Creative Content

A man and his pet Cobra were sitting inside a bar in Egypt. The man would be talking with friends about an adventure he had just went on. The scene would turn from a friendly surrounding to two men into an all-out bar brawl. The fight would have started because one of the men call Phelia's a liar. There's know way he could have killed all the snakes at the Tomb shouted one man, another sitting in the rear of the bar just looked on, but he was listening intensely while munching on a bag of chips, snake skin chips to be exact. As the argument heated up several others surrounded Phelia and said it’s because of your kind and your comments that tourists are afraid of visiting the Valley of Kings, and this is how we make our money off of tourists. You need to stop telling that story and stop now. Phelia stood up, pushed his chair back from where he and his friends were earlier having a conversation about his latest adventure and said “if I don’t stop telling the story who will stop me?” as he stood the circle of men who had just been fighting tightened up around Phelia. All of a sudden one of the men lifted a large stick above his head as if he were going to the strike Phelia to substantiate his point about Phelia keeping his mouth shut, when from the back of the room the stranger who was looking on shouted, “he’s right” that’s exactly what happened because my half-brother an Egyptian Nubian was the one who came to Phelia’s rescue while surrounded by the den of cobra’s in the tomb which was located in the Valley of Kings and my brother is the one who took Phelia back to the village where he discovered that the snake skins were used to make chips, so you see Phelia is not a liar and his story is legendary. So tourists have no need to worry the site has now been marked properly and visitors can no longer go into that chamber which has now been resealed. Now let Phelia and his companions enjoy their libations and you over there go about your business. Phelia and his friends gave toast to the stranger who sat in the corner in the dark and as a glimmer of light shown in his direction

Price

 In pricing Phileas’ Snake Skin Chips the pricing will take into account where the Chips will be sold. If the Chips are sold individual wrapped snack size then the pricing will be slightly higher than if the product is bought in one of the Big Box Stores, i.e. Costco, Sam’s Club where the product will be sold in bulk. “Today’s squeezed consumers are seeking greater value—just the right combination of good quality and service at a fair price. The distribution of income also is shifting. The rich have grown richer, the middle class has shrunk, and the poor have remained poor, leading to a two-tiered market”. (Pg. 95) Pricing of the snack food will take into account how the display of the product will occur and where the product will be sold.  World Market selling Phileas’ Snake Skin Chips will sell the chips at a higher price point that those who go to the big box stores and buy in bulk.  “Although costs are an important consideration in setting prices, cost-based pricing is often product driven. The company designs what it considers to be a good product, adds up the costs of making the product, and sets a price that covers costs plus a target profit. Marketing must then convince buyers that the product’s value at that price justifies its purchase. If the price turns out to be too high, the company must settle for lower markups or lower sales, both resulting in disappointing profits. Value-based pricing reverses this process. The company first assesses customer needs and value perceptions. It then sets its target price based on customer perceptions of value.” (Pg. 276) Buying in bulk generates a lower price point that buying items in individual snack size portions, so the advantage will go to the shopper who is price contentious and who may even be buying for a local coop where families who pull their purchasing power together are more apt to buy based products based on emotion and where they believe there is cost savings.  Phileas’ Snake Skin Chips found at the World Market, or Whole Foods will priced higher than those the Snake Chips found in the Big Box Stores.

Promotion

Promoting Phileas’ Snake Skin Chips begins with comparing the quality, taste, and packaging with other competitors in the market place.  Phileas’ Snake Skin Chips will go head to head where the competition resides, going where they are least expected to show up.   “Why do producers give some of the selling job to channel partners? After all, doing so means giving up some control over how and to whom they sell their products. Producers use intermediaries because they create greater efficiency in making goods available to target markets. Through their contacts, experience, specialization, and scale of operation, intermediaries usually offer the firm more than it can achieve on its own.” (Pg. 312)  Promoting Phileas’ will also include a multi prong approach, from Guerilla promoting tactics (sandwich board sidewalk hawking) to tactics where the chips are offered as a “taste test” in the Big Box Stores on Saturday afternoon.  Phileas” will promote the chips during an awards banquet and offering a sample of the chips in gift bags that are given out at the show to attendees, coupons will be added to the bags driving the consumer to purchase more, purchase can then be tracked back with the coupon code to actually see who like the chips enough to buy more.  Then you go for the big gusto and you adopt a new way of promoting by using the newest onramp for direct marketing, using a mail piece that has an irresistible offer that is coupled with radio, newspaper ads and billboard promotions, thus using media choices that have a range using different market demographics.  “Vertical Marketing Systems For the channel as a whole to perform well, each channel member’s role must be specified and channel conflict must be managed.” (Pg. 315)  Using an agency that can support these various promotion plans will be the way Phileas’ Snake Skin Chips will be able to saturate the marketplace.

Distribution

Phileas’ Snake Skin Chips will use a logistics company that can hold, pick and ship their product for a negotiated price.  Having another company such as UPS provide a bundled freight package and take on the cost of moving the product will be easy onboarding getting the Snake Skin Chips to market quickly.

“Thus, UPS does more than just ship packages for its business customers. It develops entire solutions to customers’ transportation and logistics problems. For example, UPS bundles a complete system of services that support Nikon’s consumer products supply chain—including logistics, transportation, freight, and customs brokerage services—into one smooth-running system.” (Pg. 162) Using UPS or a similar vendor will take the work out of trying to piece together a delivery network from scratch; it will eliminate the need for putting together a team for the various functions which UPS already has in place. “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.” (Pg. 312)  Phileas’ will even have UPS pick the product from the manufacture and then place the product into the shipping stream while also doing the delivery.  As Phileas’ Snake Skin Chips grows in popularity then the contract with UPS can be modified and UPS can then affect the delivery for the Chip maker instead of working the entire Distribution Channel.

 

Product

Phileas’ Snake Skin chips will offer a product that stands out amongst the rest, the value of the product is precious because it has been created from a remote part of the world where few have been known to travel.  The mere chance of purchasing the chips will make you one of the precious few in the world to experience the delectable treat. “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.”  (Pg.209).  This spicy, tangy, sweet experience will leave you wanting more, just like Chipsy Egypt (Lay’s) I’ll bet you can’t eat just one. Phileas’ chips will jolt you back to the days of travel the taste will bite into your sole and have you reminiscing of Phileas’ thoughts when he was trapped in the tomb with the cobra’s nipping at the site of him.  Exciting, adventurous, the taste and the WOW factor don’t get any better.  Serving this delectably unique chip to your guests will have you the King or Queen of party snack favorites. “Today, as products and services become more commoditized, many companies are moving to a new level in creating value for their customers. To differentiate their offers, beyond simply making products and delivering services, they are creating and managing customer experiences with their brands or company.”  (Pg.209) Phelia’s Snack Skin chips will take you on a magic ride that puts you right in the action, whether it’s defending your position or exploring new things with family and friends, don’t miss out on this exciting new snack. Worried about your waist line, don’t, just cover yourself like an Egyptian King in a shroud that is sure to feel comfortable after eating a bag full of Phileas’ Snake Skin Chips.

Target Market Strategy

Phileas’ Snake Skin Chips concerns for their market are no different than the next provider of “fun treats” dietary trends have been leaning toward healthier eating.  “Top marketers all share a common goal: putting the consumer at the heart of marketing. Today’s marketing is all about creating customer value and building profitable customer relationships.” (Preface xxii)  Customers who are adventurous are the segment of the population that Phileas’ chips will be marketed to.    With a bent on creating a healthful adventuresome snack Phileas’ Chips will work toward reducing the fat content.  In reducing the fat content but maintaining the flavor we can still attract all those who enjoy adventure, an option that is fun to share with friends and seems exotic enough that even the toughest of guys and gals can enjoy these chips.  Some of the latest trend has been to market towards men, Phileas’ Snake Skin Chips will market to the entire consumer base and then Phileas’ will let the “Chips” fall where they may. “It starts with understanding consumer needs and wants, deciding which target markets the organization can serve best, and developing a compelling value proposition by which the organization can attract, keep, and grow targeted consumers.” (Preface xxii) Phileas’ will bring in consumers from a local community, carefully choosing a group of consumers from and around a nearby College, this will provide a cross section of the community, jocks, sports enthusiasts, well-traveled intellects, men, women, children and foreign exchange students, the focus group will help Phileas’ to narrow their focus on how well the chips were received by the various groups within the marketplace.  Once this is complete then a promotion can be developed with the targeted group in mind.  

Situation or SWOT Analysis

Phileas’ Snake Skin Chips are unique they will become a part of the 48 existing chips brands that currently exist in today’s market place.  Positioning amongst the 26 types of chips would also be an easy challenge. The name alone evokes a curiosity that begs the thought that you should at least try one. The strength of Phileas’ Snake Skin Chips is the unique name, and taste along with its association with the tombs of the Kings and Queens of Egypt.  Known weaknesses to marketing Phileas’ Snake Skin Chips would be that it would require large amounts of capital to promote the chips. “Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives.” Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. (pg55)” Opportunity for the chips being entered into the marketplace can hinge upon taking your consumer on an adventure, sort of a staycation if you will sitting at their home dreaming of a trip to Egypt while consuming chips with an exotic flavor along with an adventurous tale written on the side of every bag to go along with every bite. Threats to the chips would be the emotional feelings that are evoked during a time of civil upheaval and unrest in Egypt, consumers may not want to associate a snack food while so many people are perceived to be struggling for civil rights. “Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance.” (pg55)   What type of consumer would delight in wanting a bag of Phileas’ Snake Skin Chips, while consumers in Egypt like Chipsy which is a Lay’s Brand of chips, the consumers in the region and worldwide might revel in the thought of a “chicken skin” chip making it a unique standout in the chip world and could very well give Chipsy a run for its money.  The salty snack industry in 2005 was worth approximately $24 Billion dollars, move over world get ready for another salty spicey snack choice.

Objective

Phileas Snake Skin Chips will introduce their chips into the marketplace by carefully surveying the market, understanding what the competitors are bringing and offering within the marketplace.  We will assess the placement of the products that currently serve the market and we will determine how to capitalize on what is lacking from the current snack food providers. “Beyond deciding which segments of the market it will target, the company must decide on a value proposition—on how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments. A product’s position is the way the product is defined by consumers on important attributes—the place the product occupies in consumers’ minds relative to competing products. “Products are created in the factory, but brands are created in the mind,” says a positioning expert.” (Pg. 193) We will incorporate focus group thoughts on how to position our product in the existing marketplace, taking into considerations of “what’s missing” from today’s consumers snack table.  Making this product the next “must have” delectable will be the focus.  Positioning the product in select area’s of the retail environment will also create a “must have” mindset.  When products are plentiful consumers have a tendency to not jump at the chance of buying them because they know they can find it at the next store down the road. “Consumers are overloaded with information about products and services. They cannot reevaluate products every time they make a buying decision. To simplify the buying process, consumers organize products, services, and companies into categories and “position” them in their minds. A product’s position is the complex set of perceptions, impressions, and feelings that consumers have for the product compared with competing products.” (pg 194)  Creating a position in the marketplace that says you have a one in a million chance of purchasing these chips will be the stance that is incorporated into our objective, thus the reason for placing the product in a limited retail environment, this will help to create the urban myth about the consumers chances of making the purchase and enjoying Phileas’ Snake Skin Chips.

  

Business Mission Statement

 

Phileas Fogg Snake Skin chips are for the customer who enjoys create eating experiences and are looking for a culinary adventure. Our chips offers a worldwide enjoyment for all who don't mine alittle spice in their life

The Adventure

I Phileas Fogg while walking through the deserts outside of Cairo. As myself and  traveling companion were looking out over the Nile, we decided to venture into the Valley of Kings and walk through some tombs that were recently discovered. As we walked up to the tomb out slithered a huge cobra snake from underneath a rock, this snake appeared to be the guardian of the tomb for why else would it be there? Many Pharaohs have left there marks all over Egypt but one was known to have left a den of snakes, the myth is told that if you cross into the entrance of a tomb you would be covered in cobra snakes falling from the tops of the tombs where it has been said that the snakes reproduce at the rate of 10,000 each year since the 11^th century BC. Alas when they crossed over into this newly discovered tomb sure enough the snakes came falling from the ceiling, we were suddenly covered with snakes. After what seemed like an eternity battling snakes and pulling snakes off of one another we quickly wondered how we would get rid of the dead snakes, for to kill snakes found in tombs was a sure path to death because the snakes were protected. Low and behold an Egyptian Nubian appeared, he saw the panic on our faces and said do not fear I have a use for these (dead snakes), following the Nubian back to his village, we were surprised to find that the Nubians made snake skin chips out of the skins of dead cobras, all was saved and the world was one again.

Pitch

Egyptian Snake Skin Chips are made of fresh chicken skin; Egyptian spiced salt, chili sauce and Cheyenne pepper.  The chips are fried until you achieve a crispy consistency; these chips are one of the biggest snacks in the world, sought out by Kings, Queens and commoners.

Phileas Fogg Snake Skin chips were stumbled upon while walking through the deserts outside of Cairo. As Phileas and his traveling companion were looking out over the Nile, they decided to venture into the Valley of Kings and walk through some tombs that were recently discovered.  As they walked up to the tomb out slithered a huge cobra snake from underneath a rock, this snake appeared to be the guardian of the tomb for why else would it be there?  Many Pharaohs have left there marks all over Egypt but one was known to have left a den of snakes, the myth is told that if you cross into the entrance of a tomb you would be covered in cobra snakes falling from the tops of the tombs where it has been said that the snakes reproduce at the rate of 10,000 each year since the 11^th century BC.  Alas when they crossed over into this newly discovered tomb sure enough the snakes came falling from the ceiling, Phileas and his companion were suddenly covered with snakes.  After what seemed like an eternity battling snakes and pulling snakes off of one another they quickly wondered how they would get rid of the dead snakes, for to kill snakes found in tombs was a sure path to death because the snakes were protected.  Low and behold an Egyptian Nubian appeared, he saw the panic on Phileas’ face and said do not fear I have a use for these (dead snakes), following the Nubian back to his village Phileas and his companion were surprised to find that the Nubians made snake skin chips out of the skins of dead cobras, all was saved and the world was one again.

Week 6 EOC: ME x 3

http://remaxaffiliates.wordpress.com/2011/07/23/smooth-jazz-summer-nights-at-penns-landing/

Jazz is a musical style that originated in black communities in the Southern United States.  Why is this pertinent to me because I am from T.N.T i.e. Trenton, Tennessee right in the heart of Jazz and Blues country.  Distinctive styles which have been associated with me by my friends include nomenclatures such as: bebop, West Coast jazz, and cool jazz in all its forms, soul jazz, jazz fusion and smooth jazz, jazz-funk, ethno jazz, jazz rap and other ways of playing the music which all leads to the infamous “COLD TRAIN.”  Cold Train a.k.a. David Douglas use to play the saxophone in the Marching Band at Tennessee State University, the Saxophone an integral part of the jazz sound and the instrument that makes the sound as one. 
                                          
http://www.mbusa.com/mercedes/vehicles/class/class-S


Mercedes as it relates to “Cold Train,” Cold Train is the man who spins the records, who plays the saxophone, who listens to jazz, and who drives the Mercedes, smooth ride, easy glide, quality, consistency that’s how Mercedes relates to me.  Clean dark lines, shiny wheels, clean as can be, I have been known to dress clean, have smooth lines and filled with gadgets.  While my gadgets are detached such as the cell (android) phone, the Ipad, the laptop, I still have the paraphernalia that rival anything that Mercedes has to offer.  Mercedes has nothing on me, Bose speakers can Amp it up, but so can I.  Loving life and living out loud that’s Bose and that’s me.

               

http://www.bandofthegoldenwest.af.mil

Military the Air Forces mission is to fly, fight and win their core values are integrity, service before self, and excellence in all we do.  I love to win, I prefer not to fight but will fight to save family, friends and my dignity, fighting doesn’t come in physical forms.   I have a winning spirit which can be seen in my competition for bids as they relate to my current business, DC Distributions.  Putting DC Distributions capabilities out front put’s my company in a position to secure the winning bid for the jobs that I compete for.  Core Values are not only shared by me with my past military duties but are what I still abide by in my day to day life, always placing others and situations above myself and placing God and my Country first.