Implementation Evaluation Control (Fund. Of Marketing)

Men are the targets of this strategy, executing the strategy through advertisements directed to males cracks into the niche of the male audience. "Using a concentrated marketing of niche marketing strategy, instead of going after a small share of a large market, the firm goes after a large share of one or a few smaller segments or niches." Creating change in the traditional detergent market is key. This new way of forming trust with the products consumers prevents uncertainty of any kind. "Service intangibility means that services cannot be seen, tasted, felt, heard, or smelled before they are bought. For example, people undergoing cosmetic surgery cannot see the result before the purchase. Airline passengers have nothing but a ticket and the promise that they and their luggage will arrive safely at the intended destination, hopefully at the same time. To reduce uncertainty, buyers look for “signals” of service quality. They draw conclusions about quality from the place, people, price, equipment, and communications that they can see."

Price (Fund. Of Marketing)

The price for Tide is changing for this specific marketing plan. The price $7.77 is considered to be lucky to a lot of people. After seeing the advertisements that go along with this plan it will make a lot more sense to the consumer. "A belief is a descriptive thought that a person has about something. Beliefs may be based on real knowledge, opinion, or faith and may or may not carry an emotional charge. Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behavior. If some of the beliefs are wrong and prevent purchase, the marketer will want to launch a campaign to correct them." Based off of the message that the advertisements gives off, the price $7.77 seems to make sense, especially to the people that need Tide for things that need to be put down the drain for good. The belief of a lucky number for the price of something that could save a man from a bad situation puts a lot of faith upon this product. "The buying process starts with need recognition—the buyer recognizes a problem or need. The need can be triggered by internal stimuli when one of the person’s normal needs—hunger, thirst, sex—rises to a level high enough to become a drive. A need can also be triggered by external stimuli. For example, an advertisement or a discussion with a friend might get you thinking about buying a new car. At this stage, the marketer should research consumers to find out what kinds of needs or problems arise, what brought them about, and how they led the consumer to this particular product." The price of $7.77 is a fair, cheap price for laundry detergent that works. The low price just feeds the need for it. "Price is the only element in the marketing mix that produces revenue; all other elements represent costs. Price is also one of the most flexible marketing mix elements. Unlike product features and channel commitments, prices can be changed quickly. At the same time, pricing is the number-one problem facing many marketing executives, and many companies do not handle pricing well. Some managers view pricing as a big headache, preferring instead to focus on the other marketing mix elements. However, smart managers treat pricing as a key strategic tool for creating and capturing customer value." Handling pricing for this marketing plan doesn't differ from most other prices. The couple dollar price drop for this marketing strategy goes along with the creative content involved in this project, capturing customer value by a low effective price.

Distribution (Fund. Of Marketing)

"Social Class is relatively permanent and ordered divisions in a society whose members share similar values, interests, and behaviors."The distribution of this product is the only part of this marketing strategy that isn't going to change. Tide had done a good job at selling a product to a wide range of people. No matter how much money you make or how old you are Tide is a product for everyone. "Consumers around the world vary tremendously in age, income, education level, and tastes. They also buy an incredible variety of goods and services. How these diverse consumers relate with each other and with other elements of the world around them impacts their choices among various products, services, and companies."

Promotion (Fund. Of Marketing)

Some men live a life style of class and fame. Other men life an outdoor, hard working life style, What ever lifestyle a man may live Tide products are sure to handle any dirty mess that may come from it. "Lifestyle is a person’s pattern of living as expressed in his or her psychographics. It involves measuring consumers’ major AIO dimensions—activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products). Lifestyle captures something more than the person’s social class or personality. It profiles a person’s whole pattern of acting and interacting in the world." Many of men's hobbies involve getting dirty. By promoting this product as a product fit for a man, it can handle any dirty laundry that comes from your activities of life style. "Personality refers to the unique psychological characteristics that distinguish a person or group. Personality is usually described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. Personality can be useful in analyzing consumer behavior for certain product or brand choices." The promotion of this product is short and to the point. It doesn't have any subliminal messaging telling you to choose Tide over any other brand. It sends a message that is true and to the point. If a man needs clean laundry, Tide is the way to go. "Interestingly, although most marketers worry about whether their offers will be perceived at all, some consumers worry that they will be affected by marketing messages without even knowing it—through subliminal advertising. More than 50 years ago, a researcher announced that he had flashed the phrases “Eat popcorn” and “Drink Coca-Cola” on a screen in a New Jersey movie theater every five seconds for 1/300th of a second. He reported that although viewers did not consciously recognize these messages, they absorbed them subconsciously and bought 58 percent more popcorn and 18 percent more Coke. Suddenly advertisers and consumer-protection groups became intensely interested in subliminal perception. Although the researcher later admitted to making up the data, the issue has not died. Some consumers still fear that they are being manipulated by subliminal messages."

Product (Fund. Of Marketing)

Tide has numerous of competitors. All have shared similarities through out the years, and all have developed the same market. "Competitive marketing intelligence is the systematic collection and analysis of publicly available information about consumers, competitors, and developments in the marketplace. The goal of competitive marketing intelligence is to improve strategic decision making by understanding the consumer environment, assessing and tracking competitors’ actions, and providing early warnings of opportunities and threats." A man's natural behavior and actions provide plenty of opportunities for the product to apply to men. The decision in targeting men for this marketing plan is goal that other brands should consider. "A person belongs to many groups—family, clubs, and organizations. The person’s position in each group can be defined in terms of both role and status. A role consists of the activities people are expected to perform according to the persons around them. Each role carries a status reflecting the general esteem given to it by society." Males have earned the reputation of being dirty since childhood. Weather a man belong to a golf club, or a football league, a usual man's group is dirty. What ever a mans status is the expectations of a man will inevitably need a good laundry detergent. "People usually choose products appropriate to their roles and status. Consider the various roles a working mother plays. In her company, she plays the role of a brand manager; in her family, she plays the role of wife and mother; at her favorite sporting events, she plays the role of avid fan. As a brand manager, she will buy the kind of clothing that reflects her role and status in her company."

Target Market Strategy (Fund. Of Marketing)

Women are the biggest consumer of laundry detergent. The target of this market plan is to sell to a male audience. This new plan targets a new viewer to Tide's products. "As we’ve emphasized throughout, customers are the most important actors in the company’s microenvironment. The aim of the entire value delivery system is to serve target customers and create strong relationships with them. " The competitive advantage of this plan is that it's targeting a brand new audience in a different way that no other detergent brand has done before. With men having the dirtiest laundry, detergent definitely becomes a need for any man. All men have dirty laundry, but some men have more than others. Getting your clothes clean of anything that shouldn't be there is something that all men need. "To create value for customers and to build meaningful relationships with them, marketers must first gain fresh, deep insights into what customers need and want. Companies use such customer insights to develop competitive advantage. “

Wk 7: EOC Business Mission Statement (Fund. Of Marketing)

                Every man has dirty laundry, whether it be from hard work or labor, or something that is more personal and better kept secret. The mission of this product (Tide) is to assure men that they can trust in the product, because it can wash away any man’s “dirty laundry” down the drain. An unseen stain or a foul odor that any man is used to coming across can be washed away without worry, or guilt.

Pitch (Fund. Of Marketing)

                One thing that all men have in common is dirty laundry. Men’s dirty laundry comes from an assortment of things. Being a man you are stereotyped to be big, messy, and dirty. Having a product like Tide laundry detergent could be the solution to every man’s piece of dirty laundry. Whether a man has dirty clothes from a hard working or messy job, a big meaty meal, or something that is better kept secret. Tide is a product that everyman can count on to get their dirty laundry down the drain.

Situation Of SWOT Analysis (Fund. Of Marketing)

Men is who this marketing plan is fit to serve. Men is a part of the market that laundry detergents don't really touch ground on. This plan is different from the rest because it is targeting men directly."The company must first decide who it will serve. It does this by dividing the market into segments of customers (market segmentation) and selecting which segments it will go after (target marketing). Some people think of marketing management as finding as many customers as possible and increasing demand. But marketing managers know that they cannot serve all customers in every way." The message from the advertisements tell men that the product can serve them in one way, by cleaning their dirty clothes. By forming trust with the targeted market, it forms a relationship at the same time. If a man can trust in a product to work for all of their needs, it will make men a little more loyal to this brand. "Customer relationship management is perhaps the most important concept of modern marketing. Some marketers define customer relationship management narrowly as a customer data management activity (a practice called CRM). By this definition, it involves managing detailed information about individual customers and carefully managing customer “touchpoints” in order to maximize customer loyalty. "

Objectives (Fund. Of Marketing)

The objective of this marketing plan is to see a product to men. This plan is designed to sell to a different kind of audience. Being that women are the main consumers of products like Tide and other laundry detergents, this marketing plan will be different from the others that try to target women. "The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do. Under the marketing concept, customer focus and value are the paths to sales and profits. Instead of a product-centered “make and sell” philosophy, the marketing concept is a customer-centered “sense and respond” philosophy. The job is not to find the right customers for your product but to find the right products for your customers." By describing the benefits of this product in the magazine ads, it's telling every man that Tide is the rift product for them. That it can handle any load of dirty laundry. "The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return." The message that the magazine advertisements give off is that a man can trust in Tide. Being able to trust in a product is what makes a relationship between the customer and product. Having a man's trust is what will keep them coming back. "Today, marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs. If the marketer understands consumer needs; develops products that provide superior customer value; and prices, distributes, and promotes them effectively, these products will sell easily. " Men have the dirtiest of laundry without a doubt making laundry detergent into something a man will need. The dirty laundry could be a result from labor, or something better left unsaid. Being able to count on Tide to get all of a man’s dirty laundry down the drain is what satisfies a mans needs.