Blogger Notes

Average Kitchen bring cooking digital with online video tutorials that go hand and hand with the cook book. It will feel like you have a virtual chef walking you through each recipe step by step, creating one of a kind dishes. No more long confusing directions! With the average kitchen cook book you can see how its done to make sure you make it right and taste right as well. Don't be fooled by pictures and ratings, do it yourself and learn how to cook and cook like a culinary master.

Along the way you will learn more than just cooking but about food, flavors, grilling and more, so you can broaden you skills on any dish or even experiment with some.

Average Kitchen Cook Book promises to deliver to high quality dishes with easy to read and remember recipes, to allow for more of a seasoned vet than a rookie in the kitchen. Create appetizers, main dishes, deserts all with a 5 star restaurant quality look and taste with out the 5 star culinary background which will satisfy our consumers needs during holidays, get together, and special occasions. Remember, don't be Average in the Kitchen, cook 5 star meals with no long confusing instructions, and end with a meal that you will never think you could of created.

As a designer, I don't make a great looking website, I create great looking websites that succeed. I look at each project from a usability standpoint. "Who can I generate a lead?", "How can I capture an email?", "Who is my audience?" etc. These are the types of questions I ask myself before I start designing a website. Creativity & Usability is combined to attract the eye and to teach, to sell, and to inform the visitor. My websites succeed online because of this, and it can only get better from here.

"In setting its price, the company must also consider competitors cost, prices, and market offerings."

Through our digital copy, iphone application, member subscriptions, we would generate alot more money without much of a cost that creating books and have to market them in one of the most toughest industry to make money in. We would place ourselves lower than our competitors and have a beautifully done brand that will make the consumer think that this is for the consumer and why pay anything more.

Our price point will be lower than most competitors because of our lack of huge marketing budgets since everything will be digital and cost nothing to produce. Everything will be sent through online advertisement email campaigns, social networking websites. But since we have alot of different forms of buying the cookbook we will actually end up making more money through all the channels available for the cookbook

------------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Competitors Strategies and Prices, Page 269

"The price the company charges will fall somewhere between one that is to high to produce any demand and one that is too low to produce for profit."

Our price point will be lower than most competitors because of our lack of huge marketing budgets since everything will be digital and cost nothing to produce. Everything will be sent through online advertisement email campaigns, social networking websites. But since we have alot of different forms of buying the cookbook we will actually end up making more money through all the channels available for the cookbook.

------------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Factors to Consider when Setting Prices, Page 259

"Test marketing gives management the information needed to make a final decision about wheter to launch the new product."

After our results from online and book stores sales, the average cook book would already have a big following because or constant want of information and email that we would have collected from the website. We would have an understanding on who is our target market and when we need to do to keep them aswell as grabbing new crowds.

By capturing consumer information we can send email blasts and have somewhat of a control of our destiny. We will have start a small share of the market already and then we have our iphone app which iphone owns 20% of the cell market which will be the first to tap into because there are no real cookbooks in the app store. We would have alot of money left because everything we are testing really cost us nothing if its all digtal.

------------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Commercialization, Page 241

"Test marketing gives the marketer experience with marketing the product before going to the great expense of full introduction."

By getting exposure in the book stores with our store front selection, the average cookbook would focused also on the web. By generating a buzz online and collecting information from people as well as selling all our digital content. As we know there is alot of competition at the book store but when you have someone on your site its like having a book store but your selling everything you you own and no one else. We would defiantly see great results from our iphone application and digital download copies as well. But with our well created book and Dvds there still would be a reason to go to the book store. But we cannot forget about testing the book in stores and finding out what we are doing right and wrong.

------------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Test Marketing, Page 240

"Good design contributes to a products usefulness as well as to its looks. Design comes from a deep understanding of the consumers needs."

Using a great balance of color theory and usability, we will focus on correct typography and proper page alignment. Colors will follow schemes of colors that make people hunger as yellows and pinks, and reds and greens. Maybe not in that order but tastefully done. Every piece of marketing material would stay consistent through all product lines and digital media. So when we marketing other products consumers would know that it was an Average Kitchen Cook Book rather than another different item or product. We must make the cook book look proper and still look easy to use and not mind blowing full of content and instructions.

We have design and brand ourselves as reputable, fun, exciting and easy to use. We cant just mash our self's with the hundreds of thousands of cook books out there. Our Displays have to be prominent to attract consumers to pick up our book. Any store front material has to have some kind of eye catching material to attract them to pick it up. One we have them grabbing the book, we will wow them with the design and ease of use the book offers, but will not have mush website reference because we don't want to lose a sale and have the consumer forget.

------------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Product Style and Design, Page 205

"A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same outlets, or fall within given price ranges."

The Average Cook Book will be in may different formats from hard bound to some kind of digital format. This will allow to use all outlets provided with forgetting one, it makes the book more accessible and more user friendly and will allow for people to expand that normally wouldn't do so. My offering the website and a line that will continue to expand our brand it will up-sale customer as well as inform them on of ways of getting The Average Cook Book.

Like I have said before, we will being offer a small array of products all aimed to the cook book and the ease of accessibility of getting content. From one product being a book, to iPhone Application that would be sold at a reduced price, We also have the book in all book stores, but a digital PDF also offered online. We would brand our self's as a ecofriendly company that has earth on the mind.

But not only does it making reading the learning easy, Average Kitchen Online will allow for more ease! You can watch full length videos of all of Average Kitchen recipes in the book! This goes far and beyond most cook books on the market and will prove to consumers that it doesnt have to be cooked at a restaurant but in your home.

------------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Product Line Decisions, Page 208

"Once it has chosen a position, the company must take strong steps to deliver and communicate the desired position to target consumers."

By allowing digital copies on the interest or to your iPod and cell phones, you can access this cookbook anywhere any time, something the traditional cookbooks do not do currently. This will definitely set us apart from our competitors and start a whole new market of going green and digital!

By going one step further and allowing functions on the website such as rating systems, forward to a friends, blogs, we are allowing people to connect other people with the same values, interests, and behaviors, thus making the site more social and will produce more hits and purchases of the book. We would be building a relationship online which they would figure out that's the best way to go. By doing everything digital and only have one element as a hard copy such as the cookbook we would certainly communicate our position in the digital world and our target consumers.

------------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Choosing a Differentiation and Positioning Strategy, Page 192

"Two firms can enter the same segments, so they must differentiate them self's by building a unique bundle of benefits that appeal to the segments."

By setting ourselves different from our competitors, we must offer more of ease and accessibility and more than a subscription but a benefit to the consumers. Average Kitchen Online will allow for more ease! You can watch full length videos of all of Average Kitchen recipes in the book! This goes far and beyond most cook books on the market and will prove to consumers that it doesn't have to be cooked at a restaurant but in your home.

By allowing digital copies on the interest or to your iPod and cell phones, you can access this cookbook anywhere any time, something the traditional cookbooks do not do currently. This will definitely set us apart from our competitors and start a whole new market of going green and digital!


------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Choosing a Differentiation and Positioning Strategy, Page 186

"A new product is a good, service, or idea that is perceived by some potential customers as new. It may have been around for awhile, but our interest is in how consumers learn about the products for the first time and make decisions on whether to adopt them."

To define this process we must use the Adoption Method which can be defined in stages:

Awareness
The consumer becomes aware of the product but really doesn't know all the fact and information. So any kind of email blast of marketing material will always have something about the book and what it will do your cookers in the kitchen. This will make no room for assumptions and guesses, but well informing buyers and potential buyers.

Interest
The consumer is now seeking for information, which we will have to have readily available in your stands, on our books, in any marketing material and follow through to the online experience. By having a well aware audience and they know what they maybe looking for it makes research much easier which will generate more interest because the book is based on the easy of cooking great food and with tons of supporting material to go with it.

Evaluation
The consumer try to figure out if they want to buy the cook book or not, here will offer coupons, sign ups, and notating free online material is available also. This will entice the consumer to either purchase depending on not only are you getting the book and many other offers, or this just isn't the book for them. By letting the consumer know of all the benefits of getting this book will do, we are sure for a great evaluation.

Trial
To support our material and cookbook user don't have to buy a book they will probably use one or two times till they figure out this wasn't the right book, we offer multiply recipes from the book online for free download and also sign ups for more free recipes down the pipline that will allow for collecting data too. By giving snipbits of the book with all the supporting material and service will definatly establish our selfs differently.

------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Buying Decision Process for New Products, Page 148

"Social classes are society's relatively permanent and ordered divisions whose members share similar values, interests, and behaviors."

The scope of the marketing plan is to make people aware of the book and how useful it will become. one way to generate buzz about the book is giving it a social aspect, allowing classes with the similar values, interests, and behaviors that the book is written for. Even though this book is for everyone we still need a target market to allow popularity in a certain community. By going one step further and allowing functions on the website such as rating systems, forward to a friends, blogs, we are allowing people to connect other people with the same values, interests, and behaviors, thus making the site more social and will produce more hits and purchases of the book.

Another huge factor is allowing Social Networks and Social Leaders to stress there opinions and feelings towards the cookbook. By these Networks that already have a following or mob of readers and subscribers we can generate more segway to the success of the online brand experience with more than hopefull great feedback.
------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Social Class, Page 134

"Researches must determine the exact information needed, develop a plan for gathering it efficiently, and present the plan to management."

Since the Average Kitchen Cook Book is doing both hard book and online, we must research the demand for the online presence of the company. Before spending huge marketing dollars on the website that will have every functionality know to man to help the site do well online, we must gather information is its worth investing into. Even though we have set our self's differently offering all video recipes along with our cookbook we must still do the research and collect data such as:

The demographics, economic, lifestyles, as well as would this site provide another way to make sell?

Furthermore to help us with our online decision is to conduct internet surveys, online panels, experiments, and focus groups.

------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Developing a Research Plan, Page 102

"Market intelligence information about general consumer, competitor, and marketplace happenings, marketers often need formal studies that provide customer market insights for specific marketing situations and decisions."

While we collect our information from the marketing strategies we implement for the Average Kitchen Cook Book, as our marketing plan, we need to figure out if our marketing is working especially when and where. We ask such questions such as, "Are we displayed in the right area?", "Are we marketing on the wrong days of the year?" So in order to do that we must do some order follow the marketing research process which is:

1. Defining the problem and research the objectives
2. Developing the research plan for collection information
3. Implementing the research plan- collecting and analyzing the data
2. interpreting and reporting the findings

following this process allows the Average Kitchen Cook Book to understand what motivates and satisfies the consumer.

------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Marketing Research, Page 101-102

"Markets require buying power as well as people"

As wallets get tight and the need for the comfort of home is becoming greater then the comfort of the mall is decreasing, this allows people to really think about what they eat and more importantly what they want to make. Also fast food and food quality have raised health concerns around the world which promotes to cook your own meals. The problem that consumer may face is that they don't know how to cook certain items they are use to have created for them. Average Kitchen eliminated frustration by allowing easy to follow instructions, Example:

Sweet Sticky Ribs

• 2 racks pork back ribs, about 4 pounds
• 1 1/2 cups barbecue sauce, plain
• 1/4 cup pancake syrup
• 1/4 cup brown sugar
• 4 tablespoons white vinegar

Instructions

1. Mix sauce, syrup and brown sugar, set aside
2. Preheat oven to 400 degrees
3. Place ribs in their racks (I just mean do not cut them) in a large baking/casserole dish
4. Pour vinegar into dish with ribs and cover tightly with aluminum foil
5. Bake about 90 minutes or until very tender
6. Remove from oven and carefully lift off tin foil - watch out for steam
7. The ribs are now fully cooked and just need to be 'sauced' finished'
8. Heat bbq to medium and place ribs meat side down without sauce - but you can baste the back with the sauce
9. Cook until they start to develop grill marks, and turn over - now baste the top
10. You could stop here after they grill a bit on this side, or you could baste them a bit more and then give them a couple more minutes meat side down - that's what I do
11. Give 'em one extra baste them after they've been removed, but just before you serve them

In no time you will be creating ribs you only see on tv in your own for for less than $15 Dollars! That can create a dinner for two for that amount. As we said this book is to create high quality food while learning with a tight budget.


------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Economic Environment, Page 78

"The demographic environment is of major interest to marketers because it involves people, and people that make up the market."

With the changing age structure of the population and that a new generation of techy heads and everything in some kind of online format, its only right that the Average Kitchen Cook Book moves itself online as well. By offering streaming and download content for the growing masses that now consume the internet everyday, we must digitize the book into an online friendly website packed with extras and are as easy to follow as our book and brand.

As everything is becoming more accessible online, we must provide a better message online to the young and new to the digital age. By creating persona and figuring out who is coming to our website and holding round table discussions this will allow us to attract all ages and all skill sets rather than and age range and gender type that most websites cattery too.

Baby Boomers - Take 30% percent of the market and are ranging from late 30 to as old as the 60's in age, but demand more from life and more financially savvy. Baby Boomers want return on there investment which the book will over as well as its online prescience, and to keep them in touch with monthly email blasts and coupons and offers.

Generation X - The generation lacks tenacity that the Baby Boomers have. But Generation X are more social and share experience with others. The Average Cook Book website will defiantly allow for feedback and comment sharing to all for all consumers to see what people have said about certain areas or recipes of the cook book.

Millennials - Are young, hip, technology friendly, but financially irresponsible. By allowing cheap ingredients to create delicious dishes and the video & video sharing and bringing social tools to allow for online experience we see today.

------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Demographic Environment, Page 68

"Marketing control involves evaluating the results of marketing strategies and plans and taking corrective action to ensure that objectives are attained."

Marketing Control
Average Kitchen Cook Book will evaluate all marketing strategies and results to correct or maintain its course and objectives for its marketing plan. Average Kitchen will look at all marketing goals and aspects that have been created and implement for the Average Kitchen Cook Book. We will asses results of campaigns, feedback, anaylitics and demographics in order to send the right messages to the right consumer, and also make aware of the consumer we have incorrectly have been trying to reach. After Complete analysis we close the gabs and areas that were not being met or reached in our efforts.

Marketing Audit
Not only will be control our marketing efforts but we will periodically check and maintain the Average Kitchen Cook Book's marketing implementation. By examination our objectives, goals, strategies we will look at is over progress and determine whats working and not working in our marketing plan. This will allow Average Kitchen to budget well and not over spent our marketing efforts and stay profitable in a competitive market.


------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Marketing Control, Page 56

"Managing the marketing function begins with a complete analysis of the company's situation. SWOT"

S - Strength
With Average Kitchen attention to detail and the way it organizes it recipes and instructions for the laymen, the 9-5er, male and female, Average Kitchen offers a web 2.0 twist on book and online cooking. With Online resources such as videos that match with the food in the cook book and consumer comments and feedback on its website, the Average Kitchen Cook Book will hopefully be a hot seller.

W -Weakness
The Weakness is that Average Kitchen lacks in credibility and the notation that its like another cook book in the market. With no big name chef covering the front of the book it can just be over passed as any other book. Another weakness is that its would not be hard to competitors to do the same thing of coming out with cook books that come with video online, but where we still have the advantage is that our instructions are easy and not done in a million dollar studio as we see on TV.

O - Opportunities
Average will start as paper back book to an online brand, that will allow new content and recipes, and keep the consumer in touch and to portray as online conisures and experts so the average consumer will return to the site. With the structure of the cook book and its easy to follow instructions and magnificent 5 star dishes, Average kitchen provides a slue of online content and videos to match all the recipes in the cook book.

This will entice consumers to consistently return and build a sold relationship with its consumers of easy and yet exciting new dishes to impress for any occasion.

T - Threats
As we established that a this concept of simple to understand instruction for quality dishes and online video content can be easily done by competitors and already has, but from research the average dish does not come out the same as it does on the TV or especially recipes online with photos as we all have learned. Average Kitchen is not into sponsors and commercial breaks which the consumer will really love, and average kitchen will always have exciting dishes that will have consumers cooking away with confidence reading our instructions and helpful online video step by step and also teaching you about the food that are cooking which threats like Food Network think that you have a culinary background.



------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Marketing Analysis, Page53

"The marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than the competitors do."

What Average Kitchen has done with Apple and allowing people to learn new touch technology is what Average Kitchen Cook Book will do for people that are feed up with long and confusing directions, fooled by poor results, and there lack of knowledge in the kitchen because fast food and take out are readily available. Average Kitchen Cook Book will the consumer achieve a higher level of confidence in the kitchen with the high quality dishes that the book asks you to create, no more tuna casseroles or meatballs, but sweet sticky ribs, and mango tacos that you can find at a your favorite fine eateries.

Average Kitchen promises to deliver fun and exciting dishes with out busting your wallet or expensive ingredients and center around and easy instruction philosophy that will make you want to use and pass this book on to more and more people that want to cook but are overwhelmed with all the cook books on the market that do not offer the same value proposition that the Average Kitchen Cook Book will Offer

But not only does it making reading the learning easy, Average Kitchen Online will allow for more ease! You can watch full length videos of all of Average Kitchen recipes in the book! This goes far and beyond most cook books on the market and will prove to consumers that it doesnt have to be cooked at a restaurant but in your home.

Here is an example video of what you can expect from the instructions of the online video



------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Marketing Concept, Page 11

"How will the company differentiate and position its self in the marketplace."

The Average Kitchen Cook book will differentiate itself in the marketplace by offering fine dining cuisine and beautiful color and appeal to your dish with easy grocery store ingredients and budget friendly feast. By placing our cookbook as a easy to follow, but top restaurant quality dishes, this book will bring the newbies a thought of, "I always want to cook now", to skilled mother in the kitchen that's tired of making her grandmas famous casserole. Average Kitchen Cook Book is not saying that this hasn't been done, it has, but formulates complex cooking instructions in easy to understand terms that don't result in easy looking food.

Average Kitchen Cook Book promises to deliver to high quality dishes with easy to read and remember recipes, to allow for more of a seasoned vet than a rookie in the kitchen. Create appetizers, main dishes, deserts all with a 5 star restaurant quality look and taste with out the 5 star culinary background which will satisfy our consumers needs during holidays, get together, and special occasions. Remember, don't be Average in the Kitchen, cook 5 star meals with no long confusing instructions, and end with a meal that you will never think you could of created.


------------------------------
Armstrong & Kotler, 9th Edition Marketing An Introduction, Choosing a Value Proposition, Page 9

Web Designer with wide range of knowledge and professional experience and creating designs for clients such as: Michael Jordan, Make-a-Wish Foundation, and Four Seasons. One huge goal is to start of a web/branding/marketing firm here in Las Vegas, Nevada.

As a designer, I don’t make a great looking website, I create great looking websites that succeed. I look at each project from a usability standpoint. “Who can I generate a lead?”, “How can I capture an email?”, “Who is my audience?” etc. These are the types of questions I ask myself before I start designing a website. Creativity & Usability is combined to attract the eye and to teach, to sell, and to inform the visitor. My websites succeed online because of this, and it can only get better from here.