Week 10 EOC: Benefits VS. Features

The benefits and features of Creamy Dreamy differ, but hold the same importance to our customers. Our features include but are not limited to the availability of our trucks, the different types of products for different types of customers, friendly customer service, and new up to date music playing from our speakers. All of these things create the scenery that helps you to enjoy experience with us.  The availability of our trucks make it easy for us to be found in a close neighborhood, or busy tourist location, this not only makes us easy to find, but benefits  us as a company to draw in new and curious customers. The different types of products for different types of customers are a thought out process which entails our selection process depending on our choice of consumer.  Because we’re a company that focuses mainly on kids we have to include kid-friendly flavors such as the originals chocolate, vanilla, strawberry, as well as the notable figure-shaped ice cream bars that kids seem to swarm to.  Friendly customer service, and well-known up to date music is a given when working with people period. The selection of music, employees that can give the customer the right type of feeling is always the key in a business’ success.  

Our benefits are the things we create and offer with our customer’s well being in mind. This would include our thorough research and expression on Diabetes awareness, the size portions and chart to help control the intake of sugar, carbs, and calories. Other benefits include the thought our process of choosing well known ice cream favorites, the condition in which our product is made and handled, and especially the taste. 

To sum it up, customers who will buy from us for our features choose us because we offer the experience of a nostalgic visit to the “Ice Cream Man,” but with all the technological correct pluses of the future.  Customers who buy from us for our benefits know we offer great taste, great selection, and great care.  

Week 7 EOC: The Pitch(2)

Direct Pitch
Do you remember your childhood days, lounging in the park, or playing outside your house, and you hear the familiar jingle of the ice cream truck? Ice Cream trucks, and trolleys are a good investment especially here in the desert where it’s hot, and you need something cool. I plan to take it a step further, not just an “ice cream” truck, but a ice dessert truck. We’ll serve ice cream bars, scoops, smoothies, shakes, and much more.  Diabetes has become very common, and for those who are we’ll be serving sugar free, and fat free desserts.  The design of the truck will stick close to home of the original ice cream truck, only decorated with designs to awaken your “inner child.”

Explanation
According to our book, "Marketing: An introduction," "Product quality is the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs." The quality of my product will be to satisfy the sweet tooth, cool seeking, simple child inside our bodies. Most of my customer base will still be children, but I doubt even working adults, and the elderly could resist sweet's temptation for long. "Marketing: An introduction," also states "a sensational style may grab attention and produce pleasing aesthetics, but it does not necessarily make the product perform better. Unlike style, design is more than skin deep—it goes to the very heart of a product. Good design contributes to a product’s usefulness as well as to its looks." 

"Creamy Dreamy," what I plan to call my brand, will feature both style and design, appealing to both child and adult with varying the childhood nostalgia of old, and blending it with the benefits of the new age. Variations of classic music such as tunes by "Frank Sinatra," and "Nat King," as well as some of today's greatest hits will draw in crowds from all ages. The atmosphere itself will be the easy access, quick service, and sweet satisfying of the old-fashioned trucks, but also include more on the menu, more pleasing customer service, and be well wary of the health benefits adults worry about today such as weight-loss, and diabetes. 

Outline

Brand: “Creamy Dreamy” Trucks and Trolleys

Product and Support Services: Ice cream products including: Shakes, smoothies, scoops, snow-cones, etc. Experience and services will be to awaken the old-style “Ice cream truck” or “ice cream man” services. We’ll use more up to date, but easy listening music, instead of the reoccurring “pop goes the weasel” jingle. Wide open window on one side to provide multiple person service,  a wide panel below showing our menu of flavors and products

Packaging: We’ll use well known brands of ice cream such as Hagen Daas, Breyers, and Ben & Jerry’s and possibly bring in old labels and retro favorites.   The truck itself will be styled as an old-fashioned ice cream truck, but decorated with pictures, and designs that would awaken the “inner child.”

Labeling:  our main tabloid will be “Awaken your inner child…” and a few of the added statements will include; “child friendly,” “sugar free approved,” “rich and tasty,” “cool and comforting,” and a our company name and centered location. We could also include our route times with a map to show where they can find us during certain times so people can come to us when they feel the craving.

Objectives

 According to Marketing: An Introduction,"Each company must find the game plan for long-run survival and growth that makes the most sense given its specific situation, opportunities, objectives, and resources. This is the focus of strategic planning—the process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities." In short, every company must have a plan for success. Objectives are short term goals in which every business should set before launching their products. These short term goals should be realistic, but fetched so to test outselves and how far we can go to achieve greatness

For my project the goals in which I've listed are as follows:

• Create a name, and decide on product
• Decide on target consumer, and create a menu that will attain to their tastes
• Get menu approved from the American Diabetes Association
• Design Truck in which will attract attention and give customers a "feel good" mood.
• Design Poster that will create attention and give off the kind of vibe that will allow our company to be approved by the consumer masses
• Get plan and project approved and graded by backers and Head of Marketing
• Final Goal: Launch Product and wow the consumer masses with a Line of Creamy Dreamy Ice Cream Trucks.

These goals were set to my ideal timeline. I put them in order of importance as well as the most logical order to get them done. The name and product were easiest to handle, for they were already in my mind as the project was explained. The consumer and menu was created under personal preference, for Diabetes runs in my family. Getting approval from the American Diabees Association was key to the menu, for it gives assurance to the product and media support. After these were set, everything else just fell in line.

Week 8 EOC: My Creative Content

My creative content for my marketing project will revolve around my talent as a photographer. I have already started on a variety of pictures and posters revolving around my truck, and the type of crowd I want to lure in. I started with a picture of a regular yellow food truck, plain, no pictures, no writing, and then photo shopping it with my logo and catch phrases. The main catch of the picture will be to show the noticeable well recognized trucks, as well as the comforts it offers, such as: child friendly environment, tasty treats, easy access, and most importantly ADA(American Diabetes Association) approved. Although the picture is rough, I approve the way it turned out and I don’t plan on changing much on it.

The second picture I plan to be my main marketing poster, a billboard that I could post on freeways, street sides, or marquees on the strip. The idea is a girl enjoying her ice-cream and going into that dreamy state whenever you experience something very fresh, delicious, or relaxing. The girl is barely noticeable, the highlights of her body showing, but the rest whitened out to give it the “dream-like” appearance. The ice cream in her hand will stick out as will the expression on her face to accent “awe” moment.  Across the white background my label will be posted in a variety of sizes along with the Truck name “Creamy Dreamy.” Three words will then follow to describe the feelings you will experience when experiencing our Truck’s atmosphere and ice cream. The words are still in debate, I was originally thinking “cool, comforting, and comatose,” but comatose just seemed to scream “diabetic coma” or “DRUGS,”  so the mind still thinking there.

Finally the last will be pictures telling a story. A young woman is out in the heat, suffering, hot, miserable, and alone. Suddenly, she hears something that catches her attention. She looks around, and sees it! She’s smiling and happy and running out towards the street. The final picture will have her waving goodbye, with an ice cream in her hand and a happy content expression on her face. This will elevate the “old-fashioned” ice cream trucks that ever kid looked forward to whenever they hear the familiar music.

Week 7 EOC: The Pitch

Direct Pitch
Do you remember your childhood days, lounging in the park, or playing outside your house, and you hear the familiar jingle of the ice cream truck? Ice Cream trucks, and trolleys are a good investment especially here in the desert where it’s hot, and you need something cool. I plan to take it a step further, not just an “ice cream” truck, but a ice dessert truck. We’ll serve ice cream bars, scoops, smoothies, shakes, and much more.  Diabetes has become very common, and for those who are we’ll be serving sugar free, and fat free desserts.  The design of the truck will stick close to home of the original ice cream truck, only decorated with designs to awaken your “inner child.”

Explanation
According to our book, "Marketing: An introduction," "Product quality is the characteristics of a product or service that bear on its ability to satisfy stated or implied customer needs." The quality of my product will be to satisfy the sweet tooth, cool seeking, simple child inside our bodies. Most of my customer base will still be children, but I doubt even working adults, and the elderly could resist sweet's temptation for long. "Marketing: An introduction," also states "a sensational style may grab attention and produce pleasing aesthetics, but it does not necessarily make the product perform better. Unlike style, design is more than skin deep—it goes to the very heart of a product. Good design contributes to a product’s usefulness as well as to its looks." 

"Creamy Dreamy," what I plan to call my brand, will feature both style and design, appealing to both child and adult with varying the childhood nostalgia of old, and blending it with the benefits of the new age. Variations of classic music such as tunes by "Frank Sinatra," and "Nat King," as well as some of today's greatest hits will draw in crowds from all ages. The atmosphere itself will be the easy access, quick service, and sweet satisfying of the old-fashioned trucks, but also include more on the menu, more pleasing customer service, and be well wary of the health benefits adults worry about today such as weight-loss, and diabetes. 

Outline

Brand: “Creamy Dreamy” Trucks and Trolleys

Product and Support Services: Ice cream products including: Shakes, smoothies, scoops, snow-cones, etc. Experience and services will be to awaken the old-style “Ice cream truck” or “ice cream man” services. We’ll use more up to date, but easy listening music, instead of the reoccurring “pop goes the weasel” jingle. Wide open window on one side to provide multiple person service,  a wide panel below showing our menu of flavors and products

Packaging: We’ll use well known brands of ice cream such as Hagen Daas, Breyers, and Ben & Jerry’s and possibly bring in old labels and retro favorites.   The truck itself will be styled as an old-fashioned ice cream truck, but decorated with pictures, and designs that would awaken the “inner child.”

Labeling:  our main tabloid will be “Awaken your inner child…” and a few of the added statements will include; “child friendly,” “sugar free approved,” “rich and tasty,” “cool and comforting,” and a our company name and centered location. We could also include our route times with a map to show where they can find us during certain times so people can come to us when they feel the craving.

Promotion

A good promotion is like good advertising. It deals with the mass media of consumers, and announces your product to the world. Promotion can also attain to certain details of your product which will make it more recognizable and therefore more popular.  The problems with this particular kind of promotion are that the product must live up to its promoting “name” or the reputation and their fore the customer’s trust all goes down the drain. “Companies must do much more than simply shout out their positions in ad slogans and taglines. They must first live the slogan. For example, when Staples’ research revealed that it should differentiate itself on the basis of “an easier shopping experience,” the office supply retailer held back its “Staples: That was easy” marketing campaign for more than a year. First, it remade its stores to actually deliver the promised positioning” (Marketing: An Introduction Pg. 195)

With that said, here are the plans I’ve made to promote my product:

Slogans

“Cold, Comforting, and Care-free”

·         Ice Cream from “Creamy Dreamy” is a reminder of what Ice Cream is really about. A reminder that Ice Cream is a delicious treat, sweet to the taste, cold for blistering hot weather, a comforting snack for bad days, and when you taste it you’ll have no other care in the world.

“Awaken your Inner Child”

·         Ice Cream’s target consumers are children, but to get to the children, you have to first past the parental approval.  Creamy Dreamy’s slogan will not only let parents know we’re a child friendly company, but also a company they can relate to their own childhood.

Design

Classic Heart Design

•       A classic heart shape has so many meanings. It can represent love, care, friendship, and even health.

•       A friendly company like Creamy Dreamy takes pride in wearing a classic symbol, and in colors that are easy on the eyes, and cool in thought. You think cold colors, you think blue.

Outside Support

                American Diabetes Association (ADA)

·         Diabetes is a disease that has become more and more common in our society. It affects not only adults, but children as well.

·         Those diagnosed with diabetes are limited on the amount of sugar intake a day, and have to watch their serving sizes.

·         With this information, and the approval of ADA, Creamy Dreamy plans to include sugar free products, portion sizes, and a counting card menu which lists the counting points and nutritionals facts about each product.

Creamy Dreamy Poster

Creamy Dreamy Truck

Simple Heart Design

ADA

Distribution

As I explained in my Product segment I don't plan on using a lot of distribution from other companies. Distribution is a big hassle and spreads the profits to a thin stretch. I don't consider exclusive distributing, for according to Marketing: An Introduction "some producers purposely limit the number of intermediaries handling their products. The extreme form of this practice is exclusive distribution, in which the producer gives only a limited number of dealers the exclusive right to distribute its products in their territories."

Another good reason why I plan to deal with the consumer myself is the possibilities of Channel conflicts. According to Markting: An Introduction,  "Channel Conflicts is disagreement among marketing channel members on goals, roles, and rewards—who should do what and for what rewards." If any dispute wil be made, I prefer it to be a Horizontal Conflict. "Horizontal conflict occurs among firms at the same level of the channel." (Marketing: An Introduction pg. 315) Though they also say that some conflict and competition can be healthy, personally I'm a pacifist, the less conflict and arguments the better. 

For the most part most of the distribution will be on my part, for the truck itself will sell bars and ice cream novelties of different origin. Depending on what sellls most and what sells well will determine whether I will continue to act as distributer for these products. As far as distributing the truck I plan to spread it across countries, starting in Vegas and than working out state, so eventually I will be needing to seek further distribution.

Figure 10.2 Pg.315