Final words

Along with the previous methods, presenting the campaign through interactive medias seem like a must for this. I was thinking about configuring some interactive ads for the web that would demonstrate what it would be like with and without this gum. To pursue the course of Web media and ways to get the word out online, accounts on various, social-networking sites (like Myspace and Twitter) have been made to help get the word out online. A website for Momentum Energy Gum is also in production.

Along with those, an app is in development to help promote the gum. A game for the iPhone, where you’ll be given certain tasks to accomplish within a given amount of time while chewing one stick (and only one stick) of the gum in the game will be implemented to demonstrate how it could be while chewing this gum. It seems like it would be more of a strategy-based game but that is the way it can be when you have a lot to do with little energy to do it.

This is how PhaselesS ProductionS would go about creating/promoting this new product.

Video ads

Here are some video ads I created to promote the Energy Gum:

Print files

First, I would like to present the package design for my Energy Gum:

Now, I have two magazine ads for the Gum, done in "Before/After" style:



Finally, I would like to present an ad for the Classified section of the Newspaper:

Marketing Report 06

Doing Advertisements seems to be the main focus of the company when it comes to how it does such acts. Creating a campaign for this Energy Gum was the right thing to go with and focus on as it introduced such a product. “Advertising campaigns can focus on one or more advertising appeals. Often the appeals are quite general, thus allowing the firm to develop a number of subthemes or minicampaigns using both advertising and sales promotion.” (MKTG, Lamb, p. 230). This really seemed to have gotten the ball rolling and all that was need was to develop how to convey the campaign to the consumers. “Almost all companies selling a good or a service use advertising, whether in the form of a multimillion-dollar campaign or a simple classified ad in a newspaper.” (MKTG, Lamb, p. 212). Getting the word out by any means possible was a main focus concerning the company and this product. Figuring out the proper way to do the promotion of this product was another task that needed to be well thought out. “Promotion can perform one or more of three tasks: inform the target audience, persuade the target audience, or remind the target audience.” (MKTG, Lamb, p. 218). It seemed like doing ads for television, the internet, and print were the best choices to delve into. The best subject matter for the promotion of this product seemed to have roughly done all of those. The campaign would inform while persuading the target audience of this product while in time, remind them of it when needed.

Marketing Report 05

With all of this, I strongly had to keep in mind the ethics of the company I had created, PhaselesS ProductionS. I mainly had to keep it in mind because “ethics refers to the moral principles or values that generally govern the conduct of an individual or a group. Ethics can also be viewed as the standard of behavior by which conduct is judged.” (MKTG, Lamb, p. 95). I wanted to make PhaselesS ProductionS be the type of company many could trust and look up to while keeping in mind that it was not like the others. PhaselesS ProductionS is about how it could benefit others and not about how much money it could manage to get ahold of with its efforts. Doing work for many other companies and/or products is something that is not turned down by it as it tries to help others out more than just focusing on itself. Clearly, the standard of behavior that PhaselesS ProductionS follows is in regards to consumers and how others could benefit from its efforts; not based on how to make the most cash.

Marketing Report 04

It all seems to go back to how it is for the consumer more than it is for just the company itself. I believe I’ve made it clear what the primary concepts of this product could be. “The Marketing concept is a simple and intuitively appealing philosophy that articulates a market orientation. It states that the social and economic justification for an organization’s existence is the satisfaction of customer wants and needs while meeting organizational objectives.” (MKTG, Lamb, p. 5). The main objective of PhaselesS ProductionS is how it could help others; consumers, companies, or otherwise. With that in mind, it became clear that creating adopters of this product was of great necessity on many levels. “Marketers have a better chance of successfully marketing products if they understand how consumers learn about and adopt products. A person who buys a new product never before tried may ultimately become an adopter, a consumer who was happy enough with his or her trial experience with a product to use it again.” (MKTG, Lamb, p. 152). With that in mind, the adopters would then become a key role in the segmentation PhaselesS ProductionS would then target. “Market segmentation plays a key role in the marketing strategy of almost all successful organizations and is a powerful marketing tool for several reasons. Most importantly, nearly all marketers include groups of people or organizations with different needs and preferences.” (MKTG, Lamb, p. 98).

Marketing Report 03

Being a new product, it seems I would have to keep in mind how creative I could be when it comes to marketing it. “Creativity is the wellspring of new-product ideas, regardless of who comes up with them. A variety of approaches and techniques have been developed to stimulate creative thinking.” (MKTG, Lamb, p. 148). This seemed to have presented many doors to go through and decide upon how the advertising and marketing would go. Again, I wanted to make the consumers the main focus of the product and how it could help them and be of great benefit. Utilizing an ad campaign that would demonstrate how the product could benefit the consumer seemed like the best of choices. Again, with it being a new product, it seemed like I had to keep in mind that “Promotion strategy in the introductory stage focuses on developing product awareness and informing consumers about the product category’s potential benefits.” (MKTG, Lamb, p. 155). I really needed to be sure to let others know about the potential benefits while introducing such a product. A pocket-sized source of Energy supplements without the hazard or worry of spilling onto equipment seemed like enough potential benefit in itself. Along with that, I also had to keep in mind “Promotional strategy is a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, and sales promotion.” (MKTG, Lamb, p. 211).

Marketing Report 02

It is, after all, important to build a strong connection with the consumers and show them that their involvement is important while making it of ease for them. Again, it has been said that “The level of consumer involvement is perhaps the most significant determinant in classifying buying decisions. Involvement is the amount of time and effort a buyer invests in the search, evaluation, and decision processes of consumer behavior.” (MKTG, Lamb, p. 67). I wanted to make the consumer’s involvement with this product be a primary focus. Making the involvement appear to be second nature and come of ease to the consumer seemed like it should have been paid particular attention to. It seemed like I would have been using a broad target span if I was trying to get everyone into this at once and that I should consider narrowing down my aim. One thing I had to keep in mind when it came to that aspect was that “With a concentrated targeting strategy, a firm selects a market niche (one segment of a market) for targeting its marketing efforts.” (MKTG, Lamb, p. 107). I realize that not everyone would have a direct need for this product and had to then decide what my primary target would be for this. “The age and family life-cycle stage of a consumer can have a significant impact on consumer behavior. How old a consumer is generally indicates what products he or she may be interested in purchasing.” (MKTG, Lamb, p. 75). It seemed like my main target to consider would be those who had to deal with school and/or work along with musings of their everyday lives and would need a quick boost whenever it might be needed. Considering that, it would seem as though I was creating a specialty product of some form. As it’s said, “When consumers search extensively for a particular item and are very reluctant to accept substitutes, that item is a specialty product.” (MKTG, Lamb, p. 132). Looking at it in that regard, I would have to be aware of how I marketed this and how the advertisements would go.

Marketing Report 01

For this Marketing Project, I decided that my company would create a new product that would prove to be very helpful for many. I decided to go with the concept of an Energy Gum that would give you the same boost as a normal Energy Drink would. The main benefit that I’m trying to get across with this is that you could get the same boost you needed like an Energy Drink would give you with something that you could carry around with you anywhere you go and not have to worry about spilling anything on any expensive equipment. Knowing how that could be for most people (having been in that position many times myself) it gave me a better understanding of what the consumer’s motives would be for such a product and how it could be beneficial for them. It has been said that “When you buy, you usually do so to fulfill some kind of need. These needs become motives when aroused sufficiently.” (MKTG, Lamb, p. 78). Portraying how such a product could fulfill a certain type of need seems like a way it could really benefit them and free their minds of any worries concerning how to get certain tasks done and really seems to state what their motives could be. Not having the worries regarding spills seem like another motive to add along with the list of benefits for the consumers.

Week 10 E.O.C. Customer Loyalty

For me, something a store could do to make me a more loyal customer to them would be making it seem like I was really important to them. Taking the effort to form that type of a connection with me would be really ideal. Making it seem like my opinion and benefit matters to them and that they would make it a prime concern of theirs. Also, involving me with what goes on with their future endeavors would also be a great benefit. If I had made a strong connection with them and once they knew more about me and how I could help them out would seem to make it even better. Taking my suggestions on how to better themselves would really make it seem like I mattered to them and it really would be rather hard to not be loyal to them. Just coming to and asking me for help and/or advice on how they could do what they do better would really be great. Along with that, showing great concern about me would really make it seem like I mattered to them and make it even harder to not be loyal to them. Specialized discounts would be good at first but in time, I would just feel like I was only loyal to them in terms of saving myself money and have connections like that would have a higher chance of fading and not give me the same attitude of being loyal strictly to them. It is good to be able to save some cash these days but doing so without the type of aforementioned connection with the establishment really could only last so long before I would feel like it really wouldn’t matter if I did go elsewhere for what could have been done with them.

Week 09 E.O.C.: Pricing

An example I have of a time I may have paid more for a product or service than I needed to seems rather hard to recall at the moment. Looking back for a time when I may have done so seems like the reason why I may have done such an act would have a strong reason behind it. It would not have been on account of being picky and that I had to get it from a certain provider or I just would not have gotten it at all. If it was for a certain need that really needed to be fulfilled, then it seems like the means would be justified for paying a little more than was needed. Also, if it may have been close to a deadline, it seems like that would increase the said need for it. If it is a dire need that you have to pay a little more (given those circumstances) it seems like there would clearly be enough reason to go ahead and pay a little more for the product or service. Something that I may have needed for my work, be it for school or my freelance gigs, seems to be of the utmost, logical reasons why I may have done so. Equipment (either hardware or software) for those said venues of work would be the main reason behind it all and being so close to a deadline (or just to get started on the project as quick as possible) making the purchase at the first place I came across it seems to have been reason enough to have done so. Just thinking about it along those lines, it seems like that may have been the reason why I might have paid a little more than I really needed to for a product or service.

Week 08 E.O.C. : Progress on my Energy Provider (Vodka alternate)

At the moment, I have decided and finalized my concept for this upcoming project. I am sticking with the idea of a campaign for a new type/brand of gum/mint that would give those who chew it a burst of energy; as though they used an energy drink. The main advantage for this is that it would be more convenient and would take away the worry of spilling a beverage. I have done some research at it seems like this would be ideal for many that work around many sensitive equipment. So far, I’ve been thinking of ways to promote this. I can see some television ads in the making that would be great for this along with some that would be great for online use. Product packaging would play a role in this as well because I would need to come up with something that would draw consumers towards it while demonstrating why it would be a necessity; depending on why you’re looking for an energy boost. I can see that have a strong web presence would be something I should keep in mind with it all. If not a website, an account with other, social networking sites could be key for the marketing portion for this. There are many ways to get the word out for this and, given the time, it seems like it would all work out for the promotion of the said product. I still have time to finalize this some more but I will be sure to do the best I can for this.