Marketing and communication plan is often abbreviated as a
Marcom plan, which is the plan to communicate the marketing messages to the
target audience or the customers. Marcom is often the targeted interaction with
the customers using various prospects of media mediums like magazines, mails,
television, telemarketing, internet etc. The complex and the fundamental part
of the Marcom are making the efforts of marketing on the company’s part. The
strategy is to promote the various marketing mix which consists of the Four Ps
namely the price, product, place and promotion. The strategic communications in
marketing often focuses on the customers served and their influence on the
customers and donors. Integrated marketing communications helps in creating
targeted, powerful and focused appeals for successful missions to impact on the
fundraising and the brand.
Figure 1: Logo of George Weston Foods Limited
(Source: Welcome
to George Weston Foods. 2017)
George Weston Foods is one of the major even the largest
company in Australia. It is subsidized and associated by the British Foods. It
includes the brands Top Taste and Tip Top. Weston’s biscuits consolidated with
the company’s bylines in the products. The majority of these sweet brands have
been acquired by Paradise foods. The company sells, produces, develops,
distribute and markets other products in Australia. George Weston Foods offers
various types of sliced and wholesome gourmet bakery products that have
nutritive values. The company provides various hygienic and cleaning solutions
for various facilities in food manufacturing and applications in super markets.
Various supermarkets are served by them that include restaurants and commercial
service channels. The joint ventures of the Weston Foods Ltd have operations in
various parts of the US and parts in Asia. It serves various retailers, restaurants
and numerous food channels. (Hollensen, 2015)
The key management issues of the Integrated Marketing
Communication campaign of the George Weston Foods is based on the analysis for
promotional opportunity. The GWF have used baking soda with the help of lemon
juice as a substitute for yeast in their breads which is almost harmless to the
body. To plan a campaign steps required are:
● To reach the target customers
● To promote by imparting
knowledge of the product
● To project methods relevant for
promoting
Market segmentation deals with the process of dividing
business markets or broad customers which consists both potential and existing
into subgroups or segments of various customers which is based on some shared
characteristics. (Tuten & Solomon, 2014).
4.1 Demographic Segmentation
The demographic segmentation helps the George Weston Foods
to reach its targeted customers more with accuracy. This type of segmentation
helps to categories with the needs of the customers. The subsegments like the
family life cycle are an interesting family cycle marketing team. It plans on
advertising through various social and local cable ads where the elders and the
kids are congregate. The product is edible by all age groups and there is no
limitation to it. It helps in the customer retention and loyalty that focuses
on the needs which in this case is an essential product to come back to its
main business.
4.2 Geographic segmentation
The geographic segmentation is one of the most used variables
in the strategy. It breaks the team into various sections to focus on the
market size, density, climate of different states or world. The target of the
GWF group of organisation is to focus on high density population so that the
product is much more widely spread.
Figure 2:
Market segmentation
(Source: Cornelissen,
2014)
4.3 Psychographic Segmentation
The psychographic segmentation divides the target market
based on the personality traits that allows the WGF group to focus on the
interests and lifestyle value of the customers keeping in mind their
product. The products marketing and
designs plan have to be dressed accordingly to the customers.
4.4 Behavioral Segmentation
The specific focus patterns of the behaviors of various
consumers are kept in mind while progressing through this segment. The product
is genuine which is consumed by almost every one of all age groups. The
patterns of usage in lifestyle and the benefits desired are on this
segmentation (Batra, & Keller, 2016).
There are various strategies to approach the target in
modern times (Testa et al., 2015). Marketing strategy plans various propositions that
delivers and develops relevant procedures to engage itself with various
audiences in target. The relevant digital marketing helps in more relevant
communication that helps in various segments of the business and then helps in
the development in product positioning and marketing mixes for almost each segment.
The commercial and the potential attractiveness of the segments require the
criteria size. The product of GWF organisation will require a larger market if
they want to concentrate on large target audiences group and if the market is
small that will an easy method to communicate. There are various differences in
the segment classification (Belch & Belch, 2016). Profit margins should
also be kept in mind while choosing the different plans in marketing. A major
factor is accessibility, which should be used to receive different messages in
marketing. The various segments that need to be benefitted should be focused.
The strategy for positioning requires branding processes
that is symbolic towards consciousness of customers where associations and
meanings are associated with words of individual that holds a high weight. The
strategy is built up on chains of similarity, differentiation and distinctions
with concepts of narrative balance. To solidify the identity of GWF it needs
long term efforts towards services and products in places where the minds of
target audience are kept in mind. The brand GWF needs to set itself with the
target audience that influences and perceives the customers. This idea of
positioning strategy goes back to the 20th century as per one named magazine (Robertson et al.
2014).
In an advertisement the creative strategy deals with pictorial
objectives of that the creative strategy for an advertisement comes into the
picture once the objectives for the advertisement are finalized (Mansfield, 2016). The creative strategy consists of
six elements - creative objective, target market, primary selling proposition,
secondary selling proposition, support and tone & manner. Advertisers use
various appeals like rational, emotional and others to attract the attention of
viewers. Some rational appeals are price, quality, feature, competitive advantage,
news and popularity. Emotional appeals, which are used to arouse feelings, are humor,
fear, music and sex. Apart from these, companies also use star appeal, reminder
and teaser advertisements to promote the product. Various animated,
testimonials, authoritative and informative can be used to begin as a creative
process. Different illustrations often conclude with a layout, so in this case
the GWF has to think of different illustrated creativity. The creative product
should have various slogan, headline etc. various layouts can be used with
regards to the principles of balance, proportion and unity.
The media has the role to deliver brand messages which helps
to sustain and create different brand relationships (Karjaluoto,
Mustonen & Ulkuniemi, 2015). There are various customers and companies
connected to the media in the GWF organisation. The main aim of the product
launching by the GWF group is to attract as much as audiences possible through
this medium. The main aim of the advertisers is to attract the views of the
customers. Marketing through the media helps us to build and reach our target
smoothly and easily which has both geographic and demographic selections. It is
a highly researched as well as has direct action and response which feeds back
to the GWF group.
The word planning in Media has a definite role to action as
well as to find the effective most and best ways to reach out and communicate
to the target audience of the brand GWF group (Šerić,
Gil-Saura, & Ruiz-Molina 2014). The media plan to promote the product
should be efficient enough to gain maximum exposure at a low lost. The purpose
the GWF group to plan for the media is to creatively analyze and select the
channels for communication that will direct the messages to the right people.
Before planning out the plan a complete analysis of the place to be marketed
should be analyzed. There are various competitors in the market while keeping
in mind the challenges of the competitors. To promote and market the bread the
challenging factors should be kept in mind like one is the rising costs (Strauss,
2016). There are various complexities in choosing the right plan for the media
which might have a greater fragmentation in audience. To deal with the problems
careful ways should be kept in mind like insufficient information, time
pressure, inconsistent terminology and various difficulties in measuring this
effectiveness. Most importantly to whom the product is conveyed should be kept
in mind along with the factors like the target audience's culture which will
not be applicable in this case. The bread is an essential food for selecting
and scheduling the plan for the media.
As not all the markets are created equally
there is still scope for the traditional media in Marketing (Shen, et al. 2016). It has a direct
effect on the consumer and also creates awareness amongst them. The traditional
ones include billboards, radio, newspaper etc which still has a severe
influence on the customers. There is a perfect mix for the right person as well
as for the right time which is a key factor to the audience. The GWF has to
think of the less privileged and fortunate people and advertise in the medias
that are traditional in use. This can be
regarded as the best way to advertise on the grounds of marketing.
The best way in Today’s world to market the
Product of GWF is through the internet, which is used worldwide (Kim & de Dear, 2013). The internet is one
of a many media used in carrying forward the Marketing Communication method. To
increase their level of ability in marketing and advertising the use of emails
and web is a blessing. The efforts used in conjunction with the advertising
mediums are magazines, radio and television. GWF can use the social media
marketing along with the web and the email marketing in the communication plan
of the product.
Digital marketing is an online term for
efforts in marketing (Armstrong et al. , 2014). There are various websites like Google and
various emails and websites that connect to the prospective of the current
customers. People nowadays spent much time in the internet. There are various
tactics that the GWF can follow to marketwise its product. There are various
assets of the digital marketing as it includes various blogs, websites, eBooks
and various media channels. The techniques can be used like Search engine optimization,
content marketing as well as search engine marketing. The product while digitization
has kept in mind various advantages in business. It is a popular and common way
for customers to post their relevant queries and feedback to the concerned
organisation.
In marketing and communication the Media
scheduling refers to the advertising of various represented plots along with
flowcharts on a yearly basis (Almquist, 2014). After the media
selection and planning is done the GWF have diverted their attention towards
scheduling. It deals with the amount of space and units to be purchased. It
refers to the various patterns the product will be represented in. The GWF
group will have to compete with comparatively short time span, if they bought a
heavy weight competitor in the marketing field.
Figure 3: Budget for marketing
(Source: influenced by
the view of Qi, R. (2015 )
There are various marketing communications
that must be done to promote the Company GWF product (van den Driest
& Weed, 2014). The various ways of advertising messages with its promotions also
supports the overall marketing strategy. The effectiveness will only be
evaluated when the efforts on the marketing budget will become efficient. There
can be no planning in control of planning. It monitors the proposed plan along
with the adjustments. It involves measurements, evaluation and monitoring. The
resources are very scarce and it is important to control the marketing plan.
Market share analysis along with the sales also controls the quality.
The section of this research paper has various
claims towards the strategic credentials. There have been various barriers from
the historical period but now the barriers like various fragmented developments
and absence of various strategies and disciplines in communication is regarded
as a tactical rather than strategic resource. The importance of the brand GWF
has various advantages in the competitive market. There are various strategies
towards focusing on intermediaries and stakeholders which recognize the
complexity of the messages.
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