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Kudler Fine Foods - Integrated Marketing Communications Plan

Essay by   •  July 22, 2011  •  Case Study  •  908 Words (4 Pages)  •  1,904 Views

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Integrated Marketing Communications Plan

This integrated marketing plan has been designed to guarantee that Kudler Fine Foods' marketing plan is congruent with the results of the demographic data and psychographic data from previous research. Forming tactics and strategies is imperative when creating an Integrated Marketing Communications plan. The organization must guarantee that all marketing initiatives support the company's mission statement when developing this type of plan. When marketing gourmet foods, it is vital to have high quality foods in addition to excellent customer service. Kudler must stay dedicated to this part at all times when acquiring new tactic and strategies as not to yield to the demands of the bargain shoppers. Included in this plan will be the ways to achieve the goals of achieving tangible branding throughout all platforms of advertising media and to deliver effective branding inside the targeted consumer market.

The Data

Demographic data is exceptionally valuable in the progress of a new marketing plan. Demographic data includes age, gender, income level, race and ethnicity. This type of data establishes which sections or subgroups are present in the whole population and the data creates a well-defined and comprehensive representation of the features of a characteristic member of all of these divisions. A company must know which group to target and this can be done through obtaining demographic data. Knowing what their age, gender, income level, race and ethnicity will be the force behind which products should be available and what price. When making development decisions, demographic data helps when prioritizing strategies within a plan.

Additionally, Kudler Fine Foods must use the demographic data to be able to decide which type of advertising campaign to be used. A selective advertising campaign is a "promotional strategy aimed at selective exposure of a product to its specific market through messages that are consistent with the attitudes, beliefs, and expectations of the target customers" (Business Dictionary.com, 2010). When constructing this type of marketing plan, it is imperative to consider that the potential consumer will respond well to a campaign designed around exclusive goods and geared towards a specific gender while not excluding the other.

Psychographic data are predominantly beneficial when it's imperative to comprehend not only who the consumers are, but why they make their purchases and how the merchandise or service is adapted within a customer's inclusive routine or consumption practices. Therefore, psychographics are regularly used as a vital consideration in market segmentation. Psychographics are additionally valuable in delivering the insights needed to construct advertising that concentrates not on merchandise characteristics, but slightly on the advantages that those traits may supply to the consumer. Using psychographics, exclusively typically are not adequate. Many marketing matters, such as governing what market to target or designing a media mix, need demographic data. Nevertheless, assessments about such subjects are inclined to be more valuable if the demographic data can be



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