Kudler Communications Plan

1628 Words Feb 22nd, 2011 7 Pages
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
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Media Plan The success of the Newport Beach launch requires a sound and efficient media plan that uses the best mix of communication channels. “Personal and non-personal communication channels should be combined for maximum impact” (Kotler & Keller, 2007, p. 290). Advertising, sales promotion, event coordination, public relations promotional activity, and direct marketing are modes of communication that Kudler can take advantage of during the Newport Beach launch. The communications model is an approach that targets various psychological stages customers’ experience. Cognitive, affective, and behavior stages of psychology are important indicators of the direction of communication needed for campaign success (Kotler & Keller, 2007). Securing the brand and experience Kudler brings to the community requires most effective and efficient modes of communication to inform potential customers (Kotler & Keller, 2007). The goal of effective and efficient communication requires knowledge of the target audience when developing the specific media mix that works best for Kudler. Coordinating a community event to promote the company and Kudler values is both cost-efficient and effective. A farmer’s market and meet festival the weekend before the grand opening could generate community support and interest in Kudler Fine Foods. Combined with public relations efforts, events can provide a positive image to potential consumers. Story

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