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Kudler Fine Foods Communication Plan Essay

1144 words - 5 pages

Communication Plan PAGE \* MERGEFORMAT 1
Running head: COMMUNICATION PLANKudler Fine Foods Communication PlanUniversity of PhoenixCommunication PlanKudler Fine Foods (KFF) are providers of the finest collection of quality foods and wines. The advertising objective within this communication plan is to be cost-effective while communicating the KFF message to the correct demographics in a timely manner and displaying the unique advantages the company offers their customers. A blend of methods and media will be required domestically and internationally for KFF's launch of fine gourmet foods. Advertising, personal selling, and public relations are the major forms of communication to be used. Advertising in both the domestic and international markets will include the aggressive use of signage and flyers in their stores. Public relations articles to build eagerness about shopping in Kudler stores are ideal for international advertising and communications. The communications plan includes evaluating advertising and promotion programs for the new product, the technology trends available to help market the product, compare and contrast the marketing communication strategies for both domestic and international markets and an explanation of differences. Also included in the plan is the evaluation of factors involved in developing and managing an effective marketing communications plan for the new product (University of Phoenix, 2010).New product advertising and promotion programsKFF must consider the object of its marketing plan, which is to show the target audience the quality of its product and introduce them to the new line of German food imports. For this reason, the brand should focus on reminder and informative advertising. Reminder advertising focuses on 'reminding' the consumer of the nature of the brand; KFF can focus on the established quality of its gourmet products and services. Informative advertising seeks to educate the consumer about new products, whether it's a new product offering or new ways to use products already offered. Informative outlets include in-store demonstrations such as cooking classes and free recipes. KFF already has a knowledgeable staff that includes chefs and departmental experts, which would make it easier to organize the aforementioned promotional events.With regard to the Canadian expansion, KFF must focus on getting its name into the Canadian gourmet foods market. The company should focus more of its budget on advertising that promotes brand recognition. Market research will help define the Canadian gourmet foods audience, so that KFF can choose media outlets that will reach that audience most effectively. The brand may consider carrying products in its Canadian stores that Canadians already associate with quality gourmet goods.Technology trends available to help market the productThere are many technology trends available to help market a product. One of the most popular technology trends is the internet. It is a...

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