Market Communication Assignment - X Refreshments group PLC

Added on - 22 Oct 2020

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MARKETCOMMUNICATION
Table of ContentsINTRODUCTION...........................................................................................................................1CONTEXT ANALYSIS..................................................................................................................1OBJECTIVES OF MARKETING COMMUNICATION...............................................................2SEGMENTATION, TARGETING AND POSITIONING.............................................................2STRATEGIES FOR MARKET COMMUNICATION...................................................................3CREATIVE INTERPRETATION...................................................................................................4MESSAGE ISSUES........................................................................................................................6MARKET COMMUNICATION MIX............................................................................................6MEDIA MIX....................................................................................................................................7BUDGET AND SCHEDULING.....................................................................................................7EVALUATION AND CONTROL..................................................................................................8CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONMarket communication is the core business function which helps the organisation incommunication with its customers. Analysing communication plan before staring establishingbusiness operation plays an important role for the firm in managing successful launch of anenterprise. The report will evaluate marketing communication plan of X Refreshments groupPLC in comparison to leading competitors that is Starbucks and costa coffee. Further, it willoutline objectives of communication on the basis of which firm will make further strategicanalysis that is STP, branding dynamics, sales, promotion, etc. Thus, the plan will identifybudget and scheduling of project which will be presented to board of directors.CONTEXT ANALYSISMarket communication plan is the sequence which helps the firm in determining variousissues which needs to considered before launch. Marketing team of coffee house will be focusingon three measures which are described under:Industry issue:These issue are related to rivalries in industry which will assist indetermining need of innovation in product. Like the key competitor of X coffee house in UK willbe Starbucks and Costa which shares strong presence in global market regardless of its high priceservices. Further, the companies have loyal customers worldwide which defines its strong brandvalue. However, Costa have 2218 coffee shops outlets across UK whereas Starbucks has 898outlets. Therefore, it is important for X coffee house to launch at least 200 outlets in order toattain competitive advantage.Customer issues:Analysing consumer preferences for coffee is the foremost prioritybecause, it is the seed of business. However, Starbucks and Coast coffee houses are alreadymarket leader for beverages and have loyal consumers. Therefore, in accordance to marketcondition, it is important for the refreshment group to analyse the weakness of existing coffeehouses in accordance to buyers habits, and consumption patterns (Breton and Martín, 2011).Stakeholder issues:These are the individual who shares complete interest withorganisation and its functions. The stakeholder group comprise, customers, employee,shareholders, creditors, auditor etc. Apparently, with regard to marketing communication plan itis important for the management to seek advise from employees, shareholders, and suppliersabout best market strategy to attract consumer. In this it is essential for the organisation to firstanalyse the interest of stakeholders with the help of mapping.1
OBJECTIVES OF MARKETING COMMUNICATIONEvaluating marketing communication objective is the part in which the management aimsat setting SMART goals, that is the objective which are specific, measurable, achievable,realistic and time bounded (Gupta, 2017). Implementing plan as per SMART goals is the strategywhich assist the firm in making successful marketing plans. Thus, marketing communicationobjectives of X refreshment group are as follows:Brand Awareness targets:Brand Awareness is the measurable goal which helps thefirm in promoting awareness about launch of new services. In this the motive of organisation willbe to attract consumer for which the management will target to specifying the quality andpremium coffee beans which will used in house. Further, to create brand awareness, the firm willimplement the use of social media advertising, magazines, promotion, vents at prime locationand public relations. Thus, the brand awareness target of coffee house is to seek attention of 80percent societyShare of Voice:It is online advertising model which helps the firm in adversingaccording to other advertisements. However, with the helps of this model, the firm will be ableto analyse its advertising achievement in comparison to rivalries like Starbucks and CostaCoffee. Measuring strength of advertisement is the approach which determines achievablemarketing goals of refreshment group (Satit Tat and Sukati, 2012).Positioning objective:It is the tool which helps the firm in determining effectivemarketing technique which can be used by firm to make Crete market existence. In this themotive of coffee house will be focused on developing its own market position by its successfulmarketing efforts in which the objective will be to promote about uniqueness of its coffee houselike, premium quality bean, additional free snack with every coffee etc.Projected level of footfall:This is specific, measurable and achievable goal of group. Inaccordance to this, marketing team will focus on determining response of people on launch. It isvery important responsibility of marketing department because, it helps the organisation inanalysing consumer response to launch of products and services.SEGMENTATION, TARGETING AND POSITIONINGIt is a marketing approach which helps the company dividing market in different segmentin order to each and every person. The motive behind implementing use of this approach to set2
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