PR Plan - Essay Example

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Executive Summary This public relations plan will detail how “Bangers” a leading brand of sausages will be re-launched in order to make it more appealing to the overall market. The primary technique in use will be SOSTAC (Situation, Objectives, Tactical Planning, Action Plan and Control)…
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PR Plan
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Download file to see previous pages This will ensure that a new public relations plan can be unfolded and monitored effectively for progress and that shifts in strategy can be made according to achieved progress. (Twittasaur, 2011) Situation: Situation Analysis The company’s internal and external situations need to be established in order to create a benchmark which would be utilised to proceed further. To delineate the company’s internal and external conditions two different kinds of tools are being used. SWOT (Strengths, Opportunities, Weaknesses and Strengths) is being used primarily to discover the company’s internal situation. (Menon, 1999) On the other hand the PEST (Political, Economic, Social and Technological) tool is being utilised to comprehend where the market currently stands. (Armstrong, 2006) SWOT Strengths Weaknesses established supply chain for fresh delivery in most areas; only high quality meat used to create sausages; spiced and non spiced meat varieties offered; lowered fat content of sausages; British ingredients use ensured; herbs used extensively to promote healthy eating; dedicated and committed workforce. meat cannot be stored for long periods due to small freezers ? demand cannot be fulfilled in certain situations; some flavouring recipes used are French and exotic; operations in Middle England need to be expanded on ground. Opportunities Threats market is expanding after recession; sausage derivatives such as hot dogs can be easily introduced; Middle England is health conscious so a proven healthy food product can easily take over the market. people want more English recipes; fat levels are lowered but certain other brands have lower fat levels. PEST Political There are no bans on meat (such as through Mad cow) and the short term political outlook is healthy for the market. Economic The market is conservative but recovering gradually which will permit greater sales in the longer run. People have the buying power to afford sausages with ease. Social The food market is headed for reform which will enable healthier eating and thus healthier lifestyles. Sausages are becoming popular because of their readymade nature, ease of processing and rich taste. Technological Fat levels can easily be lowered from meat products using technology. Herbs and other spices can easily be added to sausage meat before making sausages. Sausages can be manufactured and transported with relative ease due to technology without compromising their quality. Objectives: Charting a Course Mission Configuring and implementing an effective PR campaign in order to expand “Banger’s” market share to promote company profits and healthy eating. Business Objectives Increasing sales in Middle England by at least 20% within 90 days of the launch of this campaign; Expanding “Banger’s” market presence by introducing it to 3 new counties in Middle England within the first month; Promoting the use of sausages as a healthy food item to replace other meat items on consumer shopping lists by 10% in 12 months. Prioritising Marketing Objectives Clear and concise marketing objectives must be established to ensure that a clear direction can be ascertained. (Stone, 2001) Moreover, the objectives have been assessed using SMART (Specific, Measured, Attainable, Realistic, Time bound) to validate them. (Doran, 1981) Two different kinds of markets are being targeted. First are markets where “ ...Download file to see next pagesRead More
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