Promotional Plan

Promotional plan 0
Marketing Planning
Diet Fit
Student’s Name
6/26/2019

Promotional plan 1
Contents
Task 1.........................................................................................................................................2
Influence of consumer behaviour...............................................................................................2
Communication process.............................................................................................................3
Regulation of promotion............................................................................................................4
Role of Advertising and branding..............................................................................................4
Current trends in advertising and promotion.............................................................................5
Understanding Buyer Behaviour................................................................................................5
Benefits of relationship marketing.............................................................................................6
Task 2:........................................................................................................................................7
Promotional plan........................................................................................................................7
Barriers to implementation of the plan.......................................................................................8
Recommendations......................................................................................................................8
Measuring the effectiveness of the campaign..........................................................................11
Task 3.......................................................................................................................................12
Usage of Below the Line techniques........................................................................................13
References................................................................................................................................15
Appendix1: Promotional budget plan......................................................................................18
Appendix 2: Implementation plan............................................................................................18

Promotional plan 2
Task 1
Influence of consumer behaviour
The attitudes, preferences, and emotions of the consumers affect their buying behaviour and
directly influence the sales of the company. It is analysed that the millenials in Australia are
getting health conscious and focuses on eating healthy diet foods. In response to the above
opportunity, the “Diet Fit” café will focus on fulfilling the expectations of the customers and
will provide a healthy food menu that is high in energy and are lower in fat. The café will
focus upon adding healthy cuisines that have a rich cultural taste and satisfies the diet
conscious need of the customers. The offering of dietary food will help to influence the
buying behaviour of the customers and gain market share (De Mooij, 2019).
(Source: Stephen, 2016)
The psychological factors majorly affect the buying behaviour of the customers. It includes
lifestyles, personality, attitude and emotions of the customers. The “diet fit” café focus on
targeting the millenials who prefer healthy lifestyles and have the attitude of living a healthy

Promotional plan 3
life. It will include the visitors and the population of Australia who focus more on having
energy foods that are rich in nutrients and does harm the health of the consumers (Stephen,
2016).
In accordance to the Australian Bureau of Statistics’ National Health Survey, it is analysed
that 67% of the Australian adults are overweight or obese and the consciousness towards the
environment develops the need to eat greener products and intake healthy diets. This, in turn,
creates the opportunity for Diet fit café to attract health-conscious customers and influence
their buying behaviour (Australian Government, 2019).
Communication process
Communication plays a major role in influencing customers and attracting the target market.
It helps in increasing the awareness and will boost the sales of the café. It focuses on
informing, persuading and reminding the customers. It will help in informing the customers
about the healthy foods offered by the brand and persuading them to take the experience at
the café (McQuail and Windahl, 2015).
The café will use DRIP model under which it will differentiate its service by delivering
healthy cuisines and will reinforce the message of “we care for you” to make the customer
aware and will attract the millenials who are health conscious. It will focus on persuading the
customers and making them positive towards the brand (Fogel, 2017).
For influencing the decision of the customers Firstly the café will focus upon the needs of the
customers and will conduct the information research from the other café chains, restaurants to
understand the need and the behaviour of the customers and they will provide the best
alternatives that will help in influencing the decisions of the customers. The café will focus
upon integrating all the communication channels to promote the product which includes