Marketing discussion 1: Discussion 1: Marketing Introduction Background Information Welcome to the first discussion. In this course you will be introduced to a topic in the discussion. The first week of the module you will write about your initial thoughts after reviewing the resources. The initial post should be at least 600 words. During the following week you will reply to at least two of your classmates. The replies should be at least 200 words. See the discussion rubric for more details on grading. Discussions should always be completed prior to "class." If you are in an online class or an on ground course this is prior to the lesson portion of the week. Are you ready to begin?

1. Watch the Ted Talk: Choice, happiness and spaghetti https://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce?utm_source=tedcomshare&utm_medium=email&utm_campaign=tedspread 2. Read http://contentmarketinginstitute.com/2011/03/content-marketing-diversification/ 3. Research Howard Moskowit’s tomatoe sauce and marketing ideas. 4. Initial Post (600 words) What was so different about Moskowit’s marketing ideas? Find another company that has done something unique in marketing and share the story. 5. Reply Posts (2 200-word posts) Do you agree or disagree with your classmates' posts, or can you offer different insight? Reply to 2 students. Student#1: Dr. Moskowitz is a well-known experimental psychologist in the field of psychophysics and creator of world-class market research technology. In 1969, Dr. Moskowitz earned a Ph.D. in Experimental Psychology from Harvard University and funded Mind Genomics Accentuates in 2014 to promote the development and use of the new science that creates an archival and action-oriented database for knowledge about how people think about the aspects of their daily life. The science is used in business to drive sales and marketing, and in social research to understand what is important, and what should be communicated to citizens of a country for socially relevant issues. Dr. Howard Moskowitz is also a distinguished author, speaker, and mentor to students world-wide. Harvard’s research identified what he called Horizontal Segmentation. He found that one variation of a food product was the wrong way to approach things. He found that one universal product does not suit all tastes-needs and that there is no one prefer a certain product to another.so in the case of the spaghetti sauce, there is not one perfect sauce but there are many perfect sauces that exist on a horizontal plain. Each sauce is perfect to the right person. Thanks to Howard, companies such as Ragu now offer 36 different variations of spaghetti sauce. One should apply this to their own business. It is very rare that one can offer one product or service that will fir with the needs of every person. If one wants to grow their business, they should consider what variations of their core product or service one could offer to new and existing client to better satisfy their needs. When it comes to the food industry Howard identified that by pursuing universal principles approach to food are doing your business a disservice. If one uses the approach of horizontal segmentation and segment customer into clusters that prefer a certain type of product one can hen offer those customers a product that would better suit their taste thus increasing customer satisfaction and brand loyalty. There was a time not too long ago that many consumers would not want to associated Popeye’s Chief Brand Experience Officer Dick Lynch, nothing there was awareness for the chain throughout the U.S. just five years ago. As it turned out, that heritage was the point of differentiation the chain needed the help fight stagnating sales and declining traffic. To communicates those roots, Omnicom’s GSD&M created the chin’s representative, Annie, played by actress Deidrie Henty. She followed Popeye’s to simultaneously advertise new product and highlight the brand’s heritage. Mr. Lynch said that when Annie was talking, she was characterizing (Popeye’s) as being from Louisiana, so they do not have to spend time convincing people that they are different; because Louisiana is differentiation enough in the chicken category. Until, 2008 the chicken chain, founded in 1972 in New Orleans by Al Copeland was known as Popes chicken & Biscuits. Its name changed when CEO Cheryl Bach elder joined and added U.S. President Raph Bower and Mr. Lynch, who signed on as CMO in 2008. They also included the store remodeling effort and the addition of limited-time product offerings like chicken-waffle tenders. Popes also moved from a localized-spot-TV media plan to one in which franchisees contributed to a national budget for more cohesive advertising. The results were fast. Popes has had five consecutive years if positive same-store sales growth since then and is in the midst of notching a sixth. The chain reported increase in billions of dollars in U.S. sales, up 8.6 percent. The chain has been growing, it has more than 1,769 U.S. locations. Mr. Lynch believes Popes could double its footprint in the U.S. though he did not provide a timeframe. They believe innovation drives traffic. Student#2: What was so different about Moskowit marketing ideas he used Research to led most of food varieties and how to make their choices. He used the perfect level of sweetness for Diet Pepsi. What would Pepsi taste like in a large Audience. He wanted to prove to the Audience what Pepsi would taste like over a lunch. He also discovered the favor of Prego which had flavor of spaghetti sauce. He developed 45 different types of spaghetti sauce for testing. He wanted the level of sweetness over each tomato sauce. He also discovered that Americans fell into three groups those like plain spaghetti sauce, those who like chunky spaghetti sauce and those who like spaghetti sauce. He used content marketing which sell your "business" online. You create good content on your website about your products and services. Selling your products online can promote the business and make the business excel well. The video is teaching us how to promote our business and how well the marketing ideas can help the business. He also used video Marketing in the Tedtalk, he discussed different tactics for small business and he a professional upload the video on you tube . The you-tube is vital connection with the audience. He also used visual marketing it brings happiness for the visual Audience to be able to market their success of the spaghetti sauce especially on social media. He used email Newsletter which blasts the different marketing strategy for the Audience. He also used different marketing strategic to attract the audience. They should be understanding of the video is giving to you and the Audience should have a instruction of what is expected. What was so different about the marketing ideas is that the organization should use strategic marketing to create a plan to reach and satisfy customers this would increase profitability and productivity of the spaghetti sauce. The other thing they could do is strategic marketing which are the marketing efforts ebsites and direct mailers t the customers. They should be Audience identification and analysis which makes your audience know exactly what you want them to get out of the message. They should be Competitor Analysis which is the customers are going to look for the direct competitors. They should be opportunity Analysis which is the approach that is important to sell the business. They should be a marketing tactics which is the approach that is used to achieve your overall business goals. They should be a digital channels like blogging and social media to connect with your business partners. The business needs to have a clearer idea of what you want to accomplish and how it relates to your business goals. They should be a target marketers who you are trying to reach the audience. The products and services should be marketed well, where can the products be found, what the consumers needs the most and the target Audiences. There should be promotional plan how you will reach the target markets. Your promotional plan should include a variety of marketing activities and may include packing, public relations, direct sales, internet marketing, sales promotion. They should be a marketing budget which is the money and how well you will spend it. They should be a promotional plan which will excel your business. They should be situation Analysis which has the company current state, which include a strength, weakness, opportunity and threat as part of the business. They should a goals that needs to set to achieve the overall of the business. They should be an assessment of the overall business and their competitors.