"Create a unique experience, a family interaction between our staff and our customers, feeling joy in serving them with excellence, joy and engagement. This has to be the best place in town to eat, dance and have a momentarily escape from our everyday routines".
The business mission statement is our best reminder of who we are and why we exist. Is our motive to live the brand, take care of it by representing it every single day and more than anything; protect it. Our business mission statement will be a piece of our history that will never get old and the only reason to change it is because that change will incorporate a key element for our success. "But mission statements should be market oriented and defined in terms of satisfying basic customer needs."(page 40. Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition))
Every single aspect of our strategies and planning aim to one goal. Guarantee an excellent customer experience. No being successful in this aspect will destroy the brand and our identity. We may exist but we would lose the purpose of why we did this and started it.Finally, a company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create. (page 41. Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition))
Tuesday, September 22, 2015
EOC: Week 10: What are the benefits vs the features?
I totally believe that at the time of promoting a new product, as designers we should focus on how are we going to impact our customers and how we can engage them with our brand. That's why ensuring the benefits will affect more than just adding features that our customers really won't see, benefit or use. For example, the monopoly of cable TV constantly don't provide everything that the customer wants. Instead, they force you to buy a package with channels that contain what you want, a lot of what you don't want and will leave yo instantiated with some other programming that you would love to have. On the other hand we have a great example with Adobe which engage with their customer asking them what do they think of their products and how they can improve their product. The changes they provide is not a bunch of unnecessary of aesthetically or cosmetically that won't do much or solve you any problem but, refine their tools to your need and incorporate features that will benefit their clientele. Even if we analyze Adobe CC (Creative Cloud) making the decision of having everything as a digital download. This actually benefit the customers because now it is a more accessible suite instead of an over $1000 dreams that only some people can afford.If big corporation like Cox or Nevada Power would take steps like this i think people would acknowledge them more and feel more appreciative of their service. Another example is when a small business put priority on the features leaving the benefits under their price.
Here is a perfect example of a business owner who doesn't know how to manage his customer value and instead he rather to give an unethical and not welcoming answer to his customer poor review:
An smart business owner will think again before an answer like that, acknowledging and understanding the customer, in the other hand we have the case of United Nissan which Marketing Team has a fast response to address customer concern no matter what the rating was. Some business will create calue by just taking small steps like these because it shows that the business don't want you to look focus and you can go back to see your benefits.
Here is a perfect example of a business owner who doesn't know how to manage his customer value and instead he rather to give an unethical and not welcoming answer to his customer poor review:
An smart business owner will think again before an answer like that, acknowledging and understanding the customer, in the other hand we have the case of United Nissan which Marketing Team has a fast response to address customer concern no matter what the rating was. Some business will create calue by just taking small steps like these because it shows that the business don't want you to look focus and you can go back to see your benefits.
Week 9 EOC Three great Mission Staments
Taylor Stewart:
"Poultry in Motion aims to serve healthy, affordable, local food on- the-go. But most importantly Poultry in Motion serves quality; quality food, service and experiences."I like the vision on this statement I think that by this statement I'm seeing someone who cares about the customer, someone who wants to provide them not only with healthy but also with top quality and through that create their experience. I can totally see people who care about their live, their health and what they eat going often to this place to get their meals.
Stephen Orozco
"Orozco's is a mobile food truck company dedicated to giving the quintessential Mexican experience through value and authenticity. We are proud of our heritage and aim to offer all types of customers a taste of our culture."I can see this working very well, people like exotic experience that is not Americanized. There are few keywords: authenticity and heritage. Those two words are extremely powerful for this business because that were their distinction will be at. I think a business like this could be a threat to mine.
Loryn Taylor Lefever
"Go from a Hungry Camper to a Happy Camper"
I'm not sure if the length and simplicity of this mission statement would work for the industry but it totally works for me. I like the representation in it. The bottom line is that this statement ensure the happiness of their customer and that of course involve satisfaction. Based on the business mission statement I can also say that i may involve a camping feeling experience so that totally called my attention.
Monday, September 21, 2015
Distribution
La Cubana Napolitana will be focus in all of our distribution channels, making sure that we work with the best suppliers, we won't go by paying high prices because of famous brands unless the case is that our investment in top quality products will define our customer's experience. 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. FedEx’s creative and imposing distribution system made it a leader in express delivery.(page 312. Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition) Our distribution channels will be researched and evaluated based on their speed and quality at the time to handle and shipping their product in order to have control over what we receive and what we deliver to our customers.
The second part of our distribution has to do with us internally ensuring that our customer received the product in great condition in time manner. Our service have to be a big part of our value and the experience has to be no other but excellent. Basically our all of our staff have to work as a team, accepting each other roles and work together at the same time."Ideally, because the success of individual channel members depends on overall channel success, all channel firms should work together smoothly. They should understand and accept their roles, coordinate their activities, and cooperate to attain overall channel goals. (page314 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)" We really hope to provide people with a unique experience, with fun but more than everything, with excellence.
The second part of our distribution has to do with us internally ensuring that our customer received the product in great condition in time manner. Our service have to be a big part of our value and the experience has to be no other but excellent. Basically our all of our staff have to work as a team, accepting each other roles and work together at the same time."Ideally, because the success of individual channel members depends on overall channel success, all channel firms should work together smoothly. They should understand and accept their roles, coordinate their activities, and cooperate to attain overall channel goals. (page314 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)" We really hope to provide people with a unique experience, with fun but more than everything, with excellence.
Objectives
Setting up our Marketing Objective is an escential step in our success. Our goals are clear and they should always be like that . We need to make sure that everyone keep the focus in our short terms and in our long terms goals.
1) Always keep an eye in our investment, making sure that we stay in the budget.
This is a very important aspect for us to respect. A lot of businesses loose their focus on their early stages and don't know how to recover their investment into profits.Spending funds in not necessary stuff won't necessarily will bump up the value of a business and that is why that we will invest in items and services of first need to run ours.We will move slow and simple at the beginning and the reality of our first 3-5 years say if we will be ready for an expansion."Business analysis involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company’s objectives. If they do, the product can move to the product development stage. (251.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)"
2) Ensure that we meet the sales goals daily
This is a very challenging aspect of our vision. Pizza is America's favorite food, and we will deliver a distinctive but very delicious product to our customers. Cuban pizza has a reputation to be very delicious and almost addictive but, not necessarily means that we will sell all of our products. We will encourage our sales with lunch specials, combos, loyalty program cards and limited time offers to expand our brand and generate traffic.
3) Being able to increase our profit to deliver more comfort to our customers.
We are proud and confident that we will reach our goals and revenues, we are looking to be a very proactive business and be aggressive and constant in our finances. Keeping and eye on the cost and enjoying seeing the profits incrementally coming back."A review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives.(page 251.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)"
1) Always keep an eye in our investment, making sure that we stay in the budget.
This is a very important aspect for us to respect. A lot of businesses loose their focus on their early stages and don't know how to recover their investment into profits.Spending funds in not necessary stuff won't necessarily will bump up the value of a business and that is why that we will invest in items and services of first need to run ours.We will move slow and simple at the beginning and the reality of our first 3-5 years say if we will be ready for an expansion."Business analysis involves a review of the sales, costs, and profit projections for a new product to find out whether they satisfy the company’s objectives. If they do, the product can move to the product development stage. (251.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)"
2) Ensure that we meet the sales goals daily
This is a very challenging aspect of our vision. Pizza is America's favorite food, and we will deliver a distinctive but very delicious product to our customers. Cuban pizza has a reputation to be very delicious and almost addictive but, not necessarily means that we will sell all of our products. We will encourage our sales with lunch specials, combos, loyalty program cards and limited time offers to expand our brand and generate traffic.
3) Being able to increase our profit to deliver more comfort to our customers.
We are proud and confident that we will reach our goals and revenues, we are looking to be a very proactive business and be aggressive and constant in our finances. Keeping and eye on the cost and enjoying seeing the profits incrementally coming back."A review of the sales, costs, and profit projections for a new product to find out whether these factors satisfy the company’s objectives.(page 251.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)"
Situation Or SWOT Analysis
The plan begins with an executive summary that quickly reviews major assessments, goals, and recommendations. The main section of the plan presents a detailed SWOT analysis of the current marketing situation as well as potential threats and opportunities. (page 56.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
Strengths
Unique Experience: We will be the only kiosk restaurant that will be having live music and the space for our customer to recreate and consume more of our product.We are mobile so we our customers can order online or by phone. Extensive market targeting and the product match with most of the demographics.Highly competitive since no other business is doing the same for the value and the budget.Our brand will create a landmark in Las Vegas where most people will know about us and will have to stop by at least to see what’s going on. Amazing complementary delivery service
Weakness
Other competitive business with a similar idea but with better resources and budget to be ahead of us in what we will be doing.Don’t count with an extensive menu since our menu will be fundamentally based on Cuban-Italian recipes.Ensure to monitor our sales, making sure that we reach our daily goals .Not count with a direct distributing channel.
Opportunities
Introduce a new product in North America based on their best seller food option.Look for the expansion and commercialization of our product within the next 5 to 10 years.Create a Landmark in the center are of Las Vegas and Nationally once we expand our brand.Give to locals and tourist a unique and excellent experience and deliver great customer value in a size of a kiosk.
Threats
Any exotic kiosk with the similar idea and better resources can become a threat if they do everything right. Not to received the audience needed due to the new product. La Cubans Napolitana won’t be working with cheap items found on fast food places that most of the population is used to. Not reaching satisfactory positive ratings at the time to ensure customer satisfaction. Not reach our daily goals.
Product
The classic Cuban pizza.
While the folks from Rey Pizza in thought the secret of the Cuban pizza was not going to be revealed to the world by calming to be the owner of such of wonderful idea, the reality is that the secret goes back before the Revolution. With a nice medium thick dough, Vita-nova sauce and and great mix of Gouda, Mozzarella and age hard cheese like Parmesan or Fontina. We don't go far from the roots of the Italian Pizza but, flavor will totally make you into a Cuban Pizza addict. 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. (page 209 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
Our Enviornment is Our Product Too
Now La Cubana Napolitana will gather the beauty of an environment experience similar to the one during the 40's and 50's in the beaches of Varadero & Playas del Este. A small kiosk set up in a corner of the Las Vegas strip in Downtown Las Vegas, between Charleston and Main Street area will offer good food a relaxing spot to share with your family along with great live acoustic traditional Cuban music. Companies that market experiences realize that customers are really buying much more than just products and services. They are buying what those offers will do for them. “A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it,” says one marketing executive. “Successfully managing the customer experience is the ultimate goal,” (page 210Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)Promotion
The creative content for "La Cubana Napolitana" will be a whole branding identity package that will contain a logo, slogan and an iconography. Also I will mock up different approaches for banners, Bus stop advertising, and another approaches to engage people through social media and websites.Sales promotion includes a wide variety of promotion tools designed to stimulate earlier or stronger market response. (page 432.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
This advertising design material will represent a fresh visual of how can you hang out near downtown and have a fun and different experience. all of the material will be representing our bending colors which will be red, white and blue. Our promotional material will contain both, illustrations and photography. The typography will be a very important element to represent our ideas, this will combine the use of a San serif font, to describe our service and give it a modern look, Serif font as part of the title and the main title will be written with a custom script font. Also a very important marketing strategy will be our reward program making sure that every customer access to it for free, We want to give them a great reason to pay for our prices instead of discounting our product. We believe that our product and the customer experience will be enough to get the traffic to our place and to our website.Customer loyalty programs: Rather than offering promotional discounts that might damage its premium positioning, Star-bucks ran ads telling customers why its coffee is worth the higher price. Then, to build loyalty, the company promoted the Starbucks Card Rewards program.
(page 432.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
This advertising design material will represent a fresh visual of how can you hang out near downtown and have a fun and different experience. all of the material will be representing our bending colors which will be red, white and blue. Our promotional material will contain both, illustrations and photography. The typography will be a very important element to represent our ideas, this will combine the use of a San serif font, to describe our service and give it a modern look, Serif font as part of the title and the main title will be written with a custom script font. Also a very important marketing strategy will be our reward program making sure that every customer access to it for free, We want to give them a great reason to pay for our prices instead of discounting our product. We believe that our product and the customer experience will be enough to get the traffic to our place and to our website.Customer loyalty programs: Rather than offering promotional discounts that might damage its premium positioning, Star-bucks ran ads telling customers why its coffee is worth the higher price. Then, to build loyalty, the company promoted the Starbucks Card Rewards program.
(page 432.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
Price
Our strategy at the beginning of our business is to be focused in ensuring that all of our financial goals are being reached, so we won't over price our product instead we will ensure that people love what we do and always comeback. Our Marketing promotion will play an important role to achieve this to stimulate the traffic an we are positive that the response from the audience to our product will be good.Instead of overpricing we will charge a small percentage over the materials needed for the elaboration of our product and because of these are top quality product our prices won't be the cheapest but we will be able to still make it affordable for our audience. Keep in mind that our road to success is not pizza but the experience and the benefits from having a family time with us. A special store atmosphere, exclusive gourmet products, helpful and attentive associates—this all sounds like a recipe for high prices. Not so at Trader Joe’s. Whereas upscale competitors such as Whole Foods Market charge upscale prices to match their wares (“Whole Foods, whole paycheck”), Trader Joe’s amazes customers with its relatively frugal prices. The prices aren’t all that low in absolute terms, but they’re a real bargain compared with what you’d pay for the same quality and coolness elsewhere (Page274 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
As trader Joe we want to build value in our brand and make sure that we don't limit our demographic and that is why the experience is so important for our customer. We want that a person that makes between 50K-100K a year feels the desire to come with their family to us and the same time want people that makes between 15K to $49,999 a year have the same opportunity.Over pricing our product will segment our audience and will limit our traffic and will take out goals and objectives away.It’s all about value and price—what you get for what you pay. Just ask Trader Joe’s regular Chrissi Wright, found early one Friday morning browsing her local Trader Joe’s in Bend, Oregon. (page 274 Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
Implementation Evaluation Control
As a small business we have had think every single aspect that will affect us, the demographic, suppliers, and every single operation. We want to make sure that every single final plan that will be put into action will have a high rate to be successful. This aspect will affect in our investment ad revenue strategy to ensure that our business can run smoothly all the time to ensure we reach all of our goals. The company must design a marketing organization that can carry out marketing strategies and plans. If the company is very small, one person might do all of the research, selling, advertising, customer service, and other marketing work. (page 58.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
Getting to know our customer is one of our biggest intentions, we want to get to know them ,implement several ways to interact with them and not just be another company. We want everyone to have a unique experience, a get away from reality, so making them feel welcoming and treating them like family is a must to be part of our team.The reason why we are positive that this will be a successful plan is because besides studying the demographic of our clientele we did research the cultural aspect of . How many people would like this food in Cuba, how do they socialize and what are their favorite venues. That's how we got to the conclusion that mixing Cuban pizza and drinks along with dance and a folkloric touch on the decoration will be the perfect product.
For companies that sell one product line to many different types of markets and customers that have different needs and preferences, a market or customer management organization might be best. (page 58.Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
Wednesday, September 16, 2015
Target Market Strategy
La Cubana Napolitana will be mainly targeting a demographic interested in the Cuban culture and food. However even though that our product is new for our community, our concept is very open and international so It will bring people who's favorite food is Italian, Cuban and enjoy dancing and live music. Also our business will gather the Cuban and the Cuban-American community which is about 12 501 between Cubans and Cuban descendants, this fact will allow us to create the right environment and a great spot for a cultural and social exchange encouraging people to interact, connect, do business and socialize while enjoying their delicious dish .After a company has decided which market segments to enter, it must decide how it will differentiate its market offering for each targeted segment and what positions it wants to occupy in those segments. A product’s position is the place the product occupies relative to competitors’ products in consumers’ minds. Marketers want to develop unique market positions for their products. If a product is perceived to be exactly like others on the market, consumers would have no reason to buy it.(page 52 . Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
Our second main target is tourism, we are looking for the expansion of our brand and make sure that that the word of mouth bring most our tourist to try our products so our convenient location is specifically for everyone to see us and be able to get to us. Every single tourist on the strip will be able to try us, like us and become one of the reasons for them to come back to Las Vegas and in the future we would love to expand our brand nationally.“True market orientation does not mean becoming marketing-driven; it means that the entire company obsesses over creating value for the customer and views itself as a bundle of processes that profitably define, create, communicate, and deliver value to its target customers" (page 48 . Armstrong & Kotler (2011). Marketing: An Introduction, 10th edition)
We want our audience to become part of our brand. Our 3rd segment of the demographic that we want to reach is our locals, we want to create the ideal place for them to spend lunch time. La Cubana Napolitana is a small escape from our everyday reality, the simplicity and variety of our menu would be ideal for the people that are about in a 25 miles radius to come to have lunch with us or take lunch back to their offices.In order to reach our goals our marketing group will ensure to push our publicity on the web, mobile app and print.
Wednesday, September 2, 2015
EOC Week 8 Creative Content
The creative content for "La Cubana Napolitana" will be a whole branding identity package that will contain a logo, slogan and an iconography. Also I will mock up different approaches for banners, Bus stop advertising, and another approaches to engage people through social media and websites.
This advertising design material will represent a fresh visual of how can you hang out near downtown and have a fun and different experience. all of the material will be representing our bending colors which will be red, white and blue. Our promotional material will contain both, illustrations and photography. The typography will be a very important element to represent our ideas, this will combine the use of a san serif font, to describe our service and give it a modern look, Serif font as part of the title and the main title will be written with a custom script font..
Part of our key success will be the explosion of our branding elements, our eatery will have a side store where we will sell Buttons, t-shirts, costume made hats and dancing chancletas (wood made flip flops for dance)
This advertising design material will represent a fresh visual of how can you hang out near downtown and have a fun and different experience. all of the material will be representing our bending colors which will be red, white and blue. Our promotional material will contain both, illustrations and photography. The typography will be a very important element to represent our ideas, this will combine the use of a san serif font, to describe our service and give it a modern look, Serif font as part of the title and the main title will be written with a custom script font..
Part of our key success will be the explosion of our branding elements, our eatery will have a side store where we will sell Buttons, t-shirts, costume made hats and dancing chancletas (wood made flip flops for dance)
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