BUSN3051 - International Marketing Communication Plan: Ingham's China

This report details an international marketing communication plan for Ingham's frozen meals, focusing on the company's expansion into the Chinese market. It includes a comprehensive budget allocation across various marketing channels, such as online presence, public relations, and promotions. The budget outlines monthly expenditures for activities like website development, social media optimization, press releases, print advertising, and trade shows. A detailed timeline specifies the timing of key marketing events, including website launch, press releases, and social media campaigns. The report also presents a measurement and evaluation strategy, identifying Key Performance Indicators (KPIs) to assess the effectiveness of marketing efforts, such as revenue increase, website traffic, social media engagement, and content sharing. The report emphasizes the importance of adapting to the Chinese market's unique media landscape, including the use of popular local social media platforms. The report is structured to provide a clear and actionable plan for Ingham's to effectively penetrate and succeed in the Chinese market.

Running head: INTERNATIONAL MARKETING COMMUNICATION PLAN
INTERNATIONAL MARKETING COMMUNICATION PLAN
Name of the Student
Name of the University
Author Note

1INTERNATIONAL MARKETING COMMUNICATION PLAN
Executive Summary
In this report, the main aim will be to discuss the promotional activities of Ingham’s frozen
meals, who are looking to expand their business operations in China. This will include the
budget, measurement or the evaluation strategy and the timeline for the major events needed
for communication, along with the PESTLE analysis of the company which need to be
analysed before they will enter the market place of China.

2INTERNATIONAL MARKETING COMMUNICATION PLAN
Table of Contents
Budget Ingham’s frozen meals...................................................................................................3
Timeline.....................................................................................................................................6
Measurement or Evaluation Strategy.........................................................................................7
References..................................................................................................................................8

3INTERNATIONAL MARKETING COMMUNICATION PLAN
Budget Ingham’s frozen meals
Budget in AUD JA
N
FE
B
M
AR
AP
RI
L
M
AY
JU
NE
JU
LY
AU
G
SE
PT
OC
T
N
OV
DE
C
TO
TA
L
ONLINE
PRESENCE
Website
Development
4,0
00
4,5
00
5,0
00
5,5
00
6,0
00
6,5
00
7,0
00
7,5
00
8,0
00
8,5
00
9,0
00
9,5
00
81,
00
0
Website
Maintenance
1,0
00
1,2
00
1,4
00
1,6
00
1,8
00
2,0
00
2,2
00
2,4
00
2,6
00
2,8
00
3,0
00
3,2
00
25,
20
0
Website /
Email Hosting
1,1
00
1,4
00
1,7
00
2,0
00
2,3
00
2,6
00
2,9
00
3,2
00
3,5
00
3,8
00
4,1
00
4,4
00
33,
00
0
Blog 1,2
00
1,5
00
1,8
00
2,1
00
2,4
00
2,7
00
3,0
00
3,3
00
3,6
00
3,9
00
4,2
00
4,5
00
34,
20
0
Directory
Listings
60
0
70
0
80
0
90
0
1,0
00
1,1
00
1,2
00
1,3
00
1,4
00
1,5
00
1,6
00
1,7
00
13,
80
0
Search
Engine and
Social Media
Optization
1,2
00
1,3
00
1,4
00
1,5
00
1,6
00
1,7
00
1,8
00
1,9
00
2,0
00
2,1
00
2,2
00
2,3
00
21,
00
0
Other
(click
insert/row from
menu)
50
0
60
0
70
0
80
0
90
0
1,0
00
1,1
00
1,2
00
1,3
00
1,4
00
1,5
00
1,6
00
12,
60
0
ONLINE
PRESENCE
SUBTOTAL
9,6
00
11,
20
0
12,
80
0
14,
40
0
16,
00
0
17,
60
0
19,
20
0
20,
80
0
22,
40
0
24,
00
0
25,
60
0
27,
200
22
0,8
00
Budget in AUD JA
N
FE
B
M
AR
AP
RI
L
M
AY
JU
NE
JU
LY
AU
G
SE
PT
OC
T
N
OV
DE
C
TO
TA
L
PUBLIC
RELATIONS
Press
Releases
90
0
1,0
00
1,1
00
1,2
00
1,3
00
1,4
00
1,5
00
1,6
00
1,7
00
1,8
00
1,9
00
2,0
00
17,
40
0
Media
Relations
1,0
00
1,2
00
1,4
00
1,6
00
1,8
00
2,0
00
2,2
00
2,4
00
2,6
00
2,8
00
3,0
00
3,2
00
25,
20
0
Wire/
Distribution
Fees
1,1
00
1,3
00
1,5
00
1,7
00
1,9
00
2,1
00
2,3
00
2,5
00
2,7
00
2,9
00
3,1
00
3,3
00
26,
40
0
Press
Kits
1,2
00
1,4
00
1,6
00
1,8
00
2,0
00
2,2
00
2,4
00
2,6
00
2,8
00
3,0
00
3,2
00
3,4
00
27,
60
0
Other
(click
insert/row from
menu)
40
0
50
0
60
0
70
0
80
0
90
0
1,0
00
1,1
00
1,2
00
1,3
00
1,4
00
1,5
00
11,
40
0

4INTERNATIONAL MARKETING COMMUNICATION PLAN
PUBLIC
RELATIONS
SUBTOTAL
4,6
00
5,4
00
6,2
00
7,0
00
7,8
00
8,6
00
9,4
00
10,
20
0
11,
00
0
11,
80
0
12,
60
0
13,
400
10
8,0
00
Budget in AUD JA
N
FE
B
M
AR
AP
RI
L
M
AY
JU
NE
JU
LY
AU
G
SE
PT
OC
T
N
OV
DE
C
TO
TA
L
PROMOTIO
NS
Print
Advertising
90
0
1,1
00
1,3
00
1,5
00
1,7
00
1,9
00
2,1
00
2,3
00
2,5
00
2,7
00
2,9
00
3,1
00
24,
00
0
PPC,
Digital
Banners,
Retargeting
Campaigns
80
0
90
0
1,0
00
1,1
00
1,2
00
1,3
00
1,4
00
1,5
00
1,6
00
1,7
00
1,8
00
1,9
00
16,
20
0
Social
Media
Promotional
Ads
70
0
80
0
90
0
1,0
00
1,1
00
1,2
00
1,3
00
1,4
00
1,5
00
1,6
00
1,7
00
1,8
00
15,
00
0
Tradeshows
1,3
00
1,4
00
1,5
00
1,6
00
1,7
00
1,8
00
1,9
00
2,0
00
2,1
00
2,2
00
2,3
00
2,4
00
22,
20
0
Event
Networking /
Sponsorships
1,4
00
1,5
00
1,6
00
1,7
00
1,8
00
1,9
00
2,0
00
2,1
00
2,2
00
2,3
00
2,4
00
2,5
00
23,
40
0
Promotional
Item Give-a-
ways
1,5
00
1,6
00
1,7
00
1,8
00
1,9
00
2,0
00
2,1
00
2,2
00
2,3
00
2,4
00
2,5
00
2,6
00
24,
60
0
Direct
Mail (print and
email)
1,4
50
1,5
50
1,6
50
1,7
50
1,8
50
1,9
50
2,0
50
2,1
50
2,2
50
2,3
50
2,4
50
2,5
50
24,
00
0
Telemarketing
1,0
00
1,2
00
1,4
00
1,6
00
1,8
00
2,0
00
2,2
00
2,4
00
2,6
00
2,8
00
3,0
00
3,2
00
25,
20
0
Prospect Lists
1,1
00
1,4
00
1,7
00
2,0
00
2,3
00
2,6
00
2,9
00
3,2
00
3,5
00
3,8
00
4,1
00
4,4
00
33,
00
0
Other
(click
insert/row from
menu)
60
0
70
0
80
0
90
0
1,0
00
1,1
00
1,2
00
1,3
00
1,4
00
1,5
00
1,6
00
1,7
00
13,
80
0
PROMOTIONS
SUBTOTAL
10,
75
0
12,
15
0
13,
55
0
14,
95
0
16,
35
0
17,
75
0
19,
15
0
20,
55
0
21,
95
0
23,
35
0
24,
75
0
26,
150
22
1,4
00
Budget in AUD JA
N
FE
B
M
AR
AP
RI
L
M
AY
JU
NE
JU
LY
AU
G
SE
PT
OC
T
N
OV
DE
C
TO
TA
L
TOTAL
24
,9
50
.0
0
28
,9
50
.0
0
32
,5
50
.0
0
36
,3
50
.0
0
40
,1
50
.0
0
43
,9
50
.0
0
47
,7
50
.0
0
51
,5
50
.0
0
55
,3
50
.0
0
59
,1
50
.0
0
62
,9
50
.0
0
66,
75
0.0
0
An 55

5INTERNATIONAL MARKETING COMMUNICATION PLAN
nu
al
Tot
al
0,2
00.
00
From the above budget, it can be seen that Ingham’s frozen meals need to spend their
amounts into online marketing, which is very much essential to capture the new market place
for any kind of organization. To penetrate into a new market place it is very much essential
for an organization to promote their company as well as their business operations through the
help of internal marketing like WeChat, Sina Weibo, Tencent QQ or Toudou Youku. As it
has been seen that the internet surveillance as well as censorship is tightly implemented in the
country of China, so global popular websites like Facebook, Instagram, YouTube, Gmail and
others are banned there. So, Ingham’s frozen meals need to use the help of the social media
platforms which are popular in China and market through them. They also have to maintain a
healthy public relation through press releases, media relations, Press kits and others. This will
help the organization to sustain in the marketplace of China and to earn revenues from there.
Promotions through external marketing like print advertising, tradeshows, telemarketing,
direct mail and others are also need to done by Ingham’s frozen meals. Budget need to be
allocated for each of the channel and for each month which is described in the above table
(Zhao et al 2013).

6INTERNATIONAL MARKETING COMMUNICATION PLAN
Timeline
A proper timeline will help to specify the events created by the Ingham’s frozen meals
to cover everything from concept to delivery, and will help to create a foundation on which
the marketing plan can be built by the organization (Lipka et al 2013). It has been given in
the budget section that Ingham’s frozen meals need to allocate their budget on Online
Presence, Public relations and Promotions.
 For the internal communications through the help of online social media platforms
used in China, they have to publish advertisements at least before one-month prior of
starting their business operations in China, so that the people will be able to know
about the company and the type of product they are going o introduce in the market of
China. Website need to developed and fully ready before the start of their business
operations.
 Steps need to be taken at least before one month for search engine and social media
optimization. It will be very helpful for the organization to attract the attention of the
potential customers in the market place of China.
 For the public relations, press releases ned to be implemented before two-month prior
of starting their business operations in China, so that the people will be able to know
about Ingham’s frozen meals, and accordingly the company will be able plan about
the promotion of their business operations accordingly.
 Preparation of the press kits need to be completed before the press releases of the
organization, so that it can be distributed among the media persons on the day of the
press release.
 Social media promotions need to be started at least before one month before the press
release of Ingham’s frozen meals and it should be done vigorously after the press

7INTERNATIONAL MARKETING COMMUNICATION PLAN
release so that it will help to attract the attention of the people through the popular
social media platforms of China.
Measurement or Evaluation Strategy
This includes the Key Performance Indicators or KPIs, which need to be developed for
facilitating Ingham’s frozen meals to track or measure progress towards defined marketing
goals that it intends to attain through employing relevant promotional activities. Through
measuring right marketing KPIs, the organization will be capable to make necessary
adjustments in its promotional strategies or budgets. Certain KPIs have been selected in order
to measure the success of the marketing activities those will be implemented for promoting
the offerings of Ingham’s frozen meals are indicated below (Zhou, Yu and Herzfeld 2015):
 Advertising through press releases and print media is intended to increase revenue by
10% in the first year of marketing strategy launch
 Social media promotional campaigns are intended to increase web traffic by 15% in
the first year of implementing this promotional campaign
 Success of product advertising on social media platforms can be measured by gradual
increase in social media likes after 6 months of advertisement launch
 Increasing number of website visits along with increased social media engagement
from the consumers within the six months of website maintenance and development
 Increase in the content shares by 15% in the 6 months’ span of promotional strategy
launch by Ingham’s frozen meals through email hosting, social media optimization
and updated product posts shared on online platforms

8INTERNATIONAL MARKETING COMMUNICATION PLAN
References
Lipka, G., Kramer, P. and Wang, S., Marketo Inc, 2013. Providing marketing analytics
related to a sales opportunity over a timeline in a marketing management system. U.S. Patent
Application 13/426,389.
Zhao, Y., Zhang, B., Chen, G., Chen, A., Yang, S. and Ye, Z., 2013. Tracing the geographic
origin of beef in China on the basis of the combination of stable isotopes and multielement
analysis. Journal of agricultural and food chemistry, 61(29), pp.7055-7060.
Davis, C.G., 2015. Factors Influencing Global Poultry Trade. International Food and
Agribusiness Management Review, 18(1030-2016-83083), p.1.
Makanyeza, C., 2014. Measuring consumer attitude towards imported poultry meat products
in a developing market: An assessment of reliability, validity and dimensionality of the tri-
component attitude model. Mediterranean Journal of Social Sciences, 5(20), p.874.
Gale, H.F., 2013. Growth and evolution in China's agricultural support policies. USDA-ERS
Economic Research Report, (153).
Zhou, D., Yu, X. and Herzfeld, T., 2015. Dynamic food demand in urban China. China
Agricultural Economic Review, 7(1), pp.27-44.