Communication Plan
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- Date Submitted: 05/13/2011 09:49 PM
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Communication Plan
Kudler Fine Foods is launching a new ready brew gourmet coffee. The product launch is targeted for the domestic market of France and an international extension in Germany. The communication plan will evaluate the effective marketing and communication factors, the advertising and promotion programs, the helpful technology trends, and the marketing communication strategies for the domestic and international markets.
Effective Marketing and Communication Factors
Identifying the target market is the foundation in effective marketing and communication factors, the remaining factors considers the identified market by determining the objective of the communication, design, market channels, and the budget of the message (Kotler & Keller, 2007). For Kudler Fine Foods, the objective of the communication and design will focus on the target market in France and Germany. The market channels in both countries will establish how the message will be delivered (face-to-face, person-to-audience, etc…). The advertising, events, and sales promotions must be efficient with the proper mix for each county to ensure the targeted audience is receiving the message. Establishing the budget to market the gourmet coffee both domestically and internationally is important for the communication plan.
After implementing the communication plan, Kudler must determine how the plan is working. The target audience can be measured through feedback from the customers making adjustments as needed to move toward integrated communication message (IMC). The IMC is “a concept of marketing communication planning that recognizes the added value of a comprehensive plan” (Kotler & Keller, 2007, p. 290).
Advertising and Promotion Program
In designing an advertisement and promotion program, Kudler must consider message strategy, creative strategy, and message source to achieve the response for their gourmet coffee. With France and Germany being the locations and target market, the...
Kudler Fine Foods is launching a new ready brew gourmet coffee. The product launch is targeted for the domestic market of France and an international extension in Germany. The communication plan will evaluate the effective marketing and communication factors, the advertising and promotion programs, the helpful technology trends, and the marketing communication strategies for the domestic and international markets.
Effective Marketing and Communication Factors
Identifying the target market is the foundation in effective marketing and communication factors, the remaining factors considers the identified market by determining the objective of the communication, design, market channels, and the budget of the message (Kotler & Keller, 2007). For Kudler Fine Foods, the objective of the communication and design will focus on the target market in France and Germany. The market channels in both countries will establish how the message will be delivered (face-to-face, person-to-audience, etc…). The advertising, events, and sales promotions must be efficient with the proper mix for each county to ensure the targeted audience is receiving the message. Establishing the budget to market the gourmet coffee both domestically and internationally is important for the communication plan.
After implementing the communication plan, Kudler must determine how the plan is working. The target audience can be measured through feedback from the customers making adjustments as needed to move toward integrated communication message (IMC). The IMC is “a concept of marketing communication planning that recognizes the added value of a comprehensive plan” (Kotler & Keller, 2007, p. 290).
Advertising and Promotion Program
In designing an advertisement and promotion program, Kudler must consider message strategy, creative strategy, and message source to achieve the response for their gourmet coffee. With France and Germany being the locations and target market, the...