implementation evaluation control

Implementation

A way to further promote Hiromi is to research by performing focus groups. “Focus groups can be used to gauge consumer response to a product or promotion and are occasionally used to brainstorm new products ideas or to screen concepts for new products.” (MKTG3, McDaniel Lamb Hair, Ch 8, Pg 119) Holding focus groups it will help promote Hirmoi and understand where improvements can be made.

“The demand for services is expected to continue,” (MKTG3 McDaniel Lamb Hair, Ch 11, Pg 159) with that said, our employees will be required to make sure that our customers find what they are looking for politely and efficiently. “Loyal customers are also more profitable then those who are price-sensitive and perceive little or no difference among brands or suppliers.” (MKTG3 McDaniel Lamb Hair, Ch 6, Pg 86)

Evaluation

To make sure all is running smoothly the Hiromi Company will have monthly meeting to discuss what has improved, what is new within the company, and what could be changed. During these meetings employees will also discuss if our objectives have been met and if not how can will meet them for next month.

Control

To ensure that the company is heading in the right direction, every three months there will be a mandatory marketing and sales audit. Doing these will keep track of the progress of the company and document what has or hasn’t improved and what has or hasn’t changed within the company.

marketing mix

A marketing mix is a combination of the four Ps: product, promotion, price, and place (or distribution). Without a successful marketing mix a company will most likely fail. “A market mix is only as good as its weakest component.” (MKTG3, McDaniel Lamb Hair, Ch 2, Pg 25)
The first P is for product and our product is a perfume that is a intoxicating mixture of sandalwood, plum, and citrus. It is packages in a stunning black bottle with a silver design on the bottle. Hiromi’s simple bottle design gives a sense of wonder and mystery. The package of the perfume bottle is also simple yet elegant. It is a black box with delicate oriental floral designs paint along the back, and lining the inside of the box is a white silk material giving the bottle a very classy look.


The second P is for promotion. “One of the primary benefits of advertising is its ability to communicate to a large number of people at one time” (MKTG3, McDaniel Lamb Hair, Ch 14, pg 212) A few months before Hiromi is introduced there will be several ads with peel away scented stripes in popular magazines such as: Cosmopolitan, People, Glamour, etc. Also with the peel away stripes there will also be a small sample of our solid perfume. “One recent study found that sampling events produced an average 36 percent increase in sales soon afterward” (MKTG3, McDaniel Lamb Hair, Ch. 16, pg 249) Along with the magazine ads Hiromi will also launch television and even billboard advertisements. Then once it is time to launch the Hiromi fragrance it will be sold in department stores and online.
The third P is for place, or distribution. The strategy we have picked for our product is a selective distribution. This is “achieved by screening dealers and retailers to eliminate all but a few in any single area.” (MKTG3, McDaniel Lamb Hair, Ch 12, Pg 181) Since Hiromi is a specialty product choosing this type of distribution will make the demand for the product higher and make the customer look for it.
The fourth P is price and we offer an affordable yet competitive price for our product. “Price means one thing to the consumer and something else to the seller. To the consumer, it is the cost of something. To the seller, price is revenue, the primary source of profits.” (MKTG3, McDaniel Lamb Hair, Ch 17, Pg 261)

market strategy - target market strategy

Selecting a target market is important for any company especially since “market segment differ in size and potential, segmentation helps decision makers more accurately define marketing objectives and better allocate resources” (MKTG3, McDaniel Lamb Hair, Ch 7, pg 98) For Hirmoi there are three segmentation we focus on, age, gender and income.
For our company’s age segmentation we decided to focus on women of Generation X and the more mature women of Generation Y. Annually members of Generation Y spend nearly $200 billion and over their lifetime they spend about $10 trillion. As for Generation X spend about $125 billion annually. Gender segmentation is also very important because Hirmoi is made for women. Hirmoi is made to make a woman feel sexy and enhance her beauty. Another segment that is important to Hirmoi is income segmentation. Women of Generation X and Y are both at a very important part of their life. Women of Generation Y are just getting into a career or just getting out of college and women of Generation X are juggling both the family life and the work life. Hirmoi is a high quality perfume and an affordable price for women of both Generations.
In order to get Hiromi product out to women of both Generation X and Y we will be retailing our products in popular department stores such as: Macys, Dillard’s, Nordstrom, JCPenny, etc. Having Hiromi in department stores makes it easily accessible for women to purchase and even sample the product. As the company grows and become more popular Hiromi will open up an online retailing site. “Over 70 percent of Americans have Internet access either at home or at work.” (MKTG3, McDaniels, Ch 13, Pg 201) Having an online site will make it much more convenient to our customers. “As the popularity of online retailing grows, it is becoming critical that retailers be online.”(MKTG3, McDaniels, Ch 13, Pg 201)

SWOT analysis

In order for a business to be successful one must understand the strengths and weaknesses of the company. Hiromi understands the concept and has provided a SWOT analysis to showcase the strengths, weaknesses, opportunities, and the threats.
The strengths of Hiromi are the fragrance, pricing, name and company image. The fragrance is a delicate mixture of sandalwood, plum, and citrus which gives any woman an intoxicating addition to a woman’s natural charm. The scent is a bold and long lasting scent, which sets Hiromi apart from the rest. Also a pendent of solid perfume is given as a gift so that the customer can easily reapply the Hiromi scent at her convince. Another strength is the price. By using status quo pricing, Hiromi is offering a high quality product for a reason price. Status quo pricing “seeks to maintain existing prices or to meet the competition’s prices” (MKTG3, McDaniels Lamb Hair, Ch 17, Pg 264) and “meeting the competition may be the safest route to long-term survival” (MKTG3, McDaniel Lamb Hair, Ch 18, Pg 280). Another strength is the company’s image. Hirmoi is a small company that forces on enhancing the abundant beauty and mysterious sensual side of women of all ages and that is a strength because you “must make a positive impression on and be desirable to targeted market” (MTKG3, McDaniel Lamb Hair, Ch 15, pg 230) Every woman is beautiful, mysterious, sexy, and classy in their own way but why not enhance your beautiful and express your sensual side with the intoxicating scent of Hirmoi?
The weaknesses of Hiromi are the financial resources, the lacking of marketing research, and numbers of employees. Being a new small business the financial resources are limited. Due to the lack of financial resources, the lack of marketing research is also a weakness. Because Hiromi is a new business finances are very tight as Hirmoi is introduced into the perfume industry. Even though the numbers of employees are few, each and every employee shows excellent customer service and is very attentive to the customer and her needs. As the company grows Hirmoi will expand and happily look for more employees to join the Hirmoi family.
The opportunities are endless as far as Hirmoi fragrance is considered. The sky is the limit! The Hirmoi Company hopes in becomes a brand that is loved all over the world by all women of every background. “Globalization expands economic freedom, spurs competition, and raises the productivity and living standards of people in countries that open themselves to the global marketplace.” (MKTG3, McDaniels Lamb Hair, Ch 4, Pg 48)
The threats of Hirmoi are the competitors. For the other competitors financial resources are not limited and they already have loyal customers. Companies like Yves Saint Laurent, Burberry, and Calvin Klein have been in the business for quite some time and they will make it difficult, but not impossible. Hiromi is dedicated and will work hard to prove that we are as good as the well-known fragrances such as Calvin Klein.

objectives

Before a successful marketing strategy is created there must be objectives that are clearly stated. An objective is “a statement of what is to be accomplished through marketing activities.” (MKTG3, McDaniel Lamb Hair, Ch 2, Pg 18) Objectives “should be realistic, measurable, and time specific.” (MKTG3, McDaniel Lamb Hair, Ch 2, Pg 18)
One objective of Hirmoi is to obtain customer satisfaction ratings of at least 90 percent within the first year of sales. It is an ambitious goal but it is not impossible. A way to achieve this goal is to get “information about customers, competitors, and markets; examining the information from total business perspective; determining how to deliver superior customer value” (MTKG3, McDaniel Lamb Hair, Ch. 1, Pg 6) Employees are required to give excellent customer service “by thanking customers for their purchases and telling them they are important, marketers can help cement a long-term, profitable relationship” (MKTG3, McDaniel Lamb Hair, Ch 19, pg 303)
Another objective of Hirmoi is to obtain a celebrity endorsement and contract as spokesperson. “Consumers interact socially with reference groups, opinion leaders, and family members to obtain product information and decision approval,” (MKTG3, McDaniels Lamb Hair, Ch 5, Pg 72) by endorsing a well-known and loved celebrity to be the face of Hiromi will enforce Hirmoi’s social visibility.
One last objective of Hiromi is to spend 10% of sales revenue made within the first year of sales on research and development to launch at least two new products to the Hirmoi family. After a successful launch of Hiromi, we will continue to find new sensual products for our loyal and future customers. By doing this we will “make the long-term commitment needed to support innovation and new product development” (MKTG3, McDaniel Lamb Hair, ch. 10, Pg 146)

business statement

The perfume industry is a difficult industry to be successful in. There are so many different perfumes to choose from how can you decide which one is right for you? Introducing Hiromi. Hiromi is a delicate mixture of sandalwood, plum, and citrus which gives any woman an intoxicating addition to a woman’s natural charm.
Hiromi is targeted to the women of Generation X and the more mature women of Generation Y. Generation X are women in their early-thirties to mid-forties, and as for Generation Y Hiromi is targeted toward the women in their mid to late twenties. Even though the women of Generation X are "at the stage in life when suddenly a host of demands are competing for their time,” (MKTG3, McDaniels Lamb Hair, Ch 3, Pg 35), Hiromi will help those women relax and feel more comfortable in their own skin. Generation X women also have to juggle taking care of the kids and working and that can be very stressful, and when they are stressed out there is very little room or time for romance, but Hiromi will help the women of Generation X find that mysterious, sexy, classy woman again.
Women of Generation Y are said to have “already started their careers, and are making major purchasing decisions.” (MKTG3, McDaniels Lamb Hair, Ch 3, Pg 35) Hiromi would be a great investment. Hiromi is a perfume that believes that every woman is beautiful, mysterious, sexy, and classy in her own way and Hiromi would enhance the women of Generation Y’s confidence in them. Even though Hiromi is targeted towards women between mid-twenties to mid- forties that doesn’t mean they are the only ones who can purchase it. Hiromi is made to enhance the abundant beauty of women of all ages.
Hiromi will be sold at department stores such as: Dillards, Nordstroms, Macys, JCPennys, etc. These places are perfect due to the amount of women who shop there. These store have several different booths set up just for women where “consumers search extensively for a particular item and are very reluctant to accept substitutes.” (MKTG3, McDaniels Lamb Hair, Ch 9, Pg 132) Therefore Hiromi’s stunning bottle and simple packaging will be easily spotted and fairly easy to find.
"To survive in today's highly competitive marketplace, companies need pricing objectives that are specific, attainable, and measureable," (MKTG3, McDaniels Lamb Hair, Ch 17, Pg 262), that is why the price will $38.99 plus tax for one 3.4 oz bottle. Hiromi will be a high quality perfume set at a reasonable price. Also with each purchase customers will receive a small solid perfume encased in a stylish pedant. This will set Hiromi apart from the rest of the other perfumes. Hiromi will be on the minds and close to the hearts of women everywhere.

week 10 [eoc] volkswagen

Facts about Volkswagen

1. the inventor and creator was Dr. Ferdinand Porsche

2. Dr. Porsche was very famous for his racing cars

3. the word "volkswagen" means "people's car"

4. Hitler came up with the idea of a car that carried 5 people and cruised up to 62mph

5. 1950s Volkswagen began producing Beeltes in South Africa

6. 1951, Volkswagen began to export a deluxe version of the Beetle

7. the Beelte was a small car that could be purchased for less than 1000 Marks (about $250.00)

8. Beeltes built from 1938-39, 43-45 were called "KdF Wagens"

9. Volkswagen were first exhibited and sold in the US in 1949

10. November 2009, Volkswagen and Porsche overtook Toyota to become the world's largest car manufacturing group in terms of production.

In Madmen the main men where talking about this Volkswagen ad. They were making fun of the ad saying that they didn't know whether to make fun of the car or the ad. As the men were discussing the ad Don Drapper said that the company had a clean and simple ad and that the company was still going strong, also they had been talking about the ad for about 15 minutes instead of something like the latest playboy. Most important fact from Madmen was that even though they didn’t understand the ad or like it, the ad made the men talk about it for 15 minutes.