Communication Plan: Strategic Marketing for Two Towers Brewery Report

This report provides a comprehensive analysis of a communication plan designed for Two Towers Brewery, focusing on strategic marketing approaches. It begins with an introduction that emphasizes the importance of marketing communication and the use of analytical frameworks to develop integrated marketing campaigns, specifically within the context of Two Towers Brewery. The report delves into the significance of integrated marketing communication (IMC), highlighting how it can benefit the brewery by building brand image, creating direct customer interactions, and promoting its various beer offerings. It identifies the target audience segments (high, medium, and low-income individuals) and their motivations for consuming beer, including factors like taste, price, and social influences. The report then outlines the communication lifecycle (unaware, awareness, knowledge, linking, preference, conviction, and purchase) that Two Towers Brewery should implement, alongside the DRIP (Differentiate, Reinforce, Inform, Persuade) framework to effectively communicate with its target audience. Additionally, the 4C's framework (Consumer, Cost, Communication, Convenience) is discussed, providing insights into how the brewery can tailor its marketing strategies to meet consumer needs, set competitive prices, utilize effective communication channels, and ensure convenient product access. The report also explores the elements of the communication mix (advertising, personal selling, sales promotion, public relations, and direct marketing) that Two Towers Brewery can leverage to reach and influence its target audience, concluding with a discussion of analytical frameworks to develop integrated marketing campaigns, providing a strategic guide for the brewery's marketing efforts.

Communication Plan
1

Table of Contents
INTRODUCTION ...............................................................................................................................4
1. Importance of marketing communication....................................................................................4
2. Analytical frameworks to develop integrated marketing campaigns...........................................9
CONCLUSION..................................................................................................................................12
References..........................................................................................................................................13
2

Illustration Index
Illustration 1: Communication Mix......................................................................................................8
3

INTRODUCTION
Communication plan refers to an art and science for reaching to the target audience by using
various marketing communication channels. These includes advertising, public relations,
experiences, direct mail and many more. The communication plan includes who, what, when, why,
how and by whom for effective marketing of the products or services. Various messages are used by
the companies for increasing awareness about their product among the people. It works as a guide
for the communication and sponsorship efforts until the project does not achieve its objectives (Day,
2011).
For the proposed study, Two Towers Brewery is taken into consideration. The file includes
importance of communication for solving strategic marketing problems and analytical frameworks
for developing integrated marketing campaign. Along with this, the report consists of detailed
understanding of target audience, their needs, elements of communication mix, aims and objective
of communication for plan, future marketing activity, the best practices and ways of monitoring and
measuring marketing activates.
1. Importance of marketing communication
As per the given case study, Two Towers Brewery can take various advantages by using
integrated marketing communication. Different authors have different perception towards the
importance of marketing communication which are as follows:
According to the Yeshin, 2012, “Marketing communication plays important and integral role
in transferring the message regarding the product or brand to the large audience. It integrates all
necessary components of marketing to the communication for attracting more people” (Yeshin,
2012). Along with this Shimp and Andrews, 2013, have stated that “Integrated marketing
communication helps in building bran image among the customers at very low and effective cost. It
also leads to create direct interaction with the consumers” (Shimp and Andrews, 2013).
On the other hand Thorson and Moore, 2013, have said that “Marketing communication
results to successful promotion of the brands and also develops trust and loyalty among the people
with respect to the brand and its company”(Thorson and Moore, 2013). In favour of this, Two
Towers Brewery can promote its different variety of beer such as Jewellery Porter, the chocolate
porter, Chamberlain Pale Ale, etc among the new and existing audience. In addition, Percy, 2014,
has asserted that “Customers are not going to purchase the product B if the benefits, features and
characteristics of the product A is explained properly and effectively. The thing which plays
important role is use of appropriate communication tools as per the requirement of the situation”
(Percy, 2014). With reference to this, Tow Towers Brewery can use public relations, advertising,
4

direct marketing, sales promotion and many more for informing its customers about the beers and
their advantages and features.
Along with this Torppa and Smith, 2011, have concluded that “Traditional marketing tools
make employees to think really hard for choosing appropriate tool for the promotion and
advertisement of their products or services which is a time consuming process whereas marketing
communication prevents the wastage of time and resources” (Torppa and Smith, 2011). In context to
it, Two Towers Brewery needs to use appropriate tool for the marketing of its different beers so that
customers get influence and purchase them. This will also reduce the wastage of time, money and
resources.
A detailed understanding of target audience, their needs and motivations:
Two Towers Brewery has three types of target customers which are high income, medium
and low income people. High income audience like to drink high and standard quality of beer for
their parties, events, maintaining their living standard, different occasions and many more. Such
kind of audience give emphasis to the various factors while purchasing beer such as taste, price,
style of beer, Brewery that produced it, quantity available in bottler, match with activity or mood,
sizing, etc (Stelzner, 2011). On the other hand, medium income people generally does not like to
drink and if drink then only some occasions, office meetings, or events. They do not include beer or
other alcoholic drinks into their life. In contrast to it, low income people likes to buy beer for their
dealing with their problems or issues. They like to purchase low quality, price and size beer bottle.
Generally the targeted audience of the Two Towers Brewery is economic and high standard people
as they like to buy high quality and price bottles which results to incomes the company's sales and
profitability (Huotari and Hamari, 2012).
The need behind intake of alcoholic drinks is due to curiosity, reaction of social
environment, for relieving from stress, result of personality characteristics such as depression,
withdrawn, hyperactivity, etc, easy access and expectation of a good experience (Sheth, 2011). All
these factors motivate customers to purchase and use beer. Two Tower Brewery provides tour to
their factory for influencing people of all age to buy and taste their beer which results to increase
their sales, number of consumers and popularity. Along with this, different trends are also
influencing people to buy beer bottles such as use of beers in movies, by models, celebrities etc.
Two Towers Brewery targets such audience and sale various variety of beer such as Hockley Gold,
Complete Muppetry, Bhacker Ackhams and many more (Kotler, 2011).
Integrated marketing communication
For attracting above discussed targeted audience, Two Towers Brewery uses integrated
marketing communication plan. While developing integrated marketing communication plan,
5

company needs to follow communication lifecycle properly which is as follows: Unaware: At the first stage, target audience remain unaware about the new products, their
services, benefits, features and characteristics (Jobber and Ellis-Chadwick, 2012). Awareness: Two Towers Brewery needs to aware its customers about the variety of beers by
using various techniques such as advertisement with the help of TV, radio, magazines, social
media, etc. Knowledge: With the help of various advertisements, targeted audience will try to get all the
information about the beer so that they can evaluate its effectiveness (Lesh, Deutsch and
Weber, 2016). Linking: At this stage, customers will link the product with their daily life and activities.
This linking makes them realize whether they need beer or not and if they need then why. Preference:In this, preferences are determined by the customers. Company needs to provide
focused information with innovation and creativity so that people can add beer to their
priorities. Conviction: In this step, conviction is conducted by the people with respect to the product
and its features. So Two Towers Brewery needs to provide relevant and effective
information about the different types of beers so that consumers can take result in their
favour (Habermas, 2015).
 Purchase: At last, targeted audience will purchase the product as per the need. This will
result to enhance the sales, number of diverse customers, market position, profitability and
brand image of the company (Bao, 2011).
Along with the communication lifecycle, Two Towers Brewery needs to analyse the various
elements of the DRIP which are as follows: Differentiate: In this, company needs to explain how its brand of beer is different from the
other products. For better communication, firm should provide all the features of the brand
which makes it different from other beer products available in the market. Along with this,
Two Towers Brewery can differentiate the product on the basis of cost by keeping its price
low as compare to the other products (Gal and et.al., 2012). Reinforce: In this, organisation needs to ensure and recheck its previous communication
tools with the experiences. This will help the firm in finding loophole and strong points.
These will lead to improve the communication strategies and tools for making better and
effective impression over the customers of Birmingham and West Midlands (Coombs,
2014). Inform: After the proper analysis of above explained two elements, company needs to
6

inform audience about its beer products with their different features. In this, firm needs to
use appropriate marketing tools and strategies so that customers can be influenced by them
(Ulmer, Sellnow and Seeger, 2013).
 Persuade: In this, Two Towers Brewery should encourage customers by innovative and
creative messages, advertisements, campaigns, etc to purchase its beer. For achieving aims
and objectives, company needs to build good and healthy relationships with its audience.
This will make potential customers of the company to purchase its brand next time
whenever they need it (D'souza and et.al., 2011).
4C's Framework:
For achieving the objectives, Two Tower Brewery needs to follow 4C's framework which is
explained below: Consumer: The prime focus of the company should be consumers so that they can create
appropriate strategies. This will help in understanding expectations, demand, needs and
desires of the people of Birmingham and West Midlands (Lando, 2014). For attracting the
people of Birmingham, company produce a new and special Canolbeer. Birmingham is a
city of students and due to this Two Tower Brewery targets them while producing any new
beer (Laws, 2016). As per this, organisation needs to study the consumer behaviour so that
they can effectively accomplish their objective of increasing awareness, sales and
profitability (Hollensen, 2015). Cost: Firm needs to decide appropriate price of its brands so that consumers of all age can
buy them. For this, company needs to analyse the market and its competitor's strategies and
as per that it should take action. As there, 170 new breweries have opened in the UK and for
achieving the leading position, Two Towers Brewery should use competitive strategy while
deciding price. This will help in enhancing the sales by attracting diverse customers
(Lundgren and McMakin, 2013). Communication: For communicating people of Birmingham and West Midlands about the
new beer products and their benefits, company should use segmentation, targeting and
positioning strategies. Organisation needs to use various communication channels such as
television, radio, websites, etc or brand ambassadors for influencing the customers. It is a
crucial process so Two Towers should decide appropriate communication channel for
attracting targeted audience (Torppa and Smith, 2011).
 Convenience: In this. Twp Tower Brewery needs to analyse the location for selling product
such as pub, disc, etc, utilisation of deliver place, customer access to that place,
transportation,ect so that more and more consumers can able to reach that place for fulfilling
7

their needs (Percy, 2014).
Elements of Communication Mix
Two Towers Brewery needs to follow the five elements of communication mix which are as
follows: Advertising: It refers to the paid form of non-personal presentation and promotion of new
ideas for attracting people. By using this, company can transfer its message regarding beer
to large and diverse consumers. Advertisement with the help of newspapers, magazines,
online videos, images, social media, radio, television results to influence more people in
effective manner. This will lead to provide detailed information about the product to the
consumers (Thorson and Moore, 2013). Personal selling: Company can use this communication element by selling product
personally to the targeted customers. This results to solve the doubts or queries of the people
properly which leads to improve brand image and reputation (Shimp and Andrews, 2013). Sales Promotion: It can be used by Two Towers Brewery for encouraging the sales of its
product by targeting on desired consumers. It will result to attract the attention of people,
offer strong purchase incentives, stimulates quick response and many more (4Cs of
Marketing-The Markteing mix, 2011). Public Relations: By forming strong public relations, company can increase its sales and
attract customers to buy the product. With the help of this, Two Towers Brewery can
develop a good and effective brand image with healthy relations (Yeshin, 2012).
 Direct Marketing: In this, organisation can use mail, newsletters, telephone marketing for
influencing people to purchase its brand. Newsletters are sent by the company for informing
8
Illustration 1: Communication Mix
Source (Alternative Marketing mix-4
C's marketing, 2016)

its existing customers about the new products or its achievements. With the help of this, Two
Towers manage and maintain good and effective relations with its audience (Day, 2011).
2. Analytical frameworks to develop integrated marketing campaigns
For applying analytical frameworks, Two Towers Brewery needs to analyse the following
steps. It will help in developing effective integrated marketing campaign:
Context Analysis:
Two Tower Berwery needs to understand its key market i.e. beer and than various
communication divers so that it can influence the targeted customers. For this, company needs to
consider customer, business, internal and external context (Two Towers Brewery, 2016). With the
help of this, organisation can able to identify its present situation, consumer perception towards its
products, marketing strategies of competitors and internal working environment. All these will help
firm in achieving its objectives effectively. With the help of customer context, Two Towers Brewery
can able to determine the expectation, needs, demands and perception of them and will try to fulfil
them by implementing appropriate strategies (Lesh, Deutsch and Weber, 2016). On the other hand,
business context will help in analysing the objectives, progress, short term and long term goals and
many other factors. In addition, internal context will result to provide all the information about the
performance of the employees, working environment, productivity, profitability, etc and external
context will provide information about the market trends, competitor's strategies, market position,
brand image, etc. All these informations will help the organisation in selecting appropriate
marketing strategies for communicating the message of products to the customers (Jobber and Ellis-
Chadwick, 2012).
Marketing and Communication objectives:
The main aim of Two Towers Brewery is to informing targeted audience of Birmingham and
West Midlands about the different beer products with the help of effective marketing tool. This will
lead to attract and influence diverse customers towards the product and it will increase sales and
profitability of the company (Ulmer, Sellnow and Seeger, 2013).
The corporate and marketing objective of Two Tower Brewery are:
 To develop awareness of the brand and broaden the appeal of the beers among the audience
of Birmingham and West Midlands.
 To increase the profile of brand's ability for manufacturing beer for business.
 To enhance sales of brand's products to the brand's current database.
The SMART objectives of the firm are as follows.
 To enhance market share by 7% by the end of 2017
9

 To increase brand awareness by 15% in 2016
 To increase sales by 5% by the end of 2016
Marketing communications Strategy:
The strategy developed by the Two Towers Brewery needs to be customer oriented. It is
prime responsibility of the company to fulfil the expectations and needs of its consumers. For this,
firm needs to determine the needs and expectations of the people living at Birmingham and West
Midlands. The strategy should include proper element of communication mix, analysis of DRIP
model with relationship building (Branding appeal: Emotional or rational?, 2016). Proper
relationship management will result to manage long term relations with all stakeholders and it will
help in developing effective and good brand image among the audience. This will increase trust and
loyalty of consumers over the brand and company. Along with this, with the help of appropriate
positioning strategy, company will able to differentiate its brand from the other products for gaining
competitive advantages and market share. It will lead to design and create a good image of the
company with its beer products (Lundgren and McMakin, 2013).
On the other hand, Two Towers Brewery can use push and pull strategy by including trade
shows, pubs, clubs, getting retailers to stock brand, etc for facilitating proper distribution. By push,
firm can take its product direct to the customers and with the help of pull strategy, it can motivate
consumers to seek out its brand. All these strategies will help the company in communicating its
message to the people properly. It will also result to develop an effective brand image which will
improve its future activities and growth as well (D'souza and et.al., 2011).
Coordinated Communication Mix:
In this, Two Towers Brewery needs to present its message in innovative and creative form
and style for conveyancing diversified customers. Organisation can either chose rational approach
or emotional for attracting targeted audience of Birmingham and West Midlands. With the help of
emotional approach, Two Towers can influence its customers by relating their feelings, dreams,
needs or emotions with their advertisement (Gal and et.al., 2012). It can use fear, greed, guilt and
love for making connection of the beer brands with the feelings of people. This will help the firm to
achieve its above described objectives effectively. On the other hand, enterprise can use rational
branding strategy by focusing on the advantages of brand and its uses. For this, company needs to
use bolder and brighter colours as they are the most popular in this. Organisation will able to
enhance its sales in nearby future with the help of this approach (Habermas, 2015).
Resources and Scheduling:
In this, Two Towers need to analyse the utilisation of resources for implementing the
integrated marketing communication plan. In this, company needs to decide human resources i.e.
10

available staff members are appropriate for accomplishing the goals and future growth (Lando,
2014). Along with this, it has to check financial resources also for making sure that enterprise is
able to implement the decided plan or not. In addition, firm should also create appropriate budget
for the overall process in the available financial resources (Yeshin, 2012). After deciding and
allocating all the resources, organisation should schedule each and every process properly as per the
objectives and availability of time. Each and every goal needs to schedule as per their priority. In
addition, firm should manage proper documents of all the processes so that it can use them in the
future. It needs to keep all the information such as type of process, problem occur during
implementation, solution used, budget, type of strategies, etc (Stelzner, 2011).
Implementation, Evaluation and Control:
Two Towers Brewery needs to implementing the process as per the allocation of resources
and scheduling of all the processes for achieving the objectives. It needs to implement in the same
manner as it has decided for getting the expected results. After this, organisation should monitor the
process properly for understanding the effectiveness and working (Coombs, 2014). It helps in
identifying the impact of campaign on the targeted audience and their perception. Proper evaluation
also helps in determining the mistakes and loopholes in the plan so that firm can improve them next
time. Along with this, issues and problems are also controlled by the company for betterment of the
plan so that objectives will be achieved properly (Stelzner, 2011).
While monitoring the implemented process, the problem related to the advertisement
occurred as the message used by the company for attracting audience towards the brands was not
relevant to its features and benefits. This was causing problem because inappropriate message was
creating wrong image of the firm and its product (Lesh, Deutsch and Weber, 2016). Along with this,
it was not capable enough to grab the attention of targeted customers.
For resolving this issue, marketing team of the Two Towers Brewery is suggested to recreate
appropriate message by focusing on all the features, benefits and uses of the product. The message
is now changed and implemented properly (Huotari and Hamari, 2012). The message is connecting
with the feelings and emotions of the people and due to this, it is grabbing their attention . This will
also help in getting future success and objectives as the tag line of the beer products is now linking
it with the diverse consumers. The improved brand image and increased loyalty will make people to
purchase the product even at premium prices (Bao, 2011).
CONCLUSION
From the above, it is concluded that integrated communication marketing plays essential
role in conveying message regarding the product to the customers. Along with it, proper formation
11

of plan results to achieve the objectives effectively and in decided time period. Two Towers
Brewery can increase its sales, awareness among the targeted customers, brand image and market
position by using proper marketing and communication strategies. At the time of monitoring and
control, company faces the issue of inappropriate message but this is also solved by it effectively.
New developed message grabs the attention of diverse customers and make them to purchase the
product.
12

REFERENCES
Books and Journals
Bao, Y., Verizon Data Services LLC, 2011. Method and system for interactive rate plan
recommender. U.S. Patent 8,005,726.
Coombs, W.T., 2014. Ongoing Crisis Communication: Planning, Managing, and Responding:
Planning, Managing, and Responding. Sage Publications.
D'souza, A., Madigan, E., Moore, S. and Narayan, A., Sprint Communications Company LP,
2011. Service plan optimizer. U.S. Patent 7,986,935.
Day, G.S., 2011. Closing the marketing capabilities gap. Journal of marketing. 75(4). pp.183-195.
Gal, Y., Reddy, S., Shieber, S.M., Rubin, A. and Grosz, B.J., 2012. Plan recognition in exploratory
domains. Artificial Intelligence. 176(1). pp.2270-2290.
Habermas, J., 2015. Communication and the Evolution of Society. John Wiley & Sons.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huotari, K. and Hamari, J., 2012, October. Defining gamification: a service marketing perspective.
In Proceeding of the 16th International Academic MindTrek Conference. pp. 17-22.
Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing(No. 7th). McGraw-
Hill Higher Education.
Kotler, P., 2011. Reinventing marketing to manage the environmental imperative. Journal of
Marketing. 75(4). pp.132-135.
Lando, A.L., 2014. The Critical Role of Crisis Communication Plan in Corporations' Crises
Preparedness and Management. Global Media Journal. 7(1). p.5.
Lesh, J.R., Deutsch, L.J. and Weber, W.J., 2017. A Plan for the Development and Demonstration of
Optical Communications for Deep Space. TDA Progress Report 42. 103. pp.97-109.
Lundgren, R.E. and McMakin, A.H., 2013. Risk communication: A handbook for communicating
environmental, safety, and health risks. John Wiley & Sons.
Percy, L., 2014. Strategic integrated marketing communications. Routledge.
Sheth, J.N., 2011. Impact of emerging markets on marketing: Rethinking existing perspectives and
practices. Journal of Marketing. 75(4). pp.166-182.
Shimp, T. and Andrews, J.C., 2013. Advertising promotion and other aspects of integrated
marketing communications. Cengage Learning.
Stelzner, M.A., 2011. Social media marketing industry report. Social Media Examiner, 41.
Thorson, E. and Moore, J., 2013. Integrated communication: Synergy of persuasive voices.
Psychology Press.
Torppa, C.B. and Smith, K.L., 2011. Organizational change management: A test of the effectiveness
of a communication plan. Communication Research Reports. 28(1). pp.62-73.
13

Ulmer, R.R., Sellnow, T.L. and Seeger, M.W., 2013. Effective crisis communication: Moving from
crisis to opportunity. Sage Publications.
Yeshin, T., 2012. Integrated marketing communications. Routledge.
Online
4Cs of Marketing-The Markteing mix. 2011. [Online]. Available Through: <http://business-
fundas.com/2011/4-cs-of-marketing-the-marketing-mix/>. [Accessed on 11th April 2016]
Alternative Marketing mix- 4 c's of marketing. 2016. [Online]. Available Through:
<http://www.marketing91.com/alternate-marketing-mix-marketing/>. [Accessed on 11th April 2016]
Branding appeal: Emotional or rational?. 2016. [Online]. Available Through:
<https://www.spellbrand.com/branding-appeal-emotional-or-rational>. [Accessed on 11th April
2016]
Laws, R., 2016. Two Towers Brewery make new beer for Birmingham choir. [Online]. Available
Through: <http://www.birminghammail.co.uk/whats-on/food-drink-news/two-towers-brewery-
make-new-11162460>. [Accessed on 11th April 2016]
Two Towers Brewery. 2016. [Online]. Available Through: <http://www.twotowersbrewery.co.uk/>.
[Accessed on 11th April 2016]
14