Marketing Communication Plan for Spectrum Fitness in UK Market

This report presents a marketing communication plan for Spectrum Fitness, a new protein bar brand launching in the UK. It begins with an introduction to marketing communication and the brand, followed by a situational analysis using PESTLE and SWOT frameworks. The report then outlines the company's strategies, including STP (segmentation, targeting, and positioning) and the marketing mix (product, place, price, and promotion). Specific Smart objectives are defined for marketing, environmental impact, customer satisfaction, loyalty, and market share. The report also provides a detailed implementation plan, outlining activities for each month. Finally, the report concludes with a discussion of control tactics using the AIDAR model.

MARKETING
COMMUNICATION PLAN

Table of Contents
INTRODUCTION...........................................................................................................................3
MARKETING COMMUNICATION PLAN OF SPECTRUM FITNESS.....................................3
About Spectrum Fitness and their product..................................................................................3
Situational analysis......................................................................................................................3
Strategies.....................................................................................................................................6
Smart Objectives.........................................................................................................................8
Implementation ..........................................................................................................................9
Control.......................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing communication plan is used to communicate marketing information to target
consumer. Marketing plan includes competitive analysis and strategies (Atul, and Mona,2015).
Marketing communication plan uses tactics like Online communications, Conferences,
Brochures, business cards, Customer surveys, etc. for efficient goal achievement. This report will
focus on launch of a new health or fitness brand that is “Spectrum fitness” in UK. This brand
will be dealing in protein bars. These bars are high in carbohydrates and fats by proportion of
protein (French, 2017). A marketing plan will formulate to successful launch of the brand and
effective working and management of the brand which will be highlighted. In this report
situational analysis will be explained by PESTLE and SWOT. Also, the strategies that will be
followed by spectrum fitness that is STP and Marketing mix will be discussed in the report. The
report will lay emphasis on Smart objectives that company need to achieve in given parameters.
Also, this report highlighted about a brief implementation of every month activities. Then plan
will discuss all the controlling tactics by AIDAR model.
MARKETING COMMUNICATION PLAN OF SPECTRUM FITNESS
About Spectrum Fitness and their product
Spectrum fitness is a new brand which is to be launched in UK. This company will be dealing
with distribution of Protein Bars. As people of UK are getting health concious which is an
opportunity for entering in the field of fitness (Atul, and Mona, 2015). So, the company will
launch its bars which is high in protein and contains low sugar. Spectrum fitness will launch in
Newham and Redbridge which is situated in north east London.
Mission : “To offer whole London a happy and healthy life.”
Vision : “To distribute healthy and nutritious diet to people of London so that the brand succeed
in getting healthy environment. ”
Situational analysis
Macro environment factors
Macro environment factors will be highlighted using PESTLE Analysis (Scovotti, 2016).
Political Analysis

 The company need to invest their time and money in Trademark and licensing of their
protein bar before launching in the market (French, 2017). Spectrum also need to get approval from Centre for Food Safety and Applied
Nutrition (CFSAN). This is an authority who approves launch of any food item by
testing their proportion of drug and others.
Economical Analysis
 This product will not be preferable by young people and low income people which
affects their consumption percentage (Raab, Goddard, and Unger, 2016). Cost of distribution among various outlets like labour cost, rent of outlets, workforce
salary etc may affect total cost of product which is supplying to final consumer.
Socio cultural Analysis
 As growing trend of awareness of health, people usually try self medication products
which is available at households (Kotler, Kartajaya, and Setiawan, 2016). The natives of Newham and Redbridge prefer to eat sugary products that is why they
will less likely shift their habit towards bars launched by Spectrum fitness.
Technological Analysis
 The company will advertise their products through billboards of Newham and
Redbridge, TV and Social media (Lane, 2016). Spectrum fitness will supply through creating official online website and deliver the
consumers at their convenience.
Legal Analysis
 Spectrum fitness need to follow health and safety law, in this the company regularly
check the safety of workforce and assure them proper insurance in case of any accident. As this sector in which Spectrum fitness is trading is having intense competition. For this
the company should aware about copyright and intellectual property law.
Environmental Analysis Spectrum fitness will use recyclable packaging, they use cornstarch packaging on
individual bar and recyclable paper packaging on external packet. This packaging is
environmental friendly (Kotler, Kartajaya, and Setiawan, 2016).
 Weather and natural calamities affects supply of Protein bars. Because company launch
their products in various outlets of Newham and Redbridge.

Micro environment factors
Micro environment factors will be explained by analysing through SWOT.
Strengths
 Spectrum fitness will deal in only one product segment that is protein bars which helps
them to stay concentrated towards their business as well as can build company stronger
that could not influence any rivalries (Raab, Goddard, and Unger, 2016).
 The company set their target customers which is natives of Newham and Redbridge. By
this they will gain more profitability and attention because they have chosen them for
their product only (Vinerean, 2017).
 The fitness brand during the time of launch well aware about all legislations and licensing
policy which help them to gain political support. Company can attain popularity and
profitability from support by government. Recyclable packaging is helpful in retaining good environment which indicates the
company is actively participating in pollution free environment.
Weaknesses
 Spectrum fitness is dealing in fitness sector which is having intense competition and for
new brand like Spectrum fitness it is difficult to survive. The company is only concentrated towards health conscious customers. Not every native
of these areas follow healthy diet. By which Spectrum fitness is covering only a segment
of consumers and hence, low customer coverage as a whole will face by the company
(Kotler, Kartajaya, and Setiawan, 2016).
Opportunities
 As Spectrum fitness is dealing in Protein bars at initial stage. But after capturing market
they can launch in new products Protein shakes, and other market segments like
shoes, clothing for gym etc. Company can launch their outlets in other regions of London other than Redbridge and
Newham (Scovotti, 2016).
Threats

 One of the major threat of this company is intense competition which can be controlled
by company by using different market segment and product differentiation techniques to
survive in the prevailing industry (Redler, 2016).
Porters diamond analysis
Factor conditions The factor condition in UK to expand the production of protein
bar is appropriate. Spectrum fitness will be benefited if they are
going to expand their market share in UK
Demand conditions People in UK are more health conscious, so the demand of the
product such as protein bars will be high.
Supporting industries Suppliers promote the supply of health related ingredients, so it
will be beneficial for Spectrum fitness
Firm strategy Firm is making use of new product development strategy in
order to grow.
Porters five forces:
Threat of competitors: It is high as there are many other industries which are dealing in same
type of protein bar.
Threat of substitute: It is also high as many substitute of these protein bars are available in the
UK market.
Bargaining power of supplier: It is low as suppliers are supportive of health related products.
Bargaining power of buyers; It is high as consumer can keep pressure on organization to provide
high quality product.
Strategies
Strategies that the brand follow after launching is STP which includes segmenting, targeting,
positioning and another strategy is marketing mix includes Product, Place, Packaging, Price and
Promotion (Zerfass, and Viertmann, 2017).
1. STP
Segmenting
Segmentation of company's market segment will be specify by Demographic, Geographic,
Behavioural, and Psychographic traits of the group which is profitable and measurable (Raab,
Goddard, and Unger, 2016).
Geographic traits Redbridge and Newham regions of London, UK.

Demographic traits Age : 18-50
Generation : Generation Y and Z
Behavioural traits Buying pattern : Promotional pattern
Loyalty status : Medium to high loyal customer base
Benefits : Dietary product, healthy protein bar, proper consumption
leads to healthy lifestyle (French, 2017).
Psychographic traits Upper and upper middle class people, follows proper diet, health
conscious, healthy living, exercise friendly.
Targeting
Primary Target Secondary Target
 Consumers with health and ingredients
consciousness.
 Customers of different market segment.
 Attract customers of competitors.  To Retain existing customers by
innovation in products.

Positioning
Unique selling
proposition (USP)
Spectrum fitness is promoting pollution friendly environment by their
packaging. They will provide cornstarch packet on single bar and
whole pack of 6 bars is will be packed with recyclable paper packaging
(Scovotti, 2016).
Brand personality A professional footballer Harry Edward Kane
2. Marketing mix
To achieving the objectives, marketing mix will be highlighted to target the audience (French,
2017). This will contain a descriptive discussion of promotional, pricing and distributional
strategy.
Product
Core A Healthy Snack
Actual Spectrum fitness protein bar which contains carbohydrates supplement
and organic product (Karimi, and Naghibi, 2015). Also, bars packed
under an environment friendly packaging which can be recyclable.
Product is available at good quality bars at reasonable price.
Intensify Can be consume anytime to satisfy hunger and a healthy diet which can
be consumed by any person. Also, the bars are easily assessable and
approachable in both regions of London that is Redbridge and Newham.
Packaging
The packaging is made up of environment friendly techniques (Pham, and Gammoh, 2015).
Individual packaging An individual bars of Spectrum fitness is covered with cornstarch sheet
which is edible (Vinerean, 2017).
External Packaging Pack of six bars is packed with Recyclable paper, which does not harm
environment.
Place

The place of distribution is pre decided by company. They will supply through outlets of the
regions of Redbridge and Newham (Zerfass, and Viertmann, 2017). Outlets will be set up in
regions who are easily assessable and chosen intense engaged roads for distribution.
Price
The company will distribute high quality protein bar at reasonable price. The cost of energy bars
are set with two differentiation one for per bar price and other for whole pack of six protein bar
packets (Pham, and Gammoh, 2015).
Price per bar £ 1,50
Price per packet £ 8,75
Promotion
Spectrum fitness using various promotional techniques like advertising through billboards before
launching the brand. By this customer will attract and stay aware for the brand. Further they will
promote by TV advertisements by endorsing Harry Edward Kane, a footballer. Also, use digital
media and social marketing through Instagram and Facebook. They will launch a give away
contest every month for the promotion and to gain attraction (Karimi, and Naghibi, 2015).
Tactics
Pull elements
Advert
Scene 1 Two young adults were having a conversation in a park about how being
physically fits matters. One was totally into the conversation and the other
one was distracted
Scene 2 The boy was continuously providing benefits of being healthy. So the girl
also started taking interest in conversation
Scene 3 Boy in a kind gesture, gives the girl a protein bar which she liked a lot.
Scene 4 Girl was so happy that she started purchasing the protein bar.

Smart Objectives
Marketing To sell 25,000 protein bars in both Redbridge and Newham by the end of 2020.
Environment friendly To contribute almost 1% to pollution friendly environment before end of 2019.
Marketing communication
 To satisfy approx. 75% of the consumers till 2020. To gain customer loyalty by 40% by the end of March 2020.
Corporate To generate market share upto 5% of Protein bars in London (Zerfass, and Viertmann,
2017).
Market segment
 To increase market segment in atleast 2 more regions of London by the end of 2020.

Implementation
April 2019 May 2019
2nd instagram and Facebook presence 1st Paid posters distributed in Newham
3rd Press release and launch date advertise
on TV
3rd Sample send to malls of Redbridge
5th Advertisement on TV and promotion
done with Harry Edward Kane
8th Blog update with new recipe
7th Billboards display 13th Launch a give away of 100 bars on
instagram
10th Bar recipe on Blog 14th New recipe on blog
13th Another new recipe on blog 17th Contribute to health awareness
programme in Redbridge
17th Samples sent on malls 23rd New recipe update on blog
25th Sponsors local programmes of
Redbridge
30th Conduct a marathon in Newham
29th Sample send out to retail outlets of
Newham
June 2019 July 2019
1st New recipe on blog 2nd Giveaway of 150 bars at Facebook
3rd Posters launch and start daily posts 7th Vouchers launched and distributed
5th Update instagram with new posts 13th Sample distributed in organic food
outlets
9th Advertisement in local newspaper of
Newham
22nd Newspaper advertisement in Newham
and Redbridge
12th Set up an outlet in Redbridge 27th New recipe on the blog
13th Promote my giving samples to taste by 31th Pictures of marathon updated on

natives of Redbridge Facebook
20th Allot samples to 4 gyms residing near
the outlet of Redbridge.
24th Giveaway 70 bars from Redbridge
outlet
29th New recipe update on blog
August 2019 September 2019
1st Samples sent on malls 5th Paid posters distributed in Newham
2nd Advertisement in local newspaper of
Newham
13th Update instagram with new posts
5th Contribute to health awareness
programme in Newham
16th New recipe on the blog
17th New recipe on the blog 21st Newspaper advertisement in Newham
and Redbridge
24th Giveaway 100 bars from Redbridge
outlet
25th Another new recipe on blog
28th New recipe on the blog 30th Sample send out to retail outlets of
Newham
Control
Controlling tactics will be explained with the help of AIDAR Model.
Attention Attention of customers bring by the company by promoting through TV
advertisement of Harry Edward Kane. Also, promoted by Newspapers and
billboards. The company also gain attraction by give away programmes in
both regions. Sample also distributed by Spectrum fitness (Kanagal, 2015).
Online promotions done by social media like Facebook and instagram.
Interest They maintain interest of customers by paid advertisements, marathon