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).