Objectives

"Advertising objective

A specific communication task to be accomplished with a specific target audience during a specific period of time. The overall advertising goal is to help build customer relationships by communicating customer value." (Marketing: An Introduction, Armstrong & Kotler, Ch. 12, Pg. 386)

I agree with that: The Veggie Vans overall goal is to help build customer relationships by communicating customer value. We want our customers to know they're the reason we can keep moving forward, so we treat them with respect at all times. 

"Customer value is the key ingredient in the marketer’s formula for success. However, as we noted in Chapter 1 marketers alone cannot produce superior value for customers."  (Marketing: An Introduction, Armstrong & Kotler, Ch. 9, Pg. 281)

" Pricing may play an important role in helping to accomplish company objectives at many levels." (Marketing: An Introduction, Armstrong & Kotler, Ch. 9, Pg. 281)

We know people want to save money these days because of the economy, so we like to keep our price low instead of making it very high and taking peoples money. That's also another way of showing our valued customers that we really do care for them.

Situation or SWOT Analysis

“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) . Strengths include internal capabilities, resources, positive situational factors that may help the company to serve its customers and achieve its objectives. Weaknesses include internal limitations and negative situational factors that may interfere with the company’s performance. Opportunities are favorable factors or trends in the external environment that the company may be able to exploit to its advantage. And threats are unfavorable external factors or trends that may present challenges to performance.” (Marketing: An Introduction, Armstrong & Kotler, Ch. 2, Pg. 55)

Strengths:

•  Healthy

• Cheap

Weaknesses

• Menu is small

Opportunities 

• Promote a healthier life style
• Showing that vegan food is delicious

 Threats

• Competitors

SWOT analysis

An overall evaluation of the company’s strengths (S), weaknesses (W), opportunities (O), and threats (T). (Marketing: An Introduction, Armstrong & Kotler, Ch. 2, Pg. 55)

Target Market Strategy

"A marketing strategy consists of specific strategies for target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to create value for target customers in order to capture value in return." (Marketing: An Introduction, Armstrong & Kotler, Ch. 2, Pg. 57) 

The Veggie Van hopes to amaze everyone with it's mouth watering vegan meals, but there is no doubt that it is the vegetarians and vegans who will admire our food truck with a passion the most. We will need to pay extra attention to them because they are the ones who will eat at the Veggie Van the most, and the one's who will recommend it the most, because the Veggie Van supports their life style greatly and they'll feel appreciated and respected.

Product

"We define a product as anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need." (Marketing: An Introduction, Armstrong & Kotler, Ch. 7, Pg. 209)

Our "products" are our great, healthy, big and affordable meals! It's food that you can eat without guilt, because it's very "green". It's not just a burger! It also comes with a refreshing drink and a cup cake! You'll be eating it, and it won't be eating your wallet. Of course, the experience is part of the whole thing as well, so people are really going to look forward seeing our amazing glow-in-the-dark Veggie Van!

"These product mix dimensions provide the handles for defining the company’s product strategy. The company can increase its business in four ways. It can add new product lines, widening its product mix. In this way, its new lines build on the company’s reputation in its other lines. The company can lengthen its existing product lines to become a more full-line company. Or it can add more versions of each product and thus deepen its product mix. Finally, the company can pursue more product line consistency—or less—depending on whether it wants to have a strong reputation in a single field or in several fields." (Marketing: An Introduction, Armstrong & Kotler, Ch. 7, Pg. 221)

The "version of our product" changes frequently, as mentioned before, because our theme changes depending on the occasion.