Marketing 500/3

Running Head: PARADISE COOKWARE 1

PARADISE COOKWARE 7

Assignment #2

Part A: Marketing Plan/ Paradise Cookware

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MKT 500, Online

11/16/2014

Introduction

Executive Summary Placeholder

This “Paradise Cookware” company is a company that is in the lead with a luxury type segment of cookware in not only United States but Canada too. The positioning strategy will be based on the emphasis of nothing but quality products while at the same time these products will be higher among comparable items.

The “Paradise Cookware” company has been in this business since the year of 1979. They have been making cookware at a place called the Prince Edwards Islands, which is located in Canada and Charleston, S.C. The company designs and produces cookware specifically for people in North America. This company offers pans, pots, and a lot of different cookware types for not only individual clients but also for corporate clients.

Branding

Paradise Cookware’s branding strategy starts with the organization itself. We feel that branding within the organization is critical to the performance of the product. This enables us to appear different and unique from other organizations. (Griffin & Morehead, 2011). Our moto is to be the most attractive, user friendly, safe, and robust cookware on the market. So, we have decided to have a logo that represents the attraction of feeling like you are buying a piece of paradise in itself. For example; colorful lettering with palm trees enhancing each letter, while showing multiple chefs with huge smiles on their faces in the background. Since we have been in business a long time, this is like a new product launch that will separate us from the rest.

Paradise Cookware is not just another cookware set. Through research and engineering we have developed a cookware that uses natural materials, not Teflon, and is non-sticking, easy to clean, cooks evenly on any surface, including grills. Hence the slogan “Cook anywhere with pride and confidence”. We also offer personalization of your cookware upon request. Another brand extension we are offering is the ability to customize your cookware and accessories to meet your personality, restaurant theme, etc. We want our customers to feel like they are special and deserve something special. Not only in the way that our cookware looks, but more importantly, the way it performs. Quality is the most important part of our product. However, it must be attractive and useful. (CMA, 2013).

Marketing

Our marketing strategy for 2015 is to hold demonstrations at Hotels, cooking events, festivals, and any cooking show we can manage to work a deal with. The main objective is to get our product seen by as many people as possible. We also plan on doing comparisons within the demonstrations to place our product against our competitors. We also plan on utilizing social media like YouTube, and Goggle with the same demonstration techniques. We feel confident enough in our product to let it speak for itself. As we move through the product life cycle we also plan on using celebrity endorsements as we grow.

With the Christmas season approaching, we feel like it is the best opportune time to start our champagne. So, we are actually starting in 2014 with our initial announcements of the new product. In the beginning of 2015, we are going to hire and train reps for the demonstrations. After this is accomplished we are going to strategically hold the demonstrations in different places at different times. For example; we would need to get a schedule for the different cook-offs, festivals, and events, and then schedule each one accordingly. Of course with the online demo’s we would also strategically place them according to current events. Throughout the year, we also would monitor and evaluate feedback from our website, as well as social media and adjust accordingly.

Positioning

For the one who loves to cook and cook anywhere, whether it be a kitchen, restaurant, or outside grill, Paradise Cookware is the last cookware you will ever own. Paradise Cookware will deliver quality, natural, and safe products with a lifetime guarantee. Paradise Cookware believes in making a product that is user friendly, robust beautiful, and personal that will perform every time it is used. (Stayman, D. 2014, March 10).

Marketing Science

It can be noted that an organization has to undertake suitable strategies to retain its customers once it has attracted them. At the introduction sage, Paradise Cookware will attract customers. As such, in the subsequent stages the organization will have to undertake suitable strategies to ensure that it retains the customers attracted in the introduction stage. At the growth stage, Paradise Cookware will start to experience an increased volume of sales. However, the organization will still need to continue carrying out commercial advertising strategies so as to increase its market share. Besides commercial advertisement, the organization will also need to use promotion and continued accountability strategies to maximize its market share (Mullen & Johnson, 2013).

At the maturity stage, the organization will have achieved a significant market share in the industry. However, Paradise Cookware will operate in a very competitive industry and will need to continue to deliver what we are promising our customers. According to Mullen & Johnson (2013), consumers are always rational in that they prefer more to less. Some consumers are looking for lower prices, while some are looking for known quality. Paradise Cookware will undertake product differentiation by selling its products at a price that is equal to our quality and not the lowest priced. Since quality and differentiation is the backbone of our product.

As aforementioned high quality products is the basis for the strategy that will be used by Paradise Cookware to position its products in the minds of the target consumers. The strategy will help to optimize the level of consumer satisfaction and hence increase the competitive advantage of Paradise Cookware. This is what we want to be placed in the minds of our potential customers. We want them to think of us as the best money can buy without thinking about the price. However, we fully intend on have the price quality relationship applied to our pricing strategy. When applying marketing science, we believe again, the proof is in the demonstrations of our product. You can see for yourself without taking our word for it. As well, a lifetime guarantee assures the consumer that they really have nothing to lose.

Mission Statement

Paradise Cookware is a family owned business that wants to secure a future for family yet to come. All the while provide our customers with the best and the last cookware they will ever own. We pride ourselves on being customer friendly, delivering top products while being environmentally friendly as well. We want to be a value to everyone we touch, our stakeholders, customers, and the environment while giving back to the communities that we operate in.

The “Paradise Cookware” company has been in this business since the year of 1979. They have been making cookware at a place called the Prince Edwards Islands, which is located in Canada and One location in Charleston, S.C. The company designs and produces cookware specifically for people in North America. This company offers pans, pots, and a lot of different cookware types for not only individual clients but also for corporate clients.

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References

“CMA”, Cookware manufacturers association (2013). Brand finder. Retrieved from: http://www.cookware.org/

Griffin, R., & Moorhead, G. (2011). Organizational behavior. Mason, OH. Cengage Learning.

Iacobucci, D. (2014). MM4, Marketing Management. Mason, OH: Cengage Learning

IBIS World (2013). Kitchen cookware stores in the U.S.: market research report. Retrieved from: http://www.ibisworld.com/industry/kitchen-cookware-stores.html

Kahn, K. (2011). Product planning essentials. NY: M.E.Sharpe

Mullen, B., & Johnson, C. (2013). The psychology of consumer behavior. Psychology Press

Stayman, D. (2014, March 10) How to Write Marketing Position Statements. Retrieved from: http://blog.ecornell.com/how-to-write-market-positioning-statements/