Dr. Manahil PRICING & MARKETING PLAN IMPLEMENTATION

Running head: STRATEGIC MARKETING MODULE 3 CASE 1

STRATEGIC MARKETING MODULE 3 CASE 3

Trident University International

Student Name

Strategic Marketing Module 3 Case

MKT501: Strategic Marketing

Professor’s Name

Date of Submission

Introduction

A ketogenic diet has been incorporated in the world after a long time spent on research. An important aspect of the development of the product is analyzing the aspect of promotion, cost analysis, and other concerned dimensions. In this module, an integrated marketing communication approach will be established for the product so that a clear and consistent message is conveyed to the consumers.

Integrated Marketing Communication

Integrated marketing communication is necessary to give a consistent message to all the consumers using the product/service. The elements of the communication mix include advertising, direct marketing, sales promotion, publicity/public relations and personal selling (Finne & Grönroos, 2014). Advertising is necessary for increasing engagement among consumers however advertising doesn't necessarily assure sales unless sales promotion is done by the company. Direct advertising is beneficial in case of targeted audience is aimed to be reached. However, string public relations should be defined in this case. In the present time, digital marketing and social strategy prove to be the most effective type of IMC approach since the millennial of the present time are more attracted towards social platforms.

Product

The Ketogenic food diet involves high fat, low carb meals (Wang et al., 2016). The Keto restaurant we are introducing will be operating in Las Vegas, New York. Although there are a number of keto friendly eateries working in this area, however with our ketogenic food restaurant will be catering this diet specifically. The eateries available in Las Vegas at this moment do not specifically focus on keto diet however their menu and buffet manage the low carb requirements. Contrary to this, our keto food restaurant will be offering specifically keto food along with an additional menu. The keto food menu will be prepared with the help of the onboard nutritionist.

IMC Approach

Following are the main aspects that will be used in the IMC approach.

· Direct Marketing: Since not, all the people are following a keto diet, hence defining the specific consumers would be the priority in case of development of the restaurant. For the purpose of approaching specific consumers (Finne & Grönroos, 2014). Direct marketing would be the most appropriate method of increasing sales. Direct marketing will be available in the form of coupons and online customer services. With the introduction of every new meal in the menu, coupons will be assured for the consumers of the keto diet so that the product becomes popular in the eyes of the consumers.

· Social Media Marketing: In the present time, social media platforms are essential for increasing sales and get higher engagement among targeted consumers (Finne & Grönroos, 2014). Likes, dislikes and health of the consumers will be kept in mind while managing the social media profile of the restaurant. Other than this, the restaurant will have region-specific social media accounts so that the targeted customers can be approached easily.

· Public relations: Integrated marketing tool is started through public appearances news/official statement and occasion sponsorship by exhibiting the item in generosity and trust with the goal that the organization is displayed in a positive way (S. Johnson, 2018).

Messaging

The core strategy of the restaurant will be an online presence. With the help of this core strategy, the message of health and the benefits of keto diet will be communicated among the consumers. Data gained with the help of the internet will be effective to gain insights for increasing sales.

Measuring Effectiveness

A most suitable method of measuring advertising effective is through social media engagement and the increase in sales. Both the methods are effective as results will be evident in this case.

Conclusion

To conclude, the IMC approach for giving out a constant brand image of the restaurant. Our restaurant will be following three major approaches in IMC including direct marketing, social media marketing, and public relations. However, the likes, dislikes, and health of consumers should be considered in this entire approach.

References

Finne, Å., & Grönroos, C. (2014). Rethinking marketing communication: From integrated marketing communication to relationship communication. Journal Of Marketing Communications, 15(2-3), 179-195. Retrieved from http://10.1080/13527260902757654

Lee, Y. (2018). The Keto Craze: Charting Growth and Identifying Keto Product Gaps. Retrieved from https://www.kerry.com/insights/kerrydigest/2018/the-keto-craze-charting-growth-and-identifying-keto-product-gaps

S. Johnson, K. (2018). Elements of Integrated Marketing Communication. Retrieved from https://yourbusiness.azcentral.com/elements-integrated-marketing-communication-3805.html

Wang, Jingjing et al. "What Consumers Are Looking For In Food Consumption: Implications From Market Segmentation Analysis". Agribusiness, vol 33, no. 1, 2016, pp. 56-69. Wiley, http://10.1002/agr.21473.