Product

Obviously, product—our product, must be clearly defined. “Product means the goods-and-services combination the company offers to the target market.” (Marketing An Introduction, Gary Armstrong, pg. 54)  This takes us back to the mission statement: “if you have an appetite, you are our consumer.” What are we offering to our consumer? We are offering not only the obvious snack and food aspect of the business, but also the brand. We are unique in offering an authentic backstory to our themed snacks, allowing the consumer to experience the brand and, if for only a moment, capture the consumer in that story as they eat the snack. As stated in the textbook in Figure 2.5, product should encompass “variety, quality, design, features, brand name, packaging, and services.” (Marketing An Introduction, Gary Armstrong, pg. 54) Quality of the product is another key aspect to our mission statement. The challenge is finding the balance between presentation and taste of the product and the cost of manufacturing. Our product would be served in an 8oz bag [typical size of chips nowadays]. It will be served in a clear bag with a small packet of vinegar-based seasoning. The labeling of the bag would include an original Phileas Fogg logo and the back would include a label with nutritional facts along with the themed backstory behind the snack. I want the product to be more than just something that the consumer merely eats, but also something they think about. Something they daydream about or find themselves thinking about randomly. This is where commercials, creative commercials, would immensely help build brand.