Developing an Integrated Marketing Communication Plan for Foody.com.cy

The assignment focuses on developing an integrated marketing communication plan for Foody.com.cy, an online food retail business. The plan incorporates the AIDA model to achieve specific objectives. It outlines the SMART objectives for each stage of the AIDA model including, attention, interest, desire and action. The solution includes specific actions, KPIs, and a sales plan to increase brand awareness, drive sales, and achieve a 50% revenue increase. The assignment also includes the use of marketing tools like social media marketing, SEO/SEM, email marketing, advertising and promotion to connect with the target audience. The goal is to increase market share and promote healthy and tasty food products. The report also includes references to support the analysis and recommendations.

Sales Planning
Student’s Name
Author note

Introduction – Case study
Food.com is an online food retail business
organization.
It offers wide variety of food products
such as burgers, coffee, Green food, wok
among others.
The mission of the organization is to
promote healthy and tasty with innovative
twists to differentiate its food products
from its competitors.

Cont…
The goal and objective of the business
organization to increase 50% of revenue
by increasing its sales.
It aims to capture at least 35% of market
share.
The sales planning is aimed to increase
awareness among its target customers and
boost the revenue of the company.

SMART Objectives
AIDA model
Attention : Sales team can increase its presence on online
sites and medias with attractive slogans and catchy headlines
to grab the attention of the consumers (Andrews and Shimp
2017).
Interest : Interest can arosed among the cosnumers by
offering unique and innovative food products.
Desire : The sales team can increase the desire to purchase
the food products by giving offers like “Buy 1 and get the
second order at 50% off” and “Free home delivery”
(Blakeman 2018).
Action : Call to action such as “Buy Now’ and “Limited
period offers” can induce the customers to make the final
purchase.

Action plan
Marketing survey – To determine the needs and
preferences of the consumers.
Social media marketing – To increase awareness among
the consumers about the availability of the company’s
offerings (Kelley, Sheehan and Jugenheimer 2015).
SEO/SEM- To increase visibility on social media
platforms.
Email marketing – To generate interest and desire among
the consumers along with a call to action (Kerr and Patti
2015).
Advertising and promoting – This is to increase
awareness and generate interest to make a purchase.

Reference
Andrews, J.C. and Shimp, T.A., 2017. Advertising,
promotion, and other aspects of integrated marketing
communications. Nelson Education.
Blakeman, R., 2018. Integrated marketing
communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Kelley, L., Sheehan, K. and Jugenheimer, D.W.,
2015. Advertising media planning: a brand management
approach. Routledge.
Kerr, G. and Patti, C., 2015. Strategic IMC: From abstract
concept to marketing management tool. Journal of
Marketing Communications, 21(5), pp.317-339.
Luxton, S., Reid, M. and Mavondo, F., 2015. Integrated
marketing communication capability and brand
performance. Journal of Advertising, 44(1), pp.37-46.

Thank you