Implementation Evaluation Control

"Through implementation, the company turns the plans into actions. Control consists of measuring and evaluating the results of marketing activities and taking corrective action where needed." Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing.            My charity event will be implemented by turning the plans into action by holding the event hypothetically. The management of the event is important to having a successful Charity event for aiding the community of Nevada schools organization. The event  will have to be setup in a semiprofessional way, with professional management and have quality results and customer satisfaction. The whole idea of this event is to give people hope and let them have a good time.“Managing the marketing process requires the four marketing management functions shown in analysis, planning, implementation, and control.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing.To find the best marketing strategy and mix, the company engages in marketing analysis, planning, implementation, and control.” Armstrong & Kotler (2011). Marketing: An Introduction, 10th Ed. Prentice Hall Publishing.

Price

Price: In today's market the T-shirt and hooded prices, differ greatly depending on the design of product. There is large market for these products and no doubt the tween market is larger, so taking  different option in to consideration is important, First the product must be a product that can be purchase for resale on wholesale market prices, second the product's quality should reflect that of final sale price, for the target market, third the product should be adequate to the design process. In these case the product should be adequate for printing process on the T-shirt and Hoodies. base on my research the product that I will be selling is generally has a value of 3.00 to 5.00 dollars per product on the wholes sale market. Meaning that product does not have a design or logo, the product is plain, also the final sale price of my product in  general has value of 15.00 to 45.00 dollars on retail sale market, prices differs depending on the size,design and styles on the product. "A small percentage improvement in price can generate a large percentage in profitability. More importantly, as a part of a company’s overall value proposition, price plays a key role in creating customer value and building customer relationships. “Instead of running away from pricing,” says the expert, “savvy marketers are embracing it.” Marketing: An introduction to marketing page 4, chapter 9. For this project design doesn't not differ than those of my competitors, The design is a basic T-shirt however the products style is unique, and that is what I'll base my Final price on. There are two pricing marketing strategies and tactics to considered: Skimming- this envolves entering the market at a high price level and skimming off as much profit as possible. as competition enters the market the price level would be adjusted as necessary. Penetration- This is the opposite of skimming With this type of strategy a company sets the price low deliberately. a penetration policy encourages more customers to purchase the product, which increases the company's sales turnover and also its market share. I will be taking is the penetration  approach and considering this is the first time.. my Final price for the product will be to sell the T-shirts at a 10 to 15 dollars depending on the Graphic design on the tee, the hooded I will be taking a the skimming approach the product is more expensive and has a greater value to the customer.. so  I will be setting a set price for 25.00 dollars.
But for this project my plan is to get the product for free from local retail store donators and others. so the final price will most likely be cover the materials needed for the design printing process. "Price decisions must be coordinated with product design, distribution, and promotion decisions to form a consistent and effective integrated marketing program. Decisions made for other marketing mix variables may affect pricing decisions. For example, a decision to position the product on high-performance quality will mean that the seller must charge a higher price to cover higher costs" marketing: An introduction to marketing page18, chapter 9.

Distribution

Distribution: distribution is making a product readily available to potential customers at the time they are readily, willing and able to buy them. For this project the distribution "plays a small role" there is very little need for it, since the project or plan depends on donators, an it’s a first time "thing" in this case the distribution will mostly likely be from retail stores and some whole sale and person to person sale, day of event.. The most important Part of the 4 P's is the distribution channels, the quality of product can be the best and but if you don't have the correct distribution channels for the product to sell, then no one is going to able to purchase the product, Example: while a website is can potentially be successful, it can also be very challenging as a primary sale outlet for start-up brand in this case. Although the website can be somewhat successful the product needs other distribution channels. "Some of Progressive’s most innovative moves involve its channels of distribution. Whereas most insurance companies distribute their products to consumers via intermediary agents or direct-to-consumer methods, Progressive was one of the first companies to recognize the value in doing both. In the late 1980s, it augmented its agency distribution with a direct 800-number channel." marketing: An introduction to marketing 10 editions page 50 chapters 10.  For this project I've selected Multi-channel approach to distribution. Why? because it makes sense to have the product ready and available to the customer before the event, in case they don't want to deal with purchasing at the event or they simply just want to enjoy the day and not have to worry about having carry money for product other than food or other... it's customer convnience.First: method is to have the parents click on a link that takes them directly to a intermediary whole sale site were there able to purchase the product, second: the they can purchase the product directly by contact me thru my blog.  And I can delivery to them thru mail.  Third: is face to face purchase the day of the event. "Companies must do more than improve their own logistics. They must also work with other channel partners to improve whole-channel distribution. The members of a marketing channel are linked closely in creating customer value and building customer relationships. One company’s distribution system is another company’s supply system" marketing: an introduction to marketing page 44, chapter 10.

Promotion

Promotion  : A good strategy for getting parents and their children to attend is placing the product on the internet site. Today’s tweens expect to be able to easily access whatever information they desire concerning various products and services they wish to buy or investigate. The charity events product is ideal for placing it in the internet site were parents and their children can see online. According to many retail industries tweens girls are more likely to buy soft- good (clothes) brands than boys.   Beginning around the late 1990's and early 2000's, marketers started targeting children between the ages of 8-12 as a special segment of consumers who were dubbed "tweens." What they realized was that this age group, especially at the upper end, longed to be considered older, more sophisticated, and cooler. They no longer saw themselves as children, but they're not quite teenagers yet either. Marketers realized that they could carve out a whole separate niche for both products and media and increase their profits by targeting this age group.  The key to selling the product or product in the charity event is thru changing advertising and sale promotion. Increase exhibition coverage thru social networks,blog, face book, or website.  I’ll have a link were it says “click here to see my work or click here to see my urban designs”: for parents and tweens too view, while surfing the blog and facebook, they can look at the products before attending the event and hopefully then can get excited about the “glow” products that they want to wear the day of the event and the attendance “out-come” therefore can increase as well. My ideal quote for advertising would be: “Happy kid’s leads to bright students” with a picture of the parents and children wearing the product, for the promotional sale, I’ll have a dancing contest the day of the event and a free giveaways "Contests can create considerable consumer involvement: The “Create Dunkin’s Next Donut” contest generated 130,000 online creations.Contests, sweepstakes, and games give consumers the chance to win something, such as cash, trips, or goods, by luck or through extra effort. A contest calls for consumers to submit an entry—a jingle, guess, suggestion—to be judged by a panel that will select the best entries" marketing: an Introduction to marketing 10 edition, page42 chapter 13,

Product

The product is the most essential part of the charity event,but it must be in-line the project it self. therefore it requires a specific type of product and application for it to sell. First the product or products must be purchasable to the parent, meaning no inappropriate words ,drawings etc. in the product, second the product must have a marketable visual design. The product its self is one the most sold products in the tween market today, out of top 10 listed  Graphic design T-shirts are at # 3 and Hoodies are at # 1  are among today's top clothing trends for kids between the ages of 7 to 16. Top 10 kids accesories are silly bandz at #1, bottle necklaces at # 2  and baseball caps at # 3. http://www.momtop10.com/AGES7TO10CLOTHINGTRENDS.asp Four of these product are the main sell in the charity event and the key to the successful of event. Hoodies: Hooded sweatshirts, t-shirts and even dresses are wardrobe staples for tweens.While the hood may be more of a fashion statement than a functional item on a dress, hooded sweatshirts are a great all whether items boys and girls. http://www.marketplace.org/topics/wealth-poverty/whats-hoodie-0
Tee shirt: graphic tees are more than just clothes; they're afashion statement and conversationnal starters. whether your childs goal's is self expression or meeting the dress code. the Tee shirt is love by all kids. kids feel that the hoodie and tee shirts are self expression clothes and are more likely to buy than any other specific clothes.. they feel they are easy to manage and feel comfortable with them. “A brand, product, or service is more than just a physical thing. Humans that connect with the brand add meaning and value to it,” says one marketing executive. “Successfully managing the customer experience is the ultimate goal," Marketing: an Introduction to marketing, 10 edition page 5, chapter 7 although the product is an existing product in the market place and has a large market for it, the product style however is new and mostly likely need a new marketing strategy. see promotion for more information.. the new style design will be made up designs with "tween in-mind", neon glow color combine with non glow colors that will be both pleasing to eye during day light and black light.  "Another way to add customer value is through distinctive product style and design. Style simply describes the appearance of a product. Styles can be eye-catching or yawn producing. A sensational style may grab attention and produce pleasing aesthetics" Marketing: an Introduction 10 edition page 8 chapter 7.


 

Target market stragegy

 Currently there are 1.9 million people in the city of Las Vegas, of that 309,749 are students and 42,231 are husband and wife with children under the age of 18.  plus: male household with children and no wife are 7,394, females with children no hubby are 16,599. The Market strategy here is for me to target the parents that only live in a certain area of town so I've narrow it down to zip code and school zoning area..  First I've  have included the schools that are near the area where the charity event will take be held second I restricted them to zoning and district, district B and part of district G zoning, there a total of 20 schools in the area and within a 5 mile radius of the event, there 3 high schools, 5 middle schools and 12 elementary schools around the area.. The total of number of students for the these schools, is 20,068 students, which makes-up 6.4 % percent of the students in Clark county district, the next step is to target my customer in this case students are my customer, however there parents are the medium to buying my product, "My target is lower class married woman with children from ages 5 to 18,  somewhat educated  and interst in reading" “The people with more education tend to have stable family structures with committed, involved fathers,” Ms. McLanahan said. “The people with less education are more likely to have complex, unstable situations involving men who come and go.”  New york times.                                  I did this research on parents and their buying habits, education and parenting experiences,  and allocate the number of parents that are near the school that are married and have children to narrow it down even more...  Mothers are also more likely to be highly involved in their children's schools, perhaps reflecting different employment patterns and work hours between mothers and fathers. Adolescents also report that they are more likely to attend a religious observance with their mother than their father.                              The reason why I did this research is because want to target parents that will go and that live around the area and they are more likely to go, and if they know that the event is close by.        
The Product Market strategy:  to be continued ....
 

Objective

The "Glow back to school festival"  objective is to have as many parent come to the festival, and raised awareness about children left behind because of  lack of income and support, the objective is to market to those parents that have a need and want their children to be better students. the objective is a blog were parents can make comments about school issues and other student programs that are available to students in the Clark county area. I will do research and make weekly posts of school issues and other programs. A blog were parents can talk about and comment about current school issues.“Growth is pure oxygen,” states one executive. “It creates a vital, enthusiastic corporation where people see genuine opportunity.” At the same time, a firm must be careful not to make growth itself an objective. The company’s objective must be to manage “profitable growth.” I  want the parent to know that the is not only about donation to charity, but having a say on what they want schools to do for their children. I will link this blog to Clark county school official websites the difference between the official website and a blog is that people parents and actually comment about things they don't like or dislike, I will then Foward this information to Clark county district, the opportunity here is for parents to talk about school and their children's well being in school.  But the primary objective of course is raise 2000 dollars to donate to charity. “contributing to a higher level of gracious living for those who are touched by our products and services.” marketing an introduction to marketing 10 edition page 7, chapter 2 

Business Mission statement

Mission statement: My mission is to help raise 2000 dollars to help student with low means of income and educational needs. To make sure that all of Nevada’s children are receiving the support they need to stay in school and graduate, we need to make sure that the education of our youth in Nevada is top priority. "Some companies define their missions myopically in product or technology terms (“We make and sell furniture” or “We are a chemical-processing firm”). But mission statements should be market oriented and defined in terms of satisfying basic customer needs" marketing: An introduction to marketing 10 edition page 6 chapter 2..By having a charitable event at my local church I will be able to accomplished this important mission. I will help raise money to donate to the Communities In schools of Nevada organization, an organization that has helped thousands of students graduate. In Nevada, 133 students drop out of school every day, currently, fewer than 45 % of Nevada’s high school student graduate; for minorities it is fewer than one in three. My plan, to help out by  spreading awareness thru social media networks, I will begin by spreading the word out to my friends and family members thru face book to help promote more awareness to our Las Vegas community. By getting involved not only will I help make a difference in some life but the donators will also help contribute to this good cause. "Finally, a company’s mission should not be stated as making more sales or profits—profits are only a reward for creating value for customers. Instead, the mission should focus on customers and the customer experience the company seeks to create." Marketing: An introduction to marketing 10 edition, page7 chapter 2.