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Marketing Communications Plan for Quorn - Essay Example

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The work called "Marketing Communications Plan for Quorn" focuses on the Quorn as a popular substitute for meat, its consumers. From this work, it is clear that the marketing communication tools used in the form of advertising and public relation will undoubtedly create a strong brand. The author outlines various market research techniques. …
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Marketing Communications Plan for Quorn
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Download file to see previous pages A recent study on the quantity of carbon footprint of Quorn Frozen Mince in the UK indicated that Quorn contains a 70% carbon footprint than beef. The product also contains low-fat content compared to ordinary meat. The Quorn brand values include increasing market share of the brand products, with 2014 half-year results indicating a 9% global sales increase (Sadler, 2014, pg. 89). Moreover, the Quorn non-vegetarian consumers also consider the product as a perfect substitute for meat because of its healthy benefits.
As indicated earlier, Quorn is produced by a joint venture company involving Rank Hovis Mcdougall and ICI (Marlow Foods). Initially, the product was owned solely by Rank Hovis McDougall (RHM) but in 1990, RHM sold this business to ICI. (Ogorkiewicz, 1970, pg. 4) stated that Imperial Chemical Industries (ICI) was a British chemical company that was the largest manufacturing firm in Britain. The above-mentioned companies have undergone fundamental changes and subsequent transfer of Quorn rights. In 2011, Exponent Private Equity and Intermediate Capital Group purchased Quorn for £205m.
Marlow Foods offers Quorn’s range of products that include frozen cutlets, nuggets, entrees, "Quorn dogs” and patties (Wiebe, Marilyn, 2004, pg. 18). The company operates two facilities in the UK and is a popular meat alternate in most of Europe and the US. Quorn is sold by natural foods retailers and various large-scale grocers. Online websites also offer the product such as My Supermarket that prices Quorn Beef Roast (400g) £3.50. For Italy, this plan will outline how the product will enter its market.
Marlow Foods already sells Quorn to ten different countries worldwide. For reason, it dedicates its large chunks of money towards the marketing strategy. Simon Davidson, their spoke person, has reiterated that Marlow Foods invests in marketing because of the already present strong brand in the UK (Wiebe, 2002, pg. 430).  Italy has a vast market and hence the company will shell out over four million sterling pounds for marketing functions such as advertising. Quorn in Italy is a new product but in an existing portfolio since there are substitute products in Italy such as the eggplant. This customer base will form the new target clientele. ...Download file to see next pages Read More
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