WEEK 8 EOC: CREATIVE CONTENT

For this project, I plan to give my customers an authentic Ethiopian experience with traditional in scents, and visually with many textures and colors.  This food truck will be aesthetically colorful on the outside, to show the vibrant colors Ethiopian culture has.  The name of the food truck is Taste of Ethiopia.  In this food truck, I will be showcasing specifically the vegan side of our variety of different foods.  Our food will have lentils, greens, cabbage, carrots, and so much more.  It will also serve two kinds of beverages, one is an Ethiopian beer, and the other is a traditional Ethiopian coffee with the ceremony.  The food truck will have the aesthetic of urban, traditional, and welcoming.  Our food truck will be as long as a school bus, and it will have colors such as, red, yellow and green.  We will be having traditional Ethiopian scents throughout the day.  Outside the food truck, we will have four sets of traditional seating.  This seating will consist of a eating table that is made of straw, and short thick wooden chairs.  All of our waitresses and cooks will be wearing the traditional Ethiopian dresses.  We believe it will give the customers an authentic aroma.  We want our customers to have an experience when they eat our food, know they cannot get this kind of food or service anywhere else.   

IMPLEMENTATION EVALUATION CONTROL

TO BE CONTINUED...

PRICE

In our business, we believe in sharing with our customers the freshest and most authentic Ethiopian meal.  All the products are all natural and cooked to perfection.  We add value to our products, if we believe in our products our customers will too. "To some consumers, “value” might mean sensible products at affordable prices, especially in the aftermath of the recent downward economic spiral. To other consumers, however, value might mean paying more to get more" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 14).  With the economy veering towards a healthier way of thinking and living.  We will price all the meals how it should be, and people will come for the experience not price.   
"In adjusting to the new economy, companies might be tempted to cut marketing budgets deeply and to slash prices in an effort to coax cash-strapped customers into opening their wallets. However, although cutting costs and offering selected discounts can be important marketing tactics in a down economy, smart marketers understand that making cuts in the wrong places can damage long-term brand images and customer relationships. The challenge is to balance the brand’s value proposition with the current times while also enhancing its long-term equity"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 27). 

PROMOTION

Promotion is the most important aspect we have in making our business successful.  In today's world, we live in a social media driven state of mind.  Social media runs our personal and professional life.  In any business, "For example, Under Armour offers an ever-increasing range of styles and colors in its original apparel lines. And it recently boosted its promotion spending in an effort to drive home its “performance and authenticity” positioning"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 46).  Some of the ideas we had for promotion is to do a commercial.  In the food and beverage business especially we as a business believe a commercial is the best way to promote the food truck.  Along with pictures, Vines, Snapchat of course.  We believe a commercial is the best way to portray the message we are trying to convey through the commercial, which is a traditional and authentic Ethiopian experience.  We are confident in the possibilities of adventure and inspiration.  We would like to be apart of peoples journey though it all.  "Research studies can be powerful persuasion tools; companies often use study results as claims in their advertising and promotion. Today, however, many research studies appear to be little more than vehicles for pitching the sponsor’s products. In fact, in some cases, the research surveys appear to have been designed just to produce the intended effect"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 130).  A good pitch to our customers is vital.

DISTRIBUTION

"Distribution center is known as, a large, highly automated warehouse designed to receive goods from various plants and suppliers, take orders, fill them efficiently, and deliver goods to customers as quickly as possible"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing G10).  We will be operating our products through a distribution center, which is the biggest entity we have.  We have a fully operated service line equipped with all the highest quality machinery in the industry.  This will be a good turn around rate, because we anticipate higher than our breaking point revenue.  "Nations vary greatly in their levels and distribution of income. Some countries have industrial economies, which constitute rich markets for many different kinds of goods. At the other extreme are subsistence economies—they consume most of their own agricultural and industrial output and offer few market opportunities. In between are developing economies—which can offer outstanding marketing opportunities for the right kinds of products" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 79).  We know that we live in a country that has the ability to produce a high quality and volume amount of our products. 
"The company should analyze its markets and marketing environment to find attractive opportunities and identify environmental threats. It should analyze company strengths and weaknesses as well as current and possible marketing actions to determine which opportunities it can best pursue. The goal is to match the company’s strengths to attractive opportunities in the environment, while eliminating or overcoming the weaknesses and minimizing the threats" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 56).

PRODUCT

We believe that we are giving the best possible service and product to our customers.  It is a personal and authentic that we are sharing with our customers.  "Smart marketers look beyond the attributes of the products and services they sell. By orchestrating several services and products, they create brand experiences for consumers" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 7).  We give the best possible antibiotic free food to all the products are produced in the best professional kitchen and what we think is healthy for our customers.  "Product quality and improvement are important parts of most marketing strategies. However, focusing only on the company’s products can also lead to marketing myopia. For example, some manufacturers believe that if they can “build a better mousetrap, the world will beat a path to their door.” But they are often rudely shocked. Buyers may be looking for a better solution to a mouse problem, but not necessarily for a better mousetrap. The better solution might be a chemical spray, an exterminating service, a housecat, or something else that works even better than a mousetrap. Furthermore, a better mousetrap will not sell unless the manufacturer designs, packages, and prices it attractively; places it in convenient distribution channels; brings it to the attention of people who need it; and convinces buyers that it is a better product" (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 11).

Antibiotic free chicken slowly cooked in a hearty onion and pepper stew, enlivened with a select blend of Ethiopian spices and Kibbeh, a deliciously seasoned olive oil. The perfect dish for any occasion...or no occasion at all.

 
Antibiotic free chicken slowly cooked in a hearty onion and pepper stew, enlivened with a select blend of Ethiopian spices and Kibbeh, a deliciously seasoned olive oil. The perfect dish for any occasion...or no occasion at all.

Peppery red lentils are slow cooked with a medley of imported Ethiopian spices. This fare is for the culinary adventurers of the world, sure to please with its' fiery but comforting kick.

Flavorful fresh collard greens are styled with cardamom, black pepper and ajwain. This low fat organic dish is a vibrant, soulful reinvention of the American favorite.

TARGET MARKET STRATEGY

After much research, that are target market is everyone! Our target market is pretty simple, it is someone that likes adventure and traditional food.  Preferably someone that is a bit young that likes street food with natural ingredients. "The marketing strategy statement consists of three parts. The first part describes the target market; the planned value proposition; and the sales, market share, and profit goals for the first few years"  (Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing 249).