Integrated Marketing Management Capstone(course sample)

Marketing Measuring Approaches 1
Integrated Marketing Strategy
By Kathryn Bartosik
(Bartosik, K., 2013)
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To: Mr. McDaniels, President, and Chief Executive Officer
From: Kathryn Bartosik, Marketing Associate
Regarding: Integrated Marketing Strategy
Date: May 13, 2013
Mr. McDaniels,
My crew and I would like to thank you for the chance to present an integrated marketing
strategy to your Company for the manufacturing of Pet Food. I fully recognize from your bid
notification that you are experiencing challenging issues with your present loss of the market
share and profit margins.
Please find the enclosed envelope and by opening it you will discover that we have a complete
integrated marketing strategy that reports where your position in the marketplace is along with
the competitive analysis, organizational goals and objectives, all key stakeholder benefits, along
with a marketing strategy that contains competitive pricing, product placement, advertising,
promotions, and point of sale, public relations and buzz marketing.
In addition we will determine with more than sufficient measuring tools and reporting to
confirm that you will have peace of mind in selecting our strategy over any of our contenders.
Irrespective of the choice you make on how to move your corporation onward we at KLB
Marketing Associates wish you the best in your industry and always have your best interest at
heart.
Thank you
Kathryn Bartosik, Marketing Associate

Pet Food Industry Marketing Plan
Executive Summary
a. Promotional and Media Plan: Our Company has been a direct selling company for
20 years and will continue to grow a direct sales force. As the leading brand cat
food begins to improve you will see us discuss two main approaches for product
placement on television shows and prominent live on-screen events and open
supply handouts at some key performances and large sites to start a buzz for the
product and consumer demand. The publicity and broadcasting segment goes
more into depth within the direct selling dominion that your sales crew has,
ethically mannered, and how we can get around the boundaries of large sporting
events to generate buzz marketing.
b. Measurement: We boast ourselves on proposing results that meets the objectives
and intentions of our consumers, in order to guarantee we meet your objectives
we will engage widespread approaches of measurement procedures. We will
originate at the starting point for measurements of sales, profit margin, market
share, brand awareness, brand enthusiasmand brand loyalty. We will be
measuring these leading points every three months throughout the course of our
annual contract and deliver an all-inclusive written evaluation. If there is need to
change the proposal we will assist focused on the results of these reports. Each
measurement summary is finely detailed in the measurement sector plus a control
group.

c. Conclusion: Our Company is grateful that your Company is permitting us to
participate in this tremendous opportunity. After your crew has studied this
proposal in its entirety please do not hesitate to reach out to us for any
clarification. I am confident that you will allow us to offer you the precise level of
Integrated Marketing Communications and Strategy to help revolutionize your
brand awareness and increase your sales immediately.
II. Situational Analysis
Your Company is losing the currently market share and profit margins to another leading
brand pet food manufacturer for the past 4 months and is on a continuous decline at 15%
a month that is a 60% market share showing a 60% profit loss. We want to reverse the
current loss your Company is enduring to the leading brand profit increase. This is due to
lower pricing of 70% and we know your Company does not want to continue on this
downward slope. If this continues then your brand pet food will cease to exist.
III. Competitor Analysis
Competitive analysis provides a comprehensive view of the leading brand that is lower in
price compared to your brand. The leading brand is available at mega discount stores like
Walmart and Sam’s Club. This is providing the needed information that relates to
competitive pricing, sales tactics, marketing strategy, and production channels in the
complete competitor analysis section. You might be more interested in the salespersons
incentive plans for your Company that will give more purchasing power towards brand

loyalty consumer buying from local rescue organizations that bring in a portion of the
cuts on sales and profits. This can prove to be rewarding but legalities might be required.
IV. Customer Analysis
Your Company’s brand buyers have been best known in the Midwest as a brand of pet
food that lives up to its name, pets have asked for it by name. The intention to create an
eco-friendly package design that is environmentally safe is in the forefront of the agenda.
The consumer who buys this brand will have the opportunity to enter into a sweepstakes
to win an all-expense paid pet food commercial for their owner as the pet’s consumer
buyer. The customer analysis section is intended to help you to regain the former buyers
and maintain their loyalty to the brand once again. The newer consumer base with
promotional encouragement will increase in the next quarter’s growth in sales and
profits.
a. For the pet consumer who prefers grain free, because it is better tasting. The
pet consumer buyers are mostly adult women who are in-store buyers that may
have smartphones.
b. Survey results with questions and charts total of 8 consumer surveyors.

i. Which of the following brands of pet food have you used? (Select all
that apply.)
ii. Which of the following brands have you heard of? (Select all that
apply.)
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iii. Have you heard of Eukanuba?
iv. How did you first hear about Eukanuba brand pet food?
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v. How likely are you to use Eukanuba brand pet food after seeing the
commercial at:
(http://www.youtube.com/watch?v=7_MnYeQyDcg)?
vi. In the past 7 days, which of the following activities have you done
on Amazon.com? (Select all that apply.)
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vii. Optional. What is your first and last name?
V. Marketing Plan
a. SWOT Analysis
Our Company has finished a strength, weakness, opportunities and threats analysis
that will be a tool to help make the focal viewpoints of the promotional campaigns.
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b. Market Segmentation
Our Company has taken the pet food industry and separated it into four main
segments that relates to creating a purpose and the how for Your Company’s brand
that will satisfy those needs. We will take those segments and apply the main
strengths and opportunities to capitalize on our marketing campaign progresses. The
ultimate outcome of this is to get as targeted as much as possible towards the given
message we want the current and potential buyer to hear.
c. Product Decisions
We will lay out the foundational product changes that are designed to bring in new
buyer opportunities for Your Company. Here is an example, low priced, 100% protein,
and grain free non allergen pet food. It is easier on the pet’s digestion and the
buyers’ pocket book. It is available at Walmart and Sam’s Club along with paper and
digital coupons. The smartphone app will be texting the consumer upcoming sales
promotions to the consumer upon request. The packaging changes will reflect on the
formula’s that are in larger more readable text with the distinction in the new tastes.
d. Pricing Strategy
Just recently Your Company has lowered the prices in effort to discontinue the
product at the local pet supply stores. This is in order to open other doors for
obtaining this brand as a low price leader in dry pet food. We are looking at
maintaining the competitive pricing of Your Company along with the counter partner
Iam’s brand pet food. This will be a challenge because of the cost of better
ingredients along with maintaining lower prices. This is believed to help our

suggested product changes and strategies to come into play as we are able to restore
the stability of the market. The pricing section will give details about the price
comparison, key points for salespersons and all of Your Company’s stakeholders; and
a detailed strategy on how to communicate within and without the company for
economic growth potential. The media outlet will be the public relations and an
innovative cost approach that is meant to be aggressive. There will be more
information on this in the pricing section along with the press releases.
e. Distribution Channels
Our Company has incorporated an alternative to your distribution channels in effort
to provide accommodations for the handling of ingredients for the pet food, and the
preservation for freshness. This means that the manufacturing of the pet food
industry will be situated at another plant manufacturer within the U.S. Our Company
also has enclosed the schedule for the sales volume increases.
f. Promotional and Media Plan
i. Interactive Advertisement
Dr. Whizz is going to be the spokesperson for TV commercials. These are
some more positioning options that will have Dr. Whizz talking in favor of this
brand along with a the new green logo on the bag. He will talk about the new
formulas that are grain free and that make them allergen free. He will discuss
how the grain added formula’s using wheat and corn are known allergens that
are causes of common digestive problems in cats and have shortened their
nine lives. The formulas main ingredient is venison, lamb, chicken, duck,

pheasant, wild salmon and mercury free tuna. The bags appearance to the
buyer and taste to the cat consumer will draw the adult women buyers into
the pitch during the in-store commercial demos. Coupons will be offered at
this time along with samples to take home. The positioning statement is:
Pricing in terms of other pet food brand pricing comparative to less expensive
pet food with improved taste for $9.99 an 8 lb. bag, and $15.99 a 20 lb. bag.
ii. Press Release
Your Company’s formula will have no allergens, such as wheat and corn that
have been removed from premium high quality cat food. It is making a new
appearance as the first for this brand. Your Company is pleased to announce
the launch of the new pet food that is designed to keep your pets’ nutritional
balance at a peak with the choice of protein meat products that suits their
needs.
FOR IMMEDIATE RELEASE
Dr. Whizz’s, Your Company pet food launch brings an innovative approach to
help pet’s digestive systems with a balanced protein diet. New pet food
formulas have scaled back on unnecessary added grains. It is corn and wheat
free, and better tasting with 100% protein ingredients.
CORONA, CA (June 1, 2013) – According to a recent survey from Our Company
for buyers of pet food it has been discovered that pets prefer Your Company’s

pet food over other brands. It’s been taste tested by the pet consumer and
their nose knows best what they need when it comes to a balanced diet of
protein. Their carnivore appetite being purely meat eaters don’t need to have
any more upset stomachs with those added fillers. This will improve the
overall health maintenance of the pet and reduce kidney and liver problems as
they get older. The longevity and also their shinier coat and whiter teeth will
speak for itself as the buyer adds this to their daily diet plan.
Veterinarians are reporting more kidney and liver problems due to the added
grains in their food and this turns into a sluggish digestive system for the
overall health of the pet. It will also reduce the obesity that is found in pets
that are too fat due to the wrong type of diet, and this leads to a diabetic
obesity condition in some pets that requires veterinarian assistance. The
protein helps to maintain a lean body mass and will decrease their begging for
food.
Upon the launch, Your Company’s “grain free” and also with Lamb and Rice
will be available in 8 lb., and 15 lb. bags.
For a complete nutritional approach to the “100% protein” diet the varieties of
meats will be available in venison, duck, pheasant, chicken, turkey, salmon and

tuna. The buyer can visit www.yourcompany.com. (Natural BalanceInc.com,
2013).
iii. Promotional Program
The promotional marketing program that I have for Your Company’s Pet Food
and how it matches the adult women customer buying target market and
ways of speaking directly to customers through communication and
engagement and that is: through the consumer blogs such as Facebook,
Twitter, and Your Company Blog (FaceBook, 2013, Twitter, 2013). This makes
a good communication site for the person buying the food for that special pet
consumer. In effort to change Your Company’s slogan for an up to date motto
this one will be found appropriate: This is what a fit and long living pet is made
of Your Company “grain free”. The captivating pet stories capture the pet
people viewers and successfully make the heartfelt pet owners have for their
pets to eat. This slogan or motto will remind the pet person of their special
pet’s duties to care properly for them by maintaining long and healthy pet
lives, Adglitz.com, 2010.
iv. Projected Promotional Budget
The quarterly budget will be as follows: $500,000 is the total budget for the
first quarter. The manufacturing, packaging, advertising, free samples,
coupons, smartphone apps, digital coupons, and spokesperson salary, and the
demo-table will be the mainstream for the first quarter. The breakdown is
$50,000 for each promotional activity. As the next quarter approaches in

September the budget reviews will determine the needs for continued
promotional advertising. The third quarterly budget analysis and projection
will be determined based on the sales and profits from the last two quarters.
The fourth quarterly budget will analyze and consider any changes based on
the SWOT analysis to judge the next step for the upcoming year.
VI. Measurement
We take pride in offering practical solutions that will meet or exceed your goals and
expectations when it comes to servicing our clients. For us to make sure that we meet
your immediate goals we want to engage the methods of measuring procedures. To
begin with we need the baseline measurements of your quarterly sales, profit margin,
market share, brand awareness, brand enthusiasm and brand loyalty. To measure these
prime indicators every three months within the scope of our annual contract this provides
us with a comprehensive written review this will give us the baseline for a starting point.
If there is the need to change anything in the plan we will use the results of the reports.
Each of the measurements is overviewed as detail written within the measuring section
that includes a control group for reference.
VII. Pricing Strategies
There are two main pricing strategies for this new product: penetration and skimming.
Penetration comprises of pricing the product at an inexpensive rate with the intentions of
achieving three main objectives: discourage the competitors from entering the market,

acquiring market share, and accumulating flexibility in pricing the product in the future.
We want to discourage competitors when we are standing as the low price leader: This
provides the awareness that profit margins will be small. Similarly, a low price will help
build support for the product and form target market base. In addition, beginning in the
low-price range this increases the flexibility to raise prices when the economic situation
allows it.
Skimming consists of arriving in the marketplace at a high starting price and then selling
to the market's more affluent consumers at higher profit margins. The objectives of
skimming are to recuperate the expenditures of costly product change as quickly as
possible and launch the product as exceptional or exclusive in the awareness of the
buyer, CTUO, 2013.
VIII. Distribution Choices
Distribution choices for your service business are comparable to several of those for a
tangible product sample, financial forecasting facilities may be accessible fromprinted
material, sold at retailers by consultants and distributed by electronic means, or by
phone, fax or mail. These are the possible distribution channels that include: retail
outlets, wholesale outlets, salespeople, direct mail, telemarketing, internet marketing, TV
and cable. These are valued sources for your business. When examining the
competitor’s distribution approaches, it is vital that we determine if the leading brand is
the current top brand competitor. Small trade resources will effectively compete on

every front, so we will focus on those competitors from whom you can soundly presume
to take market share, Bizfilings.com, 2012.
IX. Evaluation
The monitoring method that you could use to measure the effectiveness of this IMC
strategy is relationship marketing. This is a Regency-Frequency-Monetary Value (RFM)
model that is used to measure the effectiveness of relationship marketing. Three
indicators are monitored for each consumer. One is the time lapsed since the last
consumption, then the occurrence of placing orders by clients, and the average sum of
money spent by the consumer for each purchase. For every variable, a total of groups
can be defined, as well as the target group, using past experiences together with the
reply rates of different categories, as their base. If the $1 million budget is selected for
the IMC promotions alone, then it is realistic and just to devote the whole budget for that
purpose. Also, the paybacks of the said measures are benefitting on your part. You can
further use the assessment results for other commitments, such as a basis for the
development of their service, as well as to stay competitive in the market business,
Thinking Made Easy, n.d.

X. Conclusion
We appreciate your business and this opportunity to take the time to services your
marketing needs. When your team at Your Company has covered this proposal in its
entirety please call us, so we can discuss and negotiate any items or concerns that need
to be addressed. You might find us as being very resourceful when it comes to knowing
and how to gage incorporated marketing communications, because we have the strategy
that will change the way buyers perceive this brand and increasing your next quarterly
sales and profit margins.

References:
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food-advertising-punchlines-dog-food-commercial-catchlines-motto/
Alsem, K. and Wittink, D., (2007). Strategic Marketing: An Applied Perspective. McGraw-
Hill/Irwin; 1st edition.
American Psychological Association. (2010). APA Style. Retrieved April 10, 2013, from American
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CTUO, (2013). Activity: Pricing Strategy. Colorado Technical University Online, M.U.S.E.,
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FaceBook.com, (2013). Eukanuba Cat food. Retrieved on April 12, 2013, from:
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