Kudler Foods

Communications Plan

The international launch of Kudler Fine Foods (KFF) into Puerto Vallarta (PV) Mexico will be the newest selling destination for specialty foods and spectacular catering services. Building awareness of KFF’s international campaign in PV is essential to the success of this launch. A good communications plan will be a guide to drive excellent marketing efforts and will motivate customers to shop and benefit from the products and services at KFF. The following is a designed communication plan for KFF. This plan outlines the factors to drive business efforts in the process of communicating, selling, and building awareness of the products and services KFF has to offer to their customers of PV.

Factors of Developing and Managing a Marketing Plan

According to Kotler and Keller (2007), the eight steps involved in developing effective communications are; identifying the target audience, determining the objectives, designing the communications, selecting the channels, establishing the budget, deciding on the media mix, measuring the results, and managing the integrated marketing communications (IMC). The target audience for KFF is the customer who will pay slightly higher prices if they can receive quality products and services. KFF’s entry into Mexico requires the company to focus on these objectives; creating category need, brand awareness, a positive brand attitude, and brand purchase intention among the consumers. When designing the communication method, KFF must focus on what to say, how to say it, and who should say it. KFF can create a message strategy that communicates what KFF can offer and how KFF differentiates from the competitors. KFF can use informational appeal as a creative strategy. Word of mouth is the best option to create trustworthiness when considering the message source. Along with non-personal advertising methods, KFF can invite influential people for social cooking events and use them for testimonial advertising. The...