The features that Ataco offers are delicious looking and tasting tacos. While eating you will enjoy great music from all over Latin America. Other features include a nice shade under a tent. "Features are a competitive tool for differentiating the company’s product from competitors’ products" (Marketing: An Introduction, 10th Edition. Armstrong 214). "Features Tell, but Benefits Sell" (http://www.helpscout.net/blog/benefits-sell/). The features at Ataco is telling the people that if you are hungry and bored, you are going to have a blast with Ataco. These are all general features that Ataco has to offer to the public. The benefits are a different story of the same book. It is what makes people want to go to Ataco.
The benefit is that people will feel at home. Whether people feel at home at home or in their country of origin Ataco offers that benefit to the consumers. Also, there is a dance floor for people to dance. This is another benefit for single young people. Another benefit would be delicious tacos that are not overly priced. This benefit will make everyone's stomachs full. "If the product falls short of expectations, the consumer is disappointed; if it meets expectations, the consumer is satisfied; if it exceeds expectations, the consumer is delighted" (Marketing: An Introduction, 10th Edition. Armstrong 153). The benefits are super important to the consumer. It will let the consumer know if the benefits were worth going to Ataco. "Customer satisfaction is a key to building profitable relationships with consumers—to keeping and growing consumers and reaping their customer lifetime value" (Marketing: An Introduction, 10th Edition. Armstrong 154).
Wednesday, September 23, 2015
Tuesday, September 15, 2015
EOC Week 9: Three Great Mission Statements
Mission statement
"A statement of the organization’s purpose—what it wants to accomplish in the larger environment" (Marketing: An Introduction, 10th Edition. Pearson Learning Solutions. Armstrong 39).
Latora
"To our consumers... Our mission is to bring better food and unforgettable experiences through superior customer service, "that will leave your stomach and wallet satisfied"."
This mission statement seemed to really focus on customer satisfaction just like Zappos. "Zappos is flat out customer obsessed. It has a passion for creating customer value and relationships" (Marketing: An Introduction, 10th Edition. Pearson Learning Solutions. Armstrong 3).
Nicole
"Fireybird Fajitas is in business to light up your life with delicious meats, cheeses, and more. We want you to have a great long-lasting experience that lights up your life and leaves you fired up for whatever your day will bring."
This mission statement I thought was good because it was specific and motivating like a mission statement should be. "Mission statements should be meaningful and specific yet motivating" (Marketing: An Introduction, 10th Edition. Pearson Learning Solutions. Armstrong 40).
Lori Jeniffer
"Making the cheesiest quesadilla’s and serving it with a bright cheesy smile"
This is one is fun.
"A statement of the organization’s purpose—what it wants to accomplish in the larger environment" (Marketing: An Introduction, 10th Edition. Pearson Learning Solutions. Armstrong 39).
Latora
"To our consumers... Our mission is to bring better food and unforgettable experiences through superior customer service, "that will leave your stomach and wallet satisfied"."
This mission statement seemed to really focus on customer satisfaction just like Zappos. "Zappos is flat out customer obsessed. It has a passion for creating customer value and relationships" (Marketing: An Introduction, 10th Edition. Pearson Learning Solutions. Armstrong 3).
Nicole
"Fireybird Fajitas is in business to light up your life with delicious meats, cheeses, and more. We want you to have a great long-lasting experience that lights up your life and leaves you fired up for whatever your day will bring."
This mission statement I thought was good because it was specific and motivating like a mission statement should be. "Mission statements should be meaningful and specific yet motivating" (Marketing: An Introduction, 10th Edition. Pearson Learning Solutions. Armstrong 40).
Lori Jeniffer
"Making the cheesiest quesadilla’s and serving it with a bright cheesy smile"
This is one is fun.
Wednesday, September 2, 2015
Week 8 EOC: Creative Content
I am an audio student but for creative content, I would like to do more than just audio. I would first like to create a logo for my fast food pop-up. I have little experience (almost none) in graphic design but I do have enough skills to make it happen. I do not have an idea of what it would like yet because this requires a lot of brainstorming and sketching. Logos are generally simple and eye catching. If time allows me at the end, I will create an animation for my logo.
Another thing I hope to achieve is clothing design. For this, I will need lots of help from my knowledgeable sister. She has created dresses in the past. Those dresses were modeled by her in the Fashion Show Mall. My goal is get some sketch designs ready for the actual clothing to be made. The clothing will most likely not be complete as a physical product in time for the final project.
The last creative content will be an audio commercial. I plan the commercial to be under 45 seconds. The commercial will be ready in English and Spanish. The commercial must cover important information such as the who, what, when, where and why.
To show what the the pop-up restaurant looks like, I will need to do some Photoshop. This shouldn't be too hard since I got the perfect BBQ grill in my backyard. I also own a set of PA speakers. The only thing that I would need to Photoshop is a tent and the logo sign.
Implementation Evaluation Control
Figure 2.6 Managing Marketing: Analysis, Planning, Implementation, and Control
(Marketing: An Introduction, 10th Edition.Armstrong 55)
In the implementation phase, it is where Ataco needs to care out its plans.
"A brilliant marketing strategy counts for little if the company fails to implement it properly" (Marketing: An Introduction, 10th Edition. Armstrong 57). To implement is to carry out the marketing plan. Implementation makes the market strategy count. The market strategy is only as good as the implementation. "Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how" (Marketing: An Introduction, 10th Edition. Armstrong 57).
Both "doing things right" and "doing the right things" are equally important. To have the market strategies carried out, Ataco mus implement it addressing the who, where, when, and how. "... Implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out" (Marketing: An Introduction, 10th Edition. Armstrong 57). This is really the most difficult part for Ataco. Ataco is a pop-up restaurant with fresh new ideas but to carry out the market strategies is where it struggles the most. There are many surprises in this phase. Marketing control helps control those surprises.
"The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved" (Marketing: An Introduction, 10th Edition. Armstrong 58). So, in order for Ataco to keep control of implementation, it must keep record of performance; everything from sales to spending. The time of yaer may affect the business, time of day and location. According to data, Ataco might need to take action. Action may be to move locations, maybe only open at night or only in fall.
(Marketing: An Introduction, 10th Edition.Armstrong 55)
In the implementation phase, it is where Ataco needs to care out its plans.
"A brilliant marketing strategy counts for little if the company fails to implement it properly" (Marketing: An Introduction, 10th Edition. Armstrong 57). To implement is to carry out the marketing plan. Implementation makes the market strategy count. The market strategy is only as good as the implementation. "Whereas marketing planning addresses the what and why of marketing activities, implementation addresses the who, where, when, and how" (Marketing: An Introduction, 10th Edition. Armstrong 57).
Both "doing things right" and "doing the right things" are equally important. To have the market strategies carried out, Ataco mus implement it addressing the who, where, when, and how. "... Implementation is difficult—it is often easier to think up good marketing strategies than it is to carry them out" (Marketing: An Introduction, 10th Edition. Armstrong 57). This is really the most difficult part for Ataco. Ataco is a pop-up restaurant with fresh new ideas but to carry out the market strategies is where it struggles the most. There are many surprises in this phase. Marketing control helps control those surprises.
"The process of measuring and evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are achieved" (Marketing: An Introduction, 10th Edition. Armstrong 58). So, in order for Ataco to keep control of implementation, it must keep record of performance; everything from sales to spending. The time of yaer may affect the business, time of day and location. According to data, Ataco might need to take action. Action may be to move locations, maybe only open at night or only in fall.
Price
"Price is the amount of money customers must pay to obtain the product" (Marketing: An Introduction, 10th Edition. Armstrong 53).
Drinks
All canned sodas - $1
Horchata, Jamaica, Tamarindo:
Small drinks - $1
Medium drinks - $1.50
Large drinks - $2
Beer - $1.50
Meals
Carnes Asada con Frijol y Aroz - $3
Napal con Fijol y Pollo - $5
Coctel De Camaron - $2.50
Tacos
Gringas - $2 each
Tacos Al Pastor - $1 each
Taco De Fish - $1.50
Fruits
Sandilla, Melon, Mango y Jicama Picante - $2
Fresa, Uva, Platano Dulce - $2
To be able to do sales, a team of cooks must also be a team of salespeople. "... Research suggests that the best salespeople possess four key talents: intrinsic motivation, disciplined work style, the ability to close a sale, and perhaps most important, the ability to build relationships with customers" (Marketing: An Introduction, 10th Edition. Armstrong 420).
Drinks
All canned sodas - $1
Horchata, Jamaica, Tamarindo:
Small drinks - $1
Medium drinks - $1.50
Large drinks - $2
Beer - $1.50
Meals
Carnes Asada con Frijol y Aroz - $3
Napal con Fijol y Pollo - $5
Coctel De Camaron - $2.50
Tacos
Gringas - $2 each
Tacos Al Pastor - $1 each
Taco De Fish - $1.50
Fruits
Sandilla, Melon, Mango y Jicama Picante - $2
Fresa, Uva, Platano Dulce - $2
To be able to do sales, a team of cooks must also be a team of salespeople. "... Research suggests that the best salespeople possess four key talents: intrinsic motivation, disciplined work style, the ability to close a sale, and perhaps most important, the ability to build relationships with customers" (Marketing: An Introduction, 10th Edition. Armstrong 420).
Distribution
Without efficient distribution, it will be a disaster getting Ataco going. "The international company must take a whole-channel view of the problem of distributing products to final consumers" (Marketing: An Introduction, 10th Edition. Armstrong 501). Of course, Ataco is not international but considers to view any problems of distributing products to the final customers.
Ataco will have to get its ingredients from the local grocery stores. Transportation will be trucks. When set up at the park, Ataco then needs to be able to efficiently distribute the tacos to the consumers. This will be taken care of by five workers. Four workers will be cooking and serving. One cook will grill the meat while one flips tortillas and the other two cook the rice and beans. The fifth person will serve and distribute the beverages.
If Ataco does not have enough consumers, it should not be much of a problem. It will be more of a problem if there are too many consumers that need distribution. Ataco is expecting slow business in the morning and lots of business in the afternoon til late night. In the afternoon, Ataco will possibly need more workers. A generator will also be required to keep meat, and vegetables cold. Coolers will be considered just like they will be used for the drinks.
Ataco will have to get its ingredients from the local grocery stores. Transportation will be trucks. When set up at the park, Ataco then needs to be able to efficiently distribute the tacos to the consumers. This will be taken care of by five workers. Four workers will be cooking and serving. One cook will grill the meat while one flips tortillas and the other two cook the rice and beans. The fifth person will serve and distribute the beverages.
If Ataco does not have enough consumers, it should not be much of a problem. It will be more of a problem if there are too many consumers that need distribution. Ataco is expecting slow business in the morning and lots of business in the afternoon til late night. In the afternoon, Ataco will possibly need more workers. A generator will also be required to keep meat, and vegetables cold. Coolers will be considered just like they will be used for the drinks.
Promotion
To even have a business, you need people. Promoting Ataco the best way possiible is by advertising in the most efficient way possible. Advertising may let many people be aware of the restaurant. The advertisement will of course be local advertisement. "Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times" (Marketing: An Introduction, 10th Edition. Armstrong 382). With any ad, the message is important. In the message, it must be clear to the audience what everything is all about and why they should bother to stop by. "The purpose of advertising is to get consumers to think about or react to the product or company in a certain way. People will react only if they believe that they will benefit from doing so" (Marketing: An Introduction, 10th Edition. Armstrong 392). As an audio professional, it would be easier to create a radio ad.
In the radio ad, I should include that it is a restaurant, where it is, and why people need to go. By setting mood and image, Listeners will most likely think about Ataco. The restaurant is Ataco that will be located at a park. There will be delicious food, music and games for the whole family. The tone of voice that will be used is and excited voice to give a sense of fun. The ad may be aired in English stations but more specifically in Spanish radio stations.
"The advertiser now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest" (Marketing: An Introduction, 10th Edition. Armstrong 392)
Script:
"Come on down to (Park) and have a great time at Ataco where there is delicious food and music. There will be live performers and games for the whole family! If you got talent and guts to show it off, come on down and get a free meal!"
In the radio ad, I should include that it is a restaurant, where it is, and why people need to go. By setting mood and image, Listeners will most likely think about Ataco. The restaurant is Ataco that will be located at a park. There will be delicious food, music and games for the whole family. The tone of voice that will be used is and excited voice to give a sense of fun. The ad may be aired in English stations but more specifically in Spanish radio stations.
"The advertiser now has to turn the big idea into an actual ad execution that will capture the target market’s attention and interest" (Marketing: An Introduction, 10th Edition. Armstrong 392)
Script:
"Come on down to (Park) and have a great time at Ataco where there is delicious food and music. There will be live performers and games for the whole family! If you got talent and guts to show it off, come on down and get a free meal!"
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