MKT10723: Integrated Marketing Communication Plan for Mama's Kitchen

This report presents a comprehensive marketing communication plan for Mama's Kitchen, a San Diego-based nonprofit organization dedicated to providing nutritious meals to individuals affected by HIV/AIDS and cancer. The plan includes a situational analysis covering the company, competitors, consumer base, market dynamics, and potential opportunities and threats. It identifies primary and secondary target markets, defines marketing and communication objectives, and outlines a creative strategy to address health inequities. The report further details advertising and sales promotion strategies, incorporating both traditional and digital mediums. The plan concludes with a budget and action plan for effective implementation and evaluation of the proposed strategies, aiming to sustain and grow Mama's Kitchen's impact in the community. Desklib offers similar solved assignments and resources for students.

Running Head: Kitchen 0
MAmas kitchen
Marketing Communication
5/18/2019

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Executive Summary
Mamas Kitchen is a not-for-profit enterprise ensure to deliver nutritious food to the men,
women, and children vulnerable to cancer, HIV, or another serious disease. Their main vision
is to cater to these segments and provide a possible opportunity in order to meet the needs as
well as their preferences. They are leading the path towards communicating the creative as
well as digital marketing strategy to deliver effective health products. In the below, the
discussion has also be made providing the situational analysis has been made, which involves
the company, competitor, consumer, market as well as opportunities & threats. They have
also identified primary as well as secondary target market, marketing as well as a creative
strategy to develop the root cause of health inequities between people. In the following, an
effort has been made to discuss the budget as well as an action plan that is effective for
evaluating the strategies that will be used to overcome the challenges and sustain the business
in the upcoming period.

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Introduction
Mamas Kitchen was established in 1990 by a San Diego caregiver who enlisted volunteers to
assist in preparing and offering free meals to a few neighbors who were suffering from AIDS
and unable to get to the cooked food or grocery store. During a time, when little was
recognized concerning this vicious disease, a caring community cooperate and make sure that
those are suffering from this critical disease can be provided a chance and receive most basic
rights i.e. right to get nutritious food. It is stated that after that Mamas Kitchen has developed
into a service that offers three meals in a day as free of charge to other people across San
Diego who are fighting with cancer or HIV/AIDS and their dependent families. They have
constantly evolved and satisfied the needs of society. They have initiated with a food pantry
for low-income HIV positive residents and their mission is to enhance the lives of men,
women, and children and deliver a meal to those people suffering from cancer or another
serious sickness (Reyna, 2016).
Situational Analysis
It is stated that situational analysis determines an analysis of the company, market, consumer,
competitors, and opportunity.
Company analysis
Mamas Kitchen is a community-driven enterprise, which believes that every people have a
right to get the necessity of life i.e. nutritious food. They are delivering tremendous support
and offer a nutritious meal to the people suffering from cancer or AIDS who are too sick to
cook for themselves. They are striving to assist the people so that they can conserve their
dignity, stay healthy, and retain their families by delivering culturally and fee home-delivered
meals along with nutrition education. Their main vision is to envision a society where people
who are distressing from critical sickness are no longer exposed to hunger. There are around
800 volunteers to offer hope and heath to an estimated 1300 residents of San Diego. They
have 29 expected employees and generate $156K in revenue and profitability (Kouparitsas,
Prihardini and Beames, 2016).
Competitor analysis
The main competitors involving Lovelle Design, Columbia Cabinets, Century Cabinets &
Countertops for developing a substantial share of over 30 percent in the dairy industry. The

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competitors have been identified so that it generates value proposition, marketing strategy so
that they can maintain an appealing business and induce the investors. It is stated that Lovelle
Design creates more than $11.3M more profitability than Mamas kitchen. Lovelle Design
specializes in bathroom vanities, custom kitchen cabinets, and closet organizers and makes
sure that it generates satisfaction and comfort. Mamas’ kitchen is catering towards medial
nutrition, emergency food assistance, and nutrition education. They are also catering towards
maintaining an innovative strategy to attract the staff and comfortable atmosphere (Zhang and
Pan, 2015).
Consumer Analysis
It is stated that Mamas kitchen offers nutritional products to all age group of customers
involving children, men, and women affected by cancer or AIDS. They are capable to
provide nutrition education and pantry services to individuals who are HIV positive. Through
these services, they are capable to offer compassion, integrity, and hope to around 1,300
individuals. This will encourage Australian people, which assist in driving sales and
profitability. They have delivered 279,351 meals to 460 people under age group 60 affected
by cancer. They are also offering personal nutrition coaching to HIV+ people in order to meet
with a registered dietician to cook healthy meals and feel effective through nutrition
(Fetscherin and Heinrich, 2015).
Product and Market analysis
Mamas’ kitchen is a not-for-profit organization and committed to leading the way in
educating the government officials and the public to maintain support and generate awareness
for those people who are conscious of healthy as well as nutritional meals. They need to
make sure that clients should have an effective experience and deliver the breakfast menu at
all its chains. They can incorporate the strategy in initiating unique breakfast dishes as
homemade fries, hot chocolates, fresh fruit, and other beverages.
They are also offering unique service, which can enhance the health and well-being of
cancer-affected people. They are initiating the Children and Cancer Nutritional program and
eliminating the stress of preparing meals and concentrate on health and well-being. They are
also initiating the attractive programs as well as services so that they can satisfy the necessary
needs and preferences of the people (Jin, Liu, Ji and Liu, 2016).

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Opportunities and threats
Mamas kitchen generate the potential opportunity by concentrating more on the residential
societies and families of San Diego. They are also developing the need by maintaining a
partnership with another enterprise to donate wasted nutritious food to individuals in need.
They can also develop the opportunity for the brunch lovers and emphasis upon the health-
conscious trend. It is stated that Mamas kitchen can generate an effective opportunity by
delivering a breakfast menu to its clients at varied branches. They can also develop the
opportunity to deliver children’s food menu, which would attract families and enhance
overall profits.
They are facing threat from other southern restaurants who serve the customers in more
popular areas. It is stated that there are several other similar restaurants, which offer
nutritional services such as Mama’s boy and Chick-Fil-A. Mamas’ kitchen can also face risk
from them (Anderson, 2018).
Target market profile
It is stated that identifying the target customer is a step to deliver a hygienic and strategic
food and beverage to the people who are affected by the HIV/AIDS and cancer.
Consumer
The Primary consumer can be children, men, and women affected by AIDS or cancer, which
needs to offered nutritional as well as high-quality products. Mamas’ kitchen needs to capture
these potential customers and enhance sales by increasing business activity and motivates the
overall asset value. For these customers, Mamas’ kitchen needs to generate a positioning
statement as well as food & beverage mix that is to be specifically designed to fulfill every
customer group.
The secondary consumer has also been identified as students, which can also be targeted by
attributes involving an area of the domain, demographic aspects such as geographic
components as well as revenue, and psychographic components as principles. It is quite
evident that Mamas’ kitchen is a brand, which produces homemade food. They need to
targets student located in nearby San Diego (Ranson, Terry, Glenister, Adam and Wright,
2016).

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Objectives
Marketing objectives
 Mamas’ kitchen needs to provide high quality and nutritious food to the people who
are dealing with HIV/AIDS.
 They also need to cater to lower-level segments along with upper-level segments so
that the goal can be accomplished.
 They can extend their product line as along with nutritional products; they can
concentrate on better quality products, which can enhance the market share (Lee,
Kozlenkova and Palmatier, 2015).
Communication objectives
 Mamas’ kitchen can use TV or newspaper Ads so that they can effectively
communicate with the people who are suffering from cancer and AIDS.
 They can communicate through social media channels in order to communicate with
people.
 They can also promote health care community so that they can also organize
programs for people suffering from cancer.
 They can make improvement in the health care goals to provide better services
(Hallahan, 2015).
Positioning strategy
Mamas’ kitchen is the SME in Australia, which has enjoyed continuous success and
profitability in catering to the people suffering from HIV/AIDS. In correspondence to the
company profitability, Mamas’ kitchen is ready to bring success to men, women, and children
affecting by cancer. It is quite evident that Mamas’ kitchen dominates the current market, as
they need to use the differentiation strategy to emphasize the aspect that their products are
catered effectively. They need to offer assurance and credibility to the end customers with
high quality and identify the brand’s high-quality products. They need to adopt a product
differentiation strategy so that they can maintain their current relationship with the marketing
channels to make sure regarding the accessibility of products to the clients. They will need to
generate the value of customers by providing follow of services and buying procedure. It can
motivate Mamas’ kitchen to maintain a positive image in the minds of people by offering
nutritious products (Butt, Kumar and Kumar, 2017).

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Creative strategy
Objective
Mamas’ kitchen main objective of generating creative strategy is generating greater
awareness toward dealing with the people suffering from HIV/AIDS. They need to provide
nutritious products in order to generate loyalty and trust. They need to enhance social media
by following at least diversified number of people. They need to generate awareness of
offering the sales of the breakfast meal by 50%. It can maintain success and profitability.
Strategy
Mamas’ kitchen can make utilization of the word of mouth strategy and generates the
participation in community events. They can concentrate upon generating an international
presence by organizing a social media campaign for these people. They can also generate a
continuous connection in the market by fulfilling a varied number of customers.
Execution
Mamas’ kitchen needs to encourage the end clients so that they can repurchase the on-going
purchase pattern and enhance product consumption. They also need to execute the program of
child nutritional health program by implementing the premium and coupons and maintain the
product predictability (Ashley and Tuten, 2015).
Marketing communication strategy
Consumers
They have different consumers coming from different backgrounds of society and they have
segmented these consumers on the basis of different variables. Their primary consumers are
children and residential families, who are suffering from cancer and HIV/AIDS. Since this
company is an SME, hence their major sets of consumers come from San Diego, Australia.
Advertising strategy
Mamas’ kitchen needs to use both traditional and digital mediums as a part of their
advertising strategy (Skincare, 2016). In the last few years, more concentration is towards
digital marketing, especially geo-targeting based marketing. Since a larger part of their sales
is in Low pricing and high-quality product is also used as a part of their advertising strategy.
TV and radio are also used by the organization for mass communication in advertising. To
some extent, they are also taking social media for advertising. Local signboards are widely

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used to attract and develop purchasing intentions towards the company. They are one of the
two co-major sponsors of the Columbia Cabinets hence doing branding through promotions.
Sales promotion strategy
In their sales promotion strategy, Mamas’ kitchen is serving as the initial point to fundraising
events but not extend to the tree of life, Mama’s Pies Thanksgiving Bake Sale, Presidential
Dining Experience, and Mama’s Day. They are also collaborating with sponsor solicitation
and package to make their sales promotions effective. They provide discount coupons for the
consumers that are their regular consumers, which are done by the help of their distributors.
These offers are being distributed through both online and offline mediums. They also offer
seasonal discounts or festive discounts on selected items and to increase its visibility, their
packaging containers have these offers printed. They are also updating Mama’s Kitchen with
relevant and new content.
Public relations strategy
Mamas’ kitchen believes in engaging with customers to enhance their relationship with their
consumers, which is critical in today’s time. They regularly use local media for
communicating their vision and goals to their consumers. Engagement messages are sent to
their regular consumers whose details they have acquired through half a decade of their
business. Their leaders come out to communicating their projects in the future. In Australia,
they do their operations in Australian language only to give a cultural touch to their public
relations program. This is very effective in making a good relation with the consumers
(CBRE, 2019).
Direct marketing strategy
Mamas’ kitchen communicates with its consumers through the help of advanced and personal
technologies such as mobile phones. They also do personal messages to advertise their new
products or offers (Imam, Zadeh and Dubey, 2011). As a part of their direct marketing
strategy, Mamas’ kitchen sometimes also use effective marketing so as to create an impact in
the minds of the people.
Digital strategy
As the Mamas’ kitchen has crossed borders and reached to the limited regions, hence they
have shifted their marketing campaigns on digital platforms (Manjunatha, Shruthy and
Ramachandra, 2013). This is because this Mamas’ kitchen has limited financial capability
hence digital marketing becomes one of the most critical strategies on which this company

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can work to achieve their marketing goals. Their social media marketing has played a greater
role in doing marketing in Australia. They have a specific digital marketing team that is
dedicated to collecting feedbacks through online mediums, which they utilize in their product
improvement.
Other strategies
Mamas’ kitchen can concentrate on media strategy by boosting Facebook posts and
collaborating with case managers and health care providers enabling to leverage additional
resources towards our programs. They need to pitch a media plan to the marketing manager
by emphasizing upon charitable food donations in press. Mamas’ kitchen needs to develop an
effective relationship with the public as well as private sector that are crucial to achieving our
mission. They have a specific media team, which can promote the brand effectively by
developing our capability to reach our target population. Mamas’ kitchen needs to measure
our success and progress by tracking software and survey (Juhl, Fenger and Thøgersen,
2017).
Action plan
Source Time Result
Media Selection Market Research 9 Months They are capable
to comprehend
the needs of the
people.
Reach and
frequency
By considering
social media
resources
7 months They need to be
available and
accessible to the
end customer.
Human
Resources
By considering
effective
recruitment and
selection method
1 year They need to
select effective
staff for
delivering HIV

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people.
Timing An effective plan
for setting time
6 months They need to
generate effective
strategies to
fulfill the needs
of the people in
stipulated time.
Control
Mamas’ kitchen management need to ensure that they need to make an effective control
system to address the problem and resolves the grievance effectively (Manning and Soon,
2016).
Budget
Sales Forecast
Resource Requirements
Resource Amount ($)
Stores and Supplies
20,000.
00
Food
30,000.
00
Raw Material/Ingredients
20,000.
00
Employees (30 workers*$300)
9,000.
00
Top management (10
officials*$50,00)
50,000.
00
Working capital
50,000.
00
Total 1,79,000.00
Mama's Kitchen: Sales Forecast
Product Units
Average
price Total
Nutritious meal 100 100.00 10,000.00
Healthy cuisines 600 500.00 3,00,000.00
Diet food 200

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200.00 40,000.00
Supplements 300 100.00 30,000.00
Total 3,80,000.00
Major Assumptions for Financial Projections: Mamas’ kitchen
S.
No. Assumptions
1 In regard to sales, it has been assumed that sales of the nutritious meal will be
highest. Further assumed that sales of healthy cuisine will be 60% of nutritious
products and that of diet food and supplements will be 30% and 20% respectively.
2 In regard to sales, it has further been assumed that the overall sales revenues will
increase at the rate of 30% in 2017 and then accelerate at the rate of 10% in 2018
and 2019.
3 Cost of sales has been assumed to be 40% in the initial years and then it has been
considered to go down to 35% due to economies of scale.
4 The interest rate for borrowings is assumed to be 2% per annum.
5 Depreciation has been assumed to be 3% as per the straight-line method.
6 Tax rate 4%, it has been assumed to be constant for all the years.
Cash-Flow Statement
Mamas’ kitchen
Cash Flow Statement
Amount ($)
2016 2017 2018
Cash Flow from
Operating Activities
Cash sales 10,000.00 20,000.00 30,000.00
Realization from Debtors (5,000.00) (15,000.00) (25,000.00)
Payment to Creditors 5,000.00 5,000.00 5,000.00
Expenses paid 3,000.00 3,000.00 3,000.00
Total 13,000.00 13,000.00 13,000.00
Cash Flow from
Investing Activities
Machinery Purchased (30,000.00) 10,000.00 5,000.00
Equipment Purchased (20,000.00) 3,000.00 2,000.00
Total (50,000.00) 13,000.00 7,000.00
Cash Flow from
Financing Activities
Equity capital 20,000.00 50,000.00 60,000.00

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Borrowings 10,000.00 15,000.00 25,000.00
Total 30,000.00 65,000.00 85,000.00
Cash surplus/ deficit (7,000.00) 91,000.00 1,05,000.00
Opening balance - (7,000.00) 84,000.00
Closing balance (7,000.00) 84,000.00 1,89,000.00
Marketing Budget
Activities Cost ( in dollar$)
Product 1900
Testing of the cuisine 1200
Launch of the cuisine 1200
Place 1000
Rent/lease for the place 1000
distributors 500
Promotion 800
Social media marketing 900
Print media 700
Personal selling 200
Price 800
Market research 800
Total Budget 1700
References
Anderson, D. (2018.) Mama Dorah: Uplifting Grassroots Efforts to Combat Human
Trafficking. Social Work and Christianity, 45(2), pp.86-93.
Ashley, C. and Tuten, T. (2015) Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.