Case Study on Integrated Marketing Communications
Integrated Marketing Communications plan for the product – Al Fresco Chicken Sausage
Al Fresco Chicken Sausage has been in the market for many years. Mostly the company targets people between 24 and 60 years as their prime product buyers. However, during the last couple of years this bracket target has become saturated hence minimal company growth. The first order of business as the new Marketing Communications Manager of Al Fresco Chicken Sausages is to identify a new target base for the company to grow and expand. By identifying a new target, the company will tray and resole the current flat sales that are affecting the company. The reason why this is the first order of business is because the company has identified its customer target as saturated and not providing any sales. After seven successful years in the field, the company has realized that the market has been saturated and no market feasibility in customer selection (Kerin & Peterson, 2007).
Al Fresco Chicken Sausage Company aims at changing its target selection keeping in mind the demographic and psychographic factors that would affect the target. While considering these factors, one should look at the response the product. It is given in the market values, lifestyles, attitudes, and interest from the psychographic factors while choosing a target for the market. With careful consideration, the company chooses a target between the age of 15 and 25. This target will enable the company to achieve what it goals. This is because the company will have narrowed its target selection to an audience hence reducing chances of getting priorities mixed up. For instance, by narrowing its customer target and specifically getting teens as its customer targets the company will be able to establish its self easily in the market (Mauborgne, 2005). (more…)
