Besides food, gift items are also sold by the business to the customers for their special occasions. It is essential for every business to market their products in order to boost sales. Marketing is vital for creating customer awareness and to pull the customers towards the commodity (Armstrong & Kotler 2005, pp.10). Strategies and Tactics Market Segmentation The primary target audiences of Ann’s Pantry are the families who belong to the elite class who can visit the place for recreational purposes and for celebrations such as private parties. The secondary target audience of Ann’s Pantry is the youth who belong to the upper class and those who can spend money on parties. The youth love to party and especially at places which have good scenic beauty and attractions. The main attractions of Moelfre need to be communicated to the people to increase demand. These include coastal footpath, Royal Charter and Moelfre lifeboat which the people can enjoy (Kashani, et.al. 1999, pp. 10). Characteristics The characteristics of the audience are that they belong to elite class, they live a lavish lifestyle and they like to try new things. These people love to enjoy during their spare time for which they are also willing to spend heavy amounts. The characteristics of the primary market differ from the secondary market because of the lifestyles since the youth are more fun loving, their choice of food and music and style of arranging parties differ from families. Benefits 1. A variety of foods is offered at Ann’s Pantry 2. People can also arrange parties; however, due to issues with regards to space, only thirty people can be adjusted at one time. 3. The quality of food is very good because of quality of raw materials used. 4. The three main attractions at Moelfre include coastal footpath, Royal Charter and Moelfre lifeboat. Goals and Objectives To make Ann’s Pantry successful, certain communication goals and objectives have been planned for three years. These goals are realistic which means that they are rational and they can be achieved within the time period of three years that have been defined. 1. Brand Awareness - Since Ann’s Pantry s located in a village, therefore, awareness with regards to the brand needs to be created. This is important because customers should know about it for them to visit the place (Dunbar & McDonald 2004, pp. 200). 2. Consumer Attitude - It is essential for the customers to develop positive attitude towards Ann’s Pantry and this is because this will enable them to spread good thing about it through word of mouth which will increase sales in the long-run. 3. Consumer Satisfaction - When customers visit Ann’s Pantry, it must be ensured that they are fully satisfied. A customer who is dissatisfied is more prone to spread negativity of the business which creates a negative image of the business. 4. Market Share - The aim should be to double the market share within three years, and for this, customer awareness must be improved and their level of satisfaction must be enhanced (Barker 2008, pp. 150). 5. Sales and Profit - Increasing market share by double digits will increase sales and profits too. Proposed IMC Program Promotional Tools In order to communicate the message and to involve the primary and the secondary customers, the online promotional tools which will be used by Ann’s Pantry that include the following. 1. Contest –
Customer Inserts His/her Name Customer Inserts Customer Inserts Grade Course (1, 12, 2011) Integrated Marketing Communications Plan Introduction An integrated marketing communication plan has been prepared for Ann’s Pantry which is a family run cafe and a restaurant located in the village of Moelfre…
This IMC plan for Honda seeks to outline the communication strategies that can be implemented by Honda to introduce its new 2011 Honda Civic Natural gas. The main goals of the IMC strategy is to appeal to the interests of as many people as possible in a bid to fulfil the broad objectives of satisfying the needs of as many people as possible.
With this aim, theorists have often argued public relations should play a vital role in facilitating marketing communication efficiencies among contemporary organisations (Friedman, 2012; Satawedin, 2005; Grunig & Grunig, 1998). In general, marketing and Public Relation (PR) are significantly correlating with each other (Huang-Horowitz, 2012; Rizvi & Ishaq, 2012).
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IMC incorporates the 4P’s in a number of ways to ensure that an organization and its products stay at the top. Lack of management expertise makes it rather difficult for people in an organization to run a successful marketing plan. However,
This marketing plan is developed from the desire to provide consumers with innovative and high quality watches. The company also developed this marketing plan out of the desire of the organization to increase the sale of its products, and hence increase
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1 pages (250 words)Assignment
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