Detailed Marketing Communication Plan for Ella's Kitchen

This report presents a comprehensive marketing communication plan for Ella's Kitchen, a company specializing in baby food products. The plan is structured around the SOSTAC model, analyzing the current situation through PESTLE analysis, identifying key issues, and setting objectives using the AIDA model. It outlines strategies, tactics, and an action plan, including media selection and justification for a push marketing communication strategy. The report addresses the target market, which comprises small babies and children, and aims to increase sales, market share, and profits. It also discusses the importance of using different marketing tools and effective distribution channels to reach the target audience. The analysis highlights the critical issues identified in a previous assessment, focusing on the effective use of marketing tools and communication channels.

Marketing
Communications

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Marketing Communication Plan.............................................................................................1
S (Situation)............................................................................................................................1
Main Issues Identified in the Assessment 1...........................................................................4
O (Objectives) Establishing Macromm Objectives With the Help of AIDA Model.............4
S (Strategy) Marcomms Strategy...........................................................................................5
T (Tactics) Marcomms Tactics...............................................................................................6
A (Action Plan).......................................................................................................................6
C(Control)...............................................................................................................................9
Measurement of Success .......................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Marketing Communication can be defined as the process which is used in order to
communicate with the target customers of the company such with the way of advertising,
personal selling, publicity, online advertising, direct marketing and through some more modes
(What is marketing commussnication (MarCom)?, 2019). Organisations are focused on providing
the right messages to their customers with the help of marketing communication (Timofeeva and
et. al., 2016). The following assignment is based on the organisations named as Ella's Kitchen. In
this assignment, the full Marketing Communication Plan will be prepared on the basis of critical
issues faced by the company at the time of communicating with their target customers. This
assignment is based on the critical issues founded in the Assessment 1 and on the very basis, the
Marketing Communication Plan will be prepared covering various aspects.
MAIN BODY
Marketing Communication Plan
The following is the marketing communication plan of the Ella's Kitchen Organisation,
which is based on the issues that were encountered by the company in communicating with their
target customers (Batra and Keller, 2016). So this Marketing Communication Plan has been
prepared in order to overcoming the problems faced by the company to deal with their
customers. The description is provided as under:
SOSTAC MODEL
The following model was propounded by PR Smith. This model is used in order to
complete the marketing and business planning of an organisation. In case of Ella Kitchen also,l
the following model has been used (Swani and et. al., 2017). The implementation of this model
in the working of this company is provided as under:
SOSTAC stands for Situation, Objectives, Strategy, Tactics, Action and Control.
S (Situation)
Situation, in the first part of SOSTAC Strategy, the main focus of the company is made
on the Situation Analysis (Duffett, 2017). The following analysis is conducted through
undertaking PESTLE analysis which is used to know about the impact of external environment
on the working of the company. The description of the PESTLE Analysis on Ella's Kitchen is
provided as under:
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Political Factors: These are those factors that impacts upon the working of an organisation
due the changes in the governmental policies, rules and regulation of the
country (Valos and et. al., 2016).
Positive Impact: Considering the circumstances, Ella will be able to
prepare long term policies for them in order to make the working of the
company in an efficient and effective way.
Negative Impact: The changes in the governmental policies that could
make the company to change their current policies and adopt new (Akbari,
Kazemi and Haddadi, 2016).
Economic
Factors:
These are those factors that impacts upon the working of an organisation
due to changes in the interest rates, disposable incomes of customers,
GDP, economic growth, exchange rates, inflation, deflation and many
more (Fill and Turnbull, 2016).
Positive Impact: In case, there is a decrease in the interest rates in a
country than it will become easy for Ella's Kitchen to take loans at low
interest rates which will further be helpful in undertaking growth activity
(Bergkvist and Taylor, 2016).
Negative Impact: During the period of inflation, the prices of the products
of Ella's Kitchen will go up and this will absorb the purchasing power of
customers and the results will be negative impact on the sales of the
company.
Social Factors: These are those factors that impacts upon the working of a company due to
the changes in the taste and preferences of people, feelings, beliefs
regarding any product (Karjaluoto, Mustonen and Ulkuniemi, 2015).
Positive Impact: The company is making baby food care products so good
perception of people towards the products of the company will help in
increasing the sales of the company.
Negative Impact: Sometimes due to changes in the taste and preferences
of people also impacts negatively on the working, sales and profit of the
company (Rodrigues and Fonseca, 2016). It is so because the taste and
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preference of people also changes from time to time.
Technological
Factors:
These are those factors that impacts upon the working of an organisation
due to changes in the current way of working of an organisation, current
working processes of the company and the way of producing goods and
services of a company (Keller, 2016).
Positive Impact: In case, the technological change occurs in favour of the
company than it will impact positively on the company such as
improvement in the ways of producing goods and services.
Negative Impact: As such, the improvement has made in the processes of
rival firms than it will create negative impact on Ella's Kitchen as the cost
of production will be more.
Legal Factors: These are those factors that impact upon the working of an organisation
due to the some special laws, rules and regulation introduced by the
government of a country.
Positive Impact: In case, the government introduces a law that is only for
applicable to the companies dealing in this sector only such as reduced tax
rates than it will impact positively on the working of the company
(Smilansky, 2017).
Negative Impact: Laws related to misleading advertisement made by the
UK Government has impacted negatively on the working of the company
as the companies now cannot make any attractive or superstitious
advertisements.
Environmental
Factors:
This factor takes into consideration the regulation and considerations
related to ecology which influences working of an organisation (Killian
and McManus, 2015). The impact of this factors has been drawn as under:
However, the working of the company is not harming the
environment as the processes of Ella's Kitchen do not emits any harmful
gases and also they do not pollute the environment at all. But the
contribution made by the company towards the improvement in the
environment will help in increasing the brand awareness of the company
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(Heller, 2016).
Main Issues Identified in the Assessment 1
The major issues which occurred during the completion of assignment 1 is related to the
use of different marketing tools. It is not possible for the company to make proper advertisement
for all the target groups of the company as the target market of Ella's Kitchen is scattered and in
order to attract them it is important for the company to make use of different types of marketing
tools (Preston, 2016). This will help in increasing the customer base of the company and also
helps in changing the potential customers of the company into real customers. So due to less use
of marketing tools the company is not able to access and communicate to the target groups of the
company (Kitchen and Proctor, 2015). Additionally, the use of some effective channels of
distribution is also to be done by the company in order to provide the reach and availability of
products and services of the company to their target markets. Moreover, the issues was related to
the use of offline communication by the company which was of no use of marketing to
customers. In other words, it can be said that the company should adopt those measures in its
working with the help of which it will be able to communicate both with the headquarters and
the customers also (Melewar and et. al., 2017).
O (Objectives) Establishing Macromm Objectives With the Help of AIDA Model
AIDA Model: The following model of marketing is used in order to describe the steps under
which a customer goes through while making the purchase of the products or services of a
company. The model stands for Attention, Interest, Desire and Action. The explanation is
provided as under:
Attention: In the first part, the attention of customer is created by doing advertising (Katz,
Lazarsfeld and Roper, 2017).
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Interest: Than interest is created in the customers by providing the customers with the detailed
information about the product.
Desire: Interest helps in creating the desire in the customers and with the help of seller the desire
is created by providing the reasons to buy the product.
Attention: In the last, the customer makes the final purchase of the products of the company.
In Marketing, models are used in order to illustrate the processes and the main goal of
this model is to develop approaches that can be used to optimise the processes. The use of
advertising models such as the AIDA Model, is used to show the development of customer
experiences while making the purchase of the products and services of the an organisation. In
case of Ella's Kitchen, the application of this model will provide to be both useful and not.
It is useful for the company as it can firstly provide the customers with the samples of
their products in case the company has introduced some new products and services in order to
attract the customers of the company towards their products and services. This will prove to be
the mode of attraction for the customers and their buying action will be influenced as the
customers will like the product of the company. This will be helpful for the company as the
customers will like the product and will also suggest them to other people which will be
beneficial for Ella's Kitchen. On the other hand, the application of this model could also prove to
be useless or cause loss to Ella's Kitchen in case proper media is not used in order to promote the
products and services of the company. As it is also possible that the organisation could not be
able to reach the target customers with the existing products and services.
Marcomms Objectives:
 To increase the sales of the company by 5% in the next 8 months.
 To increase the market share of the company to 37% in the next 12 months.
 To increase the profits of the company to 13% in the next 9 months.
S (Strategy) Marcomms Strategy
Justification of Target Market
The target market for the products and services of the company is small babies. It is
because the Ella's Kitchen is making baby food care products which is only for small children or
babies. The target market of Ella's Kitchen will be the kids covered in between the age group of
one year to ten year.
Selection and Justification of Marketing Communication Strategy
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Push Marketing Communication Strategy will be used by Ella's Kitchen. It is because the
company will make use of various marketing techniques to communicate to their target markets.
It is so because parents are very much cared about their kids and with the help of promotional
tools the company will try to provide all the information about the products and services in order
to attract them (Manser Payne, Peltier and Barger, 2017).
Discussion of Media Selection
The use of single media in order to reach to the target market will not be enough. So
Ella's Kitchen will make use of different media in order to reach to the target markets of the
company. It will use television media, online platform for delivering the goods and services of
the company. It is because with the help of these platforms the company will be able to provide
more detailed information to the customers about the products (Ryan, 2016).
Discussion and Justification of Key Messages
The key messages delivered with the help of advertisement and online platform will be
about the reasons due to which the customers should buy the product such as with the
specifications provided by the company in product (Finne and Grönroos, 2017). The message
delivered to the customers is that by using this product the customers will be able to keep their
customers happy. It is because it contains almost all the qualities and ingredients which are
required for good and healthy growth of kids.
T (Tactics) Marcomms Tactics
Paid Media: In this form of media, Ella's Kitchen makes use of television advertising in order to
promote the sales of the company. The tactic used by the company in order to promote the sales
of the products and services of the company by providing the customers with discounts. In the
paid for of media, television advertising will prove to be the most useful one for Ella's Kitchen as
with the help of this strategy the company will be able to reach to a large number of customers
and along with this, Ella will be able to provide the customers with the special and different
which the company is going to provide to their customers with the help of products and services.
Earned Media: This form of media is earned media in which the company does not pays any
amount to anybody for the advertisement but the people who had used the services of the
company will advise to other people also to make use of the services of the company. The tactic
used by Ella's Kitchen for the earned media is with the help of CSR Activity that will help in
creating a good image of the company in the mindset of the customers. So due to positive image
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of the company, it will have brand awareness (Ots and Nyilasy, 2015). The contribution made by
Ella's Kitchen towards the environment will also prove to be helpful for the company as it will
help in creating brand awareness of the products and services of the company in the marketplace.
Owned Media: It can be defined as the form of media in which the awareness is earned with the
help of making use of own media channel such as official website of the company that will help
the company in earning awareness in the market. The tactic that could be used by the company is
providing membership to the customers on their official website and Ella's Kitchen will provide
them free samples of the new products that they will launch (Kim, Kim and Marshall, 2016). On
the official website of the company, the company can take benefit out of this form of media as it
can provide the customers with free membership to their customers and in case of new product
launches, the company will provide those customers with free samples.
A (Action Plan)
An Action Plan can be defined as the document in which the list has been provided of the
needed steps to be taken into consideration in order to achieve some specific goals and
objectives. The Action Plan has been created for Ella's Kitchen is because of the major issue
faced by the company related to communicating properly to the target market for the company.
The following is the explanation of the detailed action plan of Ella's Kitchen:
Action Plan
Gantt Chart: It can be defined as the graphical illustration of the schedule that helps the
company in planning, coordinating and track specific tasks in the project. The Gantt Chart for the
following Action Plan has been provided as under:
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Media: It can be defined as the channel which is used by Ella's Kitchen in order to communicate
with their target markets. The company is making use of Television Advertising and Online
Platform in order to enhance the sales of the products of the company. It is so because in today's
world, it is not possible for the company to capture the market share with the help of only one
media channel.
Time: The time needed in order to achieve the following goal of making the communication
effective with the target market of the customers, the needed time will be around 5 months. The
following time period has been chosen as this much time will be needed in order to create
awareness in the target market of the company with the help of Television and Online Media
(Rowles, 2017).
Date: The time period in order to complete the following project is 5 months and the starting and
ending date of the following action plan will be from 1st July, 2019 to 31st December, 2019. In
between this time period, Ella's Kitchen is required to achieve the goal of the company (Martin
and Murphy, 2017).
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Size: In completing this project, the complete Marketing Department of the company will be
included. As there are different activities in the action plan which are needed to complete by the
Marketing Department in order to achieve the given goal.
Responsibilities:
Marketing Manager: The main responsibility of the marketing manager is to formulate the
policies related to the marketing of the products and services of the company. Additionally, the
manager is also responsible to provide superior guidance to the employees so that they could get
good supervision and direction that could help in bringing positive results. Moreover, the
marketing manager is also responsible to control and monitor the action of the employees in the
department (Tuten and Solomon, 2017).
Responsibilities of Employees of Marketing Department: It is the responsibility of employees
of the company to follow the guidelines and orders of the marketing manager. In addition to this,
they could also provide suggestions to the marketing manager, in case they feel that there could
be something better than this. Moreover, the employees should also work whole heartedly and
dedicated towards the work of the company (Saenko and et. al., 2016).
Actions: The Marketing Manager of Ella's Kitchen will look upon the work of the employees of
Marketing Department and the actions will be related to making improvement in the current
performances of employees such as by properly communicating with them or by providing them
training.
C(Control)
The Budget has been prepared in order to control and monitor the different activities
carried out in the Action Plan (Holland, 2016). The description of the Action Plan has been
provided as under:
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year 5th year
Initial money 7000 10000 12000 10000 10000
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