Kudler Fine Foods. Factors For Marketing Communication Plan - Essay Example

Factors for marketing communication plan Kudler Fine Foods needs to prepare a marketing communications plan to create awareness about the Too Fresh to Go product line. The product has the potential to be consumed by virtually any type of customer since the product can be consumed out of the comfort of your home without the hassle of cooking a meal. The company has to decide which marketing channels are going to be used to get the message out. The firm is starting its penetration of the Canadian marketplace.

Getting a big impact would a good way of starting a marketing communication campaign. Even though it is the most expensive channel I recommend the company use a local Canadian television station to send their message to the customers. The firm has to create a 15 second commercial. The commercial would be aired for a span of two to four weeks. The duration of the marketing ad depends on the negotiated price with the television station. The marketing message to let the Canadian people know about the company emphasizing the Too Fresh to Go brand.

In the air commercial at the bottom of the ad the address of corporate website will be shown. The internet will be the primary tool the company will utilize to develop a communication plan. The website will have of information about the products, its nutritional content, and places where customers can go to buy the products. It will also serve the purpose of connecting with the customers in order to obtain valuable feedback that can be used to make product improvements. Advertising and promotional programs The firm will use the initial television ad as a way to get the word out about the existence of the company.

Due to the high cost of television commercials the company needs a sustainable marketing strategy can be implemented in recurrent basis at a lower cost. The online website will serve as a tool to build customer relationships. The firm will launch a customer loyalty program through the website. The customers can obtain discounts of future purchases by signing to the program. The program will provide the marketing department with valuable data than be used to study the customers purchasing patterns.

The website will also serve as a location that will be used to launch an aggressive e-marketing campaign. The company will enter into marketing alliances with top website including strategic targets such as the websites of Canadian supermarket chains. Another strategy Kudler Fine Foods will utilize to advertize its products to the masses is advertising in the classified section of local Canadian newspapers. The firm can also utilize billboard advertising in strategic places where there are high population densities.