Marketing Communications Program Report

Marketing Communications Program Report

Executive summary

Communication assists the business in growing, prospering, creating relationships, strengthening the effectiveness of the company and allowing employees to learn more about one another. Technologies such as the use of Internet and cell phones have been impacting the way people communicate since they have changed the nature of the message strategies that are utilized in an organization. In this case, it is worth to think how one communicates and how the organization needs to communicate with the clients and within the crucial target markets about the product they offer. While organizations are on the move to find new source of information, the media and messaging strategies utilized by business needs to change as well. Despite this, the organization expects the consumers to get reliable message.

 Introduction

This thesis relates with marketing communication program for a case company, Three Kings Piazza. The main aim of the plan to ensure that the company gain more customers in the market. Three Kings Pizza has conducted a customer care survey and it has noted that there are possibilities for increased number of targeted customers. In addition, the case company has identified that they have been operating with no functional marketing communication plan mainly for the Pizza segment. At first, the company had the idea of concentrating with the inbound customers only. The main challenge is to gain customer attraction from other rivals. This plan provides the company with the strategies to be applied in their marketing communication programs toward their target market.

For the company to gain more customers, the plan to emphasize on the target market culture features. In general, the company needs to capture the attention of the segment and identify the promotion methods and implementation location that would be selected carefully.

Situation Analysis

Starting with the size, the pizza market has detonated in the last few years. This explosion of the pizza market has been caused by various factors related with the popularity of the pizza taste, convenience of the product, simplicity of preparing and ingredients. In general, Pizza has grown in popularity with the increase in delivery or takes out and the frozen pizza markets (Grönroos, 2004). According to statistics, Australian do consumer at least 380 slices of pizza per second daily which is almost 23 pound per individual yearly. However, it is factual that the market has been split to half-half whereby the frozen pizza with a small edge over the delivery or the take out. Due to the slight favor in the case of frozen pizzas, this would emerge as an exceptional area for Three Kings Pizza to expand to (Belch & Belch, 2003). Despite the fact that the frozen pizza market has been saturated, it would be significant of Three Kings Pizza to utilize strategic positioning as well as branding to trace the right niche within the frozen market (Bailey & Bonifield, 2010).

On the other hand of frozen pizza competition, it is relevant to note that the main idea for the company would be ensuring that consumer needs and wants are met. Frozen pizza clients are always in look for pizza that has great taste, convenient in preparation, nutritious, overall quality of the product and various toppings. The current rivals in the market have an understanding of the market and have strived to achieve and meet some of the consumer needs and wants. Some of the competitors of the company in the frozen pizza segment would be Tonys, Hut, Tombstone and Totinos. These are the top competitors in the market due to their great services on taste as well as their prices. When the clients are in need of quicker and easier meals they as well demand a cheap one and hence they have to consider the lower priced pizza in the market (Shimp & Andrews, 2012).

Competitors have the understanding of all these attributes and some of the crucial brands such as Totinos and Hut are considers as the cheapest. Due to their price range, they have been able to share the largest part of the market which covers young and adults. An average of Totino pizza tends to cost around $1.76 while that of Hut costs around $3.12 compared with the Three Kings Pizza delivery that goes at an expensive price of almost $7.93 plus a tip. Generally, there is lack of new products within the frozen pizza market in the last two decades and this is the reason to why price has been a major factor. With aspect of innovative products, frozen pizza brand would be able to split out of the promotional cycle (Mike & Slocum, 2003).

Purpose of the Plan

It is worth to note that product placement tend to be accounted in most cases as secondary or irrelevant medium for the marketing communication plan. In any case, the company has not taken the full advantage of the technique but it has been achieving good result when it comes to promotions. In addition, the company needs to consider product placement as an integral process in marketing communications process related with advertisements, sale promotion activities as well as public relations in addition with other component of marketing communications (Kim, Han & Shultz, 2004).

Utilization of the product placement will be considered as a marketing communication technique that will be designed by the company to enhance the reputation and image of its pizza product for the target market (Shimp, 2010). This would earn the company a positive image due to the positive aspect of the selected Medias such as use of motion pictures, television series and commercials. Due to such, the technique will emerge as a component of promotion sort of marketing mix and ill be a technique for publicity enhancement (Kitchen, Kim & Schultz, 2008). As in the case of the company marketing categories, use of the distinct component needs to be designed in a way that the entire component will function together by support or replacement of the expected proportion. However, considering the aspect of promotion mix communications, advertisements, sales promotion, public relations and personal selling are essential for the company to reach the targeted audiences with the needed message (Story & French, 2004).

Three Kings Pizza has been an innovative and successful company that has continually been searching for the next new thing. The company has been involved in continuous switching up in the market which has been allowing newer trends as well as new menus that do generate more sales (Keller, 2009). To achieve this goal, the company needs to employ multidisciplinary communications that would raise the significance of have coherent, effective and cost efficient message creation and delivery process. Hence, the process of creating messages, planning as well as implementation of distinct communication technique needs to be connected with an aim of achieving the core business objectives. The company marketing communication concept is relevant for the purpose of coming up with integrated marketing communication (Shimp, 2010).

Three Kings Pizza target consumers are families. To specify, the company has been targeting the families that are living in the rural towns. Actually, Three Kings Pizza has done excellent work with attempts of reaching the consumers who are situated in the rural towns (Shimp, 2010). Such amount to a creative idea since in most instances the restaurant has been the only one within the town. In addition, when the families from the small neighborhood towns when they visit the large town by they in most case consider dining at the restaurant for their meals (Low & Mohr, 2001).

Currently, Three Kings Pizza has considered promotion to the young youth though utilization of internet site. They have been in demand for the large share of the college aged potential market. It needs hence to utilize promotion such as online ordering as well as text messaging ordering which have been popular ways of marketing among the youths. As well, Three Kings Pizza needs to have an understanding of what the current frozen pizza client wish to have. In general, these consumers are in search of quality (Madhavaram, Badrinarayanan & McDonald, 2005).

However, as well reputed pizza restaurant, clients are expected to have increased demand from Three Kings Pizza. However, despite the fact that the company public relation and marketing communication plan will be right on target, if the company fail on providing a final product that will live up to the client expectations the entire camping will emerge as a flop (Keller, 2009). Actually, the pizza industry has been experiencing pains in relation to stay in the current food trends and consumer trends. In addition, there is another significant factor related with the development and growth of pizza which is the willingness of manufacturing to accept, react toward and will of the consumers which has been a factor that drive the category growth with vast changes in terms of product quality (Grönroos, 2004).

The Launching Strategies

For the Three Kings Pizza the launch process will have to utilize series of media that will assist in publicizing the launch process. The company will be launch the campaign in October since there is the wish to ensure that consumers will be fully aware of the Three Kings Pizza before the end of winter a time when the weather was too harsh and people had no wish to move out of the houses hence they had to eat more meals at their homes. During the winter season, individuals consider keeping the freezer and pantries fully stocked with fear of getting snowed in. Hence, October would be the best month for the company to start the campaign on product recognition to ensure that when the winter ends Three Kings Pizza will be fresh in the minds of consumers (Keller, 2009).

During the first week of October, we will use it in conducting public relations which will have to incorporate news releases that will be sent out to many news and media outlets, blogs, MySpace and facebook. This public relation process will be maintained with full force with utilization of advertisements and new stories that will create interest for the young consumers (Madhavaram, Badrinarayanan & McDonald, 2005).

During the second week of October, the company will have to invest on television advertisements. The television ads will consist of 60 to 30 second spot that will target the families. The company will have to endorse some of the local celebrities such as Howard and Romania who are from one of the Australian hit TV series. “Howard Is Loved By Everyone.” On this television show, Romania plays as Patricia who is overworked and never appreciated housewife married to Ryan who is being played by Howard. The couple has been facing daily stresses related with their children as well as in-laws by they have to be balanced by comedic respite of Ryan (Keller, 2009). Such would be a relevant setting for the Three Kings Pizza advert. Harriet has always been criticized by the mother in law many times due to her cooking skills and has always never got sufficient time for cooking and the solution to this is simply use the Three Kings Pizza to solve her problems (Madhavaram, Badrinarayanan & McDonald, 2005).

The third, the company would use ii in print advertisements as well as promotion. The adverts will have to feature the full color advertisement of the “Howard Is Loved by Everyone” scene sourced from the television adverts (Keller, 2009). The print ads will have to show in popular magazines and insert in the main newspapers together with other promotion coupons that would be taken in grocery store and collect a discounted price on Three Kings Pizza (Madhavaram, Badrinarayanan & McDonald, 2005).

The final week would be spent on television adverts to cover and target the college students and the younger. The commercials in this case will have to facet the hit music actors who would endorse aspect of convenience not to leave their homes. The ads will show the target group in restaurant with attempt to enjoy the pizza while paparazzi is taking photos and disturbing them (Belch, & Belch, 2003). Then the ad will have to who them getting fed up and they go directly to the freezers at home and pull out Three Kings Pizza. As well, it will then show them how they are enjoying the favorite pizza at the comfort of their home which is free from the paparazzi disturbance. Finally, the last four days will be used on 30 second radio bites that will be taken directly from television ads for the second week and the fourth week adverts. This audio bite will have to play on all top radio station in the country (Belch, & Belch, 2003).

Reference List:

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Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.

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Shimp, T. A. (2010). Integrated Marketing Communication in Advertising and Promotion 8e. International Edition. Printed in China.

Shimp, T. A., & Andrews, J. C. (2012). Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.

Story, M., & French, S. (2004). Food advertising and marketing directed at children and adolescents in the US. International Journal of Behavioral Nutrition and Physical Activity, 1(1), 1.