Report: Brand Launch Communication Plan for Ethical Trading Group

This report outlines an integrated marketing plan for Ethical Trading Group, focusing on the development and launch of a brand message promoting its environment-friendly products and microfinance services. The report details communication strategies for various stakeholders, including distributors, consumers, suppliers, and shareholders. It emphasizes the importance of modern technology and digital platforms for promotion and customer empowerment, suggesting tools and techniques for effective communication. The report also provides a detailed implementation plan for the brand launch, including stakeholder prioritization, communication channel selection, action planning, and peer-to-peer communication strategies. It concludes with a call to action, emphasizing the significance of a strong brand message for business success.

Running head: BRAND LAUNCH COMMUNICATION
Brand Launch Communication
Name of the Student:
Name of the University:
Author Note:

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Introduction:
The aim of the paper is to develop an integrated marketing plan leading to the
development of a brand message for a business organisation. The chosen business
organisation is Ethical Trading Group which sells environment friendly products and
provides micro finance. The paper deals with the communication channels and procedures to
launch brand message for Ethical Trading Group.
Client and customer brand message:
The client and customer brand message would engage several distribution points like
distributors and logistics companies. The message would convey images about the high
quality products marketed by Ethical Trading Group. The firm obtains sustainable products
obtained from all over the world like coffee beans from South America and eco-friendly
handbags crafted in India. The firm also acquires products from the farmers and agriculturists
in aborigines and tribal community of Australia, thus promoting their economic development.
Thus, the brand message for distributors and consumers should convey two aspects of the
business operations of Ethical Trading Group namely, their environment friendly products
sourced from different parts of the world and sustainable development of the communities of
local farmers and producers. An appropriate brand message would be ‘Enriching lives of
people with sustainable products’.
Evaluation of fit for purpose tools, techniques and solutions:
The tools, techniques and solutions effective with an integrated media environment of
modern markets are essentially created by advanced technology. Operating firms acquiring
and selling sustainable goods from all across the world today requires earning huge revenue.
Large scale promotions of their products and micro finance services help them to attract a

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huge customer base from both within and outside Australia. Ethical Trading Group also
require to attract suppliers of the goods it sells like handbags and prickly pear oil to acquire
goods at economic prices. This points out that promotion and marketing plays a very
significant role in communication with the suppliers and consumer. Kurzydłowska and
Stempien (2016), state that information technology forms the crux of modern marketing
activities. Mobile devices and modern communication platforms like digital platforms play
very role in promotion of products. Moreno et al. (2015) adds that online practices and digital
media help the companies to communicate with their suppliers and customers. As far Ethical
Trading Group is concerned, the firm acquires its products like hand bags, prickly pear oil
and coffee beans from different countries like India and Morocco which are geographically
distant from Australia. The company as a result requires communicating with suppliers in
these countries to acquire products from them. Modern communication tools like cloud
computing and skype act as effective tools which enable the firm to hold meetings with the
geographically distributed suppliers to enter into business deals with them. This evaluation
of the role of modern technology shows that it helps the companies to collaborate with
suppliers all round the world to acquire superior quality raw materials from them.
Feenstra and Casero Ripollés (2014) point out that in the modern digital environment,
promotion of products among customers and distributors is dependent on technology. The
firm promotes its eco-friendly products in the market to acquire distributors to distribute it in
the market. Ophir and Wiśniewski (2016) support this view and state that modern technology
like digital advertisements on ecommerce portals and official website help Ethical Trading
Group to advertise its products before a large number of consumers simultaneously. Thus, it
can be evaluated from the discussion that in the present convergent media environment,
technology helps firms to acquire distributors and customers to sell their products. This

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analysis shows that these distributors and customers buy products and generate huge
revenue to support their sustainable efforts to bring development of the local farmers.
Empowerment of customers:
Empowerment of customers has evolved, as the modern was to increase customer
satisfaction. Customer satisfaction helps companies to retain customers and earn huge
revenue through repeat business (Camacho, De Jong and Stremersch, 2014). Thus, customer
empowerment has become a very important tool companies, especially multinational
companies to enhance customer satisfaction and earn huge revenue. Ethical Trade Group
should consult consultants who specialise in providing advisory services on customer
empowerment. The following are some of the customer empowerment process, which Ethical
Trade Group can follow to empower its customers:
1. Ethical Trade Group should allow its customers to communicate with each other and enter
into transactions to sell products among themselves. This will allow resale of products among
consumers, which would encourage recycling of products and minimise wastage of products
(Alshibly and Chiong, 2015).
2. The firm can conduct polls using social media websites like Facebook and Twitter to know
about the changing needs of the customers. This poll would enable it to acquire appropriate
products according to the needs of the customers, which would result in generation of more
revenue. This would also result in reduction of storage costs due to mass selling of products
and low storage requirements. This would in turn result reduction of storage costs and allow
more liquidity to the funds of the company. This would help the company to cut costs and
become more sustainable (Acar and Puntoni, 2016).

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Rolling out of new brand message and the implementation plan:
Ethical Trade Group should implement a plan to advertise its new brand message in
the market. The implementation should involve managers, project leaders, webmaster and
training officers. It implementation planning should start with training of the staff members.
This would followed by advertising campaigns, product discount and offers and customer
survey and analysis. The company as an integral part of its implementation plan would create
and maintain which would provide information about brands. The following section would
point out to the brand message promotional plan in sequential manner:
Prioritising stakeholders:
Ethical Trade Group should prioritise the stakeholders whom the brand would affect
like customers, suppliers and distributors. The apex and the middle level managers should
monitor the brand implementation closely. The firm should promote the brand through
mass media among the customers and suppliers and by holding meetings with shareholders.
This action would require detailed study of the stakeholders would require a month (Seyff et
al., 2015).
Select the appropriate communication channels:
The firm after prioritising the stakeholder groups should select appropriate
communication channels to communicate the information about the brand. For example, the
employees and the shareholders can be mailed regarding the new brand. The key stakeholders
like the government bodies and financial institutions can be informed through emails and
formal letters. The customers and society can be informed about the brand using
advertisements on the various mass media like television and digital platforms. These
appropriate channels would ensure that information regarding the new brand reaches the
stakeholders and the firm gets their support (Meintjes and Grobler, 2014). This would require
detail communication with the different categories of stakeholders to acquire their support

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and would take 6 months. However, the promotion of the brand should be a continuous
process until it gains a high position in the market.
Segregation and planning of actions:
The apex management of Ethical Trading Group must form strategies to market the
brand and arrange for financing the brand promotional activities. This would ensure that the
brand promotion is planned and takes place in an effectively manner. The segregation of the
action plan would continue through the entire period till the brand is launched (Yang and
Shen, 2014).
Sustain commitment through peer-to-peer communication:
The top-level managers should appreciate the contribution of the lower level
employees in executing the strategies, which has led to successful launch of the brand. This
would encourage them to promote the brand among their friends and acquaintances. The
congratulation of the lower level staff and peer to peer communication would take place at
the end of the brand launch.
Conclusion:
A successful brand promotion using a strong brand message helps companies to sell
their products and earn more profits. The firms should communicate their brand launches to
stakeholders to gain their support. The apex management should form strategies to manage
launching of the brand messages. These steps would lead to successful launch of brands.

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References:
Acar, O.A. and Puntoni, S., 2016. Customer empowerment in the digital age. Journal of
Advertising Research, 56(1), pp.4-8.
Alshibly, H. and Chiong, R., 2015. Customer empowerment: Does it influence electronic
government success? A citizen-centric perspective. Electronic Commerce Research and
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Camacho, N., De Jong, M. and Stremersch, S., 2014. The effect of customer empowerment
on adherence to expert advice. International Journal of Research in Marketing, 31(3),
pp.293-308.
Feenstra, R.A. and Casero Ripollés, A., 2014. Democracy in the digital communication
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Kurzydłowska, A. and Stempien, D., 2016. Centre of Information Technologies for
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Ophir, D. and Wiśniewski, P., 2016. Evaluation of Social Networks.

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