Final Project: Implementaion Evaluation Control

Final Project: Distribtion

Yankee Candles is a stand alone store so a majority of the focus has to be on just getting men in general to come to the store to purchase the candles. A possible distribution plan could be set up in the future with other companies in order to help sell product specially for men. In order to keep a higher respect for the candles I would keep the product out of stores like Walmart and Target and aim towards possibly slightly higher end stores where men tend to spend money on themselves.The main goal is to produce a  product for men that would enable us to gain immediate access to a majority of the potential customer base. "In many ways, retailing boils down to the unglamorous art of getting the right product in the right place at the right time at the right price."(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.344)

Final Project: Promotion

In order to get men to buy Yankee candles the product needs to be in other places where they buy and obtain everyday items. Most men aren't interested in the typical everyday candles because they aren't marketed to them in the first place. Different commercial ads on popular television networks that men typically watch would be a good step towards promotion. Plenty of print ads in popular men's magazines as well would help with pushing Yankee candles. Magazines like Mens Health and Gq would be popular choices to catch attention. The image that men associate with candles is just as important as the product itself and without proper placement it is going to fall on its face."A product image is the way consumers perceive an actual or potential product"(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.249) Many Yankee candles are in malls today and I believe greeters paying more attention to men passing by would help as well.

Final Project:Product

The Yankee candles are a product that is simple yet manly. Unlike the other millions of candles that are around, Yankee candles keep there image very sleek. The different fresh scents are often bottle in a variety of containers but the final look of the product is appealing on not only the eyes but the other senses as well. Dark, muted colors will be the majority of the colors implemented to attract men. Bright colors like pink, purple, and yellow obviously wont attract men to a product that is already in question. The scent is going to be something that many men can relate to also. Woods, sea breeze, campfire, all scents that men might already come across in there everyday lives."New products face tough odds".(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.254)But because like I stated earlier I don't see candles as a new product but having to be marketed to new people. The idea of candles for men is something new and interesting and I believe the market will be accepting to the thought of it."New-product development starts with idea generation".(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.246)

Final Project: Target Market Strategy

In order to bring new customers, mainly men, to our market, their are several different ways I would go after obtaining them. Women already have a deep love for candles and are a group of people that are committed to their specific brands of candles. Men on the other hand have absolutely no preference to candles because they have always been seen as items for the opposites. This allows educating customers on what the product is and creating a new following. When a man commits to a razor he may be with that company or type for years to come, its something that he is committed to. But with something as unknown as candles he will need to be educated as to why he would want to stick with a certain brand. I see education as a way of promotion towards Yankee candles for men. But this is not the only way of targeting this market."You’ll find that promotion is not a single tool but rather a mix of several tools"(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.375) Customers are going to be encouraged to be ambitious and try something that while not different, but is not in maybe there daily routines. Candles are not a new product, but they can be for men."New products are the lifeblood of a company"(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.245)

Final Project:SWOT

Some of the strengths that I believe we have are the fact that many people have already have candles in there homes so technically that's already half of the battle. Many of there significant others will enjoy the scents and appeal of having Yankee candles around the house. The overall price for the product is very obtainable and will allow for anybody to have the product. On the other hand weakness's that I see possibly happening are "buddies" giving there friends a hard time. Men feeling comfortable enough to walk into the candle section of there favorite store. Durability as well could be a problem because candles don't take too well of a beating and can often be handled poorly.As far as opportunities, I see this product as a market that nobody has yet significantly tapped into. The trust has already been built up from over a hundred years of manufacturing and can only increase, people respect the name. This can also be a opportunity to set aside Yankee from the other basic and generic candles that are floating around in the market. The biggest threat are going to the the shops that sell the extremes of candles. Bath and Body Works would be an example that would automatically turn most men off of the idea of purchasing candles. Lower priced generic candles as well are a obstacle with stores like Wal-Mart and Target.

Managing the marketing function begins with a complete analysis of the company’s situation. The marketer should conduct a SWOT analysis, by which it evaluates the company’s overall strengths (S), weaknesses (W), opportunities (O), and threats (T)

In a small group, develop a SWOT analysis for a business in your community. From that analysis, recommend a marketing strategy and marketing mix for this business.

(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions)

Final Project: Objectives

As a company there are a couple of different objectives that I would like to accomplish with the Yankee Candle company. Often they idea that candles are strictly for women is passed around, this in turn push's men away from the idea of enjoying something that could be thought of as "girly".So number 1 is to flip the idea and show men how and why they should enjoy Yankee candles. Another objective is to create something fun and enjoyable that men can relate to. This should be a product that they can go back and keep using continuously for enjoyment. It is something that men over time should be able to go to and trust. Candles have been around for a very long time and just need to be marketed in a different way to appeal to men. "many companies have used imaginative distribution systems to gain a competitive advantage."(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.312). The overall objective I would like to leave with would be to not only get the product into the hands of everyday men, but for them to be proud and excepting of it. This product so be no different then the razors,newspapers,cologne, and other products that men pick up and use throughout the day. I would like to reach out too as many people as possible with this product because "There’s no such thing as a bad customer"(Marketing: An Introduction for Education Management Corporation, 10th Edition. Pearson Learning Solutions Pg.173).