Promotion

A brand is only as big as they make themselves. There are many different ways a company can get recognition. One of the main ways is through promotion of the brand and the product itself is through promotion. “Promotion means activities that communicate the merits of the product and persuade target customers to buy it." (Armstrong & Kotler pg. 54) Advertising is a great and popular example of promotion that a company can do for itself to gain a larger consumer base. Phileas Fogg’s Perfect Polish Perogies uses advertising such as posters and menu-insert advertisements in bars and retailers to promote the brand and product. Another way that the brand promotes is through merchandising. Merchandising is a great form of promotion because the company makes money on the merchandise itself and the brand gets the desired exposure from the consumer’s use of the merchandise. Phileas Fogg’s Perfect Polish Perogies uses merchandising in the form of clothing. This specific merchandising choice is beneficial because clothing is a product the consumer exposes to other potential consumers in an obvious, easy to comprehend way. This form of promotion is also successful due to the average mobility of the consumer, it’s a walking billboard for the brand. "The marketing mix is the set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market.” (Armstrong & Kotler pg. 54)

Product

Phileas Fogg’s Perfect Polish Perogies strives to provide the highest quality product to the consumer. “Product means the goods-and-services combination the company offers to the target market."  (Armstrong & Kotler pg. 53) Using only quality ingredients, the product is guaranteed to satisfy the consumer. The perogies are a cracker based snack with cheese and onion flavored filling, coated in savory cheese seasoning. The snacks are semi-circular shaped to represent the classic dish that they are named after. While still being high in fats and savory to the tongue, Phileas Fogg’s Perfect Polish Perogies still keep their promise of wholesome ingredients by only using organic ingredients while making the snack. Another positive aspect about the process of making the product is that the snack is also gluten free. Being a customer driven brand, it is important that the product can be consumed by as many people as possible. Staying gluten free and all organic delivers that promise to please every consumer.  "After deciding on its overall marketing strategy, the company is ready to begin planning the details of the marketing mix, one of the major concepts in modern marketing.” (Armstrong & Kotler pg. 53) The product is packaged in slightly above average sized snack bags that depict a traditional feel of the product’s basis. Each unit contains 1.5 oz of product and is filled with a significant amount of air due to the fragile product.

Target Market Strategy

Phileas Fogg’s Perfect Polish Perogies has a very specific target market trying to be reached which can be beneficial but it can also be a downfall of the brand as well. "A company should target segments in which it can profitably generate the greatest customer value and sustain it over time" (Armstrong & Kotler pg. 50) The snack is made specifically to pair well with a nice tall alcoholic beverage while sitting at the local bar. The high fat content and savory cheese filling make it perfect while drinking. Being a snack made to be eaten with an alcoholic beverage, the brand is clearly targeting the adult drinker which does not seem that limited. Yet, compared to the average snack that tends to all demographics it cuts down the consumer market significantly. "Market targeting involves evaluating each market segment’s attractiveness and selecting one or more segments to enter." (Armstrong & Kotler pg. 50)