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.

Situation or SWOT Analysis

Go! Fruit

SWOT Analysis

The strength (s) within the company is that we’re part of the on growing trend “going green”. One of the our targets we market to, which is the very health conscious and going green consumers will embrace us as well appreciate our efforts in making the food truck experience sweet and healthy. It also gives those types of consumers more options on what they want to eat when they arrive at a food truck environment. Even though “going green” is a trend of the times, being healthy and desserts are not, as long is there something good and sweet to eat it’s always going to be well received. Then that brings on the children if we’re well received with children, the buzz of Go! Fruit will last. So, the customers and the quality of our dessert is the strength of the company. “The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 2 p.32). Weaknesses (w) is competing with companies that sells smoothies this particular product because Go! Fruit sells smoothie drinks as well, to enhance the dessert experience in beverage form. Yes, we can say our smoothies are made fresh on spot but that doesn’t mean we have a chance to take a customer away from his or her favorite smoothie place. We only sell a limited of smoothies, and during the spring and summer Go! Fruit likes to push beverages because of the weather and it compliment the light dessert that would sell at the time but since we push juices instead of smoothies it can dissatisfy certain customers. “Using content sponsorships, companies gain name exposure on the Internet by sponsoring special content on various Web sites, such as news or financial information or special-interest topics”. (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 14 p.40). The opportunity for expansion is possible. Having a sponsor would be a great way to expand the Go! Fruit brand, it would give the marketing that we need. Our threats (t) could possible sustaining the price of our products. Since we use nothing but fruit as our main ingredient, we have to maintain a reasonable price. So, when we purchase our fruit the price should be fair as if our customer goes to the store and purchase a particular fruit to make their favorite dessert, our prices shouldn’t seem as a rip-off to the customer if product is priced to high.

Objectives

Go! Fruit
Objectives

Our objective is to sell great quality desserts and juices to the people and bring great customer service. Since Go fruit is all about health the company wants to stay conscious of what we serve and keep our customers aware about nutrients and spreading the word of sweet, fun, and health. Major things like providing a brochure of different foods we offer makes a huge difference to our truck. Any truck can offer healthy food, but they don’t offer information about the nutrition value in their food like we do. This is just a way for the customer to feel like we’re helping them make the right food choices and that we are concerned. Yes, we’re just a dessert truck but that gives the wow factor of is all, how can we be a dessert truck yet we’re health conscious? And that’s one of the objectives, we want to offer more than just fruit desserts and be more involved with our customer’s health experience. “Customer value is the key ingredient in the marketer’s formula for success.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 2 p.17). We want to deliver value and fast service, also excellent presentation for great price. Yes, another objective is to make a profit but not really the main motivation the main motivation is to make our customers happy and satisfied, for the most our main objection is to value in excellent quality in service as well as food. “Companies must not only develop strategies for growing their business portfolios, but also strategies for downsizing them.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 2 p.17). We want to grow within the community more so than into a major corporation Go Fruit generally cares about the health issue in America and want to contribute to make it better, even if it’s on a small scale.

Business Mission Statement

Go! Fruit

Mission Statement

Go! Fruit mission is to bring health to go. Bringing the health experience to our customers as well as making them feel comfortable about what their putting in to their bodies. We do this by educating our customers about the type of fruit we serve as well what each fruit benefits them nutritionally. Our goal is here at Go! Fruit is to help satisfy food conscious clients and those who want to start being more conscious about what they consume, yet making it fun and delicious. We want our first time customers to feel comfortable, so introducing the different types of dessert with the fruit can make our customers more delighted with our menu. With health comes joy and that’s what we plan to deliver. We want our truck to be a person’s new favorite health spot, by us updating our Twitter and making sure to stay in contact with our customer’s, it would be like building a friendship and that’s what we want as well. “Brands that engage in two-way conversation with their customers create stronger, more trusting relationships. People today want a voice and a role in their brand experiences. They want co-creation.”(Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 1 p.25). Our voice is coming out to see us and our role is health. We believe if we bring healthy solutions to the people it would enlighten them, and they wouldn’t be less apprehensive about eating a little healthier. With adding the desserts brings more encouragement. “Thus, the aim of customer relationship management is to create not just customer satisfaction, but customer delight.”(Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 1 p.30). And Go! Fruit plans to do that, our mission is to introduce a healthier lifestyle to the community but yet make it fun and delicious. Our mission is to appeal to the “health nut” and the “sweet tooth addict” and make it an enjoyable experience.  

EOC Week 8: My Creatvie Concept

The creative concept for my truck is a poster board. Showing the logo of my truck and the color scheme of my truck, I’m going to draw a outline or get a picture of the truck and what it’s going to look like. The truck is going to have a TV. screen showing the menu and the specials for the day. I’m going to also develop what type of messages that would be on the screen, which would be shown on the poster board. Then the menu would be displayed as well on the poster showing the layout of the menu and how the beneficial information about the fruit would be used with the menu. To appeal to children and make them apart of the healthy experience I want to develop cartoon fruit characters, so the truck can attract children and give the truck a fun atmosphere. The truck is a family friendly truck but yet can appeal to a single person because of the health conscientious craze. But the goal of the truck is to attract kids and develop their taste for fruit as well as teaching them the importance of eating healthy, giving them a jump start at a early age. For single people just simple having something new and innovative that has to do with something healthy would appeal to someone that’s trying to live a healthy life style. Also what I’m going to do is a Twitter page so the customers can find out information about the truck and about their favorite fruits as well as new fruits it’s just another way for Go! Fruit to develop relationship with the customer through social media. It’s very important to have this Twitter to start out socially within the community and to develop relationships. I’m going to show the Twitter page to the class.

EOC week 7: The Pitch

Go! Fruit

Pitch

Go fruit, is a fruit dessert truck. The truck is meant to make eating healthy taste good as well as educational to the customer. We offer nothing but fruit however you can have your fruit in many ways possible. The truck will offer vegetables as well it’s only right, some fruit complements very well with vegetables and it enhances the healthy experience. The mix of vegetables and fruit are offered in drinks and that’s how it’s usually favored. There are also all fruit drinks or all veggie drinks, it’s whatever the customer prefers. “However, good service recovery can turn angry customers into loyal ones. In fact, good recovery can win more customer purchasing and loyalty than if things had gone well in the first place.” (Marketing: An Introduction for Education Management Corporation, 10th Edition, Armstrong/ Kotler Chapter 7 p.34).The whole goal to Go! Fruit is to have great customer service as well as great desserts. Other than drinks there are smoothies as well, perfect for the summer. But, the menu is not all drinks and smoothies. There is a mix of hot fruit desserts and cold fruit desserts. The cold fruit desserts can consists of a simple fruit salad or a fruit freeze. The hot fruit desserts consist of mini fruit pies to fruit strudels. Also that would be served is nuts, selling nuts just expand the healthy menu. The truck is meant for brunch time but you can also come to the truck for breakfast, having fruit in the morning is the best time anyway. The menu would educate as well by telling the customer what type of benefits each fruit offers, making it better for the customer to decide how they want to enrich their body for the day. Every Wednesday there will be a fruit of the day, where a specific fruit will be highlighted for the day by anything and everything can be mixed and made with that fruit. And what the fruit is for the day will be half off the price. The fruit truck is a way to spread health to the community, instead of taking your child or yourself to the ice cream truck treat your body with love and eat fruit.

EOC Week 6: Me x 3 products I use

The product I use they generally solve problems for me. The obsessive problem for feeling dirty in my own space and that space consist of my room and bathroom. Or spaces I go to all the time. These products ease me of my neat freak feelings. I am obsessed with my body and hygiene, so having hygiene stuff is really important, the first product I use is Dove soap. In the beginning I used Ivory soap but eventually it began to dry out my skin and just in general started to hurt me so I had to stop using it. Even though Dove soap is expensive, it keeps me well moisturized doesn’t hurt me and keeps me really clean. Another problem I do have is excessive sweating so I stop using women deodorant and I began to start using men deodorant. Speed Stick 24 is strong for me, and I have been using for four years now. I still sweat but it’s not as bad. Another product I use that I respect so mush is Lysol. I believe it’s a life saver. I go through a can of Lysol within two months because I use it on everything, since I’m a germ a phoebe it eases my uncomfortable feelings of being dirty in my space. I spray it on my sheets, my toilet seat every time someone uses it. I use it on my door/skink knobs, and the floor. I get pretty crazy with it but if it makes me feel better why not. Once when I read the back of the bottle for the first time and read all the germs it prevents, I fell in love. The amount of germs it kills is fantastic. These products are not just regular hygiene or cleaning items to me. They make me feel relieved of any uncomfortable feelings that I might have, so the need of having these items is strong.

EOC week 4: Consumer Vs Business Marketing

Consumer Marketing- Is marketers figuring how consumers respond to various marketing efforts the company does. They have to figure out what certain stimulus can produce a reaction in a consumer’s “black box.”

·    Marketing stimuli consist of the four Ps: product, price, place, and promotion. Other stimuli are the buyer’s environment: economic, technological, political, and culture.

·    Marketers want to understand how the stimuli is change into a response, their two parts of how. First, the buyer’s characteristics. Second, the buyer’s decision process.

·    The consumer’s characteristics can consist of cultural, social, personal, and psychological factors and have to be taken into consideration. Then motivation and perception are taken into consideration as well. Motivation for example, a woman purchases a certain make-up product to look good, but she might really purchases it to look younger or hide flaws that she might have. Perception is a process organized and interpreted to form a meaningful picture of the world. So it’s the marketer’s responsibility to change any negative perception a consumer might have in their product.  

      Business marketing- Is behind-the-scenes the things consumers buy involve many sets of business purchases before the consumer sees the product. The main differences from consumer market are market structure and demand, the nature of the buying unit, and the types of decisions and the decision process.

·    Market structure and demand. A company can market to a buyer, but there are some buyers they can’t appeal to because there is no need for the company’s service. Then derived demand a business demand that ultimately comes from the demand for consumer goods. It’s a way for companies to combine promotion and because the demand for a certain product is really high, possibly becoming b-to-b partnership or marketers.

·    Nature of buying units. These types of purchases are done by trained purchasing agents who spend their time learning how to buy better. The more complex the buying is the more participants are working.

·    Types of decisions and the decision process. A business buyer has more complex buying decisions than a consumer. Business purchases involve large sums of money, and then you have technical, economical considerations and interactions among many people at many levels of the buyer’s organization. Business buying takes long because of the complexity of the buying, and the buying is more formulized than a consumer’s buy. Business buying needs to be approved and specifications. Business can be influenced by customers, so you have supplier development- systematic development of networks of supplier-partners to ensure an appropriate and dependable supply of products and materials for use in making products or reselling them to others.