Product Policy
The product of a company is its most important asset. As reported, it is the soul of the company; the maximum vector of the characterization of the services that are associated with it (“, 2006). The product is characterized not only by its physical features but also by the image that it conveys (“, 2006). Thus, three factors must be associated with it, namely, product features, packaging and range policies.
As to the features, the factors that make the clients or participants to consider the product or the project good are essential. The quality and the real advantage offered by the project must be in terms of performance or design. The Virtuous Woman Pageant is different from other pageants for it does not only exemplify the beauty and the talents of a woman but her inner beauty, character and spirituality as a whole. In addition, this pageant is not particular with a woman’s physical characteristics, such as the height and vital statistics, therefore, many women from ages 13 to 45 years old, can be qualified. The features of the project will help in its promotion, as many women would like to display and show their talents, skills, abilities and character in different ways. The Virtuous Woman Pageant is unique in its features, in its intentions to share the Word of God in a perspective of a real woman.
Another aspect of product policy is packaging, and it is one of the product’s components oriented to images. The package of the product is the first contact that the client has with the product, and therefore, may be a decisive factor not only for the purchase or support of the project, but also for the image that will be associated with the service of the company (“”, 2006). This must be effective and communicative since it has a strong communication component, and must convey visual impact, acknowledgement, identification, and information of the product or service. The use of advertising and publicity serves as the packaging for The Virtuous Woman Pageant, so these aspects will be given effort on to effectively draw in the attention of the Christian women. Virtue and Valor Ministries will use an effective advertising plan, providing the critical information regarding the pageant, to the Christian women aged 13-45. Information technology, print ads, television, radio and other medium of communication will be used, to successfully enlighten the public regarding its launching and also to entertain questions and suggestions from the interested participants. In this way, more ideas will be conveyed and the interaction with the public will be accomplished.
A range is considered to be a set of products that use the same technology, business, market or market segment, and must be evaluated according to the market addressed (“”, 2006). The Virtue and Valor Ministries has only one set of product and that is the pageant. Its target market is the Christian women aged 13-45, who exemplify the characteristics of a Godly woman, and has a sound biblical foundation.
Channels of Distribution
(2004) stresses the importance of channels of distribution in the marketing mix (p. 258). According to him, customers must have access to a product or service to be able to purchase it. The purpose of this system of distribution channels is to provide an efficient means of getting a company’s products to customers and customers to the products. All companies use channels of distribution, whether they sell directly to and customers using a sales force or use a multilevel system made up of many different entities ( 2004, p. 258). Furthermore, the author categorized the channels into two: the direct and the indirect channels. A direct channel is one where the product or service remains under the control of the company from production to customer; it implies a sales force, which is dedicated to the company’s products, but is expensive to train and maintain. While the indirect channels are independent parties paid by the company to distribute the product; these can reach more customers but are not necessarily working for the company (, 2004, p.269).
(2004) explains that a useful way to think of channels of distribution is as a value-added chain, where the beginning of the chain consists of suppliers that provide raw materials: labor, technology, or other factors of production; the firm then uses the channels or intermediaries that enable customers to gain access to the product or service (p. 259). The author also added that the intermediaries are used only if they add value to the system and are compensated for the added value. Moreover, in using indirect channels, they must be convinced to carry the products of the company, just as and consumers must be convinced to buy them (as cited in 2004, p. 259). Another point made by the author is that channel members are an extension of the firm, but not a substitute, particular in the case of independent, indirect channel members, customers may associate problems in the channel with the company even if they are not your fault. Thus, it is in the best interests of the company to motivate the channels to act in both of their interests.
Furthermore, it was mentioned that channel structures must adapt to changes in its environment, so constant innovation can be done for better results ( 2004, p. 261). With this, different types of advertising media will be used, such as the television, radio, print ads and the internet or information technology. The communications and promotions strategy of the Virtue and Valor Ministries will be an effective way to connect to the public and promote the intentions of the pageant, which is to promote the Word of God through the Virtuous Woman. As mentioned, a good strategy for the public’s awareness is for the Virtue and Valor Ministries to establish a strong name recall for the pageant and to build a reputation that would convince the Christian women of such characters to join.
Customer Relationship Management (CRM)
(2000) reports that the goal of every company is to satisfy and retain customers; the key to its business performance (p. 1). This is why different companies continue to invest in research and development and in advertising to improve and promote their products or services. This is done essentially to satisfy and increase more customers. It has been reported that Customer Relationship Management includes the methodologies, technology and capabilities that help a company manage customer relationships (“”, 2006). (2004) emphasized that CRM is a strategic activity where the purpose is to develop and manage long-term relationships on a customer-by-customer basis, where the key is customer satisfaction (p. 406). The author added that completely satisfied customers are produced when companies go beyond customer expectations in the relationship. Outstanding customer service is provided by going beyond the physical product or service attributes to the augmented product, and seeing that what the company is selling is not just the product itself but the product and services the company can offer to differentiate the product from competition. Virtue and Valor Ministries aims to do as such to continually share the Word of God to many. The concept of The Virtuous Woman Pageant will help the company to interact with the public even more and express different views, beliefs and principles of the faith and its members. The pageant will also portray and emphasize the knowledge of the Christian women regarding their faith and spiritually, setting as a good example to other people and reliance on God.
Moreover, (2004) emphasized that the loyalty of a customer through long-term relationships presents economic advantages, and these include increased profits derived from profit margins produced over the term of the relationship, increased revenues from greater purchase volume, lower costs of serving loyal customers, referrals to new customers, and price premiums (p. 406). With Virtue and Valor Ministries, the loyalty of the members depends on how the ministry effectively provides each member with all their needs, and become satisfied with it. The Virtuous Woman Pageant will help the Virtue and Valor Ministries to increase the number of their members and share the Word of God to more Christians.
(2000) states that quality, satisfaction, and loyalty, directly and indirectly affect financial performance, (p. 8). The authors added that there may be a tension between them, as producing a high-quality product or service at an attractive price indirectly affects financial performance through its effect on external customer perceptions of the purchase-consumption experience. However, internal quality may also have a direct effect on costs and revenues, as services are produced and delivered at a time and place that is typically dictated by the customer. Thus improving service quality often requires an increase in personnel and operating or contact hours, which raises operating costs (, 2000, p. 8). This idea will help the project, as more members are involved in the organization of the pageant, the more efficient they will become. This will be beneficial for the ministry as well, as more members can participate and give out the information to others.
Conclusion
More and more people are joining different religious groups to capture the Word of God and discover salvation. The role of Christians, especially the Christian women in America has become increasingly important in the society. Thus, in different religious groups, many women perform important functions and responsibilities in the spread of the good news. The Virtue and Valor Ministries takes part in this mission by interacting with different people to share God’s Word in different ways, and one better way to do this is by carrying out projects, such as The Virtuous Woman Pageant. This is a great chance for Christian women to express their opinions and beliefs regarding their religion and become an Ambassador for Christ. This pageant is a great venue for Christian women to display their “wares” and gain fame for exemplifying the true inner beauty and spirituality worthy of recognition.
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