Kudler Communications Plan

Topics: Marketing, Brand, Advertising, Communication / Pages: 7 (1635 words) / Published: Mar 1st, 2011
Kudler Communications Plan

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



References: Kotler, Philip; Keller, Kevin Lane, A Framework for Marketing Management (2007), Third Edition; Prentice Hall, Pearson Education, Inc. US Census Bureau . (2009). Newport Beach city, California - Selected Economic Characteristics: 2009. Retrieved from http://factfinder.census.gov/servlet/ADPTable?_bm=y&-geo_id=16000US0651182&-qr_name=ACS_2009_1YR_G00_DP3&-context=adp&-ds_name=&-tree_id=309&-_lang=en&-redoLog=false&-format= Retrieved from: http://www.newportbeachca.gov/index.aspx?page=966 ????

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