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.