Integrated Marketing Communications Plan An integrated marketing communications plan is useful for Kudler Foods because it will provide the company with a cost-effective way to address the needs of consumers and reduce the price of marketing. This plan provides a Kudler with a newly refined marketing plan that will help during the implementation of the before mentioned plan to suit the needs and wants of the current/future consumers. To develop an effective integrated marketing communications plan, I will define the strengths and weaknesses of the company based on the results of the existing consumer research and make suggestions on marketing strategies/tactics that will assist in improving the before-mentioned weaknesses. I
This will make the company stand out from their competitors. It’s important that the company secures the dominance of the market’s growth. They could also reorganize a more established market by keeping a competitive distance between themselves and their competitors, but this would need to be a much more aggressive promotion campaign, supported by a pricing strategy designed to make the market unattractive for competitors. They can increase the usage of their product by existing customers by bringing in loyalty schemes. Handmade Co Burger Handmade Burger Co will focus more on the product that they know well, this will involve all the different types of burgers; they will have more in depth information on their customers’ needs.
The marketing strategy will present consumers with a line of fine quality imported or domestic foods or products. The marketing strategy will also include the introduction of a loyalty program in which will reward consumers with perks and savings for their continued support. In order to create such a program that will become popular with consumers, data will need to be collected and analyzed. This is where the marketing department will be spending a lot of time on. The expansion of the company will require additional market research in interested regions.
Kudler Fine Foods is a premium specialty store stocked with bakery products, meat and seafood, cheese, diary, and wine products. The stores are in the San Diego area with locations in La Jolla, Del Mar, and Encinitas. The organization has a mission to “provide their customers with the finest selected foodstuff, wines, and related needs in an unparallel led consumer environment” (Kudler, Mission Statement, p. 2, 2008). Kudler Fine Foods has its targeted market established. Marketing research allows the organization to implement an effective marketing mix that includes the 4p’s.
Market research should be done on a continual basis to keep up with trends in the market and keep a competitive edge against competitors. It can be used to identify potential customers which can answer who are going to use their product/service? Are they male or female? Etc. It’ll allow the company to understanding existing customers.
Providing customers with more good quality products and services have been Tesco’s key to the business growth. TESCO's goal is to hope through their efforts to make people's lives more convenient, it is also hopes to attract every returned customers and win the customers trust. Therefore, Tesco need to grab how to create value for customers, and dares to choose between operating activities and lines of business. Different customers has different characteristics, and also customers’ value are not the same. Tesco’s customers cover three classes in the society .
| Advantages | * Experienced salespeople know well about the needs of the market. They are able to provide owners valuable information to compete with competitors. * Build and maintain relationships between owners and supermarkets. * Comparing to brokers or distributors, the business owners are more in control in managing and operating these salespeople. They might train and motivate salespeople to improve sales.
Companies can create value opportunities by reconceiving products and markets, redefining productivity in the value chain, and by enabling local cluster development along with removing government implications. Reconceiving Products and Markets Businesses can reinvent products to meet societal needs which are the consumer’s greatest unmet needs; products “good” for the customer. By doing this not only does the business benefit, so does society. Examples of industries succeeding in reconceiving their products are markets are food companies making products that have nutritional value and banks offering products and assistance in paying down their debts (Porter & Kramer, 2011, pg. 67).
Colour is important for companies looking to differentiate themselves visually, so that businesses are investing more in branding. I plan to explore if certain colours used in food packaging are more effective than other colours. I want to find out the psychology behind the colours. Also why certain colours make an impact on the businesses decision on what colours they would use. It is critical that businesses to differentiate themselves from their competitors.
Executive Summary Porcini’s Inc. is considering expansion in the market to increase their brand name. The company differentiates itself by providing quality of food and service to the customers served. However, the company has now reached its saturation point, making it more difficult for growth. Porcini’s Inc. has made their brand known locally but not yet globally. The company has been forced to create a new strategy in order to recreate themselves internationally while being mindful of the little resources they have to do so, in addition to limited access to prime locations.