Integrated Marketing Plan

[pic]

Author:

Deepank Gupta (BE, MIT, Grad Cert in Business Administration)

|Disclaimer: |

|All data and information provided in this report is for informational purposes only. While every effort has been made to ensure the |

|accuracy and completeness of the information, no guarantee is given nor responsibility taken by Integral Bussi or the authors for |

|errors, inaccuracy or omissions in the report’s content. Integral Bussi or the author(s) will not be liable for any losses, injuries, |

|or damages arising from the display or use of this report. |

| |

|The information is provided solely on the basis that readers will be responsible for making their own assessment of the matters. Readers|

|are advised to verify all relevant representation, statements and information with their own professional advisers. |

1. EXECUTIVE SUMMARY

This report critically reviews Kingsford Charcoal’s (Kingsford) approach to marketing. In this report, as a marketing consultant to Kingsford, Integral Bussi have recommended an improved marketing plan to add value to Kingsford’s present market share, sales and profitability. The recommended marketing plan is formulated using a five-step process: analysing the current situations, identifying the issues, defining the objectives, determining strategies and an action plan to implement these strategies.

The report emphasises the importance of marketing in businesses. It has become clear that the companies without a marketing mindset will be at a disadvantage in today's business world. Those who are still centred...