Final Project - Display Advertisement

Marketing Mix - Price

The tricky part about selling an item to individuals is how do you get them to pay what you want them to pay. How does a company make a profit, but make the customer believe they are getting value for their dollar. “The price the company charges will fall somewhere between one that is too high to produce any demand and one that is too low to produce a profit.”(Marketing an Introduction, Armstrong/Kotler, pg. 5 of 59) There requires a happy medium when pricing an item, a way to keep the company above water while giving the customer value. To achieve this idea of value, “…pricing starts with customers and their perceptions of value.” (Marketing an Introduction, Armstrong/Kotler, pg. 5 of 59) Perception of value is the key, the customer must feel that they are getting the most bang for their buck, and also want to do it again. It is important that the customer feel that they are getting a “deal” or even that they are taking advantage of the seller. Our company will price the Febreeze Sport Extreme Odor Eliminator at $5.76 which is a profitable sell price for the item. We believe this price point will allow the customer to feel that they are getting value for their money and will create profit for the company.

Marketing Mix - Distribution

How can we as a company get our products to our customers in a manner in which is most effective and does not cause loss. “Resellers, physical distribution firms, marketing services agencies, and financial intermediaries,”(Marketing an Introduction, Armstrong/Kotler, pg. 7 of 52) are solid ways to achieve the goals of distribution to the customers. We will use these channels to achieve an optimum insertion of our product into the market. “These include wholesalers and retailers who buy and resell merchandise. Selecting and partnering with resellers is not easy. No longer do manufacturers have many small, independent resellers from which to choose.”(Marketing an Introduction, Armstrong/Kotler, pg. 7 of 52) These distribution streams must be used to gain maximum penetration into the market and reach our customers on every level. The use of Internet sales will be utilized as well to ensure that anyone who wishes to buy our product can be reached. To make an attempt to cover the entire gamut of distribution would be quite costly and almost impossible to do, but our goal is to ensure that our target audience be reached and satisfied with the methods we provide to complete their buying experience. We must ensure that every and all channel be available to our customers, so we will explore how our buyers buy. Men in our target market tend to shop online, at major convenience stores, and sporting good stores. We will use distribution firms, and marketing service agencies to penetrate these venues to get the product out.    

Marketing Mix - Promotion

The promotion of any item is key to reaching your desired market. If you as a company are not able to reach your target audience then your company is doomed to failure. Promotion can be tricky because, “The concept of integrated marketing communications suggests that the company must blend the promotion tools carefully into a coordinated promotion mix. But how does the company determine what mix of promotion tools it will use?” (Marketing an Introduction, Armstrong/Kotler, pg. 13 of 53) For our product we will utilize consumer advertising as our main form of marketing. Since, “Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times. For example, television advertising can reach huge audiences.” (Marketing an Introduction, Armstrong/Kotler, pg. 13 of 53) That is the goal of our company to reach as much of the target audience as possible, which will provide us with maximum penetration into this market. When we achieve this, we can assume record sales of our product throughout the world. It is also helpful that the public naturally views national advertising as a legitimizing factor to any product. If it is on television or radio, or the Internet it must be true. We will harness the power of all those mediums to reach our market and create a household name for the Febreeze Sport Extreme Odor Eliminator amongst the male population. It will become the quintessential item found in every man”s home once our marketing promotion is complete.

Objectives

When discussing a companies objectives one must think of where these objectives come from. The “broad mission leads to a hierarchy of objectives, including business objectives and marketing objectives.” (Marketing an Introduction, Armstrong/Kotler, pg. 9 of 43) The mission statement we wrote wants to create a pleasant immediate environment while remaining environmentally friendly. To achieve this we will spend money in R&D. “Research and design is expensive and requires improved profits to plow back into research programs.”(Marketing an Introduction, Armstrong/Kotler, pg. 9 of 43) So we need to be profitable to achieve our goals for our company. We must create profitable relationships with our customers that will drive the need for our product. Our objectives will drive the need for eco-friendly solutions to making rooms, cars, gym lockers, and the like to have a need to be freshened by Febreeze Sport Extreme Odor Eliminator. Our objectives include men being taken seriously through advertisements and an overall re-teaching our society that men care about their environment and themselves. Men will no longer be sweaty animals that could care less about our eco-system. They will be looked upon as compassionate, intelligent, and clean smelling.

Implementation Evaluation Control

The final stage we come to is Implementation Evaluation Control of our business plan. “Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed. Finally, marketing analysis provides information and evaluations needed for all of the other marketing activities.” (Marketing an Introduction, Armstrong/Kotler, pg. 31 of 43) Our company will implement our plan through advertisement, and distribution. Once the marketing portion of our plan has been put into place we will evaluate how effective it is working, and make adjustments on that plan. It is important that we take this seriously and be decisive in our next move. “An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T).”(Marketing an Introduction, Armstrong/Kotler, pg. 31 of 43) The control will show how well we are performing our task. It is at this point that we can make our final assessments of our product and perform any final tweaks in our overall goal. It is the primary function of the company to be profitable, and provide a valued commodity to our customers so they continue to return. It is our goal to be the leader in air freshener to our target market. If we are successful we have a market share that will make all of our company’s goals become reality.  

Marketing Mix - Product

The product a company has to offer is probably the most important part of a marketing plan. If you have a poor product, no matter how you try to place it in the market it will not sell. We saw that when Alpo tried to market food to humans. Not a good move. “The company designs an integrated marketing mix made up of factors under its control—product, price, place, and promotion (the four Ps).”(Marketing an Introduction, Armstrong/Kotler, pg. 23 of 43) This marketing mix defines the ‘what’ and ‘how’ the company will develop. The Febreeze product our company is offering must take into consideration, “the benefits that it will offer. These benefits are communicated and delivered by product attributes such as quality, features, and style and design.” (Marketing an Introduction, Armstrong/Kotler, pg. 13 of 55) The quality of our product stands alone in the industry. Febreeze is known as a product that can tackle any odor, while still remaining eco-friendly. The product is known for taking on the toughest smells such as smoking, and completely eliminating them. The features include a rugged bottle with large spraying nozzle, and a volume that any man can appreciate. This is not the air freshener your girlfriend uses, it is a man’s air freshener. The style and design speak for themselves, because the Febreeze Sport Extreme Odor Eliminator is everything that its name says it is. It can rid a room of any extreme odor you can imagine.  

Target Market Strategy

A target marketing strategy “consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels.” (Marketing an Introduction, Armstrong/Kotler, pg. 33 of 43) In discussing Febreeze Sport Extreme Odor Eliminator and the strategies to bring it to its target market lets first look at what the product is. It is air freshener. So what! There are hundreds of air fresheners on the market in over 2000 flavors around the world. This product is unique in the respect that it is targeting active males between the age of 18 and 40. This group of men all has one thing in common in the fact that they make up the most active portion of the male population. That means that this group sweats and stinks on a regular basis. Men are tired of seeing them selves being portrayed as fat, lazy, beer drinkers that cannot think for themselves. This product is designed with them in mind to their unique needs. We offer an air freshener that is tailored to their individual needs while still remaining eco-friendly. This idea “outlines how the company intends to create value for target customers in order to capture value in return.”(Marketing an Introduction, Armstrong/Kotler, pg. 33 of 43) The target market will see the value in this item and company as soon as they smell it. From the first time they understand the importance of this product they will make the decision that it is needed in their lives in a permanent way.

SWOT Analysis

When going into any new endeavor a company must assess itself to make sure that they can be profitable. “The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T). (Marketing an Introduction, Armstrong/Kotler, pg. 32 of 43) The company’s strength (S) can be measured by its goals and people. The goals of our company are all positive and attainable. It is the shear nature of these goals that give our company its strength and the people behind the company who have the desire and will to make sure these goals are achieved. Weaknesses are defined as, “internal limitations and negative situational factors that may interfere with the company’s performance.” (Marketing an Introduction, Armstrong/Kotler, pg. 32 of 43) The only weakness of the company is the fact that the company is new. Not a real weakness. The opportunities (O) our company has to exploit are its greatest asset. Our world today is searching for ways to save our environment. Almost anything that is able to fall under the banner of ‘eco-friendly’ has a great chance to succeed. A product that has a goal to take a typically negative idea, and make it positive has great possibilities. Our company embodies the idea of being positive and viable in a world that seeks change, and understanding.

Business Mission Statement

A mission statement can be defined as, “a statement of the organization’s purpose—what it wants to accomplish in the larger environment,” (Armstrong & Kotler Marketing: An Introduction 5 of 43). The product I have chosen is Febreeze Sport Extreme Odor Eliminator targeted at the male population. We propose that this product not just be a way to make things smell better, but more than that. The product represents a change in the way men are depicted by the opposite sex as well as each other. The product is concerned with a global consciousness of men being taken more seriously with their concern of the environment around them. The product is not an aerosol item that could hurt our environment, and strives to be safe and effective it it’s use. Our hope is to create a pleasant immediate environment for the user in his home, office, automobile, or any other place that requires the air to be freshened, while still maintaining an environmentally friendly way to achieve this. By accomplishing these goals we will be, “market oriented and defined in terms of satisfying basic customer needs,” (Armstrong & Kotler Marketing: An Introduction 5 of 43). No longer will men have the stigma of being insensitive to the sensitivities of those around them, nor will there be any question of their commitment to the environment. It is the goal of this company and product to clean the air with fresh smell while remaining conscious of the global environment. Clean smelling air and clear air to breath is our mission, which we plan to create with our product.          

EOC Week 7: Pitch Air Freshener

http://www.febreze.com/en-us/product-group/febreze_extreme_odor_eliminator.aspx

Febreeze Sport Extreme Odor Eliminator

The point of this EOC is to pitch an idea of an existing product to men. To be more specific to have men buy the item for themselves.Air freshener is an item typically bought by women on their routine visits to the super market. It is my intent to market air freshener to men by making it an important part of their daily lives. I believe that by creating an angle that men can relate to promote a need to buy air freshener they will in fact buy air freshener. The one thing that binds all men together is their need to impress women and make the other men look less manly than themselves. How can I exploit that fact to create the need to buy air freshener? Air freshener is to become the new “air of masculinity”. When a woman enters a man’s house his “air of masculinity” captivates her. When she is seated in his automobile, his “air of masculinity” beseeches her. In fact, his “air of masculinity” follows him around even when he is not at home or in his car. The “air” is so powerful that it even causes other men to become jealous and have feelings of inferiority around the “air fresh” man. Women want him, and men want to be him but they do not understand why. It is just “something about him” that they are all drawn to. It’s the “air” around him that causes the reaction from men and women alike to either love or despise him. It’s something “in the air”. It’s air freshener that creates the “air of masculinity” around him.