To:Kudler Fine Foods – Management Team
Date: [ 12/17/2011 ]
Integrated Marketing Communications Plan
This plan aims to ensure that Kudler Fine Foods’ (KFF) marketing plan is consistent with the demographic data and psychographic data that have been researched by the company in the past. This memo will go into detail about how to create a marketing plan that is consistent through the various media used in their marketing strategy and why it is important in terms of demographic and psychographic data collected. This plan’s goal will be to ensure effective branding across all platforms of advertising media and to provide successful branding within the targeted consumer market. The Data
Demographic data will be extremely useful in the development of a new marketing strategy. The data may include sex, gender, age, income or race as well as a ton of other data that can be gleaned from a certain population. It will be important to research these attributes because in order to create the correct marketing strategy, a company must have a certain target consumer base on which to found its plan. This foundation will be the starting point: what age group will be targeted? What sex are we targeting our product or service to? What is their income on a yearly basis and will they be able to afford our product or service? What are their priorities when it comes to food and food-related services? These are all important questions to keep in mind when making development decisions.
The demographic marketing decisions for KFF are an important part of this plan, as with any companies marketing strategy. Because of the clientele that will potentially buy the products sold, I believe that a selective advertising campaign should be implemented. KFF’s target market should be upper-middle class, which, According to Hawkins, Mothersbaugh, and Best (2007) “occupying the upper part of the middle socioeconomic range in a society.”...