Develop a brief Integrated Marketing Communications (IMC) for the company or product you are working on in your assignments.
First, tell us about your company or product. What is your unique selling proposition?
How do you distinguish your product or company from your competitors?
Now, think about how to communicate this information using the AIDA principle (Attention, Interest, Desire, Action). Describe your ad and promotion.
How would you vary your ad for different media platforms?
How would you vary the schedule to air it for maximum coverage with minimal expense?
Remarks: See (2) attachment for additional information and references must be cited.
Attachment 1 – Provide your response in this format using the acronym AIDA.
Attachment 2 – My marketing plan for my company “Slice” for additional information.
“HitYour Mark With Matched Messaging” Watch the video below and then respond to the
questions that follow:
Click here for full screen viewability in a new window.
Develop a brief IMC for the company or product you are working on in your assignments.
First, tell us about your company or product. What is your unique selling proposition? How do
you distinguish your product or company from your competitors?
Now, think about how to communicate this information using the AIDA principle. Describe
your ad and promotion.
How would you vary your ad for different media platforms? How would you vary the schedule
to air it for maximum coverage with minimal expense?
https://www.kaltura.com/tiny/iaeup
Keysan Naturals Company: AIDA Principle
Keysan Naturals, the company under discussion deals with the production and supply of
organic products such as drinks, oil ointments, and herbal medicine. The company runs under the
slogan “go natural for a healthy lifestyle.” Thus the company’s products are aimed towards
promoting a healthy eating habit and lifestyle the reason as to why it ventured in the production
and supply of organic substances both for consumption and application.
However, considering the stiff intra and inter-competition, the company positioned itself
to lead. It is from this leading objecting that the company developed a marketing plan and
differentiation strategy for its product. The marketing plan encompassed the components of
pricing, branding, packaging and integrated marketing communication plan. As a result, the
company took a unique standing point of branding its product in accordance with its mission,
vision, logo and slogan going by the name KEHLIF. The products stood to distinguish packaged
in an olive green and white theme color and sold at $2 slightly lower than that of the company’s
closest competitors.
In the IMC strategy, the company employed various actions plan that ensured the product
and the new brand positioned itself in the market. As a result, the company integrated the use of
social media to advertising as well as sales and promotion. Likewise, while marketing the
product, the company ensured to follow the Attention, Interest, Desire and Action (AIDA)
principle (Jobber et al., 2013).
In the add description, the company focused on the pop-up advertisement, especially on
Facebook and Twitter links. The advertisement would entail three bottles packaged in a theme
olive and white but of different sizes and flavors. The message been conveyed is that KEHLIF
products are favorable for all individuals regardless of ages at pocket-friendly prices.
Attention-I-D-A Principle
The advert will animate the logo. The headline will read, “KEHLIF is offering Solution
to a Healthy Lifestyle.” Similarly, as the key in the logo opens, the three bottles in different sizes
will pop out following one after the other in a selected background tune. Hence, the headline and
the animated ad will attract the attention of the audience and ignite their interest.
A-Interest-D-A
To capture the interest of the consumers, the advert will emphasize the organic, quality
and pocket-friendly aspects of the product. The message conveyed will indicate that KEHLIF
products help boost energy, reduce and treat chances of diabetes, high blood pressure, and other
chronic illness. The most captivating aspect will entail in reduction tummy fat, lower level of
cholesterol as well as treatment of ace. Hence, the message will be derived towards attracting
consumers’ across gender and age.
A-I-Desire-Action
The advert tag line, “want a healthy lifestyle, go natural, go for KEHLIF” will arouse the
desire of the consumers. The tagline and especially after been informed on the benefits of buying
KEHLIF product starting with its organic and pocket-friendly nature will instigate the
consumer’s desire to purchase and try one of the KEHLIF products.
A-I-D-Action
At the end of the advert, the bottles will swing as if going back with a tagline, “Buy one
today and see the difference.” Below each bottle, prices will also be indicated.
In summation, for different media platforms, the headline and tagline will be used to
show the varying of the ad in different media platforms. However, the theme color and the
slogan will stand distinguished. In the case of billboards, only the three bottles different sizes,
flavors and prices indicated below will be graphical. Likewise, the action tagline will be printed
in bold. In addition, the advert will mostly display itself on Facebook and Twitter links.
Likewise, for maximum coverage, the advert will also appear upon opening a healthy related
link, website or web page. In this way, the advert will be able to air for maximum coverage with
minimal expense.
Reference
Jobber, David; Ellis-Chadwick, Fiona (2013). “1, 15.” Principles and Practices of Marketing (7
ed.). Maidenhead: McGraw-Hill Education. p. 21, 540.
MarketingPlan: “The Slice” 1
MKT 500 – RANDELL ORNER
Assignment 2 – Part B: Your Marketing Plan
By: Deborah Hughes
February 8, 2018
Marketing Plan: “The Slice” 2
Branding Strategy- Name, Logo, Slogan and Product Extension
The Slice Bakery is a local, small-scale individually owned bakery shop located in
Granby, Colorado. Slice bakery specializes in a variety of baked items ranging from cakes,
cupcakes, and pastries of different varieties. The bakery will also run a small café for on the spot
serving that will be used to grow the brand of bakery delights offered at Slice. The bakeries and
pastries offered at Slice target all the age groups of the Granby population of young children,
youths and the old. Slice bakery serves the best cakes, cupcakes, and pastries of different flavors
including vanilla, red velvet, carrot, chocolate, blueberry cheese, strawberry jam, walnut, and
orange-chocolate with amazing frostings and toppings that may be customized to the clients’
liking (Gehlhar, Regmi, Stefanou, & Zoumas, 2009). Therefore, if you are looking for new
experiences in bakeries and pastries, Slice is the place to visit. To make sure our customers are
sure of what flavor suits them the best before they make a purchase order, we give them free
samples of all the available flavors at the tasting bar.
Since the company works to promote the spirit of sharing and community development,
its slogan goes like “share the slice, promote the community.” Slice bakery has a uniquely
exceptional logo that is conspicuous and recognizable by anyone. The sight of the logo
immediately revamps the feelings having to have a bite of what meets the eye. The logo is both
appealing and attractive. It has an easy to remember graphical user interface displaying its
products. Here is the logo;
Since Slice Bakery is in the franchising business, it has developed its product extension
plan which aims to expand its business by opening franchises in nearby towns and states. The
product extension plan will be effected after we have gained a foot regarding resources and
market share in Granby. Slice Bakery uses a variety of quality and natural ingredients sourced
Marketing Plan: “The Slice” 3
from the best producers to acquire great and unique tastes in the flavors we offer. This is the
distinctive factor that differentiates us from our competition (Martinez & Pina, 2003). The vitals
we use to give us the leverage to control the uniqueness of our flavors from the common.
Furthermore, we are dedicated to introducing at least one new flavor each month, a feature that
all the bakeries in Colorado lack. This keeps the customers curious about what flavor will be
introduced and makes them keep checking as they savor on the existing flavors of their choice
(Martinez & Pina, 2003).
Assembling a Marketing Strategy with Implementation Timelines
Slice’s marketing strategy will be assembled and developed to revolve around its target
market segment that is the whole Granby town population of approximately 2000 people. This
includes people of all ages, whose attitude towards our bakery delight is incredible.
Promotion
The marketing strategy of Slice Bakery will be launched 1
st
February 2018. This will allow for
enough time for promotional activities during the winter and summer periods when there are
more tourists in Colorado (Vraneševic & Stančec, 2003). This will be the best time to market the
products of Slice Bakery to both its primary and secondary markets. The promotional activities
will include:
a) Offering free samples of all our cake flavors and pastries to the audiences, giving away
free gifts and branded T-shirts during the grand launching day of the marketing strategy.
This will be coupled with one-on-one customer interviews and survey which will be used
to collect customer feedback that will be used to improve the quality of flavors.
Marketing Plan: “The Slice” 4
b) Partnering with the tour and travel companies and work out on how to incorporate Slice’s
marketing material in the tourist orientation guides during their touring period. In the
marketing material will be a list of all cake flavors and pastries with an attached “first
time” coupon expiring before the end of the summer or winter seasons, and directions to
our location (Park, Eisingerich & Pol, 2013).
c) Slice bakery will also take advantage of the internet marketing through social media,
including Twitter, Facebook, Pinterest, and YouTube to promote our products, services,
and location. These sites will be used to post Slice’s upcoming events calendar, the
introduction of new flavors and occasional offers on our products.
More promotional activities for the next six months will include:
a) The Slice bakery will engage in intense local advertising through banners, branded
wrappers, television and radio prime time adverts. This will help reach out to customers
who are mostly confined indoors (Vraneševic & Stančec, 2003).
b) The company will also active improve its public relations to effectively promote its
products and services in Granby and its localities. This will be accomplished by
sponsoring public events, visiting and donating complimentary gifts to the needy and
taking part in developmental community activities.
c) Slice bakery will seek partnership with a leading local newspaper and TV station to do a
story on their various cake flavors and book a spot in a newspaper column. These
partnerships will help in advertising the company’s upcoming events and offers.
Marketing Plan: “The Slice” 5
d) By the end of the year, we will organize our first tasting contest during the winter season
to ensure full attendance by locals and the tourists (Park et al., 2013). We anticipate that
by this time, we will have amasses ourselves loyal followers locally and internationally.
Positioning Statement
In Granby, Colorado, there are several but not too many bakeries that serve the common
cake flavors and pastries. Some of them include Rise and Shine Bakery, Blue Water Bakery,
Blue Moon Bakery, Carver’s Bakery Café, Butterhorn Bakery & Café and New Moon
Bakery
and Café among others. In all these, you will get served with the common cake varieties and
flavors as well as pastries, but none of them will give you a completely new experience with the
bakeries like Slice Bakery which offers unique cocktails and a wide variety of cake flavors and
designs. Slice bakery delights will simply satisfy your quest and make you want to share the slice
while leaving you asking for more (Blankson & Crawford, 2012). The Slice Bakery! We are the
only bakery and café that has a new flavor in every item on our menu.
Perceptual Map
According to the data provided on the existing bakeries and cafés in Granby and its
locality, most of them have discrepancies in their pricing strategies, product or service quality,
and their nature. The main ones include Blue Moon Bakery, Rise and Shine Bakery, and
Carver’s Bakery Café. These bakeries will offer a range of cake and pastries flavors and variety,
but with shortcomings in either quality or price. The perceptual map illustrated below puts the
above statement into perspective.
Marketing Plan: “The Slice” 6
Relevant consumer behavior for Granby Town and the relevance of the brand name, logo,
slogan and brand extension to Granby Town
Recent studies indicate that more Coloradoan customers more so those in Granby town
have improved their eating behavior towards much healthier diet plans, which include bakeries
as an everyday breakfast diet instead of local delicacies which contain excessive amounts of fat.
Of the baked items, the demand for flavored low-sugar cakes and packaged bread was on the rise
in Colorado since 2011. Furthermore, the demand and sales of unpackaged cakes also moved up
due to the wide variety of their flavors available in Colorado (Filieri, 2013). The local population
of Granby has adopted a dear preference of bakery products for their breakfast time as well as for
their daily whole food consumption. We believe that Slices bakery offers the leading brands in
unpackaged bakery delights and pastries in Colorado that are widely accepted by the consumers
and considered as an exceptional source of well-proportioned nourishment.
•High Quality
•Low Flavor variety
•Quality customer
service
•Low Quality
•Low flavor
•Poor customer
service
•High Quality
•High flavor variety
•Quality customer
service
•Low Quality
•Low flavor variety
•Poor customer
service
Blue
Moon
Bakery
Slice
Bakery
Rise and
Shine
Bakery
Carver’s
Bakery
Café
Marketing Plan: “The Slice” 7
Through this provision, Slice bakery can satisfy its customers, which leads to increased
customer loyalty as well as high turnover and profitability. This is to say that Slice bakery will
amass routine customers for itself from the exceptionally unique cake flavors and pastries its
offers to them. Customers can sometimes be selective and unpredictable. What may work for one
customer may not work with another, therefore, understanding the behavior of your customers
and treating them as required will bring them back. Slice bakery realized that and ventured into
offering a wide variety of cake and pastry flavors and designs to meet the changing needs of its
customers (Filieri, 2013). Slice chose its brand strategy to fit into the customers who want
something unique in the taste and flavor of the bakery items they eat.
Slice bakery is interested in the experiences to derive from their products and services.
The same way, customers rate their experiences on different things. These are either soft or hard
target. Hard targets are those that can be timed, counted or observed while soft targets are
opinion-based, such as politeness of a server, the state of the cake, and fairness of the price.
While understanding the needs of your customers is important, being able to identify every one
of their need is impossible. That’s why Slice bakery adopted a strategy that caters to a mass
market through presenting a wide variety of flavors for the customers to choose from. This
effectively brings into play the soft targets, where you provide a diversified menu, but interaction
with server or manager gives the customer a unique experience.
Slice Bakery’s customers love fun, explore more and seek new experiences spread across
all ages. By organizing interactive tasting contests will help them challenge each other and
spread the word to other people. This and other promotional activities will make our brand more
acceptable and popular. Our name “The Slice Bakery” and our slogan “share the slice, promote
the community” inspires a sense of brotherhood and love.
Marketing Plan: “The Slice” 8
Slice Bakery’s Mission Statement and Introduction
Mission Statement:
To create a unique diet experience for our customers by igniting their senses with a wide
variety of cake and pastry flavors in their eating routines.
Company Introduction:
Welcome to the Slice Bakery! We are an independently owned and operated bakery and
cafe located in Granby Town, Colorado. We specialize in all types of bakery and pastry items
that come in a wide range of uniquely combined original flavors and tastes that will leave you
asking for more. All of our menu items are fresh and uniquely baked to give you a one-of-a-kind
experience. When you visit the Slice Bakery, the experience you get makes you want to come
over and over again! We operate from 6 am – 12 pm Monday through Saturday and 10 am – 10
pm on Sundays. Welcome to Slice Bakery.
Marketing Plan: “The Slice” 9
References
Blankson, C., & Crawford, J. C. (2012). Impact of positioning strategies on service firm
performance. Journal of Business research, 65(3), 311-316
Gehlhar, M. J., Regmi, A., Stefanou, S. E., & Zoumas, B. L. (2009). Brand leadership and
product innovation as firm strategies in global food markets. Journal of Product & Brand
Management, 18(2), 115-126
Filieri, R. (2013). Consumer co-creation and new product development: a case study in the food
industry. Marketing Intelligence & Planning, 31(1), 40-53
Martinez, E., & Pina, J. M. (2003). The negative impact of brand extensions on parent brand
image. Journal of Product & Brand Management, 12(7), 432-448
Park, C., Eisingerich, A. B. & Pol, G. (2013). The role of brand logos in firm performance.
Journal of Business Research, 66(2), 180-187
Vraneševic, T., & Stančec, R. (2003). The effect of the brand on perceived quality of food
products. British Food Journal, 105(11), 811-825