The Pitch

My world travel adventure is coming close to an end, but I feel the excitement has just begun. My hot air balloon travel has taken me to the Great Pyramids of Giza, the Taj Mahal, and now the Temple of the Reclining Buddha in Bangkok.

             The Wat Pho or the Temple of the Reclining Buddha is the largest temple in Bangkok, so it attracts a lot of tourist and religious groups. I had decided to stay five more minutes, then I would go get a bite to eat. I suddenly witness a group of what appeared to be Asian Monks kneeling and praying to the enormous Buddha image.  Knowing that most monks are forbidden to speak because of their religious beliefs, I begin to make fun of them. I tap one of the Monks on the shoulder and said, “Why are there no good Buddhist blues guitarists?” One of the guys stop praying and looked at me with an evil smile. I replied, “ because they have no soul.” and laugh. What I didn’t know was these guys were former Triad gangsters and they took their religion seriously. One Monk pulled a gun from his robe and yelled out  “Ni chux Khxng phraphuththcea kha khea,” which means “In the name of Buddha. Kill him!” and they started chasing me. Since I’m the great world traveler Phileas Fogg, I took off running. I’ve never harmed anybody in my life.  I pushed tourist out the way, knock over fruit stands, and  hop over cars trying to escape. The Monks shot at me numerous times, but missed.  I ran into a Thai restaurant called Sai Chol.  The aroma of the food was breath taking. Hungry as I was, I took a piece of the Thai chicken off a plate and put it in my pocket. One of the Monks saw me and I ran out the restaurant. I jumped into a nearby river, and held my breath. Not knowing I was under water, the Monks walked right pass me, and started looking the other direction. I got out of the water,  went inside a laundry mat, and put my pants in the dryer.  My stomach started to growl, and I remembered about the chicken I put in my pants. I quickly took my pants out the dryer, and pulled out the dried up Thai chicken breast.  I took a bite out of the small piece of meat, and it was very tasty. I thought to myself, this would make a great snack. I returned to Sai Chol to hopefully get the permission and the recipe to the chef’s tasty Thai chicken.  I pitched the ideal to him and said, ‘If we could come to an agreement, we could name the snack Phileas Fogg’s Delicious Bangkok Bites and make millions.” He agreed, and the rest was history.  

Business Mission Statement

  It is always important and imperative to understand your mission statement for your new products you are lunching. According to Armstrong and Kotler, "mission statements have largely devolved into flat- head jargon. Almost no one can figure out what they mean."( Marketing an Introduction p.41) I want my mission statement to engage consumers to indulge in my treats, while understanding my objectives for the product. Phileas Fogg's Bangkok Bites are delicious Thai chicken jerky treats that go well with beer and wine. They are great at home, local bars, and casinos. Your taste buds and imagination will come alive when you consume these high protein snacks. One bite, and you are immediately transported to the enchanted city of Bangkok, experiencing excitement and adventure it has to offer.

     The two authors also states, “the company’s mission should be market oriented, realistic, specific, motivating, and consistent with the market environment.”   (Marketing: An Introduction p. 61)  Here at Phileas Fogg’s we specifically make snacks for the mature adult. We mostly target bars and casinos because these meat treats go well with alcohol. We believe when an establishment carry our products, they are doing themselves a favor. Not only are Bangkok Bites grandiose, they keep the customer thirsty for their beer of choice.

   

Objectives

 Authors, Armstrong & Kotler states that “an advertising objective is a specific communication task to be accomplished with a specific target audience during a specific period of time.” (Marketing: An Introduction p. 386) Since they are the experts, I took their advice and came up with two objectives for my new product. Phineas Fogg’s Bangkok Bites is a tantalizing snack that go great with beer and wine at parties and bars. It’s geared toward adults that enjoy sport events and socializing among family and friends.

     Another objective is to build a good brand for our products. A simple way to do that, is by creating a striking symbol. The authors wrote, Aflac adopted the duck as its symbol in its advertising, and even as stuffed animals, golf club covers, and free ringtones and screensavers. Other well-known service symbols include Merrill Lynch’s bull, MGM’s lion, McDonald’s arches, and Allstate’s “good hands”. (Marketing: An Introduction p.227)  Phileas Fogg traveling in a hot air balloon is a great symbol for the brand, but I thought displaying Bangkok’s national flag on the ad would give consumers a sense of fun and 

Situation Or SWOT Analysis

     Armstrong and Kotler makes reference that “ the marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths, weaknesses, opportunities, and threats.”  (Marketing: An Introduction p.55)  The situation analysis is consequential when launching a new product. The Phileas Fogg brand must reinvent themselves to compete in the market place. Here are some very important factors. 

    The strength of the Phileas Fogg brand, has earn world wide recognition with its character from the novel and film Around the World in 80 Days. It is synonymous with fortune, fame, and adventure. That alone is the driving force that will make Bangkok Bites a success.  The name is strong enough to automatically draw in consumers.

     The two authors states “that weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance.”  (p.55) The first unsuccessful launch of the Phileas Fogg brand may be the company’s only weakness. The brand lack originality and did not offer enough excitement. Bangkok Bites has the ability to ignite its old customers and bring in new ones with Thai, curry, and Thai peanut flavored chicken jerky treats.

     Football season will be a great opportunity to launch Phileas Fogg’s Bangkok Bites.  The chicken jerky treats goes great with beer and it will help pack in bars and casinos. The snack will be a success with adults that like to watch the game, and talk  trash while taking down their favorite alcohol beverage.

     The threats may be the competition. Established meat Jerky companies like Oh Boy! Oberto and Jack Link’s, has built it’s brand over the years and offers more variety within their products.

     

Target Market Strategy

     The Marketing logic by which the company hopes to create customer value and achieve profitable customer relationship describes marketing strategy, according to Armstrong and Kolter. (Marketing: An Introduction p. 49)  They also state that guided by marketing strategy, the company designs an integrated marketing mix made up of factors under its control- product, price, place, and promotion.  (Marketing: An Introduction p. 50)  The four Ps of marketing are vital for Bangkok Bites success. They are the main ingredients for the brand to achieve maximum sales and profits.

     The product is Phileas Fogg’s Bangkok Bites. They are Thai-chicken flavored jerky snacks, and they go great with beer and other spirits. Sport fans will love them. One bite will automatically take you on an adventure through the enchanting country of Thailand.  

     The price ranges from $1.99 for a 3.25 ounce bag to $5.99 for a 8.25 ounce bag. They are considerably lower than the competition, and delivers an exciting experience in every bite.

     The Phileas Fogg brand will target local bars and casinos because we know lots of people go to those places to drink and watch their favorite team. We will encourage them to carry our product because we believe it will increase their alcohol sales.

     Our promotion strategy is simple. Launch commercials and ads that combine professional football and Phileas Fogg’s world traveling adventures. Our goal is to create more fun for sports fans.

      

    

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