Week 8 EOC: Creative Content

For my creative content I will be developing a commercial based around my product. The feeling of the commercial is more comical and laid back and an example would be dollar shave clubs video. I myself as a consumer enjoy watching commercials that are entertaining, creative and approach marketing from a different perspective. I believe if you can touch the consumer emotionally, you can capture their attention and intrigue their interest as well. No one needs anything but the necessities food, water, oxygen, but what I want to create is this passion to need the product in your life, to be part of you.

Implementation Evaluation Control

Implementation - OP-4 will be running televised ads our first week our business goes public, from there we will have our t.v ads run sparingly throughout the week. Our business will also have a billboard up in the cities and towns where our product will be specifically I.e. Bases. Once our company goes public that's when we will also be launching our website simultaneously so that our customers and potential clients can better understand our company and values.
“No one has the right to put anything on [your computer] that you don't want,” said Jon Leibowitz, chairman of the FTC

“The ways in which consumers interact with their bank are constantly evolving,” said Larry McClanahan, vice president and director of Digital Delivery for Fifth Third Bank.


Evaluation - For our quantifiable aspects obtaining our sales leads and customers reached will be a more reasonable number to account for seeing as our customers and accounts are military and service members, and for the qualitative factors examining if our product is delivering the expectations that we set forth and marketed we will have a section of our staff that travel, visit, and report throughout the year on our products at different sites.

Control - Our main goal for the company is to deliver the best tasting coffee to the men and women who put their lives second to their country. Secondly we want to be the leading innovators of the coffee industry. Creating new and exciting drinks that questions yourself if you really understood what the word delicious really meant

Marketing Mix: Price

Marketing a price for a non profit organization seems contradictory, but OP-4 still needs money to run. Our first variable is our competition, and what are their prices starting from distribution and the cost for the buyer. We want to compete at the industry standard and not be undersold. We value our products as should the buyers. The buyers can always decide on which products they would like delivered, but on the same side depending on which product they want it may be only a seasonal product. OP-4 may also do arrangements for specific types of beans local to the regions. Much of our pricing will be dependent on the type of service and the extent you would like to work with us.
Company cofounder Jerry Greenfield said, “Fair trade is about making sure people get their fair share of the pie" and having fair pricing for everyone is a value we stand by.

Marketing Mix: Promotion

“We have spent months talking to consumers about their perceptions of RadioShack and what they want in a shopping experience,” said Jennifer Warren, senior vice president and chief marketing officer at RadioShack. Taking what Jennifer Warren said researching to develop a better way to promote. We are a non profit organization serving the armed services we don't have a need to branch out and capture the attention of the public and their services, but we will still promote so the friends family of the service members can relate and help promote. On the bases we will promote like any other brand would around town. We will have our brand in strategic locations around base for the most viewing of our marketing group. During the holidays we will promote what deal is being offered, and through the year have weekly specials. Founder of Walmart and Sam's Club Sam Walton once said, “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Marketing Mix: Distribution

Our distribution will start from our headquarters out of Las Vegas, NV. For the military bases in the immediate surrounding states our fleet our delivery trucks will deliver the food on ground. Once the end location goes outside of our range our deliveries turn from ground delivery to air. All shipment containers will be temperature regulated to keep and deliver only the freshest of ingredients.
“Great Service Restaurants shares our passion for community, quality, and providing exceptional guest experiences.” said Paul Carolan, chief development officer for Le Duff America, which owns Bruegger's Bagels. We share the same views and values as a company and Mr. Carolan couldn't have said it better.

Marketing Mix: Product

We want to start promoting our brand so we will establish our brand outside the chow halls for the men and women to become interested in.  The number of service members that drink coffee are the majority from the ones that don't, so we are going to implement a survey system to get a quick reference point on what they enjoy in their coffee. Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses.”The customer has an idea of what they want, but it's up to us to deliver what they need and in our case that's a fresh cup of coffee. Economist Ted Levitt also once said, “People don't want to buy a quarter-inch drill. They want a quarter-inch hole.”

Target Market Strategy

Identify Target Markets - “Marketing is too important to be left only to the marketing department.” - David Packard, co-founder of Hewlett-Packard For our target market strategy since we are a non profit organization we won't be necessarily targeting a specific group of people, but more specifically the military members that enjoy and drink coffee on a regular basis. The men and women in the armed services work long hours and have irregular sleep schedules. Their work schedule in itself is a main reason everyone sticks to caffeine products and more importantly coffee. The aroma and warmth of the coffee bring a sense of nurturing to get them through the times of exhaustion. Manzama CEO Peter Ozolin said, “Our clients recognize that stakeholders within the firm need business intelligence that's personalized

Situation or SWOT Analysis

Strengths
- Relationships - We are connected through prior relationships that we established while serving in the military
- History - We are the newest company around with no negative feedback

“Our loyal customer base is the foundation both for growing credit card market share and for cross selling additional direct banking products,” said Discover President of U.S. Cards Harit Talwar
Our main concern is our relationship with our customers, without our customers our business doesn't exist.

Weaknesses
- History - We are the newest company around so we don't have a strong foot hold
- Pricing - For R&D it's a little pricey right now due to being a newer company

Opportunities
- Training - We help our veterans find a job where they can continue their career
- Service - Our service is unmatched, being having prior service members helping out they understand how to act like a professional

Threats
- Larger Co. - When they advertise lower prices
- R&D - No being able to keep up with the demand and delivering a new product to the costumers

CVS President and CEO Larry Merlo said "that the decision better aligned the company with its purpose of improving customer health, and that it was simply the right thing to do."

What Mr. Merlo said is an example why our SWOT analysis is the correct evaluation tool to use. We might not be in the health industry, but we are constantly wanting to improve customer relations and it's the right thing to do as a company.

“We have to continue to make the best product out there,” says founder and CEO of Burton Snowboards Jake Burton Carpenter . “The minute we get beat on an innovation or make a mistake on quality we lose our lead.”

Objectives

- Become the lead distributor of coffee to the armed services

- Become one of the worlds largest non profit coffee organizations

- To continually research and bring only the best coffee beans to our customers

- Employ former military members and help advance their careers

- Establish new relationships within our community


“Ultimately, we're making these changes in an effort to sharpen our focus,” said Jay Rossiter, Yahoo's executive vice president for platforms.

“By continuing to hone in on our core products and experiences, we'll be able to make our existing products the very best they can be,” said by Jay Rossiter

Business Mission Statement

OP-4 is a non profit organization that wants to distribute the finest of coffee to the men and women of the armed services. We bring only the freshest, most tasteful coffee beans straight to military members stationed all over the world. As a company we want to give back to the men and women who put their country first. At OP-4 we maintain that "family" like cohesion seeing as most of our members are veterans themselves. We also work closely with the VA and help military members find work. Former Proctor & Gamble CEO A.G. Lafley once said "The customer is boss" and that is exactly how we want everyone we serve to feel like.