Marketing communications plan for Kudler Fine Foods organic meats

Communications Plan

Developing and Managing an Effective Marketing Communications Plan

The chief focus of an effective communications plan for any company is the customer. Today's customers have high expectations for offerings that not only satisfy their needs, but also reflect their individual tastes and preferences and provide superior value. In a highly competitive marketplace, companies must consider the importance of meeting and exceeding these expectations in order to win new business and build a loyal customer base that will result in repeat sales.

Effective marketing communications create consistent and meaningful dialogue with customers over time. Regular outreach -- in the form of advertising, direct mail, email campaigns, and other strategies -- give companies the ability to communicate key branding and sales messages to new and existing customers, and also gain valuable feedback to inform new marketing strategies and enhance product lines.

One of the most popular and efficient avenues for customer outreach today is direct marketing. Highly targeted and precise, direct mail and telemarketing is now being used by more businesses to curb the ever increasing costs of reaching customers (Kotler & Keller, 2006). Research has proven that this is one of the most effective ways to increase profits and build relationships with prospects who have expressed an interest in a product.

Kudler Fine Foods will utilize direct marketing as one of its primary communication vehicles in the promotion of its organic meats. Kudler's leadership will develop a marketing flowchart detailing all promotional channels and how these channels will reach customers and achieve monthly sales goals. On a monthly basis, this chart will be updated to illustrate all increases and decreases in sales per identified channel. Careful monitoring and final evaluation of these sales trends will help Kudler identify those channels that hold the most promise for achieving sales objectives, as well as those channels that should be enhanced or eliminated based on performance.

Advertising and Promotion

Kudler's product line of organic meats offers excellent quality and outstanding value; however, a strong strategic plan is needed in order to gain a competitive advantage in the marketplace and attain loyal, repeat customers. Traditional forms of advertising, such as television commercials, radio spots and newspaper ads, can be costly. It is imperative that as Kudler attempts to reach its target audience, it gives careful consideration to where promotional dollars are spent. A cost-effective marketing plan is required. Therefore, Kudler will turn its attention towards relationship marketing.

Consumers are purchasing more organic food products than ever before. This is a popular market poised for continual growth. Kudler will create partnerships with non-competitor, organic farms in the UK to expand its customer base. Customers, who purchase organic food items based on a referral from a partnered farm, will receive a 10% discount at the referred farm. In addition, Kudler will extend additional discounts to low-income families who volunteer their services on the farms. This will translate into word-of-mouth referrals for Kudler and capitalize on the true power of relationship marketing.

Domestic Marketing

Domestic marketing consists of four guiding principles. Knowledge-based promotion ensures that the product is promoted with messaging directed at the appropriate target audience. Of central importance is the communication of the competitive advantage which should garner attention and create an enduring value proposition and brand.

The second principle is building loyalty, which ensures that advertisers are not overshadowed by competitors or negatively impacted by the influence of fads in the market. The third principle -- parameters, not formulas -- refers to the unique selling proposition of each component of a product line and how it is aimed at precisely the right audience. The fourth principle, meeting the genuine need, focuses on the true treasure of a company -- its customers -- and how companies can ensure customer needs are met (Efroze Chemical Industries Ltd., n.d.).

International Marketing

International marketing strategies are a global extension of a company's domestic marketing, but with different considerations. Factors such as demographic size, market segmentation, distribution channels, growth, and physical environment all require research and analysis. Analysis of the competitive landscape is also important and should be examined closely to develop a successful marketing message and brand position.

Domestic vs. International Marketing

Domestic marketing is targeted primarily at a single market which means an organization faces only one set of direct competitors and the present economy. However, international marketing goes far beyond simply exporting a company's goods into new territories. It means facilitating several sets of competitors, multiple economies, and challenging market issues. In addition, careful consideration must be given to diverse cultural norms and customs, economic and political structures, demographic challenges, and supply chain issues. Businesses must also contend with the complexity of customs associated tariffs.

Conclusion

In conclusion, the creation of a solid, marketing communication plan will help Kudler expand its revenue sources by attracting and retaining loyal customers at home and abroad. The value for the product must meet the need of the target audience (Method 123 Ltd., 2010). Once the target audience has been carefully detailed and the direct marketing campaign has been solidified, we aim to implement a well-thought out approach with cost effective and lucrative results. We believe this will allow access to the broadest and most appropriate markets for our organic product line. Team C. will focus on both domestic and international markets. This marketing communications plan will be designed to win sales, build brand awareness and increase future revenue for Kudler.