Kudler Communications Plan
Given the competitive nature of business, it is no longer enough to rely on one form of marketing communication. There are several options such as social networking sites, on health magazines, and other publications that target health-conscious diet, which fall under personal and non-personal communications depending on the message and mode. All these options and more are evaluated below to arrive at a feasible and the most effective marketing communication strategy. Marketing Communication Factors
An effective marketing communications plan is necessary for the success of the new Kudler location in Newport Beach. The success of this new location will be partially dependent upon initial and continued brand equity; Kudler will add value to the brand by creating brand awareness, building brand image, and by facilitating a strong consumer-brand connection. The marketing communications plan incorporates methods that give Kudler the ability to build relationships, and inform, persuade, and remind consumers about Kudler products and brands (Kotler & Keller, 2007). Marketing communications are "a way to link brands to other people, places, events, brands, experiences, feelings, and things" (Kotler & Keller, 2007, p. 279).
"Every brand contact delivers an impression that can strengthen or weaken a customer’s view of the company" (Kotler & Keller, 207, p. 280). Kudler Fine Foods must consider every communication possibility for brand equity based on effectiveness, how well it will work, and efficiency, how much it will cost (Kotler & Keller, 2007). Additionally, a consideration of the eight steps included in developing an effective communications will aid Kudler in building a strong brand value. Specific communication modes are crucial for the success of the Kudler Newport Beach location because the products are specialized and high-quality.
Steps involved in the development of an effective communication and media plan include an understanding and identification of the target audience, objectives, communications, channels, budget, media mix, end-results, and integrated marketing communications (Kotler & Keller, 2007). An identification of the target audience will give Kudler the ability to understand potential customer wants and needs, and future successes will depend on Kudler's ability to tailor products and services to the area's customers and specific desires. Factors may include target market likes and dislikes, income levels, or health needs (Kotler & Keller, 2007). Another important consideration involves the objectives. Truly effective communications should achieve multiple objectives, which include product and service needs, brand awareness, brand attitude, and brand purchase intention (Kotler & Keller, 2007).
Communications definition will also allow Kudler to receive the desired customer response; Kudler must first solve several problems that involve defining the message strategy, the creative strategy, and the message source; Kudler should understand what needs to be said, how it needs to be said, and who needs to say it (Kotler & Keller, 2007). A proper communication channel must also be considered carefully as personal and nonpersonal communication channels can target the audience very differently. Personal channels involve two or more individuals who communicate directly "face-to-face, person-to-audience, over the telephone, or through e-mail" (Kotler & Keller, 2007, p. 285). Nonpersonal channels involve communications which are directed to more than one person and should include media, sales promotions, events, and publicity (Kotler & Keller, 2007).
Additionally, the marketing communications, which includes six major modes of communication, must be chosen carefully and should target the market directly; choices include advertising, sales promotions, events and experiences, public relations and publicity, personal selling, and direct...