are averaging in price around $3.29 - $5.00. I will price my chips/taytos at $5.00 because they are gourmet, however, I don't want to price too much higher then the leading brands. My product will be made in Ireland because they are rich in potatoes and it is something that they specialize in. My taytos have the same foundation of flavor as the others, cheese. But my taytos will also have sour cream and chives, which go great on top of a baked potato. My customer, the average Irish man who frequents the bars. He may not have a wife who cooks for him so he will want something tasty and satisfying to his big appetite to hold him over with the liquor he consumes. On the other hand, he may have a wife, but probably doesn't want to go home for various reasons, but he's indeed hungry. I think my thick, yet fluffy, Ireland flavored taytos will do the trick. http://www.irishcentral.com/culture/travel/35-irish-sayings-and-phrases-you-need-to-learn-before-you-visit-221197271-237785021.html http://allrecipes.com/recipe/100506/irish-potato-farls/