Kathy Kudler opened Kudler Fine Foods (KFF), a gourmet food store that has three locations and offers the choice to shop in any of the five specialty areas of their stores. “KFF is committed to providing our customers with the finest selection of the very best foods and wines so that your culinary visions can come true.” (Apollo Group Inc. (2006) para 3) KFF operates in both China and in the United States. KFF developed a communications plan for both the domestic and international markets. The following will be discussed: factors involved in developing and managing an effective plan for the product, advertising and promotion programs for the product, the technology trends available to help market the product, and the differences between the marketing communications strategies for domestic and international market. There are eight steps companies must consider when developing an effective communications. These steps are identifying the target audience, determining the objectives, designing the communications, selecting the channels, establishing the budget, deciding on the media mix, measuring results, and managing integrated marketing communications (Kotler & Keller, 2006). A clear target audience is established first. These groups include potential, current influential, and groups of buyers. Also included are general and particular publics. The target audience can be profiled in terms of any the market segments (Kotler & Keller, 2006). Communications objectives can be set at any level of the hierarchy-of-effects model. Formulating the communications to achieve the desired response will require solving three problems; message strategy, creative strategy, and message source (Kotler & Keller, 2006). An effective strategy would integrate communications channel. Then the company uses one of four available methods to decide upon a promotion budget. Companies must allocate the marketing communications budget over the six major modes of...
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