The benefit for this company is the health benefit and the awareness of nutrients. We want to show our customers that eating doesn’t have to be bland and unfeeling, especially when it comes to desserts. When customers here fruit dessert they might think nothing of it at first and they would rather want a cupcake, but what if you had enough of cupcakes and you start to feel gluttonous for what you eat and having something light for once will be just fine. That’s what we’re here for. To make our customer feel good, like they did their body good in a delicious way. Also leave with knowledge about fruit and vegetables, having that comfort that eat healthy is just as good as eating badly. That’s the benefits from Go! Fruit. Now, the features are the dessert and juices we serve. We want our customers to experiment with different flavors and combinations when it comes to the juices. We want our customers to go home and make their favorite dessert they had on the truck, or even come up with their own ingredient and bring it back to us to feature on the menu. Another feature is the health experience, when someone wants to experience health they go to the gym or make a salad. The last thing a person is thinking of is a food truck. So, with that in mind we know we’re different and when a person thinks of sweet, their thinking of cookies, cakes, pies, and brownies. Not fruit so we know our truck feels that void and proves wrong that fruit can be just as good as all those things if done right with different combinations. So with those types of features our truck will be successful and will attract the people to come to our truck.
Monday, September 12, 2011
Monday, August 29, 2011
Implementation Evaluation Control
Go! Fruit
Implement Evaluation Control
“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.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 2 p.31). By making sure that we hire the right employees and have another manager on staff implementing these issues should be fine. Since we’re a small company, issues can be easily controlled and looked over. All we have to do as a company is worry about expanding. But, it easier said than done, if one these plans fail, to where it can be a price issues, distribution issues, or are market is not getting targeted correctly. The plans for expansion will be slim, but by keeping our word about having fresh ingredients and keep on delivering the health experience our customers will be satisfied. Making sure we order our produce on a medium scale and stay close with our distributors should assure the companies steady success. “In addition to being good at the marketing in marketing management, companies also need to pay attention to the management.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 2 p.31). Also keeping the marketing up to date like our Tweeter can help, but making sure we have the right manager to follow and take action to all these plans is key, that’s why we have in the company two managers. But truly it comes down to having great customer service and making sure your product is delivered and served well. So working close with our distributors and close with our customers, can possible gain trust and loyalty from both sides and if you have loyalty, you have a great relationship, and if you have a great relationship, you can gain more profit.
Price
Go! Fruit
Price
The prices for our product we try to make reasonable. Yet, the company wants to afford to buy the best quality of fruit. We use organic fruit in all of our desserts. We use fruit that’s fresh in season to maintain the best quality in our desserts. “When customers buy a product, they exchange something of value (the price) in order to get something of value (the benefits of having or using the product).” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 9 p.6). Our prices range from 1.50 to 5.00 dollars. The nuts we sell are 99 cent. Depending on what dessert you buy, in consist of if the dessert is hot or cold that’s usually what the price is based off of. The hot dessert are little more in cost because they pertain more preparing, to where as cold dessert are easier. “The point is that promotional pricing can be an effective means of generating sales for some companies in certain circumstances” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 9 p.43) promotional pricing will be used for in season fruit to bring enthusiasm to our customer favorite in season fruit. Plus it’s a good way to promote and push out dessert from our truck and get a great buzz started with the good prices and quality we bring. Other strategies that will be used are coupons if you keep visiting our truck a dollar will be taken off if purchase over 8.00 dollars for an example. Also buy one get one free might be used for the snacks we sell as well. Most of all our prices are based off the customer’s needs. We want to satisfy yet, be reasonable with our business we believe the desserts will speak for them self and the people will love it leaving the customers coming back for more. And we believe if we stay fresh and healthy the prices should seem reasonable to our customers.
Promotion
Go! Fruit
Promotion
Obviously a great way to promote our selves is through social media. We use Twitter to help promote certain events going on with the truck and to let our customers know about any discount or sales promotions going on. Twitter is also a good resource for our customers to locate us. We always update our Tweets telling where we are located for the day. Plus, it’s just another easy way to connect with our customers. “The only appropriate way to insert a brand into social media is to give some kind of benefit to people”. (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 14 p.43). We don’t have a Facebook available be as a company we personal find it better and faster for us to communicate information through Tweeter, but we understand by not having a Facebook we’re shutting out some customers from our service and we not giving out the full customer service that we promise by communicated to all of our customers, so there will be a Facebook later. But, for now Twitter is the only online social network available, for us it’s easy to maintain and to catch up on what’s going on with our customers. Going into detail of what promotion sales we’re going to offer are. The buy one get one free for the nuts and dry fruits, if we get overstocked with them. Then we have the in season fruit promotion sale, where any dessert you purchase with the in season fruit in the ingredient, you get 50 cents off. Then every Friday we have a special that introduces a new dessert that was created by our cook or by a customer suggestion, that will be free for two hours and after 2 o’clock it will be a dollar off the price. With those types of promotions we expect to gain great exposure and to gain customer loyalty. We want to be the health food truck that a person depends on giving the best quality of sweet that are good for you and affordable. “In general, however, rather than creating only short-term sales or temporary brand switching, sales promotions should help to reinforce the product’s position and build long-term customer relationships” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 13 p.38).
Distribution
Go! Fruit
Distribution
The way truck distributes is by having are fruit and vegetables at the right temperature. The temperature of our refrigerator is set at 32 to 45 degrees and our snacks at room temperature. We believe at being fast preparing our desserts and drinks, but keep the best presentation as well as quality. We make sure to work close with are distributor’s and make sure we get the best product, we had the honor of working close with Whole Foods to provide us with produce, if customers know that we receive our produce from Whole Foods it might boost sales and send out a great message that we truly do use organic produce in our desserts and juices. “In short, it involves getting the right product to the right customer in the right place at the right time.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 10 p.33). The fact that we’re a small company and the product we sale is very particular in the food truck market, as a company we’ve decided to do exclusive distribution and exclusive dealing. Doing this we believe it keeps things more in a manageable scale and we would know what to expect from our buyers, we also believe there would be a consistency in our logistics when comes down to getting the product to our truck. “Companies today are placing greater emphasis on logistics for several reasons. First, companies can gain a powerful competitive advantage by using improved logistics to give customers better service or lower prices.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 10 p.34). If we keep up the right logistics everything should run smoothly and accordingly then we’ll be able to deliver the right service to our customers.
Product
Go! Fruit
Product
The product we offer is desserts but also juices as well. Obviously dessert is a want, but Go Fruit wants to turn that into a need by making it beneficial to your body. That’s the main goal to serve dessert with not a lot of calories and maintain the nutrients of the fruit. To make our customers feel fully happy about eating our desserts, we use organic fruits and vegetables in our desserts and juices, and we get the produce from Whole Foods. Any dessert that needs dough or tortilla we use wheat to make it healthier. Even though dessert is our main product, we want to expand the want to our customers by having juices as well. Freshly made, real fruit and vegetable juices selling the juices is to expand the health experience and it’s like if you order food you would want something to drink. So, the healthy juices fill that void and our customers can feel like their eating a sweet healthy meal. “Consumers see products as complex bundles of benefits that satisfy their needs.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 7 p.6). That’s why sometimes we might suggest the customer to buy a dessert and juice so they can have the full health experience we want them to have. Other than fruit desserts and juices we offer, we also offer snack items like dry fruits and nuts we get them from Provident Pantry also Planters. If our customer likes their fruit dry we will provide it. But all of our products are meant for two things and that is to be fresh and to create the health experience. If our products are not fresh the desserts or juices won’t taste good and the whole concept of health will be thrown out the window because our produce or snacks are not to its full nutrients level. “Experiences have always been an important part of marketing for some companies.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler C
Target Market Strategy
Go! Fruit
Target Market Strategy
“Local marketing helps a company to market more effectively in the face of pronounced regional and local differences in demographics and lifestyles.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 6 p.30). So we want to target everyone, but we mostly focus on families. The reason for targeting to families is because the influence the parents have on the children, if the parents feel that we’re a good quality truck and that we help a lot with motivating their child to eat their fruits and vegetables they will continue to bring them back. If the children like us that would motivate the parent to want to bring their child to the truck, and it will just work its way throughout. Marketing to children is very profitable because anything the child needs they will get. It’s not as if our truck is selling a product that parents would feel like their child doesn’t need, we’re selling a product that would benefit the child’s health and their thought on healthy solutions. So with this thought our truck would be perfect for families. Plus, we also want to market to children because we want the thought of health to start early, and that healthy food including dessert don’t have to be tasteless. We want families to know that fruits and vegetables can be used in plenty of delicious ways and still maintain its healthy value. “Through concentrated marketing, the firm achieves a strong market position because of its greater knowledge of consumer needs in the niches it serves and the special reputation it acquires” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 6 p.27). Go Fruit try’s to stay away on what type of people will benefit more our product, and to say the least everyone will, but there is always a particular group of people that would come back more than others. So, for that particular group like for example individuals that’s into fitness will most likely spend good money, make sure we are available to them as well.
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