This report presents a comprehensive marketing and promotional plan for the "Diet Fit" cafe, focusing on the Australian market's health-conscious millennials. It analyzes consumer behavior, highlighting the influence of attitudes, preferences, and psychological factors on buying decisions. The report outlines the communication process, including the DRIP model, and addresses the regulations governing promotions. It explores the roles of advertising, branding, and current digital marketing trends. The plan details a measurable objective, target audience (health-conscious millennials), and creative strategy centered around the tagline "health is wealth." It also identifies potential barriers to implementation, such as budgetary constraints and lack of competitive intelligence, and proposes recommendations for pricing, distribution, and communication policies, including internet marketing and social media promotion. Finally, the report covers the benefits of relationship marketing and the use of electronic customer relationship management (eCRM) and data mining to enhance customer relationships and gain market share. The report is structured into three tasks: consumer behavior analysis, promotional plan development, and below-the-line techniques.
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