Marketing Communications Plan Assignment Example | Topics and Well Written Essays - 2500 words

Marketing Communications Plan - Assignment Example Therefore, they have made the brave decision to move away from the traditional products it has in its portfolio and are about to launch a range of healthy snacks. The brand name for this range is "Fit" to reflect the healthy nature of the products and the people consuming them. So far, four varieties will be available: Fit Fruit (Fruit and corn based snack) Fit Quiche, Fit Frosty (a savory ice cream) and Fit Crackle (a crisp like product). "According to the American Marketing Association, marketing research is the systematic gathering, recording, and analysing of data about problems relating to the marketing of goods and services." Although market research is imperfect science, it deals with customers and their continual changes feels and behaviours, which are influenced by innumerable subjective causes. Competitiveness in business the world over is so acute that survival is possible for only those organizations, which are ready to employ every possible means to increase profit by reducing cost in production, while remaining uncompromising in quality and aggressive in marketing. The role of marketing communication in modern business practices has been identified as a key factor in survival in modern day business. As part of the search for business effectiveness the entire process of marketing communication is being approached in a comprehensive and unified manner where by all activities of business communication functions in unison. This approach is called Integrated Marketing Communication. This is a relatively new concept in management. It is engineered to harness all aspects of marketing communication such as advertising, promotion of sales, public relation, and direct marketing in a highly focused manner eschewing the former tendency of these departments to function in isolation . 2.2 Devising an Integrated Marketing Communications Programme forCrunchy Crunch Company All marketing communications campaign for business organizations should have clear, concise, and measurable objectives. For achieving organizational objectives and goals, communication campaign requires careful planning and administration of events. 1. Need for an advertising campaign Advertisement is meant to pass on information to the prospective customers. It is one of the most powerful elements in international marketing. Business Organization should make sure that you have chosen the right solution to the problem to communicate product benefits or to support an event before undertaking an advertising campaign or a communications campaign. An advertising or direct mail campaign can find new customers fro your products but sales representatives an better handle to convert information-seekers into customers Thus organizations first find out the need for an advertisement campaign to attract customers and then look for available mix of advertisement and