Marketing and Communication Strategy

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Marketing and communication
[Type the document subtitle]
9/24/2019
student name

Marketing and communication 1
Executive summary
Communicating the message with potential customers of the company, where the company will
be communicating specific messages in order to do that target customer. The message that must
be delivered by the company to the customer and other stakeholders must be like vintage stars,
helping the poor, holding a blind tasting. The target audience for this communication plan is the
young individuals who are looking for affordable options while enjoying the good quality wine,
which are in their age of 20’s. Supportive information would include the grapes production
information like from south Australian grapes and premium Barossa valley for preparation of
Shiraz.
The medium of communication for kooks to reach out to the customer with effective message
and communication will include television, social media platforms, billboards as printed media,
and human resource of various restaurants and dealers of the brand. In order to evaluate the
effectiveness of the promotional plan, the evaluation plan will include the key measures that will
reflect the result of the promotional plan implemented. After measuring and monitoring the
evaluation plan will include comparing the actual result and the plan results from the
communication plan the deviation will be finding, if any of those exist. After this the last step
would be controlling that will include taking corrective measures like decision regarding the
increase or decrease in investment in particular media mix vehicle.

Marketing and communication 2
Contents
Executive summary.........................................................................................................................1
Budget..............................................................................................................................................3
Message Strategy.............................................................................................................................4
Key messages...............................................................................................................................4
Source..........................................................................................................................................4
Advertising objectives.................................................................................................................5
Target audience............................................................................................................................5
Product description......................................................................................................................5
Major selling idea........................................................................................................................6
Advertising appeal.......................................................................................................................6
Advertising execution..................................................................................................................6
Supportive information................................................................................................................6
Advertising creative.....................................................................................................................7
Media plan.......................................................................................................................................7
Medium........................................................................................................................................7
Media mix and vehicles...............................................................................................................7
Coverage......................................................................................................................................8
Reach and frequency....................................................................................................................8
Scheduling...................................................................................................................................8
Evaluation......................................................................................................................................10
Conclusion.....................................................................................................................................12
References......................................................................................................................................13
Appendix........................................................................................................................................15
Appendix 1: Marketing budget of Kooks (in dollars)...............................................................15
Appendix 2: Scheduling (Gantt chart).......................................................................................17

Marketing and communication 3
Budget
Budget is one of the major constraints as the investment decision must be selective and decisive,
the reason being this may impact the financial outcome of the company as the return on
investment will be responsible for the success of the company. Moreover, the risk involved
through the investment could be huge, however since the promotional investment is not
considered too much, the overall budget considered on the nominal basis. From appendix 1, it
can be reflect that the budget for the marketing communication plan, where the investment in
marketing communication plan for Kooks’ Shiraz and Chardonnay wines in Australia include
investing in five major promotional tools that is Direct marketing, Traditional advertisement,
Social Media marketing, Sales discount and charity. The key or top investing tool from the table
is considered for social media marketing as that will be most suitable due to the target audience
that is youngsters. The investment will be for developing the pages, preparation of the post
through audio video format and rapid reply to the comments provided by the customers. Other
than this, since the positioning includes charity from the profit portion, which was decided to be
as 1000 dollars every year, which will reflect social responsibility of the company. Nevertheless,
the traditional way that is the television ads and bill boards would not be given major weightage
as this may restricted due to some of the legal norms and regulation pertaining to marketing of
liquor (Dimson et al., 2015).
The overall budget for the first year of the plan will be 35800$, and for the second consecutive
year the plan budget will be 28000$. The reason being the key objective is to caret the awareness
which could be lower down in second year; however the brand reminder will be the consecutive
objective through this communication plan (Martin, 2019).

Marketing and communication 4
Message Strategy
Key messages
Communicating the message with potential customers of the company, where the company will
be communicating specific messages in order to do that target customer. The message pertaining
to be communication objectives, as mentioned in the assignment is to Reflecting generous
gesture of the company to words the charity through the part of profit from the company. In
order to reflect wine quality and justify the premium pricing of lines, the company needs to
communicate with customer regarding the quality, sponsorship and charity (Hudson & Roth,
2016). Therefore the message that must be delivered by the company to the customer and other
stakeholders must be like vintage stars, helping the poor, holding a blind tasting. The message
therefore must be clear, practice in order to potential customer and retain them for sustainable
business. For example some of the messages that have been reflected through the brand include
handcrafted ones that are made with purpose and passion, which reflect the quality of the wine.
Moreover the company reflect social winery that is handicraft it in Australia and reflect good
adventures through a glass of wine drinking (Kazaz & Webster, 2016).
Source
The most effective way to reach all the messages will be social media, email campaign and most
importantly word of mouth. The reason being the message can be conveyed in an appropriate
manner through the sources. For example if a person went to a restaurant to enjoy fine with your
friends or family, the person who is directly communicating with the customer may impact
divine quality, brand image and reflect the key messages of the company in an effective way so
as to influence the customer to purchase Kook’s wine (Chung & Fiore, 2017). Moreover since

Marketing and communication 5
the objective of this marketing plan is to increase the sale of wine of Kook’s, for which it is
important to reach large number of customers which may be possible through social media as the
target customers are young individuals which may be spending maximum time of the day on
social media platforms. Therefore the company may use the promotional tools like advertisement
through social media, email marketing, and charitable events as the key message that has been
identified for the brand is participation in social cause on from profit that will eventually affect
the emotional perception of the customer in order to increase the sale of the product (Boncinelli
et al., 2016).
Advertising objectives
Basic and pricing objectives through this communication plan or message strategy of the
company will be to increase the sale of the wild, specific to Shiraz and Charsonnay. Other than
this the company advertising objectives include brand awareness and brand position to words the
insurer ability of the luxurious fine with an affordable prices as the product offered through this
marketing plan include half water packaging that is of 375ML (Evans, 2011).
Target audience
The target audience for this communication plan is the young individuals who are looking for
affordable options while enjoying the good quality wine, which are in their age of 20’s (kooks,
2019)
Product description
The product description includes passion, people and booked where the title reflects labor of love
which reflected handcrafted Wine along with message as big hearted Shiraz, which reflect

Marketing and communication 6
affordable prices for high-quality wine. There for the description of the product will also reflect
the objective of the message (kooks, 2019).
Major selling idea
The key selling idea through the packaging involve the half bottle package to make it affordable,
which reflect one of the most suitable strategy as per the objective of targeting affordable half
bottles (Kaplan, 2015).
Advertising appeal
The appeal through the advertisement would include the social media influence by encouraging
young people to consume the wine (thecaterer, 2019).
Advertising execution
The execution will include the quality wine prepared through video marketing and helping
children through charity event (Mills, 2015). The expectation of the advertisement will influence
the way the customer has perceived the message and ensure that there is no miscommunication
among the company a d the audience.
Supportive information
Supportive information would include the grapes production information like from south
Australian grapes and premium Barossa valley for preparation of Shiraz (Mohd & Sasmita,
2015). This may impact the message as it is important to provide the relevant data and
information regarding the preparation of the wine so as to support the quality assurance by the
company.

Marketing and communication 7
Advertising creative
The creativeness would include the tempting presentations of preparation of wine to be enjoyed
by the young people and a product convenient to buy and enjoy with friends. The outdoor
advertising event will be included, where the launch brand positioning will be created and wine
tasting event will include as major mode of advertisement. Another advertisement draft will
include the Instagram page with attractive images includes the message for labor of love. The
messages drafted for the advertisement include “ talk good with fine wine!” which will include
the young couple as part of advertisement enjoying the date night while having wine.
Media plan
Medium
The medium of communication for Kooks to reach out to the customer with effective message
and communication will include television, social media platforms, billboards as printed media,
and human resource of various restaurants and dealers of the brand. These are the sources
through which the promotional and marketing activities will be perform by the company
(Pappas, 2016).
Media mix and vehicles
 Word of mouth – This is one of the most important modes of channel for the
dissemination of the information and brand awareness as the direct marketing is one of te
effective way considering the product category.
 Social media platforms – This may include posting blogs, video promotions that will
attract the young customers and interact with the customer

Marketing and communication 8
 Advertisement – This may be limited as the liquor market may include some restriction
while advertising through the traditional mode of us printed and visual media.
 Events – This will be one of the key media used by the company in order to present the
charity event of tasting event for the presentation of the product with the purpose of
product awareness among the new wine consumers (Petersen, 2015).
Coverage
Through this marketing communication plan the Australian young population will be targeted,
this reflect that the plan will cover the geographical locations in Australia. However some of the
media will be liable for the limited number of customer approach like word of mouth, by the
social media marketing will be covering the population of the Australia as a whole, where the
target audience will be young potential consumers (Rebelo & Silva, 2019).
Reach and frequency
Through the above mentioned media mix and vehicles, it be can said that the way the target
customer will expose to the message flow through the media mix tool. For this, the company will
be using the attractive post for the Instagram, Facebook, and pinterest users, specifically younger
population, other than this the events may be announced on social media and news teller that will
eventually be approachable to reach the young target audience (Swart & Hattingh, 2016).
Scheduling
From appendix 2, Gantt chart has been presented which include the activities that must be
perform for the marketing communication plan prepare for the two years for Kook’s, which will
be present along with the time highlighted when the particular activity is to be perform by the
organizational teams within the company. It can be said that in order to reach to the target

Marketing and communication 9
audience, while considering the marketing communication plan that has been proposed. This
reflects the structure or steps that would be follow by Kooks that will be considered for
following the schedule, this include:
1. Research and development – this will include understanding the target audience, there needs
and brand perception, as the objective will be to increase the brand awareness, for which it is
important to understand the current stats regarding the brand and product awareness. This may
be done through online survey, social media page visits.
2. Message and content selection – This will include the preparation of the message that will
influence the brand sale and brand awareness. This will be done as per the selected target
audience. For instance, the message needs to be attractive for young target audience which may
include the technology and presentation of the product by Kooks (Gantt, 2018).
3. Media vehicles dealing – This is selection and contract agreement by the marketing companies
like case of television advertisement for visual presentation and implementation. Creating social
media pages are also part of this stage.
4. Plan execution – This will include the implementation of the promotional and marketing
activities; this may include event launch, advertisement launch, and social media posts.
5. Customer feedback – This will include analyzing the customer perception regarding the
promotional activities implemented, as this may reflect into wrong perception created which
could be different from the plan and may impact the brand positioning (Tuten & Ashley, 2015).
6. Monitoring and evaluation – This will include analyzing the result of each communication tool
applied in the terms of financial result that is increase in sale of Kook’s wine.

Marketing and communication 10
7. Controlling – In case the deviation is identified from the previous steps in the communication
plan, then the controlling steps will be taken in order to rectify the customer perception and
enhance the brand positioning in positive direction (Kerzner, 2017).
Evaluation
In order to evaluate the effectiveness of the promotional plan, the evaluation plan will include the
key measures that will reflect the result of the promotional plan implemented. The key measures
will include
 Social media pages customer reaction – In case the promotional tool through social media
mix will be effective, the feedback from the customer can be analyzed through the views
of the social media pages like in case of video marketing through social media views, will
reflect the brand recognition and awareness among the potential consumers. Moreover,
this may be evaluated through the likes, comment and number of share on social media
and immediate controlling action can be taken by replying to the customer comment in
order to maintain the customer relation (Zhang, 2015).
 Sales figure – The sales of the Kooks’ Shiraz and Chardonnay wines will reflect the
effectiveness of the marketing communication plan, as the key objective was to increase
the sales revenue for the company through this plan. Moreover, it is expected to increase
in 10 percent sales in one year time span, which will reflect that the investment in the
communication plan is returned (Wel, 2012).
 Customer feedback – another major mode of communication is word of mouth which
could be evaluated on the spot as the customer may provide the immediate feedback to
the staff member after the wine consumption at the restaurants or bar. Other than this the

Marketing and communication 11
online feedback could be adopted to monitor the results from the promotional activities
so as to understand the customer expectations (Takeuchi, 2016).
After measuring and monitoring the evaluation plan will include comparing the actual result and
the plan results from the communication plan the deviation will be finding, if any of those exist.
After this the last step would be controlling that will include taking corrective measures like
decision regarding the increase or decrease in investment in particular media mix vehicle
(bkwine, 2019).

Marketing and communication 12
Conclusion
From the marketing communication plan of Kooks’ Shiraz and Chardonnay wines, the key
concluding points include the message pertaining to be communication objectives, as mentioned
in the assignment is to reflecting generous gesture of the company to words the charity through
the part of profit from the company. It reflect wine quality and justify the premium pricing of
lines, the company needs to communicate with customer regarding the quality, sponsorship and
charity. Budget for the marketing communication plan, where the investment in marketing
communication plan for Kooks’ Shiraz and Chardonnay wines in Australia include investing in
five major promotional tools that is Direct marketing, Traditional advertisement, Social Media
marketing, Sales discount and charity. The overall budget for the first year of the plan will be
35800$, and for the second consecutive year the plan budget will be 28000$.
The most effective way to reach all the messages will be social media, email campaign and most
importantly word of mouth. The objective of this marketing plan is to increase the sale of wine.
Through social media, young individuals who may be spending maximum time of the day on
social media platforms, which lead to reach to this group effectively. The medium of
communication for kooks to reach out to the customer with effective message and
communication will include television, social media platforms, billboards as printed media, and
human resource of various restaurants and dealers of the brand. The structure or steps that would
be follow by kooks that will be considered for following the schedule, this include research and
development, message and content selection, media vehicles dealing, plan execution, customer
feedback, monitoring and evaluation, and controlling. After measuring and monitoring the

Marketing and communication 13
evaluation plan will include comparing the actual result and the plan results from the
communication plan the deviation will be finding; after this the last step would be controlling.
References
bkwine, 2019. world-wine-production-reaches-record-level-2018-consumption-stable. [Online]
Available at: https://www.bkwine.com/features/more/world-wine-production-reaches-record-
level-2018-consumption-stable/.
Boncinelli, F., Dominici, A., Gerini, F. & Marone, F., 2016. Consumers wine preferences
according to purchase occasion: Personal consumption and gift-giving. Food quality and
preference, 27, p.77.
Chung, J.E. & Fiore, A.M., 2017. The Effects of Shopping Motivation and an Experiential
Marketing Approach on Consumer Responses toward Small Apparel Retailers. Fashion, Industry
and Education, 15(2), p.11.
Dimson, E., Rousseau, P.L. & Spaenjers, C., 2015. The price of wine. Journal of Financial
Economics, 118(2), p.431.
Evans, J., 2011. Retailing in perspective: the past is a prologue to the future. The International
Review of Retail, Distribution and Consumer Research, 21(1), pp.1-31.
Gantt, 2018. what is a Gantt chart? [Online] Available at: https://www.gantt.com/.
Hudson, S. & Roth, M.S., 2016. The influence of social media interactions on consumer–brand
relationships: A three-country study of brand perceptions and marketing behaviors. International
Journal of Research in Marketing, 33(1), p.27.
Kaplan, B., 2015. Marketing Strategies For The Generation “C” Consumer Behavior: An
Overview For The GSM Market in Turkey. In Handbook of Research on Developing Sustainable
Value in Economics, Finance, and Marketing, pp.463-75. Available at: https://www.igi-
global.com/chapter/marketing-strategies-for-the-generation-c-consumer-behavior/121375.
Kazaz, B. & Webster, S., 2016. Wine analytics: Fine wine pricing and selection under weather
and market uncertainty. Manufacturing & Service Operations Management, 19(2), pp.202-2015.
Kerzner, H., 2017. Project management: a systems approach to planning, scheduling, and
controlling. 12th ed. New Jersey: John Wiley & sons.
kooks, 2019. new-index. [Online] Available at: http://www.kooks.com.au/new-index.
kooks, 2019. wines-blog. [Online] Available at: http://www.kooks.com.au/wines-blog.

Marketing and communication 14
Martin, S.J., 2019. The FEBS Journal in 2019: ensuring that casks of vintage wine remain
unspoiled. The FEBS journal, 286(1), pp.4-7.
Mills, A.J., 2015. Everyone loves a secret: Why consumers value marketing secrets. Business
Horizons.
Mohd, N. & Sasmita, J., 2015. Young consumers’ insights on brand equity: Effects of brand
association, brand loyalty, brand awareness, and brand image. International Journal of Retail &
Distribution Management, 43(3), pp.276-92.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, p.92.
Petersen, J.A., 2015. Marketing communication strategies and consumer financial decision
making: The role of national culture. Journal of Marketing, 79(1), pp.44-63.
Rebelo, J. & Silva, A.P., 2019. Port wine, an established product a new market: A comparative
analysis of perceptions of firms and consumers. Wine Economics and Policy.
Swart, K. & Hattingh, C., 2016. The motives for visitors to attend a food and wine event in Cape
Town and their satisfaction levels. African Journal of Hospitality, Tourism and Leisure, 5(2),
pp.1-14.
Takeuchi, D.T., 2016. Vintage wine in new bottles: infusing select ideas into the study of
immigration, immigrants, and mental health. Journal of health and social behavior, 57(4),
pp.423-35.
thecaterer, 2019. news/hotel/wine-top-10-marketing-tips. [Online] Available at:
https://www.thecaterer.com/news/hotel/wine-top-10-marketing-tips.
Tuten, T. & Ashley, C., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology & Marketing, 32(1),
p.15.
Wel, C.A.C., 2012. Important determinant of consumers’ retail selection decision in Malaysia.
World Review of Business Research, 2(2), pp.164-75.
Zhang, Y., 2015. The impact of brand image on consumer behavior: a literature review. Open
journal of business and management, 3(1), p.1.

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Appendix
Appendix 1: Marketing budget of Kooks (in dollars)
Particulars 1st 2nd 3rd
Direct marketing 2000 1000 2000
Traditional
advertisement
4000 3000 4000
Social Media
marketing
8800 8000 9000
Sales 20000 15000 17000
Charity 1000 1000 1000
Total 35800 28000 33000
Note: Based on key assumptions

Marketing and communication 16
Cost-Volume-Profit Relationships -
Breakeven
Per Unit Amounts
Selling price $ 300.00
Variable costs $ 40.00
Contribution margin $ 260.00
Total fixed costs* $ 400,000.00
Breakeven in units 1538.46
Breakeven in dollars $ 461,538.46

Marketing and communication 17
Appendix 2: Scheduling (Gantt chart)
2020 2021
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