Implementation, Evaluation, and Control

At every location DOMINATION is placed we will give each employee three months to show their abilities and after those three months we will place them in their particular positions. We have levels one through three, with one being the lowest and also with the lowest pay. This is based upon sales, customer service, and customer satisfaction. There is always a chance for someone to improve and move up. After three month we will reevaluate their abilities by looking at their sales, service and satisfaction and if they earned it, they will be moved up.

While evaluating the employees this also gives us an opportunity to evaluate our sales and to see if we have reached our goals.

Marketing Mix

"Marketing mix refers to a unique bend of product, place (distribution), promotion, and pricing strategies (often referred to as the four Ps)" (MKTG McDaniel Lamb Hair, Ch 2, pg 24).

Product

DOMINATION has a lot to offer women. Right off the bat our X shaped bottle demands your attention and grabs your curiosity. Unlike any other bottle we make a statement that allows women to have a free spirit. Not only are we selling a fragrance and quality, we are also selling an experience. With handcuff on the front of the bottle it allows women's thoughts to take them wherever they want to go.

Place or Distribution

You will be able to find DOMINATION fragrance at the front of most departments stores. We want to be easy for consumers to find and not have to make them go out of their way or search for what they want. We will be right under their noses. "The location decision is important first because the retailer is making a large, semipermanent commitment of resources that can reduce its future flexibility. Second, the location will affect the store's future growth and profitability" (MKTG 3 McDaniels Lamb Hair, Ch 13, pg 204).

Promotion

"Promotional strategy is a place for the optimal use of elements of promotion: advertising, public relations, personal selling, and sales promotion" (MKTG 3 McDaniels Lamb Hair, Ch 14, pg 211).

DOMINATION plans on placing our ad on billboards, in magazines, internet, television, and on the radio. We realize that you are going to have to spend money in order to make money. "Online advertising continues to grow at double-digit rates-well ahead of other advertising media" (MKTG 3 McDaniels Lamb Hair, Ch 15, pg 235). Internet advertising is one thing we are willing to spend money on because our target market, Generation Y, is very connected to the internet with sites such as Facebook, MySpace, and Twitter. We also realize that "public relations is the marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance" (MKTG 3 McDaniels Lamb Hair, Ch 14, pg 112).

Price

"To survive in today's highly competitive marketplace, companies need pricing objectives that are specific, attainable, and measurable" (MKTG 3 McDaniels Lamb Hair, Ch 17, pg 262). DOMINATION realizes and understands today's economy and that is why we are at the reasonable price range of $45-$75. People often say that you get what you pay for and with DOMINATION you are getting great quality with an unbelievable experience that you cannot pu a price tag on.

Marketing Strategy

Marketing strategy involves the activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target marketers" (MKT 3 McDaniels Lamb Hair, Ch 2, pg 24).

Target Market Strategy

When first coming up with the idea of DOMINATION we sat around discussing what we wanted as our target market and we came up with Generation Y. In general, people from this time are more diverse, street smart, inquisitive, and connected. All of these qualities make for a perfect target market. We are seeking women who shop a places such as Abercrombie, Coach, Chanel, Nordstroms, and Gucci, just to name a few. These are the consumers that are not money conscious and the ones we thrive for. We are also seeking those women who wish they shopped at places such as these and want to be seen as one of them. These are the consumers that will save their money because they feel lucky to placed in such a category.

SWOT Analysis

Strengths

"Market research is the process of planning, collecting, and analyzing data relevant to a marketing decision" (MKTG3 McDaniels Lamb Hair, Ch 8, pg 114)

We have done a tone of market research which allows us to choose benefit segmentation.

"Benefit segmentation is different because it groups potential customers on the basis of their needs and wants rather than some other characteristic, such as age or gender" (MKTG3 McDaniels Lamb Hair, Ch 7, pg 105).

We will have reliable staff members who have at least 2 years experience in customer service and sales.We have marketing trip planned with staff so we can not only get our product out there but also to get the staff familiar with each other so they can work better as a team.

Weakness

One of our biggest weaknesses is that we are new company and new to the fragrance industry. Being a new company, we have to be very cautious of how we spend our money during our introductory stage. "Sales normally increases slowly during the introductory stage" (MKTG3 McDaniels Lamb Hair, Ch 10, pg 155). With the economy the way it is today, consumers are less willing to spend money on such things as fragrance.

Opportunity

We have many opportunities to get our name out there and get consumers familiar with our product. Every marketing trip planned we will be giving out samples of DOMINATION. "Sampling allows the customer to try a product risk free. Sampling can increase retail sales by as much as 40 percent" (MKTG 3 McDaniels Lamb Hair, Ch 16, pg 249). Being new gives people a chance to try something different and spice up their lives a little bit.

Threats

Especially in the fragrance industry, because there is so much competition, bringing a new product on the market is a very difficult thing to do. We also are competing with the fact that we don't have a large of a financial bag to grab from for marketing as others who have been around from many years.

Objectives

"Before the details of a marketing plan can be developed, objectives for the plan must be stated. Without objectives, there is no basis for measuring the success of marketing plan activities" (MKTG 3 McDaniel Lamb Hair, Ch 1, pg 18)

DOMINATION has reasonable and reachable objectives for success.

By the first year we plan to be in over a dozen magazines as one of the hottest new fragrances for women. We not only hope for women to buy our product but we would like to create a want for our product. "Business marketing is the marketing of goods and services to individuals and organizations for purposes other than personal consumption" (MKTG 3 McDaniels Lamb Hair, Ch 6, pg 83).

Internet marketing is the marketing of the future and we hope to increase our marketing response and sales by 10% within the first year.

"Company Web sites are used to introduce new products, promote existing products, obtain consumer feedback, post news releases, communicate legislative and regulatory information, showcase upcoming events, provide links to related sites, release financial information, and perform many more marketing activities" (MKTG3 McDaniel Lamb Hair, Ch 5, pg 242).

After the first 6 months DOMINATION would like to provide incentives and internal marketing "treating employees as customers and developing systems and benefits that satisfy their needs" (MKTG3 McDaniel Lamb Hair, Ch 11, pg 167).

By 2012 we hope to have enough funds for intensive distribution.

"A form of distribution aimed at having a product available in every outlet where target customers might want to buy it" (MKTG3 McDaniel Lamb Hair, Ch 12, pg 181).

With our price ranging from $45-$75 we know this is a limited outlet yet still very large.

After the first 2 years DOMINATION hopes to have met our global vision: being placed in department stores all over the world. "The word global has assumed a new meaning, referring to a boundless mobility and competition in social, business, and intellectual arenas" (MKTG 3 McDaniels Lamb Hair, Ch 4, pg 47).

Volkswagon

Volkswagen means “people’s car” in German.

In 1947, Volkswagen signed a deal to export cars to the Netherlands, and it was then that the car, now known as the Volkswagen Beetle became, available to the general public.

The Volkswagen Golf has been around since 1974 .

Volkswagen has been selling clean diesel-powered engines for the European market since 2003.

The Volkswagen Passat (Dasher in the U.S.), introduced in 1973, was again simply a fastback (available as either a hatchback or with separate boot) version of the Audi 80, using identical body and mechanical parts.

About one in one thousand VWs and Audis are certified for lemon claims. VW sold 338,000 vehicles in the US in 2002. Odds are, 338 of them will end up in a lemon claim.

With 2.7% of the market, VW/Audi has 3% of the lemons

The first Beetle goes way back in the 1938 and was manufactured by the German automaker Volkswagen.

The idea for the Beetle came from Adolph Hitler, who while in prison in 1924 following the unsuccessful putsch on the Federal German capital. Hitler conceived of an idea to solve Germany's unemployment problem, the Government would build special roads (autobahns) for motor vehicles.

Third-generation Golf was European Car of the Year for 1992.


In the episode that we watched of Mad Men the most important part about the Volkswagon ad was the fact that the men talked about it for 15 minutes. Bad publicity is still publicity. You want something that makes a statement and gets people talking and they did just that!

McDonald's $10 Burger

It seems a little crazy to have a $10 burger at a fast food restaurant but it is possible to sell. It depends upon your marketing and what you offer on this burger. "Build your own $10 burger." Allow the customer to choose what they want on their burger. I feel that giving them control of adding or subtracting ingredients will help them feel they are getting their money worth. If they made the burger a little bigger, I feel like that could also help sell a burger that seems unsellable!

Business Mission Statement

Adding another fragrance to the already over populated industry does seem a bit insane but there is nothing on the market like the fragrance DOMINATION. Its bold and unique aromas are made to dominate a man's mind and grab his attention. It smells of amber musk and oriental resins with the warm seductiveness of vanilla are introduced by lemon top notes. Domination is for the confident woman with a free spirit who knows what she wants. This fragrance is so valiant and seductive, it will make men come running. DOMINATION targets the women of the Generation Y demographic. The women of Generation Y "range from college graduates to kids in their tween years. They already spend nearly $200 billion annually and over their lifetimes will likely spend about $10 trillion. Some have already started careers, and are making major purchasing decisions" (MKTG3, McDaniels Lamb Hair, Ch 3, pg 35), and that is why this is the perfect fragrance for them.

DOMINATION is a specialty product, "when consumers search extensively for a particular item and are very reluctant to accept substitutes" (MKTG3 McDaniels Lamb Hair, Ch 9, pg 132). We strive for customer relationship management, "a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups" (MKTG 3 McDaniels Lamb Hair, Ch 19, pg 293). DOMINATION can be found in department stores, where there is more personal attention to customers needs.

Pitch-EOC Week 7

My new fragrance, DOMINATION, is bold and unique. It is made to dominate a man's mind and grab his attention. It smells of Fresh Cinnamon with a hint of Vanilla and Lemon. Domination is for the confident woman who knows what she wants. This fragrance is so valiant and seductive, it will make men come running to you. Catering to women between the ages of 25-45, Domination can be found in department store ranging from $45-$75.

Campbell Soup

Campbell soup is probably my favorite brand of soup for two reasons. Campbell as a variety of flavors and they are cheap. My favorite soup is Tomato Soup. I know it's a pretty simple soup but you can never go wrong with plain old Tomato Soup. I love the fact that it goes great with a grilled cheese sandwich! If I don't want a heavy meal but I want a little more substance, I can always just add a grilled cheese and it's is the perfect light delicious meal!
If I could add a soup to Campbells' list of wonderful soups I would have to add Hot and Sour Soup. This is a Chinese type soup that have vegetables and tofu. As in the name, the soup is both "Hot" (spicy) and "Sour." It has an incredible amount of flavors and just enough heat to make you not ever want to stop eating it! If Campbell came out with this flavor of soup, I would probably buy a month supply at a time! Get cooking Mr. Campbell!!

Super Bowl

I love sports, especially football! I have certain teams that I like and if neither of them are in the Super Bowl then I pretty much only pay attention to the commercials. I noticed a lot of Doritos commercials, probably because they were a sponsor, but there was only one that I can still remember today. I remember the little boy saying, "Keep your hands off my Doritos and keep your hands off my Momma!" I think they had a great marketing concept. Men love women and chips! It also appealed to women because most women like children we would have found it adorable and funny. I will remember that commercial for a long time because of the decisions Doritos made in marketing their product!

Mad Men

I really liked the episode we watched in class. I have never seen Mad Men before and I found it very appealing. Most people might not have noticed but I recognized his market research. He asked his mistress and his friend about smoking and had their opinions on cigarettes to help his advertising and marketing. He ended up coming up with something that would make people happy and not think negatively about something that could kill you. He is a very smart man and I think I may have found a new show to watch!!

Superbowl Commercial

My favorite Superbowl commercials have to be the ones from E-Trade. I think the little babies are so funny! I love babies to begin with and then they add the perfect voices to them to make it really funny! Advertising makes people happy and that is exactly what this commercial did for me. It makes me smile and laugh and I think they accomplished exactly what they were going for!">

Customer Service

I experienced great customer service at this Brazilian Grill about a week ago when my boyfriend and I went out for a date night. Our server was very attentive and anticipated our needs. As a server myself, I know that when it's slow you usually don't give the best service. I feel like we got great service because it was our first time there and because this place was new and he wanted us to come back. He knew that we had never been to a Brazilian Restaurant before so he wanted to make sure it was something we remembered. It was nice to not have to ask for more water or napkins. I remember this because he went above and beyond to make sue we were taken care of. If I knew i was going to receive this kind of customer service at every restaurant I went to for the first time, I wouldn't be able to go to the same place twice because I would want to try every restaurant in the world!

Fast Food

Growing up my favorite fast food place to eat was Burger King. There were a few reasons why I loved it. First and for most it was close to my house. That was convenient for my parents. This has nothing to do with food but my sisters and I loved the playground they had! It was huge! There was also the added bonus that they had really good chicken nuggets and whoppers! Not that I am 24 I tend to not eat fast food because it will catch up with me the older I get!

Demographic

I was born in 1985, which makes me a part of Generation Y. The research that has been done about my generation almost describes me to a T. The qualities they say we posses are: Impatient, family-oriented, inquisitive, opinionated, diverse, good time management, street smart, and connected. As I have gotten older I have become more patient. However, I will admit that I was very impatient as a young child. Family is very important to me! I always had dinner as a family when I was growing up and I hope to continue that with my children. I think that I am a very inquisitive person; always wanting to know what I can do next. I am very diverse as well as connected. I have Facebook and MySpace and am a part of all different groups. I strongly agree with the research when they say we are street smart. I’ve said from a very young age that I am street smart because I have a lot of life experience that I have learned from. On the other end of that, I strongly disagree with the research that says we are opinionated and we have good time management. I’m very accepting and give everyone a fair chance. As far as time management goes, I’ve gotten a little better since in my 20s.

Voice

I have a strong passion for photography! I fell in love with photography at an early age. Growing up I watched my father take pictures of sports teams, families, children, and many other things. Seeing as though I was very young when photography grabbed my interest, I didn’t know much about it except that it was a lot of fun. My father passed away when I was 13 years old but he left me with an amazing gift. He left me with his passion for photography. That is something I have carried with me but never acted on for 9 years. One morning I woke up and had an epiphany and decided that I wasn’t going to let my father’s spirit die with him. I have my father by my side every click of my camera. He has shown me what is really important to me and what images I enjoy capturing most. Since there is so much history and emotion behind my dreams, I feel it only fits that I enjoy taking pictures of people. I want to capture the emotional; moments in peoples’ lives. I believe that every moment whether it be happy, sad, stressful, angry, affection, or surprise; I want to capture it all.

I have not had many hands on experiences with photography as I am still learning how to technically capture the perfect image. I have not done any fancy photo shoots or anything that I can brag about but I can brag to you that I am learning a lot and very much enjoying myself. My boyfriend and friends have kindly volunteered to be my models so I can get some practice getting more comfortable with my camera and all its settings. I look forward to my future in photography and know that I will soon capture some unforgettable moments!