Developing an IMC Program Paradise Kitchens was started by cofounders Randall F.
ID: 343285 • Letter: D
Question
Developing an IMC Program
Paradise Kitchens was started by cofounders Randall F. Peters and Leah E. Peters to develop and market Howlin' Coyote Chili, a unique line of single-serve and microwaveable Southwestern/Mexican style frozen chili products. The Howlin' Coyote line of chili was first introduced into the Minneapolis-St. Paul market and then quickly expanded to Denver and Phoenix.
To the Company's knowledge, Howlin' Coyote is the only premium-quality authentic Mexican-style frozen chili sold in U.S. grocery stores. Its high quality has gained fast, widespread acceptance in its markets. Currently, Paradise Kitchens has introduced Howlin' Coyote frozen chilies to 15 of its planned 20 markets with plans to extend the brand into other categories of Mexican food products, such as tacos, enchiladas, and burritos.
Paradise Kitchens believes that its high-quality, high-price strategy has proven to be successful and now is contemplating adding a new product line to its offerings, Earth Coyote Organics (ECO). Earth Coyote Organics will be positioned as a healthier Mexican-style frozen food line made with certified organic ingredients.
Similar to the Howln' Coyote product line, the ECO line will feature single-serve Southwestern/Mexican frozen dinner products seasoned with lime, garlic, and red chili spices, targeted at Hispanics and non-Hispanics living primarily in the southwestern regions of the United States. The price for the four initial ECO products will be above the Howlin' Coyote line as well as above the competitor's lines, utilizing a premium pricing strategy. Paradise Kitchens has chosen selective distribution for the new Earth Coyote Organics product line and has chosen its retail distribution partner.
With decisions on product, place, and pricing already ironed out, Paradise Kitchens must now decide on the promotional element of the marketing mix. To begin this process, the owners have begun to develop an integrated marketing communications plan to use to introduce Earth Coyote Organics to the market.
Promotion represents the fourth element in the marketing mix. The promotional element consists of communication tools including advertising, personal selling, sales promotion, public relations, and direct marketing. The concept of designing marketing communication programs that coordinate all promotional activities to provide a consistent message across all audiences is referred to as integrated marketing communications (IMC). Because media costs are high, promotion decisions must be made carefully, using a systematic approach. The promotion decision process is divided into three stages: (1) developing, (2) executing, and (3) assessing the promotion program.
While completing this activity, please refer to Appendix A in your textbook for additional information on Paradise Kitchens and Building an Effective Marketing Plan.
Read each action and description. Then, add the action into the correct stage of the marketing process.
Planning Implementation Evaluation
1. How did it go?: After the campaign(s) have been run, Paradise Kitchens will compare its brand awareness promotional goals with its actual brand awareness levels.
2. Objective and task: The objective for promoting the ECO brand is developing brand awareness; therefore, the promotional budget will be based on expected expenses associated with achieving the objective.
3. Living in the Southwest: The primary targets for the ECO product line are Hispanics and non-Hispanics living in the southwestern regions of the U.S. due to this market's preference for spicy foods.
4. Dallas Morning News: Once the advertising copy specifics have been chosen, Paradise Kitchens will run an advertisement in the Dallas Morning News, a popular newspaper in north Texas.
5. Changing course: If Paradise Kitchens determines that its target audience cannot recognize the Earth Coyote Organicsbrand name and products, Paradise Kitchens will alter its promotional program, making changes as necessary.
6. Coyote choice: Before any promotional materials are developed, Paradise Kitchens will test a number of different coyote images with audiences to ensure that its print materials contain attractive coyote images and not scary ones.
Please match each other these actions to either planning, implementation or evaluation- thank you!!
Explanation / Answer
1. Evaluation: Since the campaigns have already been implemented and it is time to evaluate their performance and compare brand awareness promotional goals with actual brand awareness levels.
2. Planning: Since the objective and tasks to be carried out for developing brand awareness are being laid out.
3. Planning: Through primary and secondary research and data, it is established that primary targets for the ECO product line are Hispanics and non-Hispanics living in the southwestern regions of the U.S.
4. Implementation: Placing advertisements in the newspaper is the implementation strategy carried out by the company.
5. Evaluation: After implementation of the promotional program, the company will change its course of action through proper evaluation of the implementation results and will make necessary changes.
6. Implementation: Since Paradise Kitchens will test a number of different coyote images with audiences, it means that the company is implementing its strategy and getting the audience response on its strategy.
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