EOC: Week 10: What are the benefits vs the features?

The benefit of my food truck is that everything will be freshly prepared the day we go out and that we offer a different variety of things without having too much to overwhelm someone. In example to the episode of Mad Men, where the ladies were pulled into the room to try on lipstick, the one girl only wanted one shade of lipstick and didn’t want to try anything else because she already knew what she wanted. With my food truck, I want to make sure the customer gets exactly what they want that I can offer and that they will keep coming back for more of the food and the great service.

Implementation Evaluation Control

“Because many surprises occur during the implementation of marketing plans, marketers must practice constant marketing control—evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained.” (Marketing: An Introduction, Armstrong & Kotler, page 58) What we plan to do is when companies contact us to serve them food we will ask which day they want us there and how many employees they have and plan according to that. We will try to do that a week in advance so we know how much product to order. When the business gets on its feet, companies will set up a day or even a full contract with us to serve them on our website or by calling the owner.

"The company first develops companywide strategic plans and then translates them into marketing and other plans for each division, product, and brand. 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 for Education Management 10th Edition, Armstrong Kotler, page 55)

Price

"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 for Education Management 10th Edition, Armstrong Kotler, page 275) For the pricing, we wanted to make sure that everything would be affordable to the customers and I want the customer to feel like they are getting comforting foods for a low price. The different menus will have different price ranges, like breakfast would be between 50 cents (for varying fruits and whatnot) and 6 dollars. Lunch would be between 2 dollars and 8 dollars, and dinner will be between 6 dollars and 20 dollars. Desserts and side dishes will be 50 cents to 3 dollars. Drinks will be from 1 dollar to 3 dollars. There will also be available combos in some of the meals with different sorts of drinks or desserts. "Using product bundle pricing, sellers often combine several of their products and offer the bundle at a reduced price. For example, fast-food restaurants bundle a burger, fries, and a soft drink at a “combo” price." (Marketing: An Introduction for Education Management 10th Edition, page 290)

Promotion

"As consumers spend more and more time on the Internet, companies are shifting more of their marketing dollars to online advertising to build their brands or to attract visitors to their Web sites. Online advertising has become a major medium." (Marketing: An Introduction for Education Management 10th Edition, Armstrong Kotler, page 466) For the first time of opening, we want to be a part of some type of fundraiser or charity event, where we will offer to donate half of our earnings to that charity or fundraiser. It'll also be a way of getting our name out to the public with our website, so everyone can look it up and see what good food we have to offer.

For a promotion, if the customer wants to order 2 or more meals from the menu, we will offer them a free drink with every meal and a free dessert of their choice. If they are a first time buyer, they will get a 15% discount off their meal. Since we are planning on staying in the area of Las Vegas/Henderson/Summerlin, every customer will receive a stamp card, and for every 5 meals that they order, they can get a free lunch.

"Finally, online marketers use viral marketing, the Internet version of word-of-mouth marketing. Viral marketing involves creating a Web site, video, e-mail, cell phone message, advertisement, or other marketing event that is so infectious that customers will want to pass it along to their friends. Because customers pass the message or promotion along to others, viral marketing can be very inexpensive. And when the information comes from a friend, the recipient is much more likely to view or read it." (Marketing: An Introduction for Education Management 10th Edition, Armstrong Kotler, page 467)

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." (Marketing: An Introduction for Education Management 10th Edition, Armstrong Kotler, page 312)

Since we will be in a mobile truck, it'll be easier to distribute our products everywhere we go and hopefully gain more business by the word of mouth either in person or over the internet, since we will have a site where everyone can find out where we will be, what we serve, and what our general prices are. When serving the food, we will put everything in a biodegradable box (kinda like the boxes you would get at different restaurants, where you can place three different food items inside) with our log on it and fancy plastic silverware and different size paper cups for drinks that can be recycled.    

Product

"Developing a product or service involves defining 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 for Education Management 10th Edition, page 214)

Breakfast Menu -

 

Pancakes (Chocolate chip, strawberry, blueberry, apple cinnamon, plain)

Ham and eggs

Texas cut French Toast sticks (dipped in cinnamon vanilla batter)

Omelets

Scrambled eggs, either regular or egg whites

Fruit parfait

Muffins

Assorted fruit

Donuts and breakfast pastries

Eggs (Choice of 3: over soft, medium, or hard, sunny side up, poached or fried)

Lunch Menu -

Cold cut sandwiches (choice of turkey, ham, salami, roast beef, chicken)

Meatball sub

Chicken Parmesan sandwich

Hot turkey sandwich with gravy with optional small side of mashed potatoes

Burger with or without cheese

Caesar Salad

House Salad (with their choice of 3 toppings)

Fruit Salad

Dinner Menu -

 

Porcupine Meatballs w/ egg noodles and a side of gravy

Chicken w/ mashed potatoes and a choice of vegetables

Lasagna

Macaroni & Cheese

Vegetarian lasagna

Veggie wrap

Veggie plate

Clam Chowder

Broccoli and cheddar soup

Ham and potato soup

Goulash

Fillet with gravy and mashed potatoes and asparagus

Chicken, broccoli and rice bowl

Fried chicken w/ sweet potato mash and carrots

Desserts -

Cupcakes and Mini Cakes (different kinds)

Chocolate sundae

Cookies (chocolate ship, sugar, etc.)

Fruits (bananas, strawberries, etc.)

Brownies

Drinks -

 

Soda (Coca-Cola)

Coffee

Juices (apple, orange, etc.)

Milk (chocolate, white)

Water

Tea

Target Market Strategy

"A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels." (Marketing: An Introduction for Education Management 10th Edition, Armstrong Kotler, page 186) Our market strategy is to target mainly business workers, colleges, and construction workers and target men and woman from the ages of 20 – 50s mostly. "The company identifies different ways to segment the market and develops profiles of the resulting market segments. Market targeting (or targeting) consists of evaluating each market segment’s attractiveness and selecting one or more market segments to enter." (Marketing: An Introduction for Education Management 10th Edition, Armstrong Kotler, page 175)