After developing our mission statement, it is
important for a set of business and marketing objectives to be created to
ensure that our overall goal is met. Using an example based on a skin care brand known as Kohler the book stated “To increase its market share, Kohler might increase its products’ availability and promotion in existing markets and expand business via acquisitions.”
Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. Pg. 42 Upper Saddle River, NJ: Prentice Hall, 2000. Print
Objectives may include establishing a
target market to place more emphasis on our consumers or even a supplier that
may provide benefits to our company. “Each broad marketing strategy must then be defined in greater detail.”
Armstrong, Gary, and Philip Kotler. Marketing: An Introduction. Pg. 42 Upper Saddle River, NJ: Prentice Hall, 2000. Print For our Phileas Fogg brand to expand
and gain the popularity, we plan to draw attention by using an advertising campaign
that will help bring awareness of our brand as an exotic, healthier, bar snack vs.
compared to other party snack brands. Our company would use print ads and place
it in Men’s magazines like Men’s Health, GQ Gentlemen's Quarterly, and Esquire
to specifically reach men in their mid-20’s to early 30’s. To market to woman
we would also place print ads in Cosmopolitan, Elle, and Glamor to reach the
attention of woman also in their mid-20 to early 30’s. To get into the spirit
of the product and Mexican cantina theme we would launch our product just a few
weeks before everyone’s favorite drinking day, “Cinco de Mayo”.
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